Most product descriptions read like technical manuals written by robots for other robots. Dave Harland, founder of Copy or Die and self-proclaimed “Word Man,” explains why your copy isn’t working and what to do about it.

The fundamental mistake: Taking manufacturer specs and dumping them on your product pages. Features tell you what something does. Benefits tell you how it improves your life.

Dave’s rule: Every product description should answer three questions:

If someone can read your headline and think “so what?” – you’ve lost them.

Real example: Dave transformed boring bike light specs (“LED technology, silicone housing”) into engaging copy that led with the benefit (“takes balls to get on a bike at night, but these balls could actually save your life”). The result? A product description people actually wanted to read.

Stop guessing about your audience. The best copy comes from listening to how customers actually talk about your products.

Dave’s research process:

Case study: Bramwell Brown clocks. Instead of “invest in classic design,” Dave wrote “bring the wholesome feelings from childhood back into your life.” The difference? He actually read 150 customer interviews to understand what people really wanted.

Three psychological principles that boost sales:

The McDonald’s lesson: Sometimes the best way to sell a horse is to say “horse for sale.” Don’t get clever when clear will do.

Before publishing any product description, ask yourself: Does this pass the “so what?” test?

If your opening line doesn’t make someone think “that’s for me” or “tell me more,” rewrite it. Lead with the biggest benefit that solves a real problem.

Quick wins:

Dave’s closing advice: Make yourself laugh first. If you find your copy amusing or engaging, you’ll attract customers who think like you – and they’re usually easier to work with.

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