Why Your Pet Product Descriptions Sound Like Everyone Else's (And What to Do About It)
I’ve been deep in pet product description world lately, so let me just point out one thing I’ve been noticing–
Most pet product descriptions aren’t inaccurate or poorly written, but they're talking about the wrong thing entirely.
Walk through any pet store or scroll through a pet brand's website, and you'll see the same pattern everywhere:
Copy that does an okay job at describing products but completely ignores the human reading it.
"Premium orthopedic dog bed with 4-inch memory foam, waterproof liner, and machine-washable cover. Available in 3 sizes."
Technically perfect. Completely forgettable.
Your customers aren't shopping for memory foam. They're shopping for solutions to problems that keep them up at night (sometimes literally).
Why Product Specs Don't Motivate Purchases
Think about the last time you bought something for your pet. Did you wake up thinking, "I really need some 4-inch memory foam today"? Nah, I’ll guess not.
You probably thought something like:
"Poor Sonny is having such a hard time getting comfortable"
"I hate seeing Daphne struggle to stand up in the morning"
"There has to be something that will help Tank with his joint pain"
(And yes, I did insert my own dogs’ names into these examples)
Your customers start with problems, not products. When your copy leads with features, you're starting the conversation in the middle instead of the beginning.
The most successful pet brands have figured this out. They've shifted from describing what their products ARE to explaining what their products DO for the people and their besties.
Emotional vs. Practical Problems
Every pet product solves two types of problems: practical and emotional. The magic happens when you address both.
Practical Problem: The surface-level issue that's easy to identify
Emotional Problem: The deeper feeling behind that practical concern
Let's look at that dog bed example:
Practical Problem: Dog has trouble sleeping comfortably
Emotional Problem: Pet parent feels helpless watching their aging companion struggle
Here's how the shift looks in action:
Before (Product-Focused): "Premium orthopedic dog bed with 4-inch memory foam, waterproof liner, and machine-washable cover. Available in 3 sizes."
After (Problem-Solving): "Finally, a solution for senior dogs who struggle to get comfortable at night. Watch your aging companion settle in easily and wake up without the usual morning stiffness. Because growing older together should be comfy and enjoyable for both of you."
See the difference? The "after" version acknowledges both the practical problem (comfort issues) and the emotional problem (the pain of watching your dog struggle).
Let’s do a cat litter example, because “99% dust-free” is pretty much in every litter description I read.
Before: "Clumping clay litter with odor control technology. 99% dust-free formula."
After: "For multi-cat households where litter box smells have taken over your home. This is a litter that actually controls odors instead of just masking them… so you can have guests over without embarrassment."
Real chicken is GREAT. But why else should your customer care to choose your dog training treats over the others?
Before: "High-value training treats made with real chicken. Soft texture, small size for frequent rewards."
After: "End the frustration of a dog who 'only listens sometimes.' These irresistible training treats help you finally become the consistent, confident trainer your dog needs you to be."
How to Identify the Real Problems Your Product Solves
To shift your own copy from product-focused to problem-solving, start with these questions:
What situation brings customers to your product? (Practical problem)
How do they feel in that situation? (Emotional problem)
What changes after they use your product? (Give them a lil transformation!)
What would customers tell their friends about your product? (This will give you some of that juicy customer-centric language)
Don't guess at these answers. Look at your customer reviews, support emails, and social media comments. Your customers are already telling you their problems. You just have to listen!
Get to Updating Your Pet Product Descriptions!
Your customer's problems (and their pet’s problems) are the star of your show.
When you shift from describing your product to solving your customer's problems, something really-freakin-cool happens:
Your copy becomes about them instead of about you. And people buy from brands that understand them, not brands that love talking about themselves.
The pet brands that master this are the true MVPs.
Which type of pet brand you tryin’ to be?