PRODUCT DESCRIPTION FORMULA

Five lines then facts. If a listing is longer than that, the extra words are costing you the sale, not making it.

Line 1 — what it is, plainly
  No adjectives yet. Just the object, the material, and the size.
  Example: Stoneware mugs with a matte oatmeal glaze, made from local stoneware clay, food-safe matte glaze.

Line 2 — the making
  One specific step of your process. The more particular, the better.
  Example: Each one is finished by hand, so the edges are never exactly the same twice.

Line 3 — how it behaves in real life
  How it feels, wears, ages, smells, or sits in the hand. This is the line that sells it.
  Example: It settles in after a week of use and looks better for it.

Line 4 — who it is for
  Be narrow. Naming a smaller group sells more than naming everyone.
  Example: Made for people setting up a first proper kitchen.

The facts block
  Bullets, no sentences: size, weight, material, care, what is included, dispatch time.
  Example: · Materials: local stoneware clay, food-safe matte glaze
· Size: exact measurements in cm and inches
· Care: one line
· Dispatch: within X working days


Put the plain words a stranger would search — "stoneware mugs with a matte oatmeal glaze" — in the first line and the title. Not your brand name; nobody is searching for that yet.