Product descriptions are so much more than just a list of features for customers to skim. The best product descriptions engage and excite buyers, answering all their questions and helping them envision how much better their lives will be once they own your product.

So how do you write product descriptions that are so good your prospects are compelled to buy your product? Here are some tips:

Talk directly to your target buyer

When you’re writing about your product, imagine yourself speaking to one ideal customer. Use words and phrases that they use, and pepper your description with the word “you,” to engage them.

Tell them what’s in it for them

How will they benefit from buying this product? Stay away from talking about features, such as, “contains nitrocellulose.” Instead, tell the customer what problems it solves, such as, “Our extra durable nail polish will last twice as long, so you’ll be able to skip your next nail appointment and save some money.”

Focus on how it will make them feel

Nothing spurs a buyer to action faster than when they have an emotional response to a product. If you can help them feel excited about the reactions they’ll receive to a new hair color, for example, you’ve done a good job.

Weave in sensory words

While we rely primarily on the sense of sight when describing products, also try to use words related to our other senses, such as smell, hearing, touch, and taste. Does the facial mask “smell like a day at the beach and feel like smooth pudding while tightening pores to the point that you can barely see them?” That’s a big step above a description that promises that the mask “minimizes pores.”

Offer proof

Rather than making a claim about a product’s benefits that you can’t back up, substantiate it by including testimonials from customers who tried it. Assuring a customer that a facial at your spa will help reduce fine lines is one thing, but having a customer say it, and provide before-and-after photos, is much more effective.

Reduce their concerns

No one wants to purchase something that turns out to be a dud, so eliminate your buyer’s worry by offering a performance guarantee, if you can. Reassure your customers that they won’t be disappointed.

Be different

Just because your competitors describe a product a certain way does not mean you should emulate them. In fact, you should aim to be completely different. That way you’ll attract attention from buyers. So if other companies are claiming that a product is “longer-lasting” or “all natural,” avoid those phrases. Instead, describe the awards the product has earned for its durability or the certified organic process used on the farm where the ingredients are grown.

Creating strong product descriptions that attract attention and interest buyers can be a significant competitive advantage for your business.