What is a Product Description?
A product description is essential to any online business selling products. It is a marketing tool that provides potential buyers with a detailed understanding of the product's characteristics, features, and benefits.
With a well-written product description, businesses may be able to attract and retain customers, leading to decreased sales and lower customer satisfaction.
Recent research by Baymard shows that 10% of e-commerce websites have insufficient product descriptions to meet users' needs. This highlights the importance of creating in-depth, accurate product descriptions that address the buyer's questions and concerns.
A good product description should cover all aspects of the product, including its size, weight, materials, and any other relevant information.
It should clearly understand how the product works, what problem it solves, and what benefits it offers.
Furthermore, it should highlight the unique selling points that make it stand out from other products in the market.
Why Are Product Descriptions Important?
We can highlight the importance of product descriptions for helping you create the best product description possible:
- Drives Sales: Well-written product descriptions can convince potential customers to make a purchase by clearly explaining the product's value and benefits.
- Enhances SEO: Optimized product descriptions help your website rank higher in search engine results, attracting more organic traffic.
- Builds Trust: Accurate and detailed descriptions establish customer trust, reducing the chance of returns or dissatisfaction.
- Improves Customer Experience: Clear and compelling descriptions answer common questions, helping customers make informed decisions without needing to contact support.
- Offers Comparative Advantage: A good product description can differentiate your product from the competition in an ecommerce landscape, where similar products are a click away. By showcasing unique selling propositions (USPs) and product advantages, you make it easier for the customer to choose your product over competing ones.
- Differentiates Your Brand: Unique product descriptions highlight what sets your products apart from competitors, reinforcing your brand identity.
- Reduces Cart Abandonment: Clear, concise descriptions can reduce hesitation and encourage customers to complete their purchase.
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16 Effective Product Description Examples
Product Description Examples for Food & Beverages
In the food & beverage industry, you should create product descriptions with the customer's preferences and dietary needs in mind.
These descriptions often focus on the delicious flavors, unique textures, and high-quality ingredients used in the product.
Additionally, you may point out any health benefits or diet-specific features like gluten-free, organic, or vegan.
Here is an example of Taza Chocolate’s food product description:
“A perfect gift assortment of our seriously fun Smooth & Crunchy bars for all your favorite chocolate lovers. This ready-to-give, library-style gift box is chock full of irresistibly smooth 70% dark chocolate bars with lots of fun, crunchy mix-ins! Tucked inside are one bar each of Orange Crunch, Chocolate Cookie Crunch, Lemon Cookie Crunch and Cornflake Crunch. Experience the smooth side of stone ground chocolate!”
Why it’s effective?
- Sensory language: They use words like "smooth" and "crunchy." It helps you imagine how the chocolate would feel in your mouth.
- Lists different flavors: It provides a clear breakdown of what's included in the bundle. You can think about each taste quickly.
- Talks about the packaging: They share that the chocolate comes in a nice "library-style gift box." So, it is a good gift option.
- Unique selling points: They subtly drop that their chocolate is "stone ground," indicating their unique method. Always highlight what makes your product unique or special.
Here is an example of Heinz’s food product description:
"USDA-certified Heinz® Organic Ketchup features the same great thick and rich taste as our classic ketchup, but every tomato we use is organically grown. No GMO ingredients, no high-fructose corn syrup, and 100% Heinz taste."
Why it’s effective?
- Highlighting organic quality: It's USDA-certified organic, assuring quality, which appeals to health-conscious consumers.
- Promoting healthier choices: It clearly states there are no GMO ingredients or high-fructose corn syrup, addressing common health concerns.
- Quality assurance: By indicating "100% Heinz taste", it assures the consumers that the brand’s reputation for quality is maintained.
Here is an example of Pipcorn’s food product description:
“The OG snack that started it all. Once upon a time, our founders came to Shark Tank armed with bags of mini popcorn made from sustainably grown, delicious heirloom corn…and the rest is history. Just four simple ingredients (and no artificial anything!) make for perfectly crunchy, totally mindful snacking. Plus, it’s seasoned with the perfect amount of salt so that it gives you everything you’re craving (and nothing that you aren’t). Crunched your way to the bottom of the bag on the first open? That’s okay, because Heirloom Makes It Better.”
Why it’s effective?
