Product descriptions should be information-rich, updated, and only about the products.
Customers who are taking the time to read your product descriptions are looking for information, not for generic marketing statements and buzzwords.
There was a time when everybody believed that buzzwords were the most effective way to positively impress a customer. not anymore! Today customers rarely read a product description, but when they do it, they expect valuable content that can help them to make the right decision. The content has to be information rich without being too technical. Format the content in a way that makes it easy for the visitors to do a quick visual scan to identify the more relevant sections (according to his/her need and knowledge).
Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.
If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com