People don’t buy Lamborghinis because they can do 200 miles an hour. It may be one of the reasons but it’s not the main one. The main reason for such a purchase is status. It’s for the same reason that the most popular Lamborghini color is light green while ordinary cars tend to be painted white.

A Lamborghini owner isn’t going for subtlety. He wants to be seen. If he wanted subtlety he would buy a white Toyota with a quiet engine, not a bright yellow sports car with the fuel economy of a jumbo jet that could get you arrested for noise pollution in some jurisdictions. The fact that a Lamborghini can hit 200 miles per hour is largely irrelevant to the purchasing decision.

Function over features

You can apply this reasoning to everything. I would hazard the guess that you own a table. Did you buy it because it has four legs, is made of hardwood, and has a gleaming varnish? Probably not. Most likely, you bought it because it looked good and tells whoever is looking at it that you have impeccable taste in tables.

You should take the same mindset to your product description. It’s good to have a spec sheet but your description should tell a story. You’re not selling to engineers. You’re selling to ordinary people.

Sure, your TV has a 4K UltraHD Super AMOLED display. Do you think the average person knows what that means? Or cares? Say the TV shows such a crisp image that he can see the pores on the skin of whoever is on screen.

Don’t tell your customer that your knife is good because it’s made of 440C stainless steel. That means nothing to anybody who isn’t a material scientist. Tell him it’s made of the highest-grade stainless steel possible and will last two lifetimes. If you mix technical language into your description, explain it but save the rest for your spec sheet.