How to Write Product Descriptions That Sell

Lauren Twitchell
Jul 25
4 min read

Updated: Aug 18

The 3-Part Product Description Formula

A good product description is a mini-conversation between you and your buyer.

They’re asking:

“What is this? Do I like it? Can I picture it in my home? Is it worth the price?”

Your description answers those questions and gently nudges them toward “Yes, I want this.”

Here’s the simple structure that works every time:

1. The Hook

(Grab attention and create a feeling)

2. The Details

(Give the facts—clearly and confidently)

3. The Story or Sentiment

(Help them picture the piece in their life)

Let’s break each part down.

Part 1: The Hook

Start with a vibe, not a sales pitch.

This is the first sentence or two of your description, and it’s where you set the tone. Think of it like a headline or an invitation. You want to stop the scroll and make your reader say, “Ooh—I love that.”

Great hooks:

Paint a picture in the buyer’s mind
Focus on how it feels or functions
Use descriptive words that match your style

Examples:

“This rustic tray brings warmth and charm to your coffee table or entryway.”
“Handcrafted from solid pine, this farmhouse-style shelf adds both beauty and purpose to your walls.”
“Whether it’s holding your morning coffee or corralling keys by the door, this handmade catchall tray blends simplicity with intention.”

💡 Third Shift Tip: Imagine how you’d describe the piece to a friend—then polish it just enough for a listing.

Part 2: The Details

Give buyers the info they need to say YES.

Once you’ve captured their attention, it’s time to deliver the facts. This section is where you explain exactly what they’re getting.

A clear, well-organized description builds trust. It shows buyers that you’re thoughtful, professional, and confident in your work.

What to include:

Dimensions (length x width x height)
Materials (type of wood, finish, hardware)
Colors or stain used
Special features (handles, keyhole hangers, live edges, etc.)
Care instructions (wipe clean, food-safe, indoor use only, etc.)
Customization options (available in different stains? Custom engraving?)
Ready to ship or made to order?

Example (using bullet points for clarity):

Details:

Measures approx. 16” x 10” x 2”
Made from solid pine, finished in Golden Pecan
Features black metal handles and a sealed satin topcoat
Felt pads on the bottom to protect surfaces
Wipe clean with a soft, dry cloth
Indoor use only

💡 Third Shift Tip: If you’ve had buyers ask questions before (like “Is it heavy?” or “Can it hold food?”), answer those proactively in the description.

Part 3: The Story or Sentiment

This is where your piece becomespersonal.*

This is your moment to connect emotionally—because people don’t just buy things, they buy meaning.

Help them picture the piece in their space. Talk about how it was made, why it matters, or who it’s perfect for. Add heart. Add purpose. Let them feel the care you put into your work.

Ideas to include:

The intention behind the design
How the wood was sourced or finished
The emotions or memories it evokes
Who would love it (gift ideas!)
The lifestyle it supports (cozy mornings, dinner parties, organizing entryways, etc.)

Example:

“This tray isn’t just functional—it’s part of your story. Whether you use it to serve breakfast in bed, corral mail on your entryway table, or display seasonal décor, it adds a layer of warmth and handmade charm to everyday life. Each tray is one-of-a-kind, made with care from natural wood that brings its own personality to your space.”

💡 Third Shift Tip: Want to really stand out? Add a line about what inspired you. Buyers love knowing they’re supporting real people—not factories.

Words That Help Buyers Feel the Piece

Need help describing how something looks or feels?

Here’s a list of evocative, buyer-friendly words you can sprinkle into your listings:

For texture and finish:

Smooth satin finish
Raw, natural grain
Distressed edges
Buttery soft
Sanded silky
Rustic charm
Polished and sealed
Hand-rubbed oil finish

For color and mood:

Warm golden tones
Classic farmhouse white
Rich espresso stain
Soft, neutral maple
Deep walnut brown
Timeless black
Vintage gray wash

For style and function:

Farmhouse-inspired
Mid-century modern
Minimalist and clean
Perfect for gifting
Versatile and functional
Ideal for cozy spaces
Built to last
Made for everyday use

Use language that reflects your brand’s personality—and that makes your buyer feel something about the piece.

Photo Descriptions & Pro Tips

Writing a great description is only part of the equation. Your photos should support and enhance your words.

📸 Include:

Close-ups of the finish or wood grain
A full shot with clear dimensions
Context shots (on a table, hanging on a wall, with props like mugs or plants)
Lifestyle photos (in use—serving coffee, organizing keys, holding plants)

💡 Pro Tip: Add one image that includes a size reference—like a hand, a pen, or a coffee mug—so buyers can better visualize scale.

Real Listing Example Using the Formula

Here’s how it all comes together for a handmade wooden tray:

Rustic Charm for Your Everyday Moments

Bring farmhouse warmth to your home with this handcrafted wooden tray—built to serve with style, whether it’s coffee in the morning or candles on your dining table.

Details:

Approx. 18” x 12” x 2”
Made from solid pine
Stained in Provincial with satin polyurethane finish
Black metal handles for easy carrying
Felt pads to protect your table
For indoor use; not food-safe for direct contact

The Story:

Each tray is carefully crafted in our small workshop, where we believe the little things—like a quiet morning cup of tea or a cozy candlelit dinner—deserve thoughtful details. This tray was made for moments like that. It also makes a beautiful gift for new homeowners, newlyweds, or anyone who loves handmade décor with heart.

Final Tips from the Third Shift Workshop

Still not sure what to write?

Remember:

Your goal isn’t to “sell.”

Your goal is to share.

You’re sharing a beautiful handmade piece. You’re sharing the care and creativity that went into it. You’re inviting someone to bring that into their life—and that’s a beautiful thing.

Third Shift Tips:

Write like a human—not a sales robot
Be warm, clear, and confident
Avoid fluff or filler—say what matters
Always include size, finish, and features
Show and tell (photos + descriptions = trust)

One Last Truth:

You don’t need perfect words.

You need honest ones.

Let your product descriptions reflect what you already know—

That your work is worth sharing, celebrating, and, yes—selling.

You built it with your hands.

Now, let your words help it find a home.