If you have a store that sells physical products, putting together your product descriptions can become one of those admin tasks. There are so many things to take into consideration: describing all of its features and dimensions, loading it with keywords so customers can find it, making it sound appealing so they want to buy it. Oh, and you probably want to write at least 300 words so that it isn’t considered ‘thin’ by Google.

When you apply that to all of your products and variations of those products then it’s a mammoth task. You’re probably going to run out of ideas by the fifth product page. Or it turns into a bit of a cut and paste job.

If you’re using a third-party site, such as Etsy, then you’ll have their search engine considerations as well. Not to mention all of those categories or tags.


Yet, your product descriptions are the sales text that is going to convince your customer to buy. It’s understood that when someone comes to your website they know they already want to buy from you, they are just looking for reasons not to. If your product descriptions are dull and repetitive then you’re giving them a big reason not to buy right there.

And if you’ve not carried your brand voice through into them because you’ve sat and written about 25 descriptions already and you’re just tired of it, then it’s going to be confusing to potential customers.

If you read How to put your brand into words, you should have an idea about what kind of voice is working for your brand.

The easiest way to bring your tone of voice into your product descriptions is to tell a story about that product. What are the background and inspiration? People like a product with a story.


You sell jewellery on Etsy. You laser-cut vinyl and wood to hand-make your own designs. Your target audience is women in their early 20s. The market for what you sell is pretty full, as far as you’re aware. But you know that you have a strong brand and brand voice that can cut through the noise.

A pink lighting bolt necklace description might go something like this:

“From out of the furnaces of doom, this necklace arose like a phoenix. It’s neon pink light a shining force of good for all to see. A beacon of hope in this dark world.

“Hand-forged from the finest vinyl, this necklace is inspired by Greek mythology. A lightning bolt from Zeus, representing the power and fury that women can carry against their heart. It is a protective amulet in today’s world. And pretty stylish, too.

“We recommend wearing this with bold contrasting colours, brave monochrome patterns, or classic black to make this statement necklace really pop.

“It’s 5cm in length, so pretty stand-out. If you’re more of a shrinking violet, you may prefer one of my more neutral creations over here. It’s placed within a steel chain (hypo-allergenic for those who need to know), and will hang across the centre of your chest at the yoke of your clothes, at that just-right height so as to not feel like a choker nor drop like weight. “


Do you see how this shows a little more personality? Tells the story behind the scenes. You could simply say it’s a hand-made, neon pink vinyl necklace, shaped like a lightning bolt and then give the size dimensions. But that doesn’t really do the same thing.

Of course, this is just a hypothetical example. What about a real-life one? I really like what one of my clients does on their website to bring through their brand voice in the product descriptions.

They add this section to the end of their product description:

That little Why Buy Me section gives a bit of background story. Using those three words to head it up brings the brand voice into the product copy. They are thinking as their target audience would think, and talking like them, too.

All of the technical details are hidden away so that if someone wants to get their tape measure out pre-purchase, they can. The whole ethos of this business is that the pieces are to be kept. It’s not your big trip to Ikea when you’ve moved into a place. It’s thoughtful, considered, and styled.

The tone of voice isn’t talking to the customer in the same way as my hypothetical example does. It’s more mature, finessed, with a hint of fun.


Personally, I would use a more formal brand voice for higher end products. The luxury end of the market where your customer wants to understand its exclusivity, provenance, and process. You need to really communicate the value but you can still do this by telling the story.


In fact, the best thing you can do is imagine you are describing it to your dream customer. Think about what you’d say to them if they were sitting across the table from you, physically holding the product. How would you speak to them? What words would you use?