Most bouquet descriptions sound like this:
“12 red roses in a clear glass vase.”
And while that may be accurate… it doesn’t sell.
Great floral copy turns a product into a feeling. It helps the buyer picture the moment: who they’re gifting, why it matters, and how it’ll feel when it arrives.
In this guide, you’ll learn how to ditch boring product blurbs and start writing descriptions that actually move people—and move inventory.
1. Start with the Why, Not Just the What
Every bouquet is a tool for emotional expression. The copy should reflect that.
Instead of this:
A classic bouquet of 12 premium roses.
Try this:
Say more than “I love you” with twelve velvet-red roses, wrapped in warmth and intention.
People aren’t just buying flowers.
They’re trying to say thank you, I’m sorry, I miss you, or I’m thinking of you.
🎯 Write for the emotion, not the ingredients.
2. Frame It Around an Occasion
Anchor the bouquet in real-life moments.
Let the shopper imagine giving it for:
- A birthday
- An apology
- A first date
- A celebration
- A loss
📝 Example:
Bright, joyful, and full of hope—this sunflower bouquet is perfect for new beginnings, big wins, or just saying “You’ve got this.”
Even a generic mix becomes specific when you connect it to a moment.
3. Use Sensory Language
Help people feel the flowers with their senses.
Swap flat phrases like:
- “Beautiful colors”
- “Nice mix”
- “Lovely scent”
For more vivid, sensory ones:
- “Honey-yellow petals that catch the light”
- “A whisper of lilac and eucalyptus”
- “As lush as a garden in June”
💡 Sensory details create emotional hooks.
4. Keep It Short, But Evocative
You're not writing a novel. You have 3–4 lines max.
Here’s a winning structure:
- ✨ 1 line: the emotional headline
- 🌸 1–2 lines: what’s inside (ingredients, colors, vibe)
- 🎯 1 line: when/why to gift it
📝 Example:
Soft, graceful, unforgettable.
Blush roses, quicksand, and ranunculus hand-tied with silk ribbon.
For birthdays, brunch tables, or quiet “just because” moments.
5. Drop the “Marketing Voice”
People crave real. Skip the clichés.
❌ Don’t write:
This beautiful bouquet is perfect for any occasion and guaranteed to delight.
✅ Do write:
Feels like a handwritten letter in flower form.
Speak like a human. Use metaphors, warmth, and honesty.
6. Add a Personal Note or Hidden Detail
You can also layer in a hidden story or design note.
Example:
“One of our florists’ favorites—this palette was inspired by the sky before a summer storm.”
Or:
“Wrapped with kraft paper and tied with lavender-scented ribbon for a gift they won’t forget.”
These kinds of details pull people in and make your arrangements feel crafted, not mass-produced.
7. Test + Tweak Over Time
The highest-converting descriptions aren’t just poetic—they’re proven.
Tips:
- A/B test different headline styles (“Velvet Crush” vs. “12 Red Roses”)
- Watch what people comment or DM you about (those phrases = copy gold)
- Review what bouquets get shared most on Instagram or pinned on Pinterest
Let real data guide your voice.
Recap: Writing Descriptions That Sell Through Feeling
- Write with emotional intent, not just ingredients
- Anchor in occasions (give people a reason to buy)
- Use sensory words to paint a picture
- Be concise, but vivid
- Sound like a human, not a brochure
- Layer in brand personality or backstory
- Refine your descriptions based on performance
Your Words Should Be as Beautiful as Your Flowers
If your copy doesn’t match the emotion of your work, you're leaving money (and meaning) on the table.
We help florists create product pages that feel like your brand—and get customers to click “Buy.” From rewriting descriptions to designing full collections, we’d love to help.
