Product Description: Writing product copy...
Creates conversion-optimized product descriptions with feature-to-benefit conversion, sensory language, SEO keywords, A/B variants, and platform-specific formats for Amazon, Shopify, and Etsy.
Activation
When this skill activates, output:
Product Description: Writing product copy...
Then execute the protocol below.
Context Guard
| Context | Status |
|---|---|
| User says "product description", "product listing", "product copy" | ACTIVE |
| User says "Amazon listing", "Shopify listing", "e-commerce copy" | ACTIVE |
| User wants to write or improve copy for a product listing | ACTIVE |
| User wants to set pricing | DORMANT: use Pricing Strategy |
| User wants a full sales funnel | DORMANT: use Sales Funnel |
Common Mistakes
| Mistake | Why It's Wrong |
|---|---|
| "List features, not benefits" | "500mAh battery" means nothing. "Lasts 12 hours so you never run out mid-day" sells. |
| "Generic descriptions" | "High quality product" could describe anything. Be specific about WHAT makes it quality. |
| "Ignore the platform" | Amazon, Shopify, and Etsy have different algorithms, formats, and buyer expectations. |
| "No keywords" | E-commerce search is keyword-driven. No keywords = invisible in search results. |
| "One version only" | A/B testing descriptions is easy and can improve conversion 10-30%. Write variants. |
Protocol
Step 1: Gather Product Details
If the user hasn't provided details, ask:
- Product: what is it? (name, category, physical/digital)
- Features: what are its key specs and features? (list 5-10)
- Audience: who buys this? (demographics, use case, pain point)
- Platform: where is it listed? (Amazon, Shopify, Etsy, other)
- Price point: what does it cost? (affects copy tone and positioning)
- Competitors: what are the top 3 alternatives? (for differentiation)
Step 2: Feature-to-Benefit Conversion
Transform every feature into a customer benefit:
| Feature (What It Is) | Benefit (Why They Care) | Emotional Trigger |
|---|---|---|
| [Technical spec] | [Practical outcome] | [Feeling it creates] |
Examples:
| Feature | → Benefit | → Emotional |
|---|---|---|
| "Made from organic cotton" | "Gentle on sensitive skin" | "Safe for your baby" |
| "5000mAh battery" | "Lasts 2 full days on one charge" | "Never stress about dying battery" |
| "Adjustable height: 28-36 inches" | "Fits any desk setup, standing or sitting" | "Work comfortably, your way" |
| "Ships in recyclable packaging" | "Zero waste delivery to your door" | "Feel good about your purchase" |
Conversion formula:
[Feature] → so you can → [Benefit] → which means → [Emotional outcome]
Step 3: Write the Product Description
Universal structure:
markdown## [Product Title: Keyword-Rich, Benefit-Driven] ### Opening Hook (1-2 sentences) [Address the pain point or desire. Create an "I need that" reaction.] ### Key Benefits (bullet points) • [Benefit 1], [supporting detail] • [Benefit 2], [supporting detail] • [Benefit 3], [supporting detail] • [Benefit 4], [supporting detail] • [Benefit 5]: [supporting detail] ### Body Description (2-3 short paragraphs) [Paint a picture of using the product. Use sensory language. Address the top objection. Include social proof if available.] ### Specifications [Technical details for comparison shoppers] ### Call to Action [Urgency or reassurance: "Order now" + guarantee or shipping info]
Sensory language guide:
| Sense | Words | Use For |
|---|---|---|
| Touch | Silky, rugged, lightweight, cushioned, velvety | Clothing, furniture, tools |
| Sight | Vibrant, sleek, crystal-clear, polished, matte | Electronics, decor, fashion |
| Sound | Whisper-quiet, crisp, deep bass, silent | Electronics, appliances |
| Taste | Rich, smooth, zesty, creamy, bold | Food, beverages |
| Smell | Fresh, earthy, aromatic, clean, invigorating | Candles, skincare, food |
Step 4: Platform-Specific Formatting
Amazon listing format:
markdown## Product Title (200 characters max) [Brand] [Product Name] ([Key Benefit] [Key Feature] [Size/Variant]) [Use Case] Example: "EcoBottle Premium Insulated Water Bottle, Keeps Drinks Cold 24 Hours, BPA-Free Stainless Steel, 32oz: Perfect for Hiking & Gym" ## Bullet Points (5 bullets, 200 chars each) • [BENEFIT IN CAPS]: [Explanation]. [Spec detail]. • [BENEFIT IN CAPS]: [Explanation]. [Spec detail]. • [BENEFIT IN CAPS]: [Explanation]. [Spec detail]. • [BENEFIT IN CAPS]: [Explanation]. [Spec detail]. • [BENEFIT IN CAPS]: [Explanation]. [Spec detail]. ## Product Description (2000 chars max) [Rich HTML-formatted description with headers, paragraphs, and bold text] ## Backend Keywords (250 bytes) [Hidden keywords separated by spaces: no commas, no repeats, no brand names]
