Product Description Writer

SKILL.md

---
name: aes-product-description-writer
description: Write high-converting product descriptions optimized for specific platforms and audiences. Use when creating new product listings, rewriting underperforming descriptions, adapting descriptions across platforms (Amazon, Shopify, Walmart), or generating batch descriptions for catalog launches.
---

# Product Description Writer

Write product descriptions that convert browsers into buyers — structured for the platform, optimized for search, and grounded in what makes the product worth buying.

## Quick Reference

| Decision | Guidance |
|---|---|
| **Framework selection** | Use AIDA for new/innovative products, PAS for problem-solving products, FAB for technical/feature-rich products, Before-After-Bridge for lifestyle/aspirational products. See `references/description-frameworks.md`. |
| **Tone calibration** | Match the brand's existing voice. If no brand guide exists, default to confident-but-conversational. Avoid hyperbole ("revolutionary", "best ever") unless the product genuinely leads its category. |
| **Keyword integration** | Primary keyword in title and first 50 words of description. Secondary keywords distributed naturally — never stuffed. Target 1-2% keyword density. See `references/seo-guidelines.md`. |
| **Benefit vs. feature balance** | Lead every bullet point with the benefit, then support with the feature. "Stay warm in -20°F weather (800-fill down insulation)" not "800-fill down insulation." |
| **Platform formatting** | Amazon: 5 bullet points, 200 chars each max, Title ≤200 chars. Shopify: HTML-capable, use headers and formatting. Walmart: similar to Amazon but shorter bullets. See `references/description-frameworks.md`. |
| **Length calibration** | Short description: 25-50 words. Standard bullets: 5-7, each 15-25 words. Long description: 150-300 words. Adjust based on product complexity and price point — expensive products need more copy. |
| **SEO compliance** | Every description must include: primary keyword in title, 2-3 secondary keywords in body, meta description ≤155 chars, alt-text suggestions for images. See `references/seo-guidelines.md`. |
| **Output structure** | Follow the structured output template. Include all variants requested. Never deliver a description without the quality checklist pass. See `references/output-template.md`. |

## Solves

1. **Blank page paralysis** — Seller has product specs and photos but cannot translate them into compelling copy that drives purchases. The skill provides a structured framework to move from raw inputs to polished descriptions.
2. **Feature-dump descriptions** — Existing descriptions list specifications without connecting them to customer benefits, resulting in low conversion despite good traffic.
3. **Platform mismatch** — A description written for one platform (e.g., a Shopify store) needs adaptation for another (e.g., Amazon) with different formatting rules, character limits, and SEO requirements.
4. **Inconsistent brand voice** — Multiple products in a catalog have descriptions that feel like they were written by different people, undermining brand cohesion and trust.
5. **SEO-invisible listings** — Products rank poorly in marketplace and Google search because descriptions lack keyword optimization, structured formatting, and search-friendly patterns.
6. **Batch catalog launches** — Seller is launching 10-50+ products simultaneously and needs consistent, high-quality descriptions at scale without sacrificing quality for speed.
7. **Low conversion despite traffic** — Product pages receive adequate views but underperform on add-to-cart rates, suggesting the description fails to overcome purchase objections or communicate value.

## Modes

### Mode A — Single Product Description

A deep, crafted description for one product. Use this mode when you need maximum quality for a hero product, a product launch, or a high-traffic listing that justifies dedicated attention.

**When to use:** New product launches, hero/flagship products, underperforming listings that need rewriting, products with complex features requiring careful explanation.

### Mode B — Batch Description Generation

Descriptions for multiple products sharing a category, brand voice, or template structure. Use this mode when launching a product line or updating a catalog section.

**When to use:** Catalog launches, seasonal collection updates, platform migration (e.g., moving all listings from Shopify to Amazon), brand voice standardization across existing products.

