Writing Appealing Product Descriptions
Textbroker author Anwar HJG outlines how to write a product description from catering to your audience to structuring your work. Deliver product descriptions that sing!
Howdy! I’d like to share a few of the tricks I’ve picked up in writing what feels like a bajillion product descriptions for Textbroker clients. While many of these orders look like easy work at first, things can get pretty intimidating when you open up the order detail and see how many instructions and guidelines there are. Furthermore, if you’re unable to hone in on the important stuff, these short orders can take way longer to complete than they ought to. Let’s focus on the best ways to avoid problems and keep the clients happy.
What are Product Descriptions For?
These assignments are really common, but each client seems to have their own spin on how they should be executed. This is because clients usually have their own unique uses for product descriptions.
Obviously, descriptions tell customers about products they might be interested in purchasing. They also let sellers advertise their goods appealingly in a short, SEO-friendly format that translates well to banner ads and email catalogs. Therefore, it’s important to write each product review in a way that focuses on portraying the item in the best possible light while being as concise as possible.
Catering to Your Audience
In many cases, the people reading your descriptions will know a lot more about the subject matter than you do. This is especially true for special industrial goods like machine parts or workplace tools. For many of the descriptions you write, you’ll have to be willing to learn a bit by doing some research.
Targeting this research is important. You’re not trying to write a book, and you usually don’t have a sufficient word count to go off on tangents, but you still have to be knowledgeable enough to help people understand the product you’re describing and make your description sound interesting. The easiest way to meet all these goals is to read up on the little connecting details.
For example, you don’t need to know how the intake manifold in a car engine works to write about it for a car parts website, but you should definitely learn a couple of the reasons why the component is important. Figure out some of the things it’s connected to, and maybe investigate a couple of the reasons why someone might need to buy a new one. This is the best way to ensure your product description sounds knowledgeable enough to be trustworthy.
Personally, I tend to look at a bunch of different order titles at once, then copy a few of the terms I don’t recognize and do a Web search on them. I skim the results while I eat a sandwich or play with one of the cats whose apartment I live in. Again, this is mainly to gain general subject familiarity and speed up the process when I actually get down to writing later, so I don’t stress out about this stage. Nonetheless, I always try to be accurate with my research and take note of any interesting facts or tidbits.
Drawing from Sources and Keeping it Short
You may be given a lot of source material to work with. In most cases, this comes in the form of long, detailed feature lists. Pick out features that are important, and talk about them before the other details. Identifying the critical aspects of a product becomes a little easier when you’ve done a few descriptions for the same client.
Injecting Some Consumer Appeal
Remember, you should never make unfounded product claims. What you can do, however, is talk about features in a way that addresses what they’re typically used for and add exciting language in the process.
For example, don’t just say “this network router supplies Power over Ethernet.” Instead, try something like “this router’s Power over Ethernet lets you supply power to wireless access points, IP phones and other devices without extra wiring.” By using active language constructions to describe features, you get the reader involved and make the description more useful to them. Remember your general term research? It comes in handy here.
It’s also nice to insert exciting descriptors that add appeal. In the previous example, for instance, you could insert words like “fast,” “capable” or “robust” to describe the router. Try to use adjectives and adverbs that seem to fit with the overall theme. This can also make insanely boring details seem less tedious.
Structuring Your Work
Finally, you’ll find it easiest to focus on a few of the main selling points and use them to write the bulk of the content. Get started by detailing these as necessary, and then use the rest of the source material to connect the big-ticket highlights together.
For instance, some kinds of IT devices, like network routers and switches, employ hard-wired or dedicated security circuitry and their own software that lets users customize security settings. Use your mastery of language to tie these completely separate details together. If you’re talking about the hardware security features, it’s only natural to bridge from there to the additional software security protocols or applications the device also supports. Such transitions make your work easier to read. Once again, you don’t have to know how the really technical features work; just understand what they’re used for.
Above all, remember not to simply list detail after detail, which you can avoid by doing your homework. With a little bit of preliminary preparation, you can make your descriptions really interesting, and the clients will usually enjoy the results much more. Good luck!