www.getwsodo.com
www.getwsodo.com
ASM Module 5: The Compelling 
Product Description  
 
 

In this lesson, you will create a compelling description for your listing 
that will help with both your conversions and your rankings.  

This Lesson Covers: 

1. Why Your Product Description Matters 

2. Product Description Principles  

3. Product Description Examples/Writing Your Product Description 

4. Formatting  

5. Recap  

1. Why Your Product Description Matters  

By the time someone gets to your product description, they are looking for ​confirmation 
that they are making the right choice. This is the last text element over which you have 
control, and it is important to get it right!  
 
A good product description ​does the following:  
 
● Reassures the customer that this is exactly the product they were looking for  

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● Recaps the product features  

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● Recaps the ​benefits​ of the product features  
● Removes risk  
● Asks for the sale  

2. Product Description Principles  

Follow these principles as you start to write your product description, in order to create 
on that engages your customer, and improves your conversion rates. Make sure that 
your description:  
 
● Is properly formatted and easy to read 
● Is written in clear, conversational, and professional English  
● Lets the buyer know that this product will deliver on its promise  
● Lets the buyer know that there is no risk in giving the product a try  
● Asks for the sale and tells the buyer what to do next  

3. Product Description Examples/Writing Your Product 

Description 
Here, we would like to show you examples of product descriptions—the good, the bad, 
and the ugly. Use them as a starting point for writing your own!  
 
The Bad:  
“This handy, high-quality bike pump makes a great addition to your bike repair kit or shop. 
It features a wide, non-slip base that won't scuff your floors and offers optimal support. It 
comes with 3 inflation needles that fit most popular bike tires. The one-step start-up 
button and large digital display screen make it easy to accurately inflate up to 160 psi. It 

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also works great for air mattresses and travel air pillows. It comes with our 100% 
Money-Back Satisfaction Guarantee so order yours today with confidence.”  
 
This is one solid block of text with no formatting. A customer scrolling down this page 
could easily miss it, and while it might get some benefit from having so many keywords, 
it will not help this seller get the sale.  
 
The Better:  
Have you used a bike pump before that hasn’t delivered when you needed it the most— 
when you were stuck on a road or trail far from home?! 

Whether you’re a Pro, Weekend Warrior or Cycling Commuter, we know ​you want and 
deserve the best. 
 
Buy the Pro Bike Tool Pump for ​PRO PERFORMANCE​ when it counts - the ​BEST​ Bike 
Pump out in the market from the ​Bike Tool Experts​. 
 
UPGRADE YOUR RIDE! 
• Compact and lightweight bike pump​ - only 8.75 inches long and 4.5oz of pure power.  
• Superior quality – durable aluminum alloy​ with an amazing finish.  
• Highest manufacturing standards​ using precise CNC technology. 
• Easy to read pressure gauge integrated into the hose  
• High pressure barrel ​- 120 psi / 8.3 bar.  
• Oversized piston​ delivering fast and easy bike tire inflation. 
• Flexible hose​ for easy pumping, stored in the pump handle.  
• Presta and Schrader compatible​ - secure thread-on valve connections, no more 
damaged valves! 
• Secure frame mount kit​ - mount on your bike frame, equally at home in the rear pocket 
of your cycling top or cycling backpack. 

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www.getwsodo.com
www.getwsodo.com
We know our products are the Best Quality and they will last a Lifetime, so if you have 
any product issues - we’re very happy to either provide a refund or a replacement! 

Their opening sentence presents a problem and the solution—this is a great technique.  

However, while they are great at showcasing some of the ​features​, they don’t really 
mention the ​benefits​. Also, their formatting is messy, and comes across as 
unprofessional. 

The Best:  

You Want -​ A small, portable, Presta & Schrader compatible, easy to use, lightweight mini 
bike pump which is frame mountable. 

You Need - ​A high pressure pump with an accurate gauge up to 120 PSI (8 bar) and a 
retractable, flexible hose. 

