The Only Product Copy Formula You Need
In the competitive world of retail, the right product description can make all the difference. It’s not just about listing features—it’s about telling a story that resonates with your customers and entices them to make a purchase. Today, we’ll delve into my tried-and-true formula for creating captivating product copy that not only informs but also inspires. Because sometimes it can be hard to know where to start.
The Formula Breakdown
To create a compelling product description, consider including at least two of the following “romance copy” categories, in this order:
Collection Description (if applicable)
Immediately establishes an identity and reinforces brand legacy.Critical Attribute
This highlights the most important feature or quality of the product that sets it apart.Unique Selling Point
Any other important attributes, especially those that cannot be seen visually.Use Case
A tip or trick on how or where to use it, and what to pair it with (e.g., compatible accessories).Why to Buy
What is at least one reason someone really needs this in their life or work?
By chronologically combining these elements, you can craft a narrative that highlights your product’s unique features and appeals to your customer’s lifestyle and desires.
Let’s explore how this formula works with real product examples.
Product Name: Aire Scoop Neck Bodysuit
Collection Description:
The latest silhouette from our Aire collection—our line of buttery-soft layering pieces that flatter and smooth—is the scoop neck bodysuit.
Critical Attribute:
Made from a high-performance fabric that stretches in all four directions to give you the ultimate in comfort, movement, and hold.
Unique Selling Point:
Lightweight and double-layered, Aire feels like a second skin that you’ll want to wear all day, every day.
Use Case:
Because it’s a bodysuit, it stays perfectly tucked, and the full bottom coverage is super comfortable.
Final Product Description:
The freshest silhouette from our Aire collection—our line of buttery-soft layering pieces that flatter and smooth—is the scoop neck bodysuit. Made from a high-performance fabric that stretches in all four directions to give you the ultimate in comfort, movement, and hold. Lightweight and double-layered, Aire feels like a second skin that you’ll want to wear all day, every day. Because it’s a bodysuit, it stays perfectly tucked, and the full bottom coverage is super comfortable.
Now here’s an example where not every category is filled out, yet the formula still works.
Product Name: Classic Cotton Tee
Collection Description (If Applicable):
n/a
Critical Attribute:
The V-neck tee gets a feminine + sophisticated upgrade.
Unique Selling Point:
Naturally soft with stretch, we added flutter sleeves to bring a touch of glam to daily dressing.
Use Case:
Designed for day-to-night versatility with a body-loving fit, our Glamgetter tee will soon become your wardrobe’s hardest working piece.
Why To Buy:
n/a
Final Product Description:
The V-neck tee gets a feminine + sophisticated upgrade. Naturally soft with stretch, we added flutter sleeves to bring a touch of glam to daily dressing. Designed for day-to-night versatility with a body-loving fit, our Glamgetter tee will soon become your wardrobe’s hardest working piece.
Here’s an example from another industry, showing the formula still applies.
Product Name: MaxPro™ Ultra Drill 3600
Collection Description:
Introducing the MaxPro™ Ultra Series—where innovation meets durability, delivering professional-grade tools trusted by experts worldwide.
Critical Attribute:
Equipped with our patented HyperTorque™ technology, the Ultra Drill 3600 offers unmatched power and speed for any drilling task.
Unique Selling Point:
An intelligent cooling system prolongs motor life, while the anti-vibration handle reduces fatigue during extended use.
Use Case:
Optimize your drilling with the adjustable clutch settings for precise control, and pair it with our titanium-coated drill bits for enhanced performance.
Why to Buy:
Whether you’re a professional contractor or a DIY enthusiast, the Ultra Drill 3600 is the ultimate tool to elevate your craftsmanship and efficiency.
Final Product Description:
Introducing the MaxPro™ Ultra Series—where innovation meets durability, delivering professional-grade tools trusted by experts worldwide. The Ultra Drill 3600, equipped with our patented HyperTorque™ technology, offers unmatched power and speed for any drilling task. An intelligent cooling system prolongs motor life, while the anti-vibration handle reduces fatigue during extended use. Optimize your drilling with the adjustable clutch settings for precise control, and pair it with our titanium-coated drill bits for enhanced performance. Whether you’re a professional contractor or a DIY enthusiast, the Ultra Drill 3600 is the ultimate tool to elevate your craftsmanship and efficiency.