Product descriptions that sell: let each bouquet sell itself

Why “Rose bouquet – €45” sells nothing

On your website, customers can’t smell the flowers. They can’t touch the petals. They can’t ask you, the florist, what would suit. All they have is the text under the photo.

So if all it says is “Rose bouquet – €45”, you’ve left them to imagine the rest on their own. And usually they don’t. They close the page.

A good product description does the job you’d do in the shop. It reassures, it points to the right occasion and it tells people exactly what they’ll get.

What to include for every bouquet

Think about six things, every time:

A name with a hook. Not “Bouquet 7”, but something that tells a story: “May Morning”, “I Forgive You”, “Your First Day at Work”. The name is the first emotion.

The occasion. Say clearly what it’s for: a birthday, an apology, a new baby, “just because”. People buy the occasion, not the flower.

What’s in it. How many stems, which flowers, what foliage. “9 red roses, eucalyptus and gypsophila.” Be specific, not “a selection of beautiful flowers”.

The size. Approximate height and width. Otherwise the customer has no idea whether they’re getting a posy that fits in the palm of a hand or an armful to hug.

When it’s delivered. “Order by 2pm, delivered today anywhere in town.” One line that cuts out half the phone calls.

An emotion. One sentence that shows how the person receiving the bouquet will react. That’s what sells.

Before and after

Before: “Rose bouquet – €45.”

After: “I Forgive You — for the moments when words aren’t enough. 9 red roses, eucalyptus and gypsophila, arranged as a round bouquet of about 40 cm. Order by 2pm and it arrives today anywhere in town. It’s the kind of bouquet that gets a smile before you’ve said a word. €45.”

Same flowers. A different perceived value. And, more to the point, one more customer won over.

Write the way you’d talk to a customer

You don’t need fancy words. Write the way you’d talk across the counter to a real person who knows little about flowers and needs your help.

Take your 10 best-selling bouquets and rewrite them using the list above. That’s all. The rest can come later. And if your website was built by florists for florists, the fields for every detail are already there.