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Consumers are bombarded with many ads every day. When writing a product description, you have a limited amount of time to get a consumer's attention. Use that time wisely. It is essential that you lead with a statement or question that grabs the reader's attention. Try appealing to the senses right away. In the coffee example, you could say something like, "Wake up in the morning to the subtle scent of rich and creamy vanilla." You can also ask your readers to imagine. For example, say something like, "Imagine there was a coffee that tasted as good as your favorite desserts." You can also try to appeal to the reader's identity initially. Try something like, "When you're drinking a cup of coffee, do you still get that same level of joy you felt when you started to drink coffee?" Tone is important when it comes to product descriptions. Different readers will respond to different tones. As you write, make sure you adopt a tone appropriate for the audience at hand. Think about your company's brand. Are you trying to come off as cheeky, fun, and a little sarcastic to appeal to a certain audience? Or are you a more serious business trying to attract customers who are also quite serious? The tone of any coffee advertisement could be one of lighthearted enjoyment, describing the pleasure or life improvement brought by the flavor and caffeine in the coffee. However, a more serious coffee company could focus on bean quality, origin, having a high caffeine content, or being ready quickly for the busy professional. Remember, you want to cover the product as fast as you can. Readers may scroll by if a product is long and wordy. Strive for a few brief and vivid sentences over lengthy descriptions. Things like bullet points can be particularly helpful, if you're able to use them. For example, instead of saying, "Our coffee has a smooth, creamy vanilla flavor that will make your house smell like a birthday party" you could break down these sentiments into a series of bullet points: "Silky smooth vanilla flavor!", "Fills your house with the scent of a birthday party!", "Instant relaxation first thing in the morning!" Many people read ads on a mobile phone these days. You want to make sure the bulk of your product description, if not all of it, will show up on a mobile phone screen. Short and simple is more memorable than long and complicated. You should also keep images in mind. If this description is being posted alongside an image, the image will take up space on the phone's screen as well. Do not just account for the text.
Start with a great opening. Use the proper tone. Cover the product quickly and vividly. Keep length in mind.