I've written thousands of product descriptions. Handbags, teapots, garden furniture, specialist bicycle parts, scented candles, a surprising number of things for dogs. If there's one thing that writing that many teaches you, it's how quickly they all start to sound the same - and how much difference it makes when they don't.
Here's how I try to keep them fresh, even on the 200th description of the week.
Here's how I try to keep them fresh, even on the 200th description of the week.
Ban the empty words
"High-quality." "Stylish." "Perfect for any occasion." "Must-have." These words are on almost every product page on the internet, which is exactly why they mean nothing. Customers skim straight past them. When I catch myself typing one, I ask what it's actually trying to say. "High-quality" might really mean "hand-stitched leather that softens over time". That's much more convincing.
Features tell, benefits sell
It's the oldest rule in copywriting, but it's still the one most often forgotten. A feature is what the product is. A benefit is what it does for the person buying it. "Double-walled stainless steel" is a feature. "Keeps your tea hot through a long meeting and doesn't burn your hands" is a benefit. You usually need both, but the benefit should come first.
Write for one real person
Before I start a batch, I try to picture the person buying. Not "women aged 25-45", but someone specific: a new parent shopping one-handed at midnight, a keen gardener who already knows what loam is, someone buying a present they're slightly anxious about. It changes what you put first, what you explain and what you can leave out.
Use the senses
Online shoppers can't pick anything up, so your job is to do it for them. What does it feel like? How heavy is it? What does it sound like when you close the lid? A candle description that mentions "a slow, even burn and a scent of fig leaves and cedar that fills a small room without overpowering it" is doing much more work than "beautiful fragrance".
An example
Here's the sort of description I'm often asked to rewrite:
"This stylish teapot is perfect for any occasion. Made from high-quality ceramic, it is a must-have for every kitchen."
And here's one way of doing it better:
"A generous teapot that pours four proper mugs without dripping on the table. The thick stoneware keeps the tea hot for longer, and the matte glaze, in a soft sage green, feels lovely in the hand. The removable steel infuser means you can use loose leaf without the bits."
It's longer, yes. But every sentence gives the reader a reason to buy.
Vary the structure
When you're writing a whole range, it's tempting to use the same template for every product. Some structure is useful - customers like to know where to find dimensions and care instructions - but the opening sentences should change. Sometimes start with the benefit, sometimes with a detail, sometimes with the moment someone would use it.
Keywords, gently
Clients often want product pages to rank in search, which is entirely fair. Use the words people actually search for, in the title and naturally in the first sentence or two. But don't cram them in. A description that reads like it was written for a robot won't convert the humans who arrive, which rather defeats the point.
Read it out loud
My final check, every time. If I stumble over a sentence, a customer will too. If it sounds like a brochure from 1995, it probably needs another go.
If you've got a catalogue that's starting to sound like the same three adjectives on repeat, get in touch. It's one of my favourite kinds of job.
If you've got a catalogue that's starting to sound like the same three adjectives on repeat, get in touch. It's one of my favourite kinds of job.