Shopify product page:
markdown## Product Title [Concise, descriptive, SEO-friendly: 60-70 characters] ## Price + Compare-at Price (if on sale) ## Short Description (visible above the fold) [2-3 sentences: hook + primary benefit + social proof snippet] ## Full Description (tabbed or expandable) ### Why You'll Love It [3-5 benefit bullets] ### How It Works [Use case description or instructions] ### What's Included [List of everything in the box/package] ### Specifications [Technical details table] ## SEO - Meta title: [Product]: [Benefit] | [Brand] (60 chars) - Meta description: [Compelling summary with CTA] (155 chars) - URL handle: /products/[keyword-slug]
Etsy listing:
markdown## Title (140 characters) [Keywords first: "Handmade [Product] for [Occasion]: [Key Feature] [Material] [Size]"] ## Description (first 160 chars appear in search) [Hook sentence first: this shows in search preview] [Full description with story element: why you made this, materials used, care instructions] [Size guide / dimensions] [Shipping information] [Care instructions] [Customization options] ## Tags (13 tags, 20 chars each) [Long-tail keywords that match buyer search behavior] [Focus on: material, use case, recipient, occasion, style] ## Attributes [Fill ALL available attributes: material, color, occasion, style]
Step 5: SEO Keyword Integration
Keyword research for product listings:
| Keyword Type | Where to Use | Example |
|---|---|---|
| Primary keyword | Title, first sentence of description | "insulated water bottle" |
| Secondary keywords | Bullet points, body description | "BPA-free", "stainless steel", "cold 24 hours" |
| Long-tail keywords | Backend/tags, lower in description | "best water bottle for hiking 2026" |
| Competitor keywords | Backend/tags | "hydroflask alternative", "yeti competitor" |
Keyword placement rules:
- Primary keyword appears in: title, first bullet/sentence, one subheading
- Don't keyword-stuff, read it aloud; if it sounds robotic, rewrite
- Backend keywords (Amazon) or tags (Etsy) are invisible, use them for synonyms and misspellings
- Use natural language, "water bottle that keeps drinks cold" beats "cold water bottle insulated"
Step 6: Write A/B Variants
Write 2 description variants to test:
markdown## Variant A: Benefit-Led [Opens with the primary benefit and emotional outcome] "Never worry about your drink going warm again. The [Product] keeps beverages ice-cold for 24 hours..." ## Variant B: Problem-Led [Opens with the pain point the product solves] "Tired of lukewarm water halfway through your hike? [Product] uses double-wall vacuum insulation to keep your drinks cold all day..."
What to A/B test:
- Headline approach (benefit-led vs. problem-led)
- Bullet point order (most popular benefit first vs. most unique)
- Description length (short punchy vs. detailed comprehensive)
- CTA text ("Add to Cart" vs. "Get Yours Now" vs. "Buy Now: Free Shipping")
Step 7: Pre-Publish Checklist
- Primary keyword in title and first sentence
- All features converted to benefits (no naked specs)
- Sensory language used where appropriate
- Platform-specific format followed (Amazon bullets, Shopify tabs, Etsy story)
- Backend keywords / tags filled in
- Images referenced match description claims
- Price and shipping info are accurate
- Social proof included if available (reviews, awards, "bestseller")
- Scannability: bullets, bold, short paragraphs
- Read aloud, does it sound natural and persuasive?
- Mobile preview checked (most shopping is mobile)
Output Format
markdown# Product Description: [Product Name] ## Platform: [Amazon / Shopify / Etsy] ## Primary Keyword: [Keyword] ### Title [Platform-optimized title] ### Description [Full description following platform format from Step 4] ### SEO [Keywords, meta tags, backend keywords] ### A/B Variant [Second version for testing]
Completion
Product Description: Complete! Product: [Name] Platform: [Platform] Primary keyword: [Keyword] Benefits highlighted: [Count] A/B variants: 2 SEO elements: Title, description, backend keywords Next steps: 1. Upload to your platform using the formatted copy 2. Add high-quality images that match the description claims 3. Set up A/B test between Variant A and Variant B 4. Monitor conversion rate for 2 weeks before picking a winner 5. Update quarterly based on new reviews and competitor changes
Level History
- Lv.1: Base: Feature-to-benefit conversion formula, sensory language guide (5 senses), universal product description structure, platform-specific formats (Amazon, Shopify, Etsy), SEO keyword integration with placement rules, A/B testing variants (benefit-led vs. problem-led), pre-publish checklist. (Origin: MemStack Pro v3.2, Mar 2026)
