vstorm-co Writing a product description
Copy that describes a product the customer does not receive is the most expensive sentence in e-commerce.
Work only from the spec
Every claim traces to the spec sheet, the supplier data or a photograph. If the material is not stated, the description does not name a material.
The shape
One line saying what it is and who it is for · three to five bullets of concrete attributes with numbers · one short paragraph on use · then the full specification as given.
Concrete beats enthusiastic
"320 gsm, pre-shrunk, fits true to size" outperforms "premium quality". Numbers survive translation, reduce returns and answer the question that would otherwise become a support ticket.
Always include
Dimensions with units, materials, care, what is in the box, and — for anything worn — the fit note. Missing fit information is the single largest driver of apparel returns.
Never
Claim a certification, a country of origin, a health benefit or a compatibility that the source does not state.