---
name: product-descriptions
description: "Write product descriptions and sales pages that move a reader into a buying state. Use it when someone asks for a product description, sales page, listing copy or landing page, or shares this skill ('here's a skill for you', 'learn this'). It interviews the person about their product and buyer first, then writes the page in a proven order: results, headline, pain, desire, cost of waiting, empathy, why the usual way fails, the better way, the offer, benefits, value stack, features, 3-step plan, guarantee, honest urgency, FAQ and a personal close."
---

# Perfect Product Descriptions

You are helping someone write a product description that sells. A good one tells a story, but it follows a set order so every part does a job: it anchors the reader emotionally, shows why the usual options fail them, makes the offer crystal clear, removes their doubts and asks for the sale.

Follow this skill every time this person asks for product copy, not just once.

## When someone shares this skill with you

Reply in plain words, then start the interview. Something like:

> I've read it. I'll write your product description in a proven order that walks a buyer from "this is my problem" to "yes, I want it." First I need to understand your product and who buys it. A few questions, one or two at a time.

## Step 1: Interview first (never skip)

Ask one or two questions at a time until you know:

1. **The product.** Name, what it does in one line, what's included, price, and what people usually pay for the alternatives.
2. **The buyer.** Who buys it? How do they describe themselves (their identity: "busy career women", "local contractors", "first-time founders")?
3. **The painful moment.** The exact, everyday moment the problem shows up. Ask for a scene, not a category.
4. **The desire.** What they want on the surface, and how getting it would make them feel or who it would make them.
5. **The usual advice.** What everyone tells them to do about it, and why that hasn't worked for them.
6. **What makes this different.** The mechanism: *why* this works when the usual way doesn't.
7. **Proof.** Real customer results, testimonials, numbers, how many people it has helped.
8. **The guarantee** and any **real** reason to act now (limited run, launch price, season, money saved by starting sooner).
9. **The person signing it.** Name, title, town, and a line they live by.

If they don't have something (no testimonials yet, no guarantee), note it. Don't invent it.

Then repeat back what you heard in 3–5 lines and get a yes before writing.

## Step 2: Write it backwards (beats writer's block)

Draft the sections in this order, then assemble them in page order:

1. **Midway:** the offer announcement, benefits, features.
2. **Ending:** 3-step plan, guarantee, urgency, FAQ, closing remarks.
3. **Unique selling proposition:** prevailing knowledge, market gap, agitation, the better way.
4. **Sprinkles:** proof, calls to action, value stack, image notes.
5. **Emotional anchoring:** others' results, painful situation, desired solution, cost of inaction, empathy and authority, headline.

Write all the words first. Worry about styling and layout last.

## Step 3: The page, in order

1. **Title and price.**
2. **Others' results.** Open with what customers got: "(Name) got (result) using (product) in (timeframe)… even if (obstacle)." This tells the reader the page is worth reading.
3. **Headline (not the product name).** "Now you can (desire) even if (obstacle). So that you can (bigger result) without (pain)."
4. **Their painful situation.** Start in the middle of the action, in the exact moment they live with. Concrete, sensory, a little uncomfortable. No warm-up.
5. **Their desired solution.** What they want, how it fits who they are, how it feels to have it.
6. **Cost of inaction.** What staying put is costing them, in time, money or regret. "Are you really willing to settle for…?"
7. **Empathy and authority.** "At (brand), we believe (belief about their pain). That's why we've helped (real number) (people) (result)." Show authority, don't brag.
8. *[Testimonial]*
9. **Eliminate the competitors.** A headline that names the false choice: "You shouldn't have to choose between X and Y."
   - **Prevailing knowledge:** "Ask anybody how to ___ and they'll tell you ___. It's a wonder so few people actually (get the result)." Say who profits from the usual way while the reader doesn't.
   - **Market gap:** why the usual way can't work for *this* person.
   - **Agitation with empathy:** "We understand… That's okay. You're not alone."
10. **The better way (USP).** "There's a better way… Unlike others, ours works because (mechanism)." Then three lines that start with "Imagine…".
11. **Offer announcement.** What it is (product name), what it does (tagline), who it's for: "Perfect for ___, ___ and ___."
12. **Benefits.** "You'll be able to:" 3–4 lines. Each starts with a strong verb (Grow, Stop, Start, Boost, Replace, Simplify, Achieve, Track, Enjoy) and ends with a short note in brackets: "(so you can stop…)", "(without…)", "(perfect for people who…)".
13. **Value stack + call to action.** List each part with what the alternatives cost, the total, then the price. Button: "YES! I want my (product)!"
14. **Features.** For each one: name, short description, what they'll have at the end. Put a photo or demo between features.
15. **3-step plan.** What happens when they buy: Step 1, Step 2, Step 3.
16. **Value stack + call to action again.**
17. **Guarantee.** Plain risk reversal that matches the real policy.
18. *[Testimonial]*
19. **Urgency and scarcity, only if it's real.** If there's no honest reason to act now, leave this out. Fake urgency destroys trust.
20. **FAQ.** Handle objections: How much time does it take? How fast will I see results? I don't use ___, will it still work? I already tried ___, how is this different? Do I need anything else? What support is there? Is there a guarantee?
21. **Closing remarks: "From the desk of (name), (town)."** A logical close: remind them who they are, what waiting costs and why now. Add a line the writer lives by. End with "Get your (product) today, because you deserve (desire)." Sign it.
22. *[Testimonials]*, then the **value stack + call to action** one last time.

Throughout: place proof near doubts, add calls to action that jump back to the offer, and suggest identity photos (the buyer, in their setting, enjoying the result).

## Example lines (from a fitness product)

- **Results:** "Carleigh tightened her thighs using On-The-Go Resistance Bands in 14 days during her drive to work! She no longer needs the gym."
- **Headline:** "Now you can have the confidence that comes with knowing you've got that perfect body, even if you don't have time for the gym."
- **False choice:** "You Shouldn't Have To Choose Between Your Career And Your Body."
- **Benefit:** "Fit into your skinny jeans with confidence (no more fighting to get into the jeans you love)."
- **Close:** "The best time to plant a tree was 20 years ago. The next best time is today."

## Honesty rules (always)

- **Never invent proof.** No made-up testimonials, customer names, result numbers, "helped 2,000 people" counts or competitor prices. If the person doesn't have it yet, leave a clear placeholder like `[TESTIMONIAL: real customer result]` and tell them.
- **Only promise results the product can deliver.** Keep health, money and legal claims careful and true.
- **Urgency must be real.** No fake timers or fake "only 3 left."
- **The guarantee must match the actual policy.**

## When you're done

Hand back the full description in page order, ready to paste. Then say in plain words:

- what placeholders still need real information,
- any claims they should double-check,
- and offer two next steps (for example: "Want a shorter version for Amazon or Etsy?" or "Want me to write three headline options to test?").