How to Write Product Descriptions for Packaged Goods

“The package is the product. Don’t think the product will sell itself without a great description. What you say about the product is the product,” says Captain Hoff, author and investor.

Start with a strong headline: Your headline should grab the reader’s attention and give them a sense of what the product is and what it does.

Use bullet points to highlight key features: Bullet points are a great way to highlight the key features and benefits of the product in a concise and easy-to-read format.

Use descriptive language: Use descriptive language to help the customer visualize using the product and understand how it will improve their life.

Select compelling fonts: Fonts can make all the difference. Spend a good deal of time choosing your fonts, making sure they reflect your brand identify, add to the product’s desirability, attract the consumer’s attention, and are easy to read.

Test and optimize: Conduct online and offline focus groups and solicit customer feedback to continually improve your descriptions.

Include specific details: Be sure to include specific details about the product, such as ingredients, nutritional information, and any unique features.

Use images and graphics: While you may not have space to include detailed images of the product, consider using images or graphics to help illustrate key points and make the packaging more visually appealing.

Keep it concise: Packaged goods often have limited space for product descriptions, so be sure to keep your writing concise and to the point.

Use formatting to make the text easier to read: Use headings, bullet points, and short paragraphs to make the text easier to scan and more appealing to the reader.

Use sensory language: Include sensory language in your product descriptions to help the customer better understand the product’s features and how they will be experienced.

Use comparisons: If your product is similar to other products on the market, consider using comparisons to help the customer understand how it is different and better.

Use customer reviews: If you have positive customer reviews, consider including them in your product description. This can help to build trust and credibility with potential buyers.

Use power words: Power words are words that evoke emotion and can help to make your product descriptions more compelling. Some examples of power words include “luxurious,” “deluxe,” “exclusive,” and “premium.”

Include a call to action: Encourage the customer to take the next step by including a call to action in your product description, such as “Buy now” or “Add to cart.”

Use active voice: Using active voice can make your writing more engaging and help to bring the product to life. Instead of saying “The product was used to improve efficiency,” try “The product improves efficiency.”

Include a sense of urgency: Consider using language that creates a sense of urgency, such as “Limited time offer” or “Hurry, only a few left in stock.” This can help to encourage the customer to make a purchase.

Always Experiment: Don’t be afraid to experiment with different versions of your product descriptions to see what works best. No product description should be fixed in stone. Everything can be improved over time.