Module 5 · Lesson 5.4

Product Pages and Sales Copy

2 min read · Updated

Ask AI to write a product description and you'll get something like: Elevate your morning routine with our premium, ergonomically designed mug, crafted for the modern coffee lover. Every word sounds like marketing and none of them tells you anything. Customers skim right past copy like this, because they've seen it on a thousand other products.

Good product and sales copy does the opposite. It leads with facts, proof and the words customers actually use.

Drop the hype words

These words show up constantly in AI sales copy. Most can be cut without losing anything:

Hype Replace with
elevate, transform, revolutionizeWhat actually changes, in plain words
premium, high-qualityThe material, the process or the guarantee
seamless, effortlessHow long it takes, how many steps
cutting-edge, innovativeWhat it does that others don't
perfect for anyone whoWho it's really for, and who it isn't
crafted, curatedWho made or chose it, and how

Lead with facts

Before you prompt, gather the details a buyer needs. AI can't know these, and they're what sells:

  • Measurements, materials, weights, what's in the box
  • How it's used, and how long things take
  • What problem it solves, in the customer's words
  • Proof: reviews, test results, return rate, years in business
  • Honest limits: what it doesn't do, who shouldn't buy it
Write a product description using only these facts. Under 90 words. Start with the problem it solves, in the customer's words. Include the measurements in a short list at the end. No hype words: elevate, premium, seamless, crafted, perfect, ultimate, revolutionary. Don't add claims I haven't given you. Facts: [paste facts] Customer words (from reviews or support emails): [paste 3 to 5 real phrases]

Use your customers' words

This is the single best source of sales copy, and AI can help you find it. Paste in a batch of reviews or support emails and ask: "List the exact phrases customers use to describe the problem and the result. Quote them, don't paraphrase."

A customer saying "it finally stopped my coffee going cold before the second meeting" is better copy than anything a model will invent. It's specific, it's believable, and other customers recognize themselves in it.

Before and after

AI copy Elevate your morning routine with our premium insulated mug, meticulously crafted for the modern professional. Its innovative design ensures your beverage stays at the perfect temperature, seamlessly fitting into your busy lifestyle.
Fact-led copy Coffee still hot after your 10 o'clock meeting. This double-wall steel mug keeps drinks above 60°C for three hours, and the lid seals well enough to carry in a bag. It doesn't fit most car cup holders. 350 ml. Dishwasher safe.

The honest limit about cup holders does real work. It makes the other claims more believable, and it stops the wrong people from buying and returning it.

Every claim in sales copy must be true and checkable. In many countries, advertising rules apply to product descriptions. If AI adds "clinically proven" or "best-selling", delete it unless you can prove it.
Try this

Pick one product page. Collect five customer phrases from reviews or emails. Rewrite the description with the prompt above, then check both versions in the AI detector. That completes Module 5. Module 6 covers testing your writing and what to do when a detector gets it wrong.