- Storytelling: It starts with a fun fact that popcorn was once featured on a TV show called Shark Tank. If there's a nice story behind your product, share it.
- Unique features: The description points out that the popcorn is made from a particular type of corn and is grown in a way that's good for the environment. Letting people know what makes your product unique can attract more interest.
- Health benefits: It mentions that the popcorn is gluten-free, vegan, and made from whole grains.
- Describes the taste (sensory words): The popcorn is described as crunchy and perfectly seasoned with salt. Talking about the taste and texture helps people imagine enjoying the snack themselves.
🌟 Bonus: Timed popups can create urgency, like promoting Heinz's smoky bacon-flavored ketchup for summer barbecues. Similarly, a popup sharing the story behind heirloom popcorn can foster customer interest. Leveraging popups in food & beverage marketing can boost customer engagement and optimize conversion rates.
Product Description Examples for Clothing & Apparel
When creating product descriptions for your clothing and apparel, it is essential to use words that highlight the uniqueness of your product.
You should focus on critical elements like fabric, design, and fit and emphasize how these benefits can enhance the wearer's comfort and style.
A well-written clothing product description should be relatable to your customers, reflecting their preferences and lifestyles.
Let’s look at this product description example from Adored Vintage:
“Sweet and feminine vintage inspired soft sage green floral midi dress with a decidedly easy 90s inspired baby doll fit. This dress features scoop neckline and functional buttons down the front. Slips on easily overhead for wear. Wear it loose or belted.”
Why it’s effective?
- Sensory words: The description includes phrases like "soft sage green floral" that help the customer visualize and virtually feel the product.
- Style references: Referring to the dress as "vintage-inspired" and "90s-inspired baby doll fit" provides the customer with a style context.
- Clearly defined features: The outline of specific features such as "scoop neckline” and "functional buttons” provides essential details.
- Highlighting ease of use: The phrase "slips on easily overhead for wear" communicates convenience. Always highlight the ease of use, if any, for your product in the description.
- Use case recommendations: Suggesting different ways to wear the dress ("wear it loose or belted") provides customers with styling ideas.
Here is a product description example for footwear from Camper:
“White leather men's sneakers with lace closures, cushioning recycled OrthoLite® footbeds, and XL EXTRALIGHT® Organix™ 3.0 outsoles with 30% biocircular components. Born in 1988, our classic TWINS concept — opposite yet complementary - challenges the idea that shoes must be identical and lives on in these mismatched men’s shoes to form a truly unique pair.”
Why it’s effective?
- Descriptive words: The description goes into detail about the shoes (like "White leather", "lace closures", etc.). This means your customers get a clear picture of what they are buying.
- Sustainability focus: The shoes have "30% biocircular components". This shows consideration for the environment, which can make your customers feel good about buying them because you are indirectly helping the environment, too.
- Unique selling point: The "classic TWINS concept" implies the shoes aren't typical.
- Brand history: By mentioning "Born in 1988", the brand shares its history. This can increase the perceived value of your brand, as your customers know they are buying from an established brand with experience.
- Toggle Feature: Using toggles for detailed content like 'Features' and 'Product Care' keeps the main description concise while allowing interested buyers to explore more information.
Product Description Examples for Electronics & Gadget
When writing descriptions for electronics, it's essential to focus on their unique technological features and the benefits they provide to the user.
Ensure to highlight key features such as speed, display, battery life, and memory, and explain how these features enhance the user experience.
Also, explain how the device fits into daily life by solving problems and improving tasks. It would be also helpful to mention design elements, as they connect aesthetics to functionality.
Here is an example of Bruvi's product description:
“Remarkably tastier coffee. Makes coffee, espresso, cold brew and more. Breakthrough Guilt Free Toss® B‑Pods. The Bruvi Bundle includes everything you need to brew better.”
Why it’s effective?
- Clear value proposition: "Remarkably tastier coffee" underlines the main benefit - superior taste, addressing coffee enthusiasts' prime concern.
- Versatility: "Makes coffee, espresso, cold brew and more" quickly conveys the product's multifunctional nature, a key element for electronics.
- Innovative features: "Breakthrough Guilt Free Toss® B-Pods" introduces a unique feature, hinting at innovation and eco-friendliness.
- Comprehensiveness: "The Bruvi Bundle includes everything you need to brew better" reassures the buyer of a complete solution, preventing concerns about additional accessories.
