Writing Effective Product Descriptions and Dialogue

What "Description" Means Now

Descriptive copy lives in three places, each one shaping a different part of the output:

1. Client description. A short brand summary on the client itself. The AI research step on every new campaign reads this to set tone, audience, and positioning.
2. Campaign setup. The campaign captures the product name and up to five research URLs. The AI research step pulls structured product facts from those URLs and produces the campaign brief.
3. Per creative dialogue. Each creative has a copy step where you can edit the hook, the body, and any per scene direction.

All three feed the AI. The more deliberate you are about each one, the closer the final video lands to what you had in mind.

Why It Matters

Two creatives for the same product can come out very differently depending on what feeds into them. A weak client description plus a vague dialogue produces a generic video. A clear client description plus a sharp hook and tight body produces something that feels intentional.

The video model is good. It is not magic. Give it specific inputs and it gives you specific outputs.

Writing a Strong Client Description

The client description sits on the client itself and is reused on every campaign for that brand. Edit it from the client's settings page. Up to 1000 characters.

A strong client description covers:

• What the brand does. State the category and the primary product line in one sentence.
• Who it serves. Age range, lifestyle, profession, or the specific need the brand solves for.
• What makes it different. A unique angle, a price point, an ingredient, a guarantee. Whatever the brand actually wins on.
• The desired tone. A few words on the feel: professional, playful, calm, authoritative.

Weak example: "We sell skincare. It's nice."

Strong example: "Clean ingredient daily skincare for women 25 to 40 with combination skin. Hyaluronic acid and vitamin C focused. Premium positioning but accessible at $34 to $48 per product. Tone: warm, expert, like a knowledgeable friend rather than a clinical brand."

Two to four sentences is enough. You are not writing a marketing brief, you are setting context.

Writing a Strong Campaign Brief

When you create a new campaign, you set the Product Name and add up to five Research URLs. The research step does the heavy lifting from there. Your job is to make sure the inputs are real:

• Use the product name your customer recognizes. "Hydrating Face Serum" beats "Product A" or "the new one".
• Add at least one research URL. A live product page is usually the best one. The research step uses it to pull structured facts.
• Add a competitor URL if positioning matters. It signals to the research step what the product is competing against.

Writing Strong Dialogue

The dialogue is set per creative, on the Copy step. The AI proposes a hook and a body based on the campaign brief and the persona on the creative. You edit from there.

Strong hooks and body lines share a few qualities:

They name a real outcome. "Visible results in 14 days" beats "great results". "Charges fully in under 30 minutes" beats "fast charging".

They use plain language. Avoid jargon and marketing speak. The video is meant to feel like a recommendation from a real person.

They land in the first two seconds. Scroll stopping hooks are short, concrete, and a little surprising. Test two or three hooks across two or three creatives in the same campaign rather than writing one safe hook.

They match the persona. If the persona is a relaxed older sister recommending a serum, the dialogue should feel like a recommendation, not an ad read. If the persona is a confident expert, the dialogue can carry more authority.

You can regenerate dialogue variations on the copy step (up to 10 per creative) to explore different angles without writing from scratch.

Examples

Skincare hook variations:

• "Three drops in the morning and my skin looks awake for the first time in months."
• "Stopped buying every serum on TikTok the second I tried this."
• "Combination skin people, this is the one that finally works."

Each one says something specific and could only have been written about a real product. None of them say "high quality" or "great results".

Pet product hook variations:

• "My pit bull has destroyed every toy I have bought him. Three months in, this one is still in one piece."
• "Bought this for our retriever. It is the first toy he has not eaten in 30 seconds."

Specific dog, specific timeline, specific result. Watch how concrete language outperforms generic enthusiasm.

When to Iterate

If a delivered creative does not land, do this in order before redoing the whole creative:

1. Refine the client description if the tone is off across multiple creatives.
2. Add or swap a research URL if the AI seems to be missing product facts.
3. Rewrite the dialogue on a new creative if the copy is the weak point.
4. Tweak the persona if the actor is the weak point. See How Persona and Actor Direction Work.

Most output quality wins come from sharper inputs, not from resubmitting.

For more on the persona that delivers your video, see How Persona and Actor Direction Work. For more on the product step that controls reference images, see How Product Details Work Inside a Creative.