When you write descriptions about products the template can vary quite a bit. It can be either longer more detailed texts, but normally 150 words or even shorter really punchy ones. No matter the length of the description there are some steps you should take to make sure your product description is a quality text.
Before writing a product description, or if you haven’t written one in a long time, you need to read the “sample content.” This might have important extra instructions at the top of the page. The instructions can also be updated during the project, so it’s a good idea to check this out now and then. You reach the sample content on the left-hand menu after you open your task. The sample content also gives you an idea of the tone, sales pitch, use of keywords and titles. When you have a sense of what the project is about, you need to do research.
You find the page that you are writing for if you click on “target URL.” That link might be rather empty with only a picture. The client could also provide you with a “source URL.” The content of the link could be the same product on another site or the brand site. If this information isn’t enough for you to write your text you need to do your own research! The need for more research than the source link provides is almost always the case when writing product descriptions. Try to do a search of the product name, the products producer, or other words that you think can help you describe your product. When you have your facts it’s time to start writing!
When writing a selling text it’s important to understand who the person buying this is. Usually, your task will have a “persona” on the left side of the task. This tells you things you need to take into consideration when writing about the product. For instance, the product could be a simple t-shirt, but the persona says it’s to a young trendy guy, and then you need to adjust your tone to that instruction. But if the same white t-shirt has a persona for an older wealthy lady, the tone of your description will be very different.
Examples : White t-shirt for a young trendy guy: use edgy words making him feel fashionable and hip. White t-shirt for an older wealthy lady: use describing words of fabric, how it’s manufactured.
However, both personas would, of course, like to know things such as quality, washing advice and suggested usage.
These examples can be implemented in all kind of products. Whether you are writing about furniture, foods, medications, clothes, tires or sex toys you need to find the right tone for the reader and potential buyer. Otherwise, your product will “get lost” in the text.
Many times when a person is new to product texts, they tend to “over sell.” The text ends up sounding like a used car ad, and it only makes the reader feel uncomfortable or uninterested. If your text contains a lot of “buy buy buy” and “cheap cheap cheap” the product soon feels like “dead weight,” and you lose the reader.
Bad example: “Buy this incredible cheap t-shirt today!! It’s the perfect t-shirt for you!”
Demanding a purchase is not the right way to go. Neither is it to “know” what’s best for the client. To make a product description selling, you need to focus less on the selling part of the text and more on the products sovereignty. And you do this by having good research, a varied language that fits the persona and to answer your reader’s questions. With this we mean that you must start with yourself when you address the reader if it was you buying a t-shirt, what would you like to know? Maybe you like to know sizes, measurements, fabrics, manufacturing methods etc. If you feel that you are too far from the persona, you need to think of a person you know within the persona that you can imagine reading this. You need to make the reader feel inspired to buy, inspired to feel that this is the product for them.
Good example: “A t-shirt of this quality is possible to wash over and over again, without losing its fit shape or vibrant color.”
We cannot stress this enough: you will not sell anything if you press the reader into buying. Just focus on describing your product in an inspiring way, and let the reader make the decision.
The client has asked for specific keywords in their product description. It could be a brand name, a descriptive word that the client wants the reader to associate with the product, a link, or whatever the client finds important and/or appropriate in the description. It’s your job as a writer to make this keyword work in your text. It shows very fast if a keyword is just “thrown” in because the writer had to, but didn’t take the time of trying to understand why it’s there. If the client put in the keyword “elegant,” you can be sure that he/she is looking for a luxury feeling to the entire text. Use additional similar words describing your product. Use a synonym dictionary if you are at a loss for describing words. And remember to vary your words, making your text more comfortable to read.
If the keyword is as simple as “sofa” in a furniture text, make sure to use descriptive words to broaden the search term and reach more potential buyers.
Bad example: This sofa is 200 X 130 X 75 centimeters.
Better example: This elegant blue sofa measures 200 X 110 X 75 centimeters.
When you read a text and can easily find the keyword because it stands out as illogical or way too repetitive, that’s not a good use of the keyword. Try to “hide” it so that the reader either can’t find it at all or at least doesn’t notice it too much.
Make sure that you don’t make stuff up. This applies to all texts in Wordapp, but when describing a product it’s very important not to fill up the texts with what you think is correct. Then you will put the client in trouble when his/hers customers ask for the things you’ve made up. If the source content tells you that the product is “care & fair marked,” don’t make up what this means. Research it.
Always write what you know and make sure that the research you make is valid. Be source critical. Other stores selling the same product as the one you are writing about is a good place to search, just make sure you read a couple of different ones to see if they match in content.
Make sure that you also check out things you promise in your text. If you write, “free shipping,” are you sure? Check the client’s web page under “domain URL,” also placed in the left-hand menu.
Finally, as we mentioned earlier: how to get the reader to buy the product is when the reader feels inspired. You do this by “painting a picture” for the reader. This can be done very easily or more advanced.
Short example: This lamp, with its soft lighting, fits perfectly in a bedroom or a child’s room.
Longer: With the soft lighting of this lamp, you can make a complete look in your bedroom. With light fabrics and not too much clutter, the soft light will make you able to relax more easily and give you a better night’s sleep.
Other product examples: This sexy negligee makes you feel like the goddess you truly are, your partner will worship you! Don’t forget to match it with some high heels and red lipstick, for that perfect look!
Or: Glazed tiles are not only a building material, they’re also easy to clean, and a way for you to set your own personal style. Do you like bright colors? Or maybe white feels cleaner?
Or: Prescription sunglasses are both important for your health and overall look. When you’re driving and the sun hits your eyes, or if you’re skiing on your vacation and the sun blinds the sight, it’s important to protect your eyes and be able to control the situation and looking good at the same time.
If you can paint a picture for the reader from the persona, facts, research, and keywords – then you will get a quality product description. Because just as it says, “product description,” that’s what you should do: describe the product for the reader. Now you know how to write 150 word product descriptions, Good luck!
More coming soon…