1. Focus on Your Ideal Buyer
When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.
The best product descriptions address your ideal buyer directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you.
This is how Think Geek starts the product description of an LED Flashlight: