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Published on 4th May 2020

5 Steps Towards Better Product and Service Descriptions

1. Consider the details.

    You don't have to drown your product/service descriptions in a sea of descriptive words. It is best to choose details that carry a lot of meaning. Think about words and phrases that relate to what you offer and that give the reader a sense of a particular feeling/setting/custom. 

    Example: 

    • If you sell dining tables, you can alter the words/phrases you use based on the type of buyer you are marketing towards. A dining table paints a picture of togetherness. You can invite the reader to picture Friday pre-drinks with friends, implying a younger, perhaps, urban buyer, whereas if you're target audience is more family-oriented, you could say that it is the perfect place to enjoy a Sunday lunch/roast with family. As you can see, these are also very British-specific terms, so you wouldn't use these if you were marketing towards a more international audience. Phrases carry cultural meaning and you need to be aware of it in your product copy. 

    2. Include sensory words. 

    It's easy to only talk about how something looks. Great product/service descriptions are inclusive of all the senses - sight, sound, smell, taste, and touch. 

    Example:

    • A countryside B&B may be picturesque, but is it located near a lively (implying it might be a little noisy) village centre? Is it located near the sea where the morning air is crisp yet salty? 

    3. Go beyond the obvious. 

    There are things that are obvious and don't need describing. So instead of pointing out the obvious, talk about other aspects that give the reader a broader sense of your product/service. 

    Example: 

    • For the love of god, don't tell me that a stylish coaster is great for putting hot/cold drinks on. We all know what a coaster does. Instead, tell me how its durable and heatproof material will help keep my furniture looking fresh and stain-free. 

    4. Describe the experience.

    When someone buys a product/service, they are also buying an idea of a lifestyle, of a setting, or an experience. As someone who is selling a product/service, you are thinking from your perspective that, in truth, may be slightly different from how your customers would think/feel. So for a moment, remember a time when you were a customer in a similar situation and think about a memorable experience and describe that. If a memory is strong enough to use, it can be included in your product/service descriptions. 

    Example:

    • If you run a restaurant, you may want to boast about your locally-sourced ingredients, which is fine, but go beyond that and describe the experience of enjoying something seasonal that encapsulates the flavours of the region you're in. Or think about the holiday you had where you enjoyed an authentic meal after a long day's hike - it felt warming, hearty, and like the perfect ending to a perfect day. 

    5. Be specific.

    All the details, all the sensory words, and everything else that you write about your product/service needs to be specific. 

    Example:

    Writing about hammocks in general is not the same as writing about YOUR hammocs. All hammocks function in a similar way, while there are, of course, differences between outdoor and at-home hammocks, but tell your prospective customer how YOUR hammock is different because of how well the materials compliment the intended use/setting etc. 

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