- Focus on improvement: "Brew better" suggests an upgrade to the consumer's routine, implying that the product isn't just an addition, but an enhancement.
“Bring your phone to life with the Pela Clear Blooming Wild Phone Case! This delightful case wraps your phone in a vibrant festival of colors, featuring an array of wildflowers in full bloom that cascade across a crstal-clear backdrop. Ideal for those who wish to add a splash of nature's charm to their daily tech, this case isn't just pretty—it's also environmentally friendly, crafted from sustainable materials to protect your phone and the planet. Perfect for the eco-conscious fashionista! 🌸🌿📱 We've revolutionized phone cases once again. The Pela Clear case is made from plant-based material and is the world's first compostable, transparent iPhone case! Its rigid back and impact-absorbent edges make it durable enough to protect your iPhone against impacts, drops, and scratches.”
Why it’s effective?
- Target audience: It's clear who will like this product - people who care about the environment and want a stylish phone case.
- Unique selling point: The writers mention that the case is the world's first compostable, transparent iPhone. This makes the product stand out.
- Product usability: The description tells us that the case is made from plants and can protect your phone well. This gives practical reasons to buy.
- Use of emojis: The emojis make the writing fun and engaging, which would appeal to young people.
Product Description Examples for Beauty Products
To write compelling beauty product descriptions, focus on ingredient benefits, like natural extracts and vitamins.
Highlight how they impact the user's appearance, such as anti-aging or hydration. Mention specific concerns, like sensitive skin, and use sensory words to describe texture, scent, and feel.
Here is a beauty product description example from Rare Beauty:
“A weightless, long-lasting liquid blush that blends and builds beautifully for a soft, healthy flush. Available in both matte and dewy finishes.”
Why it's effective?
- Sensory words: The description effectively uses sensory and descriptive language—"weightless," "long-lasting," and "blends and builds beautifully" which helps customers visualize the product's texture and application experience.
- Benefit highlight: It emphasizes the benefit of achieving "a soft, healthy flush," which directly appeals to the customer’s desire for a natural and appealing look.
- Options available: Mentioning that it is available in "both matte and dewy finishes" offers choices to customers based on their preference or skin type, which can broaden its appeal.
Another beauty product description example from Meow Meow:
“We've created a baking soda free deodorant cream that is as gentle as it is effective. Nourishing plant oils and butters soothe and condition the underarm skin, and a potent blend of essential oils keeps you smelling fresh throughout the day. The scent is herbaceous-floral, and the texture is creamy cake frosting.”
Why it's effective?
- Shows product features: The description clearly states that the product is "baking soda free," which is significant for consumers who may be sensitive to this ingredient. This immediately informs buyers about a critical differentiator of the product.
- Functional benefits: It explains the benefits well—“Nourishing plant oils and butter soothe and condition the underarm skin.” This addresses consumer concerns about skincare, especially in sensitive areas like underarms.
- Sensory appeal: The description of the scent as "herbaceous-floral" and the texture as "creamy cake frosting" effectively utilizes sensory words that enhance the appeal by helping customers imagine the smell and feel of the product.
Product Description Examples for Home Decor
When writing home decor product descriptions, blend functionality and aesthetics. Start with the item's purpose and details like materials and dimensions.
Highlight the style, how it enhances a space, and its durability. Include care instructions and use evocative language to help customers visualize the item in their home.
Here is an example of Goodee’s product description:
“Looking to add comfort to your seats while dressing up your space? This artisan-crafted chair cushion by Tensira will make them an even better place to sit and add sophistication to any setting. The beautiful (non-removable) cotton cover is woven and dyed by hand in Guinea and filled with locally-sourced kapok, a fluffy natural fiber that comes from the fruit of the Kapok tree. If you love silky soft cushions that are sustainable and ethically made, you'll settle for nothing else. All Tensira products are hand-crafted, therefore each piece is unique. Small irregularities or variations in color are part of the beauty of an entirely hand-made product.”
Why it's effective?
- Start with the question: Starting a product description with a question is a very effective method to engage the potential customer instantly. It creates a direct conversation with the reader, making them feel more involved. It allows them to quickly relate their needs or problems to what your product might solve or offer.