## Core Job

Transform raw product information into purchase-motivating descriptions that:

1. **Communicate value** — Answer "why should I buy this?" within the first sentence
2. **Overcome objections** — Address the top 3-5 reasons a shopper might hesitate
3. **Optimize for search** — Integrate keywords naturally so the listing ranks for relevant queries
4. **Match the platform** — Follow platform-specific formatting, character limits, and best practices
5. **Maintain brand voice** — Sound like the brand, not like generic marketplace copy

## Inputs

### Required
- Product name and category
- Key features (specs, materials, dimensions, etc.)
- Target platform (Amazon, Shopify, Walmart, Etsy, general ecommerce)
- Target audience (who is this product for?)

### Strongly recommended
- Brand voice guidelines or examples of existing copy
- Primary and secondary keywords (or keyword research data)
- Price point and competitive positioning (budget, mid-range, premium)
- Top 3 customer pain points the product solves
- Key differentiators vs. competitors

### Optional but valuable
- Customer reviews or testimonials to mine for language
- Product photos or image descriptions (for alt-text and visual cue integration)
- Existing description to improve (for rewrites)
- Competitor listing URLs for positioning context
- Seasonal or promotional context

## Workflow — Mode A: Single Product Description

### Step 1: Product Understanding

Before writing a single word, build a complete mental model of the product:

- **What is it?** Category, type, variant
- **Who is it for?** Primary buyer persona, secondary audiences
- **What problem does it solve?** The core pain point or desire it addresses
- **What makes it different?** The 1-3 features that separate it from alternatives
- **What might stop someone from buying?** Top objections (price, quality doubts, fit uncertainty, competitor preference)

If the user hasn't provided enough information to answer these questions, ask before proceeding. A great description requires great inputs.

### Step 2: Framework Selection

Choose the description framework based on product type and audience (see `references/description-frameworks.md`):

| Product Type | Recommended Framework |
|---|---|
| Innovative/new-to-market | AIDA (Attention-Interest-Desire-Action) |
| Problem-solving (health, home repair, organization) | PAS (Problem-Agitate-Solution) |
| Technical/spec-heavy (electronics, tools, equipment) | FAB (Feature-Advantage-Benefit) |
| Lifestyle/aspirational (fashion, home decor, wellness) | Before-After-Bridge |

### Step 3: Keyword Integration Planning

Before writing, map keywords to description sections:

- **Title:** Primary keyword + brand + key differentiator
- **First bullet/sentence:** Primary keyword, natural usage
- **Body bullets:** One secondary keyword per bullet, distributed naturally
- **Long description:** Primary keyword once in first paragraph, secondary keywords throughout
- **Meta description:** Primary keyword within first 70 characters

Never sacrifice readability for keyword insertion. If a keyword doesn't fit naturally, use a close variant or place it in a less visible field (backend keywords on Amazon, meta tags on Shopify).

### Step 4: Draft Creation

Write the complete description package:

1. **Product title** — 2-3 variants optimized for the target platform
2. **Bullet points** — 5-7 benefit-led bullets, each following the pattern: [Benefit] — [Supporting feature/proof]
3. **Short description** — 25-50 word hook for category pages, ads, or social sharing
4. **Long description** — 150-300 words following the chosen framework, structured with scannable formatting
5. **SEO meta description** — ≤155 characters, includes primary keyword and a call to action

### Step 5: Objection Handling

Review the draft and ensure it addresses the top purchase objections:

- **Price objection:** Communicate value relative to alternatives or per-use cost
- **Quality doubt:** Include materials, certifications, warranty, or social proof references
- **Fit/compatibility:** Specify dimensions, compatibility, or use cases clearly
- **Trust gap:** Reference brand history, review count, or guarantees
- **Comparison shopping:** Highlight differentiators without naming competitors directly

### Step 6: Platform Optimization

Adapt the draft to the target platform's requirements:

