How to Write a Description of a Business Product

A well-written product description can dramatically increase sales.

A product description is a written summary of information about a particular product. It can appear in catalogues, magazines, online or on the product's packaging. The goal is to inform the prospect--the person who reads the product description and might be persuaded to buy the product--about the details of the product while selling him on the benefits of purchasing it. Product descriptions are usually written by members of a company's marketing team, specifically a copywriter who has experience in writing persuasively. But it's something you can do yourself, with a little creativity and attention to detail.

Instructions

1. Research the product you will be writing about. Determine all its uses and find out how your client--if you're writing for a client--wants it positioned, meaning which of the particular uses he wants emphasized. A new style of briefcase could be positioned as making you look sleek and professional, or as a means to carry more of your files and papers comfortably.

2. Identify the target market for the product, the type of people who are most likely to purchase it. The target market for a portable fax machine might be business people between the ages of 25 and 50 who earn more than $40,000 per year. In that case, you would use language that appeals to those people because it includes terms they use everyday.

3. Ask your client what action she wants your prospect to take after reading the product description. Maybe she wants the person to call a toll free number, visit a website or go to a specific store. Including a "call to action" ensures that your prospect isn't left wondering what to do next.

4. Write clearly, to the point and in a conversational tone. Ask your client for guidelines regarding word count, style and where the description will be used. A description written on the packaging of a product will use fewer words than one written in a magazine or online. Some clients want product specifications stressed, while others want you to take more of a sales approach.

5. Stress the benefits of the product in your description and not just its features. Focus on what the product will do for the prospect and how it will make his life better. A feature of a computer might be its speed and efficiency, while the benefit would be getting your work done faster and having more time for other things.

6. Include an offer that compels the prospect to act sooner rather than later. Perhaps you can offer a discount if people respond by a certain date.

Tips & Warnings

• For web writing, ask clients before you start which keywords they would like included.

• Use your headline to grab attention and draw prospects into the rest of the copy.

References

• WorkOnInternet: How to Write Product Descriptions That Sell
• 360 Tactics: How to Write a Product Description