Writing Your Product Descriptions

Compelling, professionally written product copy is instrumental for successful e-commerce - and the reason is obvious: four of the five senses go offline when a customer goes online.

So how does an e-business compensate? Brilliant product descriptions, dynamic imagery, and a style of language specifically tailored to your target audience.

Here, product descriptions should create a tangible image in your customer's mind and concisely explain the virtues and benefits of your product or service - even if you are including a product photo. That's because what's in a customer's imagination is far more powerful than a mere image on a screen. It's your text - not the picture - that ties a product to a feeling, to an atmosphere, to an energy.

Equally important, always remember who your audience is and adapt your writing style accordingly. Here, writing product copy entails much more than transmitting mere facts. It means knowing your customers, their language and style, and it means being able to both identify and render the imagery surrounding a product or product line. Knowing your target audience tells you what tone to use, what style to apply, and whether to be sober, serious, informal or over-the-top.

In terms of layout, online stores typically offer two 'levels' of description for any given item. The initial description provides a brief overview of the product. It should be short and sweet - just the essentials - but enticingly composed. If a customer's interest is piqued, a more complete description can be viewed by clicking on the product image or a "more details" hyperlink. In organizing product copy, always predict customer questions and answer inquiries before they arise. For example, never omit essential details like price or important product specifications unless you have a tactical rationale.

Before you begin writing, you may find it helpful to conduct a little competitive research by visiting some electronic commerce retailers dealing in merchandise similar to your own.

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The following articles deal with writing product descriptions, web content, and online marketing language.

Telling It Your Way An article on the importance of superior product description and how to position product content in online storefronts.

Tell a Story to Engage Your Audience A discussion of narrative techniques of online marketing: ways to engage customers while you provide them with product information.

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