Skill: leooooooow/shopify-product-description-generator (version 1.1.0)

--- name: shopify-product-description-generator description: Build Shopify-ready product descriptions that turn raw product facts into clearer PDP copy with stronger benefits, objections handling, and conversion intent. --- # Shopify Product Description Generator Turn raw product facts into Shopify-ready PDP copy that is clearer, more persuasive, and easier to publish. This skill goes beyond generic AI copywriting. It applies a structured conversion-copywriting workflow — buyer motive analysis, feature-to-benefit translation, objection handling, proof integration, and Shopify-native HTML formatting — to produce descriptions that sell, not just describe. --- ## Quick Reference | Decision | Key Signal | Strong | Acceptable | Weak | |---|---|---|---|---| | Benefit clarity | Benefits vs features ratio | ≥ 3 benefits per feature block | 1–2 benefits per block | Features only, no benefits | | Objection handling | Objections addressed | Top 3 objections surfaced | 1–2 addressed | None addressed | | Proof integration | Trust signals included | Reviews + certifications + specifics | 1–2 proof points | No proof, vague claims | | Scannability | Structure & formatting | H2s + bullets + bold benefits | Some structure | Wall of text | | CTA strength | Action clarity | Specific, benefit-driven CTA | Generic "Buy now" | No CTA | | SEO alignment | Keyword integration | Primary + 2–3 secondary natural | Primary keyword only | No keyword strategy | --- ## Solves Most Shopify product descriptions fail not because sellers lack product knowledge, but because: - **Feature dumping** — listing specs without explaining why they matter to the buyer - **Missing objections** — ignoring the reasons people hesitate (price, durability, sizing, etc.) - **No proof** — making claims without reviews, certifications, numbers, or specifics - **Wall-of-text formatting** — long paragraphs that don't scan on mobile - **Generic AI copy** — bland, interchangeable descriptions that could describe any product - **Weak CTAs** — no clear next step or urgency after the description - **SEO afterthought** — keywords stuffed in awkwardly or missing entirely Goal: **Produce a description that a Shopify merchant can paste directly into their product page — with benefits, objections, proof, and formatting already handled.** --- ## Use when - You need a new Shopify product description from messy notes, specs, or bullets - A PDP has traffic but weak conversion because the copy is feature-heavy and benefit-light - You want multiple product-description angles for A/B testing - A team needs faster first drafts without publishing generic AI copy - Rewriting supplier-provided descriptions into brand-voice copy - Launching a new product and need conversion-focused copy from day one - Optimizing existing descriptions that rank but don't convert ## Do not use when - You need a full landing page, email sequence, or ad campaign - The main task is regulated claim review or legal compliance - Product facts, proof, or audience are still unknown - You only want proofreading with no structural rewrite - The product is in a heavily regulated category requiring legal review (supplements, medical devices) --- ## Inputs Gather these inputs — mark any gaps explicitly: **Product basics:** - Product name - Product type / category - Price point and positioning (budget / mid / premium) - Key specs and features (materials, dimensions, weight, etc.) - What makes this product different from competitors **Audience & context:** - Target customer (demographics, psychographics, pain points) - Primary use case / scenario - Where the customer is in their buying journey - What they're comparing against (competitors, alternatives, doing nothing) **Proof & trust:** - Customer reviews, testimonials, or ratings - Certifications, awards, or third-party validation - Specific numbers (units sold, satisfaction %, years in market) - Media mentions or expert endorsements **Brand & voice:** - Brand voice guidelines (casual / professional / luxe / technical) - Tone keywords (e.g., "confident but not pushy", "warm and approachable") - Words or phrases to use or avoid - Existing product descriptions for voice matching **SEO inputs:** - Primary keyword (the main search term to rank for) - Secondary keywords (2–3 related terms) - Competitor URLs for reference (optional) See `references/buyer-psychology-guide.md` for conversion psychology frameworks. --- ## Workflow ### 1. Identify buyer motive and purchase context Before writing a single word, understand WHY someone buys this product: ``` Primary motive: [Functional / Emotional / Social / Identity] Purchase trigger: What event or need starts the search? Decision factors: What 3 things determine the final choice? Hesitations: What makes them almost leave without buying? ``` This drives every word choice. A $15 phone case buyer has different motivations than a $200 skincare buyer. See `references/buyer-psychology-guide.md` for motive analysis frameworks. ### 2. Convert features to benefits Every feature must answer: **"So what? Why should the buyer care?"