STEP 1

Product Descriptions that Sell

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IDEAL CUSTOMER
DESCRIBE YOUR IDEAL CUSTOMER

PAIN PLEASURE
WHAT TYPE OF FRUSTRATIONS DOES YOUR IDEAL WHAT ARE THE POSITIVE FEELINGS YOUR IDEAL
CUSTOMER DEAL WITH? CUSTOMER HOPES TO ACHIEVE W/ YOUR PRODUCTS?

PAIN PLEASURE BOTH

DO YOUR PRODUCTS MAINLY RELIEVE PAIN, EVOKE PLEASURE OR BOTH?

KEYWORDS FEELINGS
LIST KEYWORDS YOUR IDEAL CUSTOMER MAY USE LIST POSITIVE FEELINGS YOU WANT TO EVOKE OR
WHEN SEARCHING FOR OR DESCRIBING YOUR NEGATIVE ONES IF YOU WANT TO POINT OUT A PAIN
PRODUCT. YOUR PRODUCTS HELP CUSTOMERS AVOID.

HOW IS YOUR PRODUCT DIFFERENT FROM OTHERS ON THE MARKET?

WHAT DOES YOUR CUSTOMER GAIN FROM BUYING YOUR PRODUCT?

PRODUCT FEATURES BENEFITS

LIST YOUR PRODUCT'S KEY FEATURES LIST THE BENEFIT OF EACH KEY FEATURE

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STEP 2
Product Descriptions that Sell
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1. PRODUCT TITLE
WHAT'S THE NAME YOUR IDEAL CUSTOMER WOULD SEARCH?

2. HEADLINE
IF YOU COULD ONLY SAY ONE THING TO GET SHOPPERS TO BUY, WHAT WOULD IT BE?

OPTION 1 3. PAINT A PICTURE

I started creating _________________ (your product) when I was ________________ (describe you as your
ideal customer, before you created a solution) and ______________________ (pain). I was
____________________(specific feeling, e.g. tired/frustrated/fed up) with ______________________ (current
options available). I wanted _____________________ (pleasure/dream scenario). I created a product with
___________________ (features) so that _______________________ (benefits).
OPTION 2
I know how frustrating/difficult/etc. it is when ________________ (current product options available or
pain). Which is why I created ________________ (name of product) that has ________________ (features)
for _______________ (benefits and or pleasure).
OPTION 3
For those times when ___________________ (pain), this ________________ (product name) will
________________ (pleasure). It has __________________ (features) to ____________________ (benefits).
OPTION 4
Perfect for ___________________________ (pleasure), these _______________ (product name) can be
_______________ (paint a picture). They’re ______________ (features) to _______________ (benefits). No
more _____________________ (pain).
OPTION 5
Most ________________________ (your type of product) are/do/have ___________________ (current
product options available). Which causes ___________________ (pain they want to avoid).My
____________________ (name of product) will/is/has ___________________ (pleasure they want to gain).
The _____________________ (features) ensure _____________________ (benefits).
OPTION 6
These ____________________ (product name) look/pair amazing with ______________ (other items –
paint a detailed picture). Perfect for _____________________ (occasion) at ____________________ (place) in
the ________________ (time – e.g. evening/winter/summer/etc.), when you want to feel
___________________________ (pleasure). They have ______________ (feature) so that ________________
(benefit).
OPTION 7
This/these ______________________ (product name) look/s great displayed with
____________________(paint a detailed picture). Perfect for _______________________ (place) to give the
space a __________________ feel. They’re _______________(feature) for ______________(benefit).
OPTION 8
This/these _________________________ (product name) is/are perfect for _________________________ (E.g.
dry skin, staying organized, sparking the imagination, a snack, etc.) at ______________________ (time
they might be used/consumed. E.g. relaxing bath time, work days, play time, before the gym).
They’re ______________ (feature) for _____________ (benefit).
OPTION 9
This/these ___________________________ (product name) make the perfect gift for
______________________ (person) on ________________ (occasion). _______________ (customer or recipient)
will love _________________ (feature) for ______________ (benefit).

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STEP 3
Product Descriptions that Sell
4. DESCRIBE
DESCRIBE THE PRODUCT AS THOUGH THE SHOPPER CANNOT SEE PHOTOS OF IT

BE SURE TO DESCRIBE:
DIMENSIONS MATERIALS / INGREDIENTS

COLOR ADDITIONAL OPTIONS

YOU MAY ALSO INCLUDE:

CREDIBILITY ADD-ONS

SOCIAL PROOF INSTRUCTIONS (CARE, USE, ETC.)

URGENCY / SCARCITY SHOP POLICIES

PERKS CALL TO ACTION 

REVIEWS WHAT HAPPENS NEXT

REMEMBER TO:
BE AUTHENTIC PROOFREAD

FORMAT FOR SCANNING TEST & TWEAK

PLEASE VISIT www.madeurban.com/blog AND SEARCH "PRODUCT DESCRIPTIONS" FOR COMPLETE INSTRUCTIONS

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