By Digital
Fascinated with writing product descriptions like a mechanical course of could assist some overcome author’s block and keep away from duplicate content material.
Fascinated with ecommerce product descriptions like factory-built widgets manufactured to a set of specs could assist ecommerce enterprise homeowners and managers overcome author’s block and keep away from publishing duplicate content material.
Writing product descriptions might be one of the crucial vital challenges ecommerce companies face. Some entrepreneurs or managers won’t be comfy with writing. What do you say a few pair of footwear, or a fishing reel, or one thing like a hammer or a screw?
Poor Product Descriptions Can Hurt Your Enterprise
To make issues worse, a poor product description might harm your ecommerce enterprise. The hurt might be finished in a few methods.
First, a poor, bland product description could not encourage a client to purchase or give him sufficient data to make shopping for determination.
Second, if you happen to copy a producer’s product description, your web page and even your web site could not carry out nicely in engines like google. On the time of writing, Google doesn’t penalize websites for duplicate content material until it believes duplication was was once misleading. Nonetheless, when confronted with duplicate product content material throughout a number of ecommerce websites, Google could decide only one web site to indicate in its search outcomes.
Create a Product Description Machine
Given the issue of what to jot down (a type of author’s block) and the hazard of publishing poor product descriptions (decrease conversions or duplicate content material), some on-line shops could wish to take a mechanical strategy to constructing (writing) product descriptions.
The thought is straightforward. Fairly than sitting down at a keyboard, watching an image of your product or attempting to rewrite the producer’s description, observe a course of.
Step 1: Give attention to a Single Factor
Decide one factor in regards to the product. Possibly it’s a function. Possibly is a how you utilize it. However decide one factor.
For instance, think about that you just needed to write a product description for a soup spoon. You would function its comparatively massive bowl — sure, the working finish of a spoon is known as a bowl. With this in thoughts, simply write a single sentence describing that bowl. This may be strictly factual.
This soup spoon has a big bowl.
Step 2: Connect with a Profit
Subsequent, your product-description writing machine ought to take the only factor, the only reality from the 1st step and join it to a single profit to the consumer.
In advertising and marketing converse, it is a fact-to-benefit bridge. The actual fact is {that a} soup spoon has a comparatively massive bowl. So in comparison with spoons with smaller bowls, you get extra soup in every chew.
This soup spoon has a big bowl, so that you get extra soup with every chew.
Step 3: Make clear and Specify
A dictionary tells us that clarification is the act of creating a press release much less complicated and extra complete. Equally, specification is the act of figuring out one thing exactly.
Within the third step of this mechanical course of, add phrases, phrases, or remarks to make the product description extra clear.
There’s a little bit of ambiguity in our present soup spoon description. The bowl is massive in comparison with what? And the way massive is it? Let’s add a sentence that makes this implied comparability specific.
This soup spoon has a big bowl. In reality, this soup spoon can maintain about thrice as a lot soup as your commonplace desk spoon. So that you get extra soup with every chew.
In a spoon anatomy class, you’ll be taught that the tip of the spoon is known as the bowl tip. The bowl, as talked about above, is the a part of the spoon that holds or carries the meals. The drop and the shoulder describe the transition from the bowl to the a part of the spoon you maintain. And the half you maintain might need three sections, too.
However few consumers perceive spoon anatomy, presumably. So whereas they may in all probability determine what our description means by bowl, we are able to add a bit extra readability.
This soup spoon has a big bowl meant to carry and carry soup to your mouth. In reality, this soup spoon can maintain about thrice as a lot soup as your commonplace desk spoon. So that you get extra soup with every chew.
Step 4: Check Your Phrases
Learn and reread your product description a number of occasions. Your first process is to establish and presumably change phrases or phrases which are repeated too typically.
In my instance, the phrase soup happens 5 occasions in simply 42 phrases. This isn’t dangerous provided that we’re describing a soup spoon. But when we modify even one occasion, we might have a bit much less phrase echo.
One method to change a normal phrase like “soup” is to make use of particular phrases. We might identify a specific sort or kinds of soup, like “bisques and broths.”
This soup spoon has a big bowl meant to carry and carry bisques and broths to your mouth. In reality, this soup spoon can maintain about thrice as a lot soup as your commonplace desk spoon. So that you get extra soup with every chew.
Utilizing a phrase variation may also cut back phrase echo. So attempt “soupy” as an alternative of “soup.”
This soup spoon has a big bowl meant to carry and carry bisques and broths to your mouth. In reality, this soup spoon can maintain about thrice as a lot soupy goodness as your commonplace desk spoon. So that you get extra soup with every chew.
As you learn and reread your product description, your subsequent word-testing problem is to attempt to add motion phrases. The soup spoon product description is fairly good. However we’d wish to change “maintain and carry” with “haul.” This provides a little bit of motion and likewise eliminates one other phrase echo: maintain and carry.
This soup spoon has a big bowl meant to haul bisques and broths to your mouth. In reality, this soup spoon can maintain about thrice as a lot soupy goodness as your commonplace desk spoon. So that you get extra soup with every chew.
Step 5: Spell Test and Grammar Test
Functions like Google Docs and Hemingway make it simple to verify spelling and grammar. In case you use these instruments for composition, step 5 can be a matter of paying consideration as you’re employed.
In case your product description passes spelling and grammar checks, learn it a few times extra, and publish it. Your mechanical product description machine has pumped out a widget, so to talk.
This soup spoon has a big bowl meant to haul bisques and broths to your mouth. In reality, this soup spoon can maintain about thrice as a lot soupy goodness as your commonplace desk spoon. So that you get extra soup with every chew.
Non-obligatory: Add an Introduction
You’ll have a wonderfully satisfactory product description. However, you’ll be able to nonetheless add a bit polish.
For the soup spoon description, attempt including a sentence that units the tone. One thing which will trigger the consumer to consider soup.
Hungry for some hearty rooster noodle or creamy clam chowder? This soup spoon has a big bowl meant to haul bisques and broths to your mouth. In reality, this soup spoon can maintain about thrice as a lot soupy goodness as your commonplace desk spoon. So that you get extra soup with every chew.
Non-obligatory: Add a Name to Motion
If the method is working for you, think about including a name to motion, a sentence or phrase that asks the consumer to purchase.
Within the soup spoon instance, I rewrote the profit “you get extra soup with every chew” to incorporate a name to motion.
Hungry for some hearty rooster noodle or creamy clam chowder? This soup spoon has a big bowl meant to haul bisques and broths to your mouth. In reality, this soup spoon can maintain about thrice as a lot soupy goodness as your commonplace desk spoon. You would take thrice as many bites, or you possibly can purchase this soup spoon and slurp massive.
About Writing and Utilizing Product Descriptions
Fascinated with constructing product descriptions step-by-step might make the duty of writing them much less daunting. Nevertheless it is only one methodology. There are others.
Contributing Editor Pamela Hazelton wrote an article in February 2016 providing suggestions to enhance product descriptions. And again in 2011, I wrote an article describing the right way to write product descriptions that promote.
