I recently wrote a handful of product descriptions for a client. And as I was writing them, it struck me that writing a product description is perhaps not as difficult as most surf biz owners think.

Sure, they take time just like everything else. And I understand if you, as someone who probably doesn’t have any professional writing experience, would prefer to outsource the writing of product descriptions from time to time.

It can be tedious after all. And if you’re like every other surf biz owner I’ve ever worked with, chances are you have way too much going without having to worry about writing a few lines of copy.

If, on the other hand, you run a surf biz with clothing, gear or surfboards that require product descriptions, this article will come in handy. Pull it up the next time you need to write descriptions for your products, pair it with these tips and I guarantee you’ll write them x10 faster!

Let’s go!

What are product descriptions?

A product description is any text that explains what a product is, how it works and why it’s worth buying.

It can be anything from a single line of text about a surfboard to an entire page describing the various features and functions of a wetsuit. The goal is simple – make sure your customer understands what they are buying before clicking “Add To Cart”.

A well-written product description will effortlessly sell the product without sounding forced. It’ll also reflect the unique personality of your brand, capture the reader’s imagination and show how you’re better than the competition.

Easy, right?

How can I write epic product descriptions?

Want to write positively epic product descriptions that are both easy and fun to read whilst also being effective? Keep in mind the following 7 rules and I promise you’ll have a completely different experience with your product descriptions.

Rule number 1: Keep your core buyer in mind

Like all copy that you create, the number one rule is to keep your customers in mind. Before you start writing, think about who your target audience is and what they care about.

Do they value sustainability above or else? Or is convenience their number one priority? Once you know exactly what your audience is looking for in a product, you’ll never run out of things to write. That’s because by understanding their key concern, you’re always able to anchor the next sentence, phrase or word back to what they really want or need.

Rule number 2: Harness the power of the five senses

This rule didn’t reveal itself to me until I was a few years into my copywriting career. And I can honestly say it’s made writing product descriptions infinitely easier since I learned it.

The rule itself is very simple. When writing product descriptions, use all five senses to make sure the customer can get a clear picture of what they’re buying. If it’s a wetsuit that you’re selling, for example, make sure to mention how comfortable it feels to wear for long periods of time. If you’re selling a surfboard, talk about how smoothly it moves through the water. If it’s zinc or sunscreen, mention how it feels when applied to the skin.

By using all five senses, you create a vivid experience for your customers. And that is half the battle when it comes to writing product descriptions.

Rule number 3: Remember features versus benefits

Do you know the difference between features and benefits? Because from what I’ve read on other surf brand websites, it’s perhaps the one thing that trips them up the most.

Features are what a product has or does. The benefits, on the other hand, are why it’s worth buying. Let’s say you’re selling a surfboard leash, for example. You could talk about its material and length as features, but nothing will persuade someone to buy until you talk about the benefits.

It could be that this leash is stronger than traditional leashes, so it won’t snap in those big waves and leave you boardless in a critical situation. Or you might say that it’s made from sustainable materials, which means you can purchase it with a clean conscious knowing that it won’t harm the environment.

Learn more about features and benefits here.

Rule number 4: Be offbeat

One of my favourite surf brands is The Critical Slide Society… and it’s not because of their funky designs or stylish surfers.

I love their brand because many years ago I read one of their product descriptions for a jacket. And I found the copy to be so original and funny that I was immediately endeared towards the brand.

The point I’m trying to make is that it’s okay to be a bit offbeat with your product descriptions. You don’t always have to play by the rules and use professional copywriting lingo if that’s not in line with your brand’s personality. You can be weird, be original and say what you want as long as it’s on message.

The trick is to be yourself and still effectively sell the product at hand. That’s the art of good copywriting.

Rule number 5: Keep them short and scannable

While some products will require you to write long, detailed descriptions, most won’t. In fact, unless you’re writing about a very unique product or service, shorter is almost always better.

This is because your average customer doesn’t want to read essay-length descriptions when they just want some basic info on what they’re buying. And one of the ways to do this is to write a block of text that sells the emotion and benefits of the product, followed by a handful of bullet points that lists out the features.

This way, customers can quickly scan through your product descriptions and get what they need without having to read too much. And you don’t need to worry about writing 300 words when 100 will do.

Rule number 6: Highlight the things your products do better

One thing to keep in mind when you’re writing a product description is that unless you’re releasing an entirely new product, chances are that someone else out there offers something similar.

If that’s the case, make sure to take a peek at what their product descriptions say. You can then make sure that you not only write new and original content but that you also one-up their text and highlight what makes your product superior.

Again, keep in mind the features versus benefits rule here and make sure that you explain why your product is the better choice in terms of both performance and aesthetics.

Rule number 7: Don’t overdo it on the superlatives

Finally, don’t go super mega insanely overboard on the superlatives (like I just did).

Short, sharp and witty copy that’s written from the heart will always look and sound better than copy that sounds like it was crafted by a used car salesman. Just remember to leverage the five senses and add some humour to your product descriptions.

By doing so you can avoid having to oversell the product with superlatives or overly emotive words. And potentially put off buyers with unoriginal or “yeah, yeah” content.


Are you ready to write your own product descriptions? Because with these 7 rules, you now have a helpful go-to guide the next time you need to create your own descriptive product text. Simply pull this article up and give it a read before you begin. Everything you need to write killer product descriptions can be found on this page!