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 roduct descriptions do more than just describe products: there are different ways to present the most important information to prospective customers. The majority of stores tend to use descriptive texts. For most, the most important feature of a product text is that it must be informative and describe the product in as much detail as possible. Depending on the product and industry, a purely informative text might not be enough. Here are the different formats:

• Descriptive product description: this is the classic format of a product text. These kinds of texts can be found in online stores across all industries. These descriptions provide discreet and neutral information and demonstrate all the product’s important features and functions to the customer. 

• Appellative product description: in the case of appellative (or persuasive) product descriptions, the product is promoted, rather than just described. The texts are often judgmental, the style is more narrative, and more embellishing language is used. The texts usually address the customer and request that they do something, such as 'Order today' or 'Product X will inspire you'. It’s similar to what you see in classic TV or radio advertising.

• Argumentative product description: argumentative descriptions can be used to win pragmatists over. These texts get to the point and mention the qualities of the product, rather than offering flowery descriptions, as is the case with appellative texts. Bullet points are frequently used to present the facts and arguments in a quick and clear way.

• Narrative product description: storytelling is one of the many buzzwords in online marketing, and is also used when writing product descriptions. The writer adds a personal touch and the customer, in turn, gets a feeling for the product when reading. Instead of arguing with hard facts, this type of text speaks to the customer on an emotional level. By addressing their needs and sparking their imagination, this should win the reader over.