- Detailed description: The narration about the artisan-crafted cushion, hand weaving, dyeing methods, and local sourcing of kapok emphasizes exclusivity and quality while providing customers with a clear picture of what they're purchasing.
- Sustainability and ethics: Mentioning the product’s sustainable and ethically made attributes appeals to socially conscious consumers, a growing market segment.
- Uniqueness: Clarifying that each product is unique because it is hand-crafted adds to the appealing factor of artisanal goods.
Product Description Examples for Furniture
When writing a product description for the furniture industry, it's essential to describe the item clearly, highlighting its materials, features, and dimensions. Mention the style and design to appeal to aesthetic preferences and include care instructions.
And of course, you should use SEO-friendly keywords to help customers find the product online easily.
Here is a product description examples from MUJI:
“This sofa has the perfect blend of urethane to offer both durability and comfort while sitting. With convenient pocket coils typically used in beds, you'll experience the optimal amount of elastic support when standing or sitting. Plus, we've adjusted the arm height for extra relaxation and armrest convenience. The steel frame provides a sturdy structure, and the cushions can even be replaced, making this sofa a long-lasting choice. The sofa legs and covers are sold separately enable to customize and personalize your living room any way you like.”
Why its effective?
- Clear & complete: The description explains the sofa's materials and features well.
- Target audience: It's aimed at customers wanting durable, customizable, and comfy furniture.
- Unique points: Highlighted unique features like special coils and replaceable cushions make it stand out.
- SEO: Good use of keywords related to durability and comfort, but could use more about the sofa's style.
Product Description Examples for Jewelry and Accessories
Product descriptions should focus on jewelry and accessories materials, craftsmanship, and design details.
Include information about the metals, stones, and whether items are handmade or ethically sourced.
Provide sizing information and care instructions. Highlight how the piece can be styled and its aesthetic appeal to connect emotionally with buyers.
Now let's look at one of my favorites, Prev's product description example:
“A spacious laptop bag for all occasions. The interior offers to carry not just a laptop but also a charger, files,and notebooks. Two large pockets on the inside stores small accessories. The magnetic closure system ensures security and freedom of movement. The bag maintains its upright and distinguished shape, never compromising its form. Comes with a protection bag made from recyclable cotton.”
Why it's effective?
- Description of functionality and capacity: The description effectively emphasizes the bag's spaciousness, ability to carry a laptop, and additional items such as chargers, files, and notebooks.
- Safety features: Including a magnetic closure system is an important feature that reassures potential buyers about the safety of the items inside the bag.
- Material and sustainability: The mention that the protection bag is made from recyclable cotton appeals to environmentally conscious consumers.
Product Description for Puravida's bracelets:
“Our Harper Oval Charm Chain Bracelet is from our most charming collection yet. This stylish piece is the perfect base for any Harper Charm – helping you create something unique and special – just like you! Available in a gold or silver finish, our Harper Oval Charm Chain Bracelet can fit as many charms as you want at a time... so start telling your story.”
Why it's effective?
- Emotional appeal: The description connects by saying the bracelet lets you create something unique. This can really pull people in.
- Customization options: It highlights adding as many charms as you want. This shows the bracelet can be personalized.
- Visual description: The description shares that it's available in gold or silver. This helps people visualize what they're buying.
- Target audience: It's clear this is for people who like stylish, personalized jewelry, which is important to know.
Product Description Examples for Pet Supplies
When writing for pet supplies, describe the item and its benefits for pets. Highlight safety features and mention any care instructions. The aim is to show how the product will benefit the pet and reassure owners about its safety and usefulness.
Here is an example of product description examples from Forthglade:
“If fish is a flavour favourite, your four-legged friend is sure to enjoy the two delicious grain-free fish recipes in this handy variety pack. Containing our two salmon and sardines wit... Read more”
Why it's effective?
- Clarity and conciseness: The description initially gives a brief overview that captures the essence of the product—fish-based, grain-free wet dog food.
- Detailed information on expansion: Upon clicking "Read more," the description expands to provide comprehensive details.
- Health and dietary benefits: The description emphasizes health benefits, such as being free from junk, fillers, artificial colors, flavors, and preservatives.
- Usage suggestions: It suggests various ways the food can be served (alone, mixed with dry food, or as a topper), which can be helpful for pet owners looking for feeding versatility.
Product Description Examples for Toys & Games
When writing product descriptions for toys and games, the key is to capture the fun, excitement, and educational value they offer. Describe the core gameplay, target age group, the number of players it's designed for, and any unique features.
Here is a product description example from Hamleys:
“This Monster Truck will zoom off when given a push, and has a mouth which opens at the touch of a button. Strong in design and personality, it is made to withstand normal rough play by toddlers and preschool children.”
Why it’s effective?
- Focus on durability: Highlighting that the truck is designed to withstand rough play reassures parents or buyers of the product's durability, an important factor for children's toys.
- Wide age range: Stating that it's suitable for toddlers and preschool children broadens the potential customer base.
- Emphasis on design: Mentioning the strong design and personality of the toy subtly communicates its quality and aesthetic appeal.
- Simplicity: The description is simple and straightforward, which is crucial when the product is targeted towards young children and their parents.
How to Write Product Description: Step-by-Step
Step 1: Craft a Compelling Title
A good product title is crucial for search results and enticing customers. It should provide essential information at a glance, such as what the product is, its key features, and any unique qualities.
Let's write a product title together:
- Start with the Product Name: Include the product type clearly and simply. This is straightforward but vital for clarity and SEO.
- Add Key Features: Include one or two key features to get people to buy your product, such as material, size, or specific functionality.
- Include Important Attributes: Attributes like color, size, quantity, or specific technical specs should be included.
- Brand Name (if relevant): Including the brand can attract customers who are loyal to the brand or seeking products from reputable sources.
Examples of Good vs. Bad Titles:
🟢 Oysho’s Good Title: "8mm pink Pilates mat”
Why it's good: The title is concise and informative. It mentions the product type (Pilates mat), its color (Pink), and size/thickness (8mm). Also, it is suitable for SEO, including keywords that customers might use when searching for a Pilates mat.
🔴 Bad Title: "Workout Mat"
Why it's bad: This title needs to be more specific. It doesn't identify the specific type of workout the mat is designed for (Pilates), nor the color or thickness of the mat.
Step 2: Write an Effective Product Description
When it comes to selling your product, the product description is a critical factor in grabbing the reader's attention and building a relationship with them.
- Start with a Strong Opening Line: Your first sentence should be impactful, perhaps by stating a benefit, posing a question, or presenting an intriguing fact that relates directly to the customer’s needs or pain points.
- Include the Key Benefit: Mention the product's main advantage as early as possible in the description. What is the primary need it meets, or what significant problem does it solve?
- Keep it Concise: While it's important to be descriptive, keep your description concise, to-the-point. Aim to convey the critical message in a few powerful sentences.
- Add “Read More”: If your product has a lot of details, using a 'Read More' button can help keep your page tidy. Remember to highlight the key features before this button for a quick overview.
Here are the examples of good vs. bad product descriptions:
🟢 Good Description:
"Pale pink Pilates mat with laser-engraved pattern. Non-slip surface. The alignment lines help you put your hands and feet in the right position and keep your body aligned during practice. Includes nylon straps for easy carrying. Mat thickness: 8mm. Measurements: 61 x 180cm. It’s best to clean the mat with a damp cloth and neutral soap. Air dry, avoiding exposure to direct sunlight."
Why it’s good: It describes what the product looks and feels like (pale pink, laser-engraved, non-slip), how it can be used (alignment lines), its convenience (carry straps, specific size), and how to care for it (cleaning instructions). All of these add value for the potential buyer.
🔴 Bad Introduction:
"Our wonderful Pilates mat in a great color of pink. Perfect for your workout routine."
Why it's bad: While this description is somewhat appealing, it still needs to be more specific. It lacks specific and critical details a potential customer would need before purchasing, such as the exact color, what makes it premium, its features (like non-slip or alignment lines), dimensions, or care instructions.
Step 3: Add the Details of the Product’s Features and Explain the Benefits
Features provide the "what" - the tangible aspects of your product. Detailing these helps customers evaluate the product's technical merits. They provide the "why" - reasons how the features make a difference in the user’s life. This is crucial for helping customers see the product's practical value and emotional resonance.
How to Detail Features and Explain Their Benefits:
- List the Key Features: Identify and list the most essential features of your product. These could be materials, design, technology, or unique specifications that set your product apart.
