Writing a Product Description

Product descriptions play a huge part in generating sales. But what should they say? How long should they be? What format is best? How do I make them rank high in search engines? We suggest using the following template to ensure you are crafting the best product description. Think about the who, what, where, when, why and how before writing. Journalists utilize the Who, What, Where, When, Why and How method for getting across the facts of their stories, and following this process is the first step in crafting a compelling product description:

• Who is this product for? The target audience can be a gender (women or men), an age group (college kids, retirees), a lifestyle demographic (new mothers, 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 and functions.
• Where would someone use this product? Is it meant for indoor or outdoor use, for your car or your home?
• 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, as that will speak to its long-term value.
• Why is this product useful or better than its competitors? This can be anything from quality to value to features — really think about the benefits that will speak to customers. Also consider how images can complement your product copy.
• How does the product work? This may not be necessary for every product, but if you are selling anything with moving parts or electronics, it’s a must-have.

These questions are great to use as your product description template when you want to accurately describe your best items.