** | Feature (What it is) | Benefit (Why it matters) | Proof (How we know) | |---|---|---| | [Spec or attribute] | [Outcome for the buyer] | [Evidence or specificity] | ``` Feature: Made from 18/10 stainless steel → Benefit: Won't rust, stain, or pick up flavors — even after years of daily use → Proof: Same grade used in professional restaurant kitchens Feature: 2,400mAh battery → Benefit: Lasts a full 8-hour workday on a single charge → Proof: Tested across 500+ charge cycles with < 5% capacity loss ``` **Rule: Never include a feature without its benefit. If you can't articulate the benefit, the feature doesn't belong in the description.** ### 3. Surface and handle objections Every product has objections. The best descriptions address them before the buyer has to ask: | Objection | Evidence / Counter | Where to Place | |---|---|---| | "Is it worth the price?" | [Value comparison, cost-per-use, longevity] | Near price / CTA | | "Will it work for me?" | [Use cases, sizing guide, compatibility] | Benefit blocks | | "Can I trust this brand?" | [Reviews, certifications, guarantee] | Proof section | | "What if I don't like it?" | [Return policy, guarantee, trial] | Near CTA | See `references/objection-handling-templates.md` for common objection patterns by product category. ### 4. Write the description structure Follow this proven PDP structure: ``` 1. HEADLINE (H1) - Benefit-driven, not feature-driven - Include primary keyword naturally - 6–12 words 2. OPENING HOOK (1–2 sentences) - Lead with the buyer's problem or desire - Create recognition: "Yes, that's me" 3. BENEFIT BLOCKS (3–5 blocks) - Each block: Bold benefit headline → 1–2 supporting sentences - Feature → Benefit → Proof pattern - Most important benefit first 4. SOCIAL PROOF / TRUST - Pull quote from review - Certification badges or stats - "Join X+ customers" or similar 5. USAGE / SCENARIO SECTION - Paint a picture of the product in use - Help buyer visualize ownership - Address "Will this work for MY situation?" 6. SPECS / DETAILS (collapsible or below fold) - Clean, scannable format - Only specs that matter to the buyer 7. CTA - Specific, benefit-driven - Address final objection (guarantee, free shipping, etc.) - Create gentle urgency if appropriate ``` ### 5. Apply Shopify-native formatting Format for Shopify's rich text editor: - Use `<h2>` for section headers (not H1 — that's the product title) - Use `<strong>` for benefit headlines within blocks - Use `<ul>` / `<li>` for scannable benefit lists - Keep paragraphs to 2–3 sentences max (mobile readability) - Use `<em>` sparingly for emphasis - Include line breaks between sections for visual breathing room See `references/output-template.md` for the complete HTML template. ### 6. SEO integration Weave keywords naturally — never stuff: - Primary keyword in first 100 words - Primary keyword in at least one H2 - Secondary keywords distributed across benefit blocks - Product name used naturally 2–3 times - Alt-text suggestions for product images (if applicable) ``` Bad: "Our stainless steel water bottle is the best stainless steel water bottle for stainless steel water bottle lovers" Good: "Built from 18/10 stainless steel, this bottle keeps drinks cold for 24 hours — no metallic taste, no condensation on the outside" ``` ### 7. Quality-check the description Before delivering, verify with `assets/pdp-checklist.md`: - Does every feature have a corresponding benefit? - Are the top 3 objections addressed? - Is there at least one proof point (review, stat, certification)? - Does it scan well on mobile (short paragraphs, bullets, bold)? - Is the CTA specific and benefit-driven? - Are keywords integrated naturally? - Does it match the brand voice? --- ## Output Return a structured package (see `references/output-template.md`): 1. **Buyer analysis** - Motive, trigger, decision factors, hesitations 2. **Feature-benefit-proof map** - Every feature translated with benefit and evidence 3. **Objection handling plan** - Top objections with counters and placement 4. **Product description (Shopify-ready HTML)** - Full description formatted for paste-into-Shopify - Mobile-optimized structure 