1. Think about the who, what, when, where, why and how before writing.
This method is often used by journalists to provide facts in their stories and it is the first step in crafting a product description.
Who is this product for? The target audience can be gender (i.e. male or female), an age group (i.e. college students or retirees), a lifestyle demographic (i.e. new mothers or car enthusiasts) or some other defined group of people.
What are the product’s basic details? This includes attributes such as dimensions, materials, product features, cost and functions.
When should someone use the product? Is it meant to be used during a certain time of day, seasonally or for a specific type of occasion? Just as important is pointing out if a product can or should be used every day or year-round. These details will help speak to the product’s long-term value.
Where should someone use the product? Is it meant for indoor or outdoor use, for your car or your home?
Why is this product useful or better than the competition? This can be anything from quality to value to features. Think about the product benefits to your customers and consider how images can complement your product copy.
How does the product work? This may not be necessary for every product, but it’s a must-have feature if you are selling anything with moving parts or electronics.
Let’s now dive into ways to make your product pages and landing pages shine.
2. Determine the best format to describe your products.
When starting to craft your perfect product description, it’s important to determine the best format to use.
Since some online shoppers only scan text on websites, it might be helpful to use bullet points that cover the most important product details. Bullet points should generally be used for specs (like dimensions) or short phrases (like features) so they are quick and easy to read.
Unfortunately, bullet points aren’t always the best way to tell a product’s story and convince target customers that they are looking at a great deal. They can look cold and clinical on a page instead of engaging the shopper’s emotions or imagination.
To avoid those common mistakes and pain points, use prose instead.
By writing a paragraph (three or more sentences) or two about the product, retailers can set the scene and help the shopper realize why their life up to this point has been incomplete without it. It may seem daunting, but after some practice, it will become second nature and even (gasp!) fun.
This is your opportunity to be a little creative and establish a voice (personality and tone) for your brand. Just imagine you’re at a party, telling someone you’ve just met about the product. How would you describe it so that they would understand how great it truly is?
This brand voice permeates every aspect of your online marketing: social media, SEO, paid search — every customer touchpoint. Unique, compelling copy makes your products more relevant for search engines and other marketing mediums that value original content.
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