By Bryan S. Adar
A good online product description does more than simply list the features of the product. It compels the customer to order the product immediately or at least brings the customer closer to a sale.Before writing an online product description there are two important things to keep in mind:
1. The goal of every product description is to make a sale or bring the customer closer to a sale.
2. The prospective customer is interested in the product and wants more information before placing an order.
Below are the eight elements of a good online product description. You may not have to create all of these. But it's important that you are aware of them.
1. Product Image
Images are crucial for products the customer would like to touch, feel, and see. Think clothes, electronics, equipment, machinery, and most health related items. The only category of products that does not require an image is information products such as newsletters, subscriptions, seminars, courses, and how-to products.
In most cases, your client will provide you with the photographs. Your role is to study the photos and see if you can obtain any additional information about the product.
2. Feature, Function and Benefit
This would include the product purpose, usability, features, benefits and components. Keep in mind that customers care more about the product benefits. They want to know how it will make their lives easier, better, healthier, more productive, or richer. So, focus on the benefits when writing the product description.
In this section you would also include the product dimensions, weight, color, size, item number, serial number and country of manufacture.
3. Technical Details
This may or may not be needed for every product. It is most suitable for products that have several components or are bought by consumers that will need technical specifications.
4. Customer Reviews
These add credibility to the product. By reading reviews and testimonials of people who have bought and used the product, a prospective customer is reassured that he or she is making a good buying decision.
Some companies develop a rating system for their products and ask current customers to rate the product on a scale. One of the most common and recognized rating system is the five-star rating system where one star signals poor quality and five stars translates into superior quality.
5. Product Comparison
A product comparison is used when the seller is selling similar products. This gives the prospective customer a chance to compare product features, benefits, and price.
6. How to Use the Product
In most cases, this information is given to the customer after the purchase has been made. But in some cases, it can also be included in the online product description. This is especially the case if the product is very easy to use and its ease of use is a benefit. It also lets the customer know that this product will do what he or she wants it to.
7. Price and Ordering Information and a Call to Action
If the goal is to compel the prospect to make an immediate purchase, then include an Order Now button or link. If you want him or her to call or email for more information, include a phone number or an email address. Remember - this is the ultimate goal of every product description.
You would also include any current sales, incentives and shipping charges in this section.
8. Shipping Information
Here you would include shipping times and the various shipping options offered.
When creating your online product descriptions, keep in mind that the prospect is hungry for information. The more you can provide, the better your chances of securing a sale.
A big advantage offered by the internet is that you are not restricted by space. In a printed catalog, you only have a limited amount of space for your description. But on a website, you can work with the web designer to add more room on the webpage or create a new section for your product description.
Starting today, practice how to write good online product descriptions. They are an integral part of every tech writer's tool kit. And they will also quickly populate your portfolio.
If you can write a simple sentence and organize your thoughts then technical writing may be a rewarding field. You can easily make it an extra income stream.
According to the U.S. Department of Labor, the average salary for technical writers is $60,380. Freelance technical writers can make from $30 to $70 per hour.
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