Thursday, May 1, 2014

Product Descriptions for Pros

There are three basic elements of a good product description:
  • Tone
  • Detailed product information
  • Generates desire
Setting the right tone:
  • Imagine you're having a face-to-face conversation with your customer.
    What kinds of things would you say to them?
  • Use the kind of chatty wording you'd normally use with your customer - are they young & hip?  More mature and sophisticated?  Casual or formal? Choose slang or or avoid slang depending on your target audience.
  Providing product Information:
  • Provide as much detail as you possibly can. 
    Apparel merchants should provide size & fit guidance. 
    Jewelry sellers should give size information as close-up photos can be deceiving, making small, delicate pieces look large.
  • Use descriptive adjectives.  For example, don't just say a sweater is blue - it might be navy blue or teal.  Again, photos often display color inexactly, so a verbal cue really helps. 
  • Include information on materials, care instructions, and where the item is made.

Creating Desire:
  • Tell an interesting story.  Does the product itself have a story?  Is it made somewhere unusual or in some unique way?  
  • Invite the shopper into the picture with a style tip that helps them visualize themselves with the merchandise.  

Final tip:  Browse products on websites you admire to gather inspiration!   

Example of a great product description from Net-a-Porter: