Studies show that a well-written product description can boost sales by up to 78%, what’s more, 87% of online shoppers consider product descriptions when making a buying decision, with 30% of shoppers abandoning carts due to poorly written descriptions. Considering these statistics, it’s incredible that so many online sellers still see product descriptions as a necessary nuisance, little more than a list of features and mandatory information.
While your descriptions need to be informative, they’re also your opportunity to persuade potential customers that your product or service is worth their investment. Ultimately, the description is the last thing a buyer will read before making the final decision to purchase. As such, effective product descriptions can significantly boost conversion rates by generating emotional investment, justifying feelings, inspiring confidence, and applying pressure to buy.
To achieve this, you need a proven framework for persuasion. Enter rhetoric—the art of effective communication. Unlike fleeting marketing trends and theories, rhetoric has stood the test of time. This approach to persuasion has influenced decision-making in politics, law, academics, and business for thousands of years. Its effectiveness has never been in doubt, ever since Aristotle laid down the principles thousands of years ago.
By applying rhetorical principles to your product descriptions, you can transform them from boring walls of text and generic sales pitches into compelling arguments that grab your audience, inspire trust, and drive action.
This guide will highlight four fundamental techniques every product description must contain to maximise conversions. These are Ethos (credibility), Pathos (emotional appeal), Logos (logical appeal), and Kairos (timing and relevance).
1. Ethos (Credibility)
Ethos refers to the credibility and authority of the speaker (or writer). In product descriptions, it’s about convincing customers that the product and your brand are trustworthy. The goal is for the potential customer to feel confident in making a purchase.
Ethos is crucial because shoppers buy from brands they trust. By showcasing expertise, certifications, endorsements, or positive customer feedback, you remove doubts and establish confidence. Ethos helps overcome objections and reassures buyers that your product delivers on its promises.
Let’s look at a few examples.
- An online coffee shop might state the following on the product description for their coffee beans: “Certified organic and sourced from sustainable farms, our coffee beans are roasted to perfection by award-winning baristas.”
- A company selling drones might write the following in their product description: “Designed by engineers who’ve worked with NASA, our drone features aerospace-grade materials and cutting-edge flight technology for unparalleled performance.”
- A luxury fashion brand might highlight the following in a handbag description: “Crafted in Italy, this handbag is made from 100% premium leather, ensuring timeless style and unmatched durability.”
- A skincare company might describe their serum as follows: “Dermatologist-recommended and clinically proven to reduce wrinkles by 30% in just 8 weeks, our anti-ageing serum is trusted by thousands.”
- A vacuum cleaner brand might feature this in their product description: “Trusted by over 1 million households, our vacuum cleaner is the top choice for pet owners, designed to effortlessly remove stubborn pet hair.”
There are plenty of ways to practice ethos in your own product descriptions such as:
- Referencing reviews and testimonials.
- Referencing certifications, accreditations, and awards.
- Referencing expert endorsements.
- Showcasing notable clients and partnerships.
- Sharing impressive usage statistics.
- Emphasising your brand’s mission and success.
- Referencing research and studies validating your claims.
- Offering a money-back guarantee.
- Providing transparent manufacturing information.
2. Pathos (Emotional Appeal)
Pathos appeals to the emotions of your audience. In product descriptions, it’s about making customers feel something—whether it’s excitement, relief, joy, or even fear of missing out. The goal is to connect with your customers on a deeper level by addressing their desires, fears, or aspirations.
Pathos is essential because emotions drive decision-making. When customers connect emotionally to a product, they’re far more likely to make a purchase. By painting a vivid picture of the product’s benefits and how it will enhance their lives, you make the product not just desirable, but irresistible.
Let’s look at a few examples and the emotions they aim to invoke:
- A travel agency might seek to persuade clients by painting a vivid picture of the feelings of relaxation, joy, and escapism that could be obtained through one of their holiday packages. In the description, they might write: “Picture yourself sipping cocktails on a white sandy beach, the warm sun on your skin, and the sound of waves gently lapping at the shore. With our expertly curated travel package, you’ll escape the everyday and indulge in the tropical paradise you’ve always dreamed of.”
- A fitness brand might appeal to customers by tapping into their aspirations for a healthier, more confident version of themselves: “Say goodbye to self-doubt and hello to the energy and confidence you’ve always dreamed of. Start turning heads as you walk down the street thanks to your dedication and our premium home gym equipment.”
- An online rug store might use emotional trigger words to associate comfort, tranquillity, and pride with their products by writing the following: “Transform your home into a sanctuary of calm and relaxation with our plush, luxurious rugs. Each piece is thoughtfully designed to bring warmth, softness, and timeless style to your space, creating an inviting atmosphere that you’ll be proud to share with family and friends.”
- • A baby formula brand might persuade potential customers by addressing common fears and concerns about their baby’s health and safety: “Worried about allergies or harmful additives? Give your baby the safest start in life with our hypoallergenic, organic baby formula—expertly crafted to support your little one’s growth while giving you complete peace of mind.”
- • A fashion retailer might associate their products with the sense of belonging to a powerful movement by featuring the following in their product description: “Join a community of bold, ambitious women redefining success and style. Our vibrant red power suit is more than just fashion—it’s a statement of confidence, strength, and empowerment for those who are making moves and inspiring others.”
There are a few different approaches to applying pathos to your product descriptions, including:
- Paint a vivid picture of a desired outcome. This means helping customers to imagine the benefits of your product by describing how it will enhance their lives. This can be further enhanced with sensory language and specific scenarios.
- Tap into aspirations and dreams by aligning your product with your customer’s goals or aspirations, whether it’s looking stylish, achieving success, or creating a comfortable home.
- Use emotional trigger words to associate desired feelings with your products or services.
- Address fears or pain points by acknowledging a problem your customer might face and show how your product solves it, offering relief or peace of mind.
- Speak to your potential customers’ identity by framing your product as a way for your customers to express who they are or who they want to be.
- Create a sense of belonging or connection by making customers feel like they’re part of something bigger such as a community.
- Use emotional storytelling to invoke desired emotions and put your audience in the ideal frame of mind for buying.
3. Logos (Logical Appeal)
Logos relies on logic and reason to persuade. In product descriptions, it’s about presenting facts, features, benefits, and evidence that demonstrate why your product is the smart, rational choice.
Logos is essential because customers need to feel their purchase is justified. While the desire to buy is often triggered by emotion, shoppers—particularly for expensive or practical purchases—seek to validate their decision with logic. By clearly outlining benefits, specifications, and solutions, you make it easier for customers to rationalise their decisions and feel confident they’re making a smart and informed choice.
Let’s look at a few examples of how logos might be applied in a product description:
- A smartphone store might emphasise practicality and performance by writing: “With a battery life of 48 hours, lightning-fast 5G connectivity, and a high-resolution camera that captures stunning detail even in low light, our smartphone is built for those who demand more from their devices.”
- A kitchenware shop might sell knives by highlighting their high quality and durability with a product description such as: “Made from professional-grade stainless steel, our chef’s knives are precision-engineered to stay sharp 5x longer than leading brands and feature an ergonomic handle for effortless chopping, slicing, and dicing.”
- A skincare brand might take advantage of data by highlighting clinical results with: “Dermatologist-approved and clinically tested to increase skin hydration by 70% after just one application, our fast-absorbing moisturiser delivers softer, healthier-looking skin in just minutes.”
- • A camping store might present their tent as the only logical choice for adventurers by addressing common outdoor challenges with the following: “Tired of heavy, unreliable tents that let the rain in? Our lightweight tent is water-resistant, windproof, and compact enough to fit in a backpack—keeping you dry, protected, and ready for any adventure.”
- An online furniture store might appeal to customers by showcasing how its product outperforms competitors: “Unlike other dining tables that scratch easily or require complicated assembly, ours is crafted from sustainably sourced oak for unmatched durability and style. Its extendable design seats up to eight people, perfect for hosting gatherings, and it’s delivered with free assembly for ultimate convenience.”
To appeal to logic, your product descriptions need to provide clear, concrete, and verifiable reasons why your product is the right choice. Here are a few ways to incorporate Logos into your own product descriptions:
- Showcase the key features of your product and tie them directly to practical benefits.
- Use measurable data and statistics to demonstrate the value of your product.
- Emphasise quality, durability, and results that can be obtained.
- Focus on how your product solves a specific problem or improves the customer’s life.
- Explain how your product outperforms others in the market.
4. Kairos (Timing and Relevance)
Kairos focuses on timing and relevance, making your product feel necessary and perfectly suited to the moment. In product descriptions, it’s about showing how your product aligns with current trends, seasonal needs, or immediate customer concerns, creating urgency to act now.
Kairos is crucial because customers are more likely to purchase when they feel a product meets their present needs. By tying your product to specific occasions or time-sensitive opportunities, you can reduce hesitation and encourage immediate action.
Let’s look at a few examples of how Kairos might be applied in a product description:
- A clothing brand might emphasise seasonal relevance with: “As the end of autumn approaches, prepare to stay warm this winter with our cosy knitwear, perfect for layering on chilly evenings.”
- A tech store might highlight a time-sensitive discount linked to a direct example of solving a customer’s pain point with: “Stay connected during your summer travels with our portable power bank—now 20% off for a limited time!”
- A home fitness store might connect their product to New Year’s resolutions by writing: “Kickstart your New Year fitness goals with our premium home gym equipment—everything you need to get stronger and healthier this year.”
- A spa brand might tie their product to a holiday with: “Pamper the ones you love this Mother’s Day with our luxurious spa set, beautifully packaged and ready for gifting.”
- A gourmet food shop might take advantage of the summer season by presenting it as the ideal time of the year to buy some of their products: “Make your BBQs unforgettable with our gourmet sauces—available for a limited time this summer only!”
Here are some practical tips for using Kairos to create urgency and relevance in your product descriptions:
- Highlight how your product aligns with seasonal needs, holidays, or trends your customers care about.
- Use time-sensitive discounts or promotions to create urgency and encourage immediate purchases.
- Address immediate customer needs by showing how your product solves a specific problem relevant to this precise moment.
- Frame your product as the perfect solution for an upcoming holiday or event.
- Emphasise that your product is only available for a short time or in limited stock (only do this if it is genuinely in limited supply).
Example 1 – Artisan Soap Company
Let’s look at an example, a luxury soap brand might incorporate all four elements of rhetoric in the following description.
“Transform your morning routine with the soothing aromas of lavender and chamomile, and escape into luxurious serenity. Indulge in the rich, creamy lather of our morning spa soap as it nourishes your skin, leaving it irresistibly soft, hydrated, and radiant—preparing you to conquer the day ahead with confidence.
Formulated with organic shea butter, and cold-pressed essential oils, our morning spa soap provides deep hydration and gentle cleansing without harsh chemicals. Tested to reduce skin dryness by 40% in just two weeks, it’s perfect for all skin types.
All our products are crafted by skilled professionals with over 20 years of soap making experience, certified cruelty-free, endorsed by dermatologists, and trusted by thousands of customers worldwide. Click here to read more about our production process.
Special offer – as the colder months approach, it’s the perfect time to enhance your skin’s resistance to winter dryness. Until the end of the month, enjoy 20% off your purchase. Click ‘Add to Cart’ now and experience the luxury your skin deserves.
Ingredients: organic shea butter, coconut oil, olive oil, almond oil, glycerin, kaolin clay, vitamin E, natural colourants such as indigo powder and turmeric, cold-pressed lavender essential oil, cold-pressed chamomile essential oil, sodium hydroxide (lye), distilled water, and natural fragrance.”
This description incorporates all four rhetorical elements:
- Pathos connects emotionally by framing the product as a treat and enhancing self-care.
- Logos provides evidence of the soap’s efficacy with features, benefits, and data.
- Ethos establishes trust through certifications, expertise, and social proof.
- Kairos creates urgency with seasonal relevance and a limited-time offer.