- **Amazon:** Title �j$200 chars, 5 bullet points �j$500 chars each, A+ Content HTML if applicable, backend search terms
- **Shopify:** HTML formatting, heading tags for SEO, schema-friendly structure
- **Walmart:** Title ≤75 chars (ideal), concise bullets, Walmart-specific category requirements
- **Etsy:** Story-driven, handmade/artisan emphasis, 13 tag slots
- **General ecommerce:** Clean HTML, mobile-responsive formatting considerations

### Step 7: Quality Review

Run the complete quality checklist (see `assets/quality-checklist.md`). Verify:
- All required output sections are present
- Keywords are integrated naturally (not stuffed)
- Benefits lead features in every bullet
- Tone matches brand voice guidelines
- Platform character limits are respected
- No superlatives without substantiation
- Grammar, spelling, and formatting are clean

## Workflow — Mode B: Batch Description Generation

### Step 1: Template Development

Before writing individual descriptions, create a reusable template:
- Establish the shared brand voice and tone
- Define the bullet point structure (consistent pattern across products)
- Set keyword integration rules for the category
- Create placeholder patterns: [BENEFIT] — [FEATURE] for [AUDIENCE]

### Step 2: Product Grouping

Group products by similarity to maximize template reuse:
- Same category (all kitchen tools, all running shoes)
- Same audience (all products for new parents)
- Same price tier (all premium items)

### Step 3: Sequential Generation

Write descriptions in groups, maintaining consistency:
- Write the first product in each group with full attention (it becomes the reference)
- Use that reference to maintain voice and structure for subsequent products
- Vary opening hooks and specific language to avoid repetition across the catalog

### Step 4: Cross-Product Review

After all descriptions are drafted:
- Read all descriptions in sequence to catch repetitive phrases
- Verify each product's unique differentiators are clearly communicated
- Ensure no two products in the same category could be confused based on their descriptions
- Confirm keyword distribution doesn't create internal competition (different products targeting identical keywords)

## Writing Rules

### The Benefit-First Rule

Every feature mention must be preceded or accompanied by its benefit. The customer cares about outcomes, not specifications.

**Wrong:** "Made with 18/10 stainless steel construction"
**Right:** "Resists rust and staining for years of daily use — crafted from 18/10 stainless steel"

### The Specificity Rule

Vague claims feel like marketing. Specific claims feel like information.

**Wrong:** "Keeps your drinks cold for a long time"
**Right:** "Keeps drinks ice-cold for up to 24 hours, even in 95°F heat"

### The Scanability Rule

Online shoppers scan, they don't read. Structure descriptions for scanning:
- Front-load the most important information
- Use bullet points with bold lead-ins
- Keep paragraphs to 2-3 sentences maximum
- Use white space deliberately

### The One-Sentence Test

If you can't summarize the product's core value in one sentence, the description isn't focused enough. Write that sentence first, then build around it.

### The Competitor-Blind Rule

Never mention competitors by name. Instead, use comparative language: "Unlike typical [category] products..." or "Where most [products] fall short..."

## Worked Example 1 — Kitchen Product (Single Product, Amazon)

**Input provided:**
- Product: Silicone Spatula Set, 4-piece, heat-resistant to 600°F
- Brand: HomeChef Essentials (mid-range, quality-focused)
- Target: Home cooks upgrading from cheap utensils
- Keywords: silicone spatula set, heat resistant spatula, cooking utensils set
- Price: $18.99
- Differentiators: one-piece construction (no seams), dishwasher safe, includes 4 sizes

**Framework selected:** FAB (feature-rich kitchen product)

**Output:**

**Title Options:**
1. HomeChef Essentials Silicone Spatula Set (4-Piece) — Heat Resistant to 600°F, One-Piece Seamless Design, Dishwasher Safe Cooking Utensils
2. HomeChef Essentials 4-Piece Silicone Spatula Set — 600°F Heat Resistant, Seamless One-Piece Construction, BPA-Free Kitchen Utensils Set

