When you write listings, you don’t want to talk down to your buyers, as if you were up on stage and you were speaking to an audience. 

Instead, you want to imagine you’re sitting in a cafe with just one buyer, and the two of you are having a chat. 

That way, when buyers read your listings, they will feel they’re having a friendly conversation with you, rather than receiving a formal lecture from you. 

That will make them much more willing to listen to your arguments.