Listen, we get it. You’re done. You made it through design and development, the website is #sexyAF, and presales are right around the corner. The last thing you want to do right now is reflect back on the journey of development and craft a compelling copy set for the all-too-important product pages. 

‍

‍Well, we got you. Here’s a simple 3-step formula to compelling product descriptions and product page copy. 

‍

First: Features

Take some time to either list out or descriptively enchant your reader with some features of your product. Features are the tangible solutions that you’ve embedded into your product. This is the time to list out those expensive active ingredients, the knit or weave features. Really anything that physically makes up the product. It’s also a great place to highlight those high-level technical specs. 

‍

Second: Benefits

‍

Benefits are the impactful results of the said features. If features are the cause, then think of benefits as the effect part in a cause-and-effect relationship. 

‍

Here are some examples: 

‍

Feature: Retinol 

Benefit: Age-Defying 

‍

Feature: lavender Extract 

Benefit: Soothing lavender experience 

‍

Feature: Ergonomic 9.5” Handles 

Benefit: Comfort Grip 

‍

Third: Objections

Finally, the third component to great product write-ups are objections. Hear us out. We love our customers. But even the most dedicated of customer bases and most loyal of fans still require the occasional and figurative push to get items into cart. Plainly addressing known objectives in your product copy can help to highlight exactly what they might be thinking and what you’d like them to think instead: 

‍

Here are some examples: 

‍

• “Now more durable than ever” objection-handling translates into, “We know you already have one but this will be one of your last purchases for a while.” 
• “The first of its kind” objection-handling is another way of saying, “We know you already have one but this one’s special.” 
• "Exclusive fragrances from France" objection-handling is also, "You may think you have something similar, but you can only get this from us."
• “Easy to use” objection-handling translates to, “We know it seems complicated, but it’s not.” 

‍

Keeping features, benefits, and objections in mind while you craft your product descriptions (and even your product pages) is a great hack to faster, more impactful copy for you and your customer.