- Link Features to Benefits: For each feature, directly link it to a tangible benefit. Ask yourself, "What does this feature do for the customer?" This helps translate technical aspects into personal advantages.
- Prioritize According to Customer Value: Prioritize the features and benefits that offer the most value to your target audience, placing the most compelling ones first.
🟢 Examples of Good Feature and Benefit Statements:
- Feature: "Water-resistant"
- Benefit: "Allows you to use it even in wet conditions without damage."
- Feature: "Made with SPF protection"
- Benefit: "Helps protect your skin from the harmful effects of the sun.”
- Feature: "Compact Size."
- Benefit: "Easy to store and carry, perfect for those with limited space."
Try this approach with your chosen product. List out 3-5 key features, and next to each, write a benefit that explains how the feature improves the user's life or solves a problem.
This exercise will help you understand how to communicate your product's practical and emotional value effectively.
Effective Tips to Write Product Descriptions
Writing effective product descriptions involves more than just listing the features of your product. It's about storytelling, solving your customer's problems, and engaging them emotionally.
Here are some tips on how to write effective product descriptions:
- Know your audience: Understand and speak their language. If your audience is well-versed with the technical terminology, use it. If not, explain the features in simple words.
- Understand customer needs: Clearly explain how your product can solve your target audience's problems.
- Write unique descriptions: Avoid using manufacturer's descriptions; they are often plain and repeated on numerous websites. Unique content not only helps SEO but also sets you apart from competitors.
- Use sensory words: Words that describe how the product feels, sounds, smells, tastes, or looks can bring the product to life and help the customer imagine owning and using it.
- Highlight product benefits: Don't just list features; explain how they translate into tangible benefits for the customer.
- Use a conversational tone: This helps build a connection as if speaking directly to your customer.
- Storytelling: If there's an interesting story behind the product or brand, mention it in the description. For example, how the product was conceived or how much care was taken to design it.
- Add social proof: If your product has good reviews or testimonials, highlight them. Social proof builds trust among potential buyers.
- Scannable format: Most online shoppers skim-read. Use bullet points or subtitles and keep paragraphs short to make information easily digestible.
- SEO keywords: Use SEO-friendly keywords, but avoid keyword stuffing. The content should be primarily for the reader, not search engines.
- Use action words: Words like 'unleash,' 'jumpstart,' 'craft,' or 'ignite' can make your description more vibrant and persuasive.
- Personalize: Personalize your ecommerce experience by using 'you' and 'your' in product descriptions. This direct language makes the customer feel the description is specifically for them, making shopping more personal and engaging.
Conclusion
Creating effective product descriptions drives sales and stands out in a competitive market.
Following these examples, tips, and drawing inspiration from the examples provided, you can craft descriptions that engage customers, boost conversions, and elevate your brand.
Start optimizing your product pages today to see the difference!
Frequently Asked Questions
What Should a Good Product Description Include?
A good product description should effectively communicate your product's key features and benefits to potential customers. Here are the essential elements it should include:
- Product Title: Citing the product's name, essential features, and brand.
- Opening Sentence: Engaging the reader with a key benefit or interesting fact.
- Key Features: Listing essential attributes and functionalities of the product.
- Benefits: Describing how the features benefit the customer.
- Unique Selling Proposition (USP): Highlighting what differentiates your product.
- SEO Keywords: Enhancing visibility on search engines by incorporating relevant terms.
The focus should be customer-centric, explaining how the product meets user needs or wants.
How Long Should My Product Descriptions Be?
The ideal length of your product descriptions can vary based on a few factors, including the complexity of the product, the platform you're using, and the needs of your target audience. However, a good rule of thumb is to provide enough information to answer a customer's main questions while keeping the text concise to maintain their attention.
For simpler products, a shorter description of around 50-100 words may be sufficient to convey the essential features and benefits. For more complex or high-value items, such as technology products, luxury goods, or specialty items like the dog food in the example above, longer descriptions of up to 200-300 words can be beneficial.
Should I Use Technical Jargon in My Product Descriptions?
When it comes to using technical jargon in product descriptions, it depends on your audience. If your product is designed for a technical audience who will understand and appreciate industry terminology, using jargon can be beneficial.
However, if your product is intended for a general audience, it's best to limit jargon and explain features in plain language. Ensuring your descriptions are understandable for your target customer is always key.
