App Store Promotional Text Examples: Write a Useful 170-Character Draft

Before and after: make the benefit concrete

Each rewrite replaces an empty adjective with a specific situation. Only use a draft when the feature actually exists in your app. These examples intentionally avoid fabricated ratings, download counts, urgency and guaranteed outcomes.

A reusable writing pattern

Write the reader's situation first, then the actual product action and benefit. For example: ‘Planning a weekend hike? Save your route notes before you leave, then keep the details close when reception disappears.’ The situation makes the line relevant; the action makes it credible.

Cut any phrase that could describe every app in the category. ‘Powerful’, ‘seamless’ and ‘all-in-one’ use space without telling the visitor what will happen. If a detail cannot be supported in the current build, remove it rather than soften it with an asterisk the visitor may never see.

• Name one benefit and the feature that enables it.
• Use a time-sensitive claim only when it is true and maintained.
• Check paid-plan, account and offline requirements before implying availability.
• Keep the tone consistent with screenshots and the first paragraph of the description.

Promotional text, subtitle and keywords have different jobs

A subtitle needs to explain the app's core value at a glance. The description can explain the workflow and limitations. Release notes describe changes in the version. Promotional text should not become a compressed duplicate of all three.

Keep Apple keyword-field research separate from conversion copy. The metadata checker shows both Unicode character counts and UTF-8 bytes for keywords, because Apple's product-page guide and its App Store Connect reference describe the limit differently. For non-ASCII keywords, confirm the final count in App Store Connect.

Localize the promise, not just the sentence

A literal translation can preserve the word count while losing the reason to care. Ask a reviewer whether the localized draft sounds like the category's normal language, whether the feature is available in that region and whether the screenshot story agrees with it.

Recheck counts after translation and after punctuation edits. Emoji and combining marks can be counted differently across systems; the browser checker is a drafting aid, not the final authority. Paste the final text into App Store Connect and inspect the localized page before publishing.

How to evaluate a change honestly

Record the old copy, new copy, dates, locales and any simultaneous app or campaign changes. Watch product-page visits and downloads alongside acquisition mix. A before/after change in installs is not automatically caused by promotional text, particularly when rankings, paid traffic or release activity also changed.

Do not call this an Apple Product Page Optimization treatment for promotional text: Apple's PPO workflow has its own supported assets and randomized experiment design. Use the appropriate experiment for the question you are asking and distinguish directional observation from a controlled result.

Take the draft into the full copy workflow

Use the free checker when the words are already drafted and you need a local length and formatting review. Use ASO Copy when you need help developing and refining the copy from your app's actual benefits. Neither route replaces a factual, localization and policy review.

Your checker text stays in the browser and is not transferred to Studio. Keep the approved draft in your own release document, then paste each field into the store form and review it there.