Compelling Product Descriptions

A 5-step formula for writing honey descriptions that sell.

Below each point, I've included examples below each.

#1 Inviting, interesting, or historical mini-story. We’re thinking more along the lines of interesting micro-stories people might easily share with their friends at a bar, versus longer or more elaborate stories that might have limited instant appeal.

Orange Blossom Honey: Associated with good fortune and eternal love, orange blossoms have often adorned bridal wreaths and bouquets. Delicate and aromatic, the blooms are an important essence in perfumery, and these delightful notes may also be tasted in the honey distilled from their nectar.

Wildflower Honey: A true wildflower honey is so unique to its specific locale that a honey lover might well be able to name its place of origin simply by tasting it. Seasonal variations add another layer of complexity, lending distinctive characters to the honey gathered at various times of year.

#2 Connecting the story to the reader and identifying uniqueness. How they can be a part of the story somehow, and what it is about your product that differentiates itself from the many others they might choose to buy instead.

Orange Blossom Honey: We bring you this captivating honey from the beehives of a trusted beekeeper friend in California, whose bees visit the orange orchards that have grown there for more than two centuries. Pleasing citrus notes are accompanied by floral overtones, creating a burst of flavor reminiscent of a warm summer’s day.

Wildflower Honey: Our raw wildflower honey is the distilled nectar of blooms special to our central Wisconsin locale. Black locust, star thistle, bird’s foot trefoil, and crown vetch mingle with clover, alfalfa, and blackberry, blended by our bees to create a distinctive harmony of flavors.

#3 How to make the product work best for the reader, which includes notes and ideas about what each honey pairs best with, and other ideas for ways to enjoy this particular honey in their lives.

Orange Blossom Honey: To make honey lemonade, warm 1/3 cup honey in 4-1/2 cups of water over low heat. Add 1 cup fresh lemon juice, chill & serve.

Wildflower Honey: Waupaca’s soil, climate, and vegetation are known for yielding an exquisite wildflower honey.  Unlike some beekeepers, we place our beehives near flowering woodland meadows far from agricultural operations, ensuring a pure, raw honey just as the bees intended it.

#4 Personal signature of some kind (ideally including a photo of you), emphasizing that by buying honey on your website, they’re buying from an actual person who cares, who they see smiling back at them.

Orange Blossom Honey: By sourcing and bottling this honey from our trusted friend in California, we ensure its purity from the moment it leaves their hives until it reaches you. Each jar includes all the benefits and vital nutrients that bees offer you… a naturally delicious, sweet treat.

Wildflower Honey: Kent, co-owner and beekeeper, handles his bees’ honey from the moment it leaves their hives until it reaches you. By carefully extracting, bottling, and storing it on-site, he ensures you receive all the benefits and vital nutrients that his bees offer you… a naturally delicious, sweet treat.

#5 Connecting the reader to something bigger than themselves, such as the bigger picture of how they’re supporting a family business, not some huge company, and also supporting pollinators and helping make the world a better place.

Orange Blossom & Wildflower Honey: With every purchase, you support a family business for whom bees are not just a way of life, but a passion. By supporting our beekeeping, you ensure that we’re able to maintain a happy, healthy population of local pollinators, whose benefits to our world extend far beyond honey itself.

    I'm Elise Fog, and I help beekeepers sell more honey to more people, by leveling up their online marketing.

    I 💛 bees, and happen to take many bee photos. I also spread the buzz about the vital importance of bees at 🐝

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    It’s free, honey bee! Now where should I send it?