**Bullet Points:**
- **Cook with confidence at any temperature** — Heat resistant to 600°F, these silicone spatulas handle everything from delicate sauces to high-heat searing without melting, warping, or releasing harmful chemicals. BPA-free and FDA-approved food-grade silicone.
- **No seams means no trapped food or bacteria** — Unlike spatulas with separate heads and handles, our one-piece seamless construction eliminates the gap where food particles hide. Cleaner cooking, every time.
- **Four sizes for every cooking task** — Includes large turner (12"), standard spatula (10"), small scraper (8.5"), and mini spatula (6") so you always have the right tool. From flipping pancakes to scraping the last bit from a jar.
- **Dishwasher safe and built to last** — Toss them in the top rack after cooking. The reinforced silicone core maintains shape and flexibility through hundreds of wash cycles without cracking or fading.
- **Non-scratch safe for all cookware** — Soft silicone edges protect non-stick coatings, ceramic, stainless steel, and cast iron surfaces. No more worrying about damaging your expensive pans.

**Short Description:**
4-piece silicone spatula set with seamless one-piece construction, heat resistant to 600°F. Dishwasher safe, BPA-free, and gentle on all cookware surfaces. Includes 4 sizes from 6" to 12".

**Long Description:**
The HomeChef Essentials Silicone Spatula Set gives you the right tool for every cooking task — without the hygiene concerns of traditional spatulas. Our one-piece seamless construction means no gaps where food particles and bacteria can hide, a common problem with two-piece spatulas that separate over time.

Each spatula is heat resistant to 600°F and made from BPA-free, FDA-approved food-grade silicone. Whether you're folding delicate batter or scraping fond from a cast-iron skillet, these spatulas perform without melting, warping, or scratching your cookware.

The set includes four essential sizes: a large turner for flipping, a standard spatula for stirring and folding, a small scraper for jars and bowls, and a mini spatula for precision tasks. All four are dishwasher safe and maintain their shape and flexibility wash after wash.

Upgrade from spatulas that crack, stain, and trap food — cook cleaner with HomeChef Essentials.

**SEO Meta Description:**
4-piece silicone spatula set, heat resistant to 600°F. Seamless one-piece design, dishwasher safe, BPA-free. Free shipping on orders $25+.

## Worked Example 2 — Fashion Product (Single Product, Shopify)

**Input provided:**
- Product: Women's Merino Wool Crewneck Sweater
- Brand: Everthread (premium basics, minimalist aesthetic)
- Target: Professional women 28-45, capsule wardrobe builders
- Keywords: merino wool sweater women, women's crewneck sweater, capsule wardrobe essentials
- Price: $128
- Differentiators: 100% extra-fine 17.5 micron merino, machine washable, temperature-regulating

**Framework selected:** Before-After-Bridge (lifestyle/aspirational product)

**Output:**

**Title Options:**
1. The Essential Merino Crewneck — Women's 100% Extra-Fine Merino Wool Sweater
2. Women's Extra-Fine Merino Wool Crewneck Sweater — Machine Washable, Temperature-Regulating

**Bullet Points:**
- **Feels like cashmere, performs like technical gear** — 17.5-micron extra-fine merino wool is soft against skin, naturally temperature-regulating, and moisture-wicking. Comfortable from the morning commute to evening dinner.
- **Machine wash. Seriously.** — Unlike most merino sweaters that demand hand-washing, ours is engineered for the washing machine. Cold cycle, lay flat to dry. Premium quality without precious maintenance.
- **The perfect layer, every season** — Merino wool naturally regulates body temperature. Warm when it's cool, breathable when it's warm. One sweater that works October through April.
- **Minimal pilling, maximum longevity** — Extra-fine, long-staple fibers resist the pilling that plagues cheaper wool sweaters. This crewneck looks as good on wear 100 as wear 1.
- **Capsule wardrobe essential** — Clean crewneck silhouette pairs with everything from tailored trousers to weekend denim. Available in 8 foundational colors designed to work together.

