Ever read a product description so lame, you made a weird face and had second thoughts about buying?
You’re not alone — cringe doesn’t score high on the trust scoreboard. Customers will walk if your words give them the ick.
It’s weird how many sellers neglect their product descriptions. A missed chance to leave a lingering stink with their customers.
Where do they go wrong?
Treating descriptions like dry, robotic words on the page. Beep-boop ingredients and how-to-use. Boring.
Done right, product descriptions land the final blow. A foot in the reader’s back — from lazy window-shopper to active buyer.
Product descriptions are a perfect chance to flirt with your customers. Charm with your brand’s personality, while signposting what they’re in for.
Why product descriptions are important
Remember, your buyer won’t be able to inhale your smoky shea butter or fragrant rosewater until it’s theirs. If they’re left sulking because the dream and reality don’t match up? They won’t be back (and might throw in a stinging review).
Essential oils, perfumes, candles…whether your customer’s pampering themselves or their surroundings, you’re selling a mood. Atmosphere in a bottle. Sell your vibe and your product in one easy spritz.
Know your customer
Understand your customer’s “why.” Whether they’re going natural for allergies, lifestyle, or aesthetics. Why are they buying fragrance, and why should they want your fragrance? It’s more than just B.O…dig a little deeper. Make the link between your audience and your brand. A couple of good starting points:
- Individuality: People like to feel unique. Speak to your customers like they’re the only person in the world. Speak to the dark side of their moon; their hidden desires. Showcase how their new product will make them well-rounded or complete.
- Nostalgia: I’ve touched on the importance of nostalgia before. It’s how, with a dab of my scent, I’m jolted back to my wedding morning. Unlock nostalgia and evoke excitement, for any chapter of their story (even those they haven’t read yet).
Understand your product features & benefits
Sellers sometimes get the two mixed up. Here’s the key difference:
Features: What your product does.
Benefits: How your product improves your customer’s life.
A successful product description covers both, but benefits really sell. How will your product improve your customer’s life? Whether it finishes their seductive temptress vibe, or has a grounding, calming scent, explain how your product’s ingredients will help your customer. Knowing what your target audience is looking for is key.
Benefits build trust; you’ve got their best interests in mind.
A cheeky tip for your classy customers
A lot of perfumes have a smack of drama about them. Theatrical, musical themes:
- “Opening notes”
- “Interlude”
- “Features…”
- “Builds to…”
Words and phrases easily link to a playhouse, where your more discerning customers might sit. Know the settings your customers might frequent. Meet them there.
Embrace change
Done right, perfume is ephemeral — fleeting. Carried away on the breeze. It changes on the skin with each person’s unique body chemistry. That doesn’t have to be a bad thing, there’s a difference between a subtle signature fragrance, and honking like a gym changing room.
Explore how your scent evolves throughout the day, how it heats and expands on the skin. Build on it.
Tell a story through scent
This links what we’ve learned so far: knowing your audience and leaning into scent changes. Are they struggling to sleep? Paint a soothing, lavender dreamscape. Youthful customers will appreciate energising, dizzying freedom. Or rebellion. Either way, your perfume notes are landmarks on your scent’s roadmap. Again: know your customer’s settings. The more familiar, the better.
Sensory words set the scene. Too many sounds childish, but a few well-placed adjectives will make your descriptions sizzle. Poetic language and fragrance pair like wine and cheese. Or wine and…more wine.
Stories make us feel. And, bottom line? Emotions sell.
Smell you later
In case I haven’t made myself clear: you need to know your potential buyer.
Hopefully, this is enough to get you going with some ideas for product descriptions your customers actually enjoy reading.
Sometimes the right words are a fart on the breeze. If you find your scent-ual language doesn’t linger with your customers, drop me a message and I’ll get your copy smelling of roses
(You stuck it out and officially met your perfume pun quota for today. Congrats.)
The Copy Mixtress 