A common mistake is to describe a product purely through its features (size, material, weight). But buyers do not buy a feature: they buy the benefit it brings them. Your description has to translate one into the other.

Feature vs benefit

• Feature: “soy wax”. Benefit: “a longer, smoke-free burn”.
• Feature: “300 gsm organic cotton”. Benefit: “a thick, soft towel that dries quickly”.

The rule: for every feature, add “which means, for you: …“. You are then talking to the customer, not about yourself.

Structure it so it gets read

On a screen, people skim. Help the eye along:

• An opening sentence that sums up the main benefit.
• Bullet lists for the key points (far more readable than a wall of text).
• Practical details at the end (dimensions, care, what is in the set).
• A warm, concrete tone, with no claims you cannot back up.

Remember to answer frequently asked questions directly in the description: “is it suitable for sensitive skin?”, “is it dishwasher safe?”. Every doubt you remove is one less barrier to purchase.

Key takeaway: turn every feature into a concrete customer benefit, structure the text into readable bullets and anticipate common questions to remove buying barriers.