You Desire -​ Extras including tire levers, glueless repair patches, inflation needles for 
balls & inflatables and a mounting bracket. 

You Get -​ Everything you want, need and desire with the VeloHand Mini Bike Pump. 

Tire pressure is a big factor in a bike’s performance -​ A major benefit of the VeloHand 
High Pressure Mini Bike Pump is the accurate built in pressure gauge which reads up to 
120PSI (8 BAR). Whether you are inflating from a flat or just topping up the pressure you 
need the reliability and accuracy of our mini pump. Having a dependable pump with 
gauge means no more guesswork when you need to get the pressure just right. You can 
depend on it, just like you can depend on the free tire levers and glueless repair patches 
to get you out of a fix should you get a flat. 

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www.getwsodo.com
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Ergonomic design - ​The VeloHand Mini Bike Pump is a joy to use. The retractable, flexible 
hose allows you to adopt a more comfortable position whilst pumping and reduces the 
risk of bent valves compared to using a fixed head pump. 

Get pumped up - ​Not only will the VeloHand Mini Bike Pump get your road, mountain and 
bmx bike tires inflated, it may be suitable for your stroller tires too. The versatility of this 
pump means that sports balls and inflatables are quickly and easily pumped up also, the 
required needles are included free. 

You’ll never want to be without the VeloHand Mini Bike Pump -​ Don’t delay, buy today. 
Our attractive packaging makes the pump an ideal gift so why not take advantage of our 
Buy One Get One Half Price offer and treat the cyclist in your life. 

ADD TO CART TODAY. 

This listing is great at highlighting ​features​, and has beautiful ​formatting​. They should, 
however, pay more attention to highlighting the ​benefits​, and should add a 
manufacturer’s guarantee​.  

Now, it’s time to write your product description! ​Write it in a Word or Google document, 
and make sure that it is easily accessible—when you finish, you will use a free resource 
to format your description, and make it easily readable and highly professional!  

4. Formatting 
You may want to change the look of your description, and to do that you can use limited 
html. These are the tags:  
 
● <b>​Your text here​</b> - Bolds the text in between the tags  
● <p>​Your text here​</p> - Creates a paragraph  
● <br>​Your text here​</br> - Creates a new line  

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These are the main three tags that you will use, and there is a free website that you can 
use to create these for you: ​www.wordtohtml.net  
 
Take the following steps to format your product description:  
 
1. Go to ​http://www.wordcharactercount.com/​ and paste your product description 
into the box just the way you want it to look (with spacing, paragraphs, etc.). 
Make sure it does not exceed the 2,000 character limit.  
 
2. Go to ​www.wordtohtml.net​ and paste your formatted product description into the 
box on the left. The HTML version will appear in the box on the right:  
 

 
 
3. Add HTML tags to your listing by highlighting the text you want to change in the 
box on the left, and choosing your formatting option (e.g., “bold,” “italic,” etc.) 
from the format editor above the text:  
 

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www.getwsodo.com
www.getwsodo.com

 
 
4. Again, the altered HTML code will appear in the box on the right:  
 

 
 

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www.getwsodo.com
www.getwsodo.com
5. Highlight and copy the text ​with ​HTML, then paste it into an easily accessible 
file—this is the text you will use when you set up your listing on Amazon!   
6. Note: ​When you use wordtohtml, they might replace “<b>” with “<strong>”, which 
still works, but takes up more characters. Be aware of this, and make sure to 
make adjustments to your text as necessary.  

5. Recap 
Take a quick review of your main takeaways from this lesson:  
 
● Use as much of the 2,000 character limit as you need  
● Do ​not ​add text for no reason—remember relevance!  
● Use as many of your keywords as you can  
● Remember that the content must read well (conversational yet professional)  
● Use all your product features and benefits  
● Remove risk by adding a manufacturer’s guarantee  
 
You’ve created your product description, and are one step closer to getting your listing 
up on Amazon. Head over to the next lesson, where you will create product images that 
attract and convert!  
 
 
 
 

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