5. **SEO notes** - Keywords used and placement - Meta description suggestion (155 chars) 6. **Review notes** - Any assumptions made - Suggested A/B test angles - Manual review flags (claims that need verification) --- ## Quality bar Strong output should: - Lead with benefits, not features — in every section - Address at least 3 buyer objections directly in the copy - Include specific proof (numbers, reviews, certifications) — not vague claims - Format for mobile-first scanning (short paragraphs, bullets, bold benefits) - Sound like the brand, not like generic AI copy - Be ready to paste into Shopify with no additional formatting needed ## What "better" looks like Better output does not stop at "here's a product description." It helps answer: - Why would someone choose THIS product over the alternative? - What would make someone hesitate, and how does the copy address it? - What proof makes the claims believable? - Does this description work on a phone screen? - Can the merchant paste this directly into Shopify? - What should they A/B test first? --- ## Examples ### Example 1: Premium insulated water bottle **Inputs:** - Product: ThermoFlask Pro 32oz Insulated Water Bottle - Price: $34.99 (mid-premium) - Features: 18/10 stainless steel, double-wall vacuum, 24hr cold / 12hr hot, BPA-free, powder-coated, leak-proof lid - Audience: Health-conscious professionals, 25–45, gym + office use - Voice: Confident, clean, active - Primary keyword: "insulated water bottle" **Output excerpt (Shopify HTML):** ```html <h2>Stay Hydrated From Gym to Office — Without Refilling</h2> <p>You shouldn't have to choose between a water bottle that keeps up at the gym and one that looks good on your desk. The ThermoFlask Pro does both.</p> <p><strong>Ice-cold for 24 hours. Hot for 12.</strong> Double-wall vacuum insulation means your morning coffee stays hot through your commute, and your afternoon water stays cold through your workout. No lukewarm disappointment at 2pm.</p> <p><strong>Built to last, not to replace.</strong> 18/10 stainless steel — the same grade used in professional kitchens — won't rust, dent, or pick up yesterday's coffee flavor. The powder-coated exterior grips without slipping, even with wet hands.</p> <p><strong>Toss it in your bag without thinking twice.</strong> The leak-proof lid locks with a quarter turn. We've tested it upside-down in gym bags, backpacks, and laptop sleeves. Zero leaks.</p> ``` ### Example 2: Handmade soy candle **Inputs:** - Product: Coastal Calm — Hand-Poured Soy Candle, 8oz - Price: $22 (premium small-batch) - Features: 100% soy wax, cotton wick, 45hr burn, phthalate-free, hand-poured in small batches - Audience: Women 28–45, self-care focused, eco-conscious - Voice: Warm, sensory, intimate - Primary keyword: "soy candle" **Output excerpt:** ```html <h2>Your Evenings Deserve More Than Overhead Lighting</h2> <p>Coastal Calm fills your space with sea salt, driftwood, and a hint of white tea — like opening a window to the coast, even on a Tuesday night.</p> <p><strong>45 hours of slow, even burn.</strong> Hand-poured soy wax melts cleaner than paraffin — no black soot on your walls, no headache-inducing chemicals. Just the scent, nothing else.</p> <p><strong>Small-batch. Actually small-batch.</strong> Every candle is poured by hand in batches of 30 or fewer. That's not marketing — it's how we control the scent throw and burn consistency that mass-produced candles can't match.</p> ``` --- ## Common mistakes 1. **Leading with features** — "Made from 18/10 stainless steel" vs "Won't rust, stain, or absorb flavors — even after years of daily use" 2. **Ignoring objections** — Never mentioning price justification, sizing uncertainty, or trust 3. **No proof** — "Best quality" with zero reviews, stats, or specifics to back it up 4. **Writing for desktop** — Long paragraphs that become walls of text on mobile 5. **Generic voice** — Copy that could describe any product in the category 6. **Weak CTA** — "Add to cart" instead of "Start your morning routine upgrade — ships free today" 7. **SEO stuffing** — Keywords crammed in unnaturally instead of woven into benefit statements 8. **Skipping the opening hook** — Jumping into features without establishing relevance to the buyer --- ## Resources - `references/output-template.md` — Shopify-ready HTML template with structure - `references/buyer-psychology-guide.md` — Buyer motive analysis and conversion psychology - `references/objection-handling-templates.md` — Common objection patterns by product category - `assets/pdp-checklist.md` — Pre-delivery quality checklist


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