**Short Description:**
100% extra-fine merino wool crewneck sweater. Machine washable, naturally temperature-regulating, and built to last. The one sweater your capsule wardrobe is missing.

**Long Description:**
<h3>Before Everthread</h3>
Your sweater drawer is a compromise. Cheap knits that pill after three wears. "Dry clean only" wool that spends more time at the cleaners than on your body. Synthetic blends that trap heat in the office and leave you shivering on the walk home.

<h3>After Everthread</h3>
One sweater that actually works. Soft 17.5-micron extra-fine merino that regulates your temperature naturally — warm when you need warmth, breathable when you don't. Machine washable because life is too short for hand-wash-only labels. And a clean crewneck silhouette that works with your entire closet, not just one outfit.

<h3>The Bridge</h3>
The Essential Merino Crewneck is built from 100% extra-fine merino wool, the same grade used in premium European knitwear. Long-staple fibers resist pilling, so this sweater maintains its shape and softness through hundreds of wears. We engineered the knit structure for machine washing — cold cycle, lay flat to dry — because premium shouldn't mean high-maintenance.

Available in 8 colors designed as a collection: each pairs with every other. Build your capsule, stop overthinking your morning.

**SEO Meta Description:**
Women's extra-fine merino wool crewneck sweater. Machine washable, temperature-regulating, pill-resistant. The capsule wardrobe essential. Free shipping & returns.

## Common Mistakes

1. **Leading with features instead of benefits.** "Made with 304 stainless steel" means nothing to most shoppers. "Resists rust and staining for years of daily use" tells them why they should care. Always lead with the outcome, then support with the feature.

2. **Writing for yourself instead of the buyer.** The product creator is excited about materials and engineering. The buyer wants to know how it improves their life. Shift perspective from "we made" to "you get."

3. **Ignoring the platform's formatting constraints.** An Amazon title over 200 characters gets truncated. Shopify descriptions without HTML formatting look like walls of text. Always format for the specific platform.

4. **Keyword stuffing that destroys readability.** "Our silicone spatula set silicone cooking utensils silicone kitchen tools" reads like spam and hurts both conversion and SEO. Keywords should feel invisible to the reader.

5. **Using unsupported superlatives.** "The best spatula ever made" invites skepticism. "Heat resistant to 600°F, higher than 90% of silicone spatulas on the market" invites trust. Substantiate every strong claim.

6. **Writing identical structures for every product.** When all 20 products in a catalog start with the same sentence pattern, the listing page feels generated and impersonal. Vary your openings and structures.

7. **Forgetting mobile readers.** Over 60% of ecommerce browsing happens on mobile. Long paragraphs, tiny details, and complex formatting break on small screens. Test your descriptions at 375px width mentally.

8. **Neglecting the short description.** The short description appears in search results, category pages, and social shares. It's often the only copy a shopper reads before deciding to click or scroll past. Give it real attention.

9. **Skipping objection handling.** Every product has purchase barriers — price, quality doubts, sizing uncertainty, competitor comparison. Great descriptions address these proactively instead of hoping the shopper won't think of them.

10. **Not adapting for the product's price tier.** A $15 product needs concise, punchy copy. A $500 product needs detailed justification, story, and trust-building. Match description depth to price and purchase consideration level.

## Resources

| Resource | Path | Description |
|---|---|---|
| Output Template | `references/output-template.md` | Structured templates for Mode A and Mode B deliverables |
| Description Frameworks | `references/description-frameworks.md` | AIDA, PAS, FAB, and Before-After-Bridge frameworks with platform-specific formatting rules |
| SEO Guidelines | `references/seo-guidelines.md` | SEO best practices for product descriptions across major platforms |
| Quality Checklist | `assets/quality-checklist.md` | Pre-delivery quality checklist with 45+ validation items |