How to WOW customers with your product descriptions

Writing descriptions for your products can be overwhelming.   It doesn’t have to be.

I get it—you bore this product from the first inkling of an idea to the perfect creation sitting before you, all styled and lovely by your own two hands, and you’re going to talk about it.

And talk about, and talk about it.

What’s in it for them?

Over-sharing is good for your first draft—type until you can’t type anymore about the product—but once you have all the info down, it’s time to edit.  How do you know what to cut?  It’s simple.  Keep your description to what matters most to your ideal customers: what’s in it for them.

Think about how your product solves a problem.  And before you’re all ‘but Tiffany, I’m a jeweler, not NATO’, remember that every product solves a problem or two no matter how big or small.

Start by answering some questions:

  • how will my target market use this product?
  • what situation(s) could this product be used in?  (Use a situation your target market is most likely to be in.  Example—a colorful, beaded necklace for that perfect summer date.)
  • how does my target market feel (emotional connection) when they use this product?  (“Confidence and class—it’s the best first date accessory.”)
  • what does my target market really want to know about this product (e.g. not tested on animals, 100% wool, etc.)?


Deutsche Fotothek‎ [CC-BY-SA-3.0-de (], via Wikimedia Commons

Create an emotional connection

Here’s the product description for a bracelet with ‘MOM’ imprinted on it from Etsy that I adore—it creates a strong emotional connection which is exactly what the target market is looking for when it comes to buying a great gift for mom:

“A gorgeous, meaningful personalized gift for moms, this sterling silver bracelet is handmade with love. She means so much to you. She is your greatest cheerleader. She knows what makes you tick. She lets you cry on her best shirt. She can drive you nuts. She’ll always make sure you eat no matter how old you are. There is no one like her in the world.”

Still have a question about your product descriptions?  Connect with me—I’m glad to help!

Illustration by Fawcett Comics, uploaded by Chordboard (art by Jack Binder) [Public domain], via Wikimedia Commons
Photo by Deutsche Fotothek‎ [CC-BY-SA-3.0-de], via Wikimedia Commons

How to make your site more user friendly

When people visit your site is it easy for them to find what they’re looking for? Or—even better—when they visit your site, is it easy for them to find the information and items you
want them to?

While most people loathe being told what to do, when they are shopping for products and/or services on your site they are begging for you to guide them. [Read more…]

Four things your home page should say about you

Your foyer or entryway is your home’s first impression. It greets you at the door with warmth during the cold months and a cool waft of air for those sweaty summer days. Your entryway is complete with photos, designs, plants or paint colors all selected by you.

It feels like home—like you belong there. Like you could kick back, hang your many hats, and relax for hours in a space that is entirely you.

That’s what your home page on your business website should feel like to your ideal clients and customers—like coming home.

I call it the “this is so me!” factor: people buy from you, crave your products and services, when they feel like you totally get them and what they’re all about.

Your home page is a big deal

The home page (the first or main page on your site) is one of the most frequented pages on a website. It is generally the page you link to in social media profiles and email signatures, and is what is listed on your business cards.

Your home page is your website’s foyer. Greet your guests and let them know whether or not your site is “so them” with these 4 steps:

1. Let them know who you are—Pretty simple, right? Give people your name and title.
2. Let them know what you do—Are you a jewelry maker, cake designer, photographer?
3. Let them know who you do it for—This is where knowing your target market (the people who are most likely to buy your products and services) comes in super handy. Let that group know that you’re there for them.
4. Let them know what to do next—This is your call to action. What do you want visitors to do after landing on your home page? Read your about page? Check out a blog post? Subscribe? Tell them what the next step is.

“This is so me!” in action

For example: My name is Tiffany, and I’m a copywriter for women business owners who are busy making moves by doing what they do best—and writing copy isn’t it. I relieve them of the writing stress because that’s what I’m best at. (And at the bottom of my home page is a “start here” button taking them to my copy services.)

Before leaving my home page, people know exactly whether or not my site is for them. Those that my home page applies to get the “this is so me!” factor, and stick around.

So go on, it’s your turn. Who you are, what you do, and who you do it for? Let us know in the comments!


Illustration by David Vignoni LGPL via Wikimedia Commons

How to get things done if you work from home

Working freelance and from home can be amazing.

You can do what you want (heck yeah!), but without some structure and a little office space mentality, working from home can digress from one big sleigh ride into ‘I didn’t get anything done today.’ [Read more…]

Three things you must know before hiring a copywriter

Copywriters can do wonders to enhance your reputation and to spruce up your copy.  Hiring the most accomplished and/or most talented copywriter could be a poor decision if you haven’t worked through a few details first.  Here are three things that it is essential to consider before making a hiring decision. [Read more…]