Here’s one thing to remember when writing product descriptions.
And it’s the same rule for pretty much any form of writing:
Keep your reader in mind.
Key question: for whom are you describing the product?
Normally, your reader will be a potential buyer.
Your main aim should be to give him all the information he needs – at that moment – to make up his mind.
Those words ‘at that moment’ – they’re very important. It means that some particular information might be important, but, if it is not necessary for the reader to have at that moment, then leave it out.
Also, note your reader’s background.
Use language your reader can understand – even if the product you’re describing is highly technical. Of course, there will be some technical information you’re required to include (for example, because the law demands it), but, even so, explain this in a way that connects with your reader.
Product description text can also serve a marketing purpose. But be restrained. Your primary aim is to educate and inform the reader, and not mainly to persuade him to buy the product. However, that doesn’t mean you shouldn’t bear this secondary objective in mind. You should. But strike a proper balance.
So, what’s the best product description you’ve ever seen? Share with us in the comments.