How to quickly create product descriptions for your store

Original author: Armando Roggio
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When thinking of creating product descriptions as a kind of mechanical process, you can try to overcome the lack of inspiration and avoid duplication of content.

Inventing product description texts can be one of the most significant issues facing e-commerce. Some entrepreneurs or managers may not be as talented at writing. What can you say about a pair of shoes or a spinning reel, or about a hammer or screw?


Not an informative description of the goods that could harm your business.

It's no secret that a mean and non-informative description of a product can damage your e-commerce business.
Firstly, a fresh description of the product certainly will not inspire the buyer to buy or give him enough information to make the right decision.

Secondly, if you copy a description of a product of the manufacturer itself, your page or even your site may display incorrectly or poorly in search engines. At the time of writing, Google will not penalize sites for duplicate content, of course, if it does not consider that duplication was used fraudulently. However, faced with duplicate product description content on multiple sites, Google can only select one site to show it in the search results.

Creating Product Descriptions

Given the problem of writing (the difficulty of creating text) and the danger of publishing a non-informative description of the product (lower conversion or duplication of content), some online stores may want to use our simple algorithm for writing texts about products.

The idea is simple: instead of sitting at the keyboard, staring at the product image and retyping the description of the manufacturer in your own words, follow the process itself and analyze the tasks.

Step 1 : Focus on the One Moment

Choose one important thing in the product. Maybe this is some feature or feature of the product, maybe this is how it should be used. The main thing is to choose one thing.
For example, imagine you had to come up with a description of a soup spoon. You can, for example, in the description tell about her large scoop - yes, the working end of the spoon is called scoop. With that in mind, you can simply write one sentence describing this very scoop. This may be a short simple sentence.

This soup spoon has a large scoop.

Step 2 : talk about the benefits

So, the description of your product includes, according to the first step, one main characteristic, now we must describe all the advantages of this characteristic and show the buyer what will be his benefit if he purchases this particular product.
In marketing, they say that this is the bridge leading to success. The fact is that this soup spoon has a relatively large scoop. Thus, compared to spoons with smaller scoops, its advantage is that with each spoon you can eat more soup.

This soup spoon has a large scoop. Eat soup in large portions and do not waste on trifles.

Step 3 : Clarify and Clarify

The dictionary tells us that “clarification” is the action in which you make your statement less confusing and more comprehensive. In addition, clarification is also a complete identification of something.
In the third step of the mechanical process of writing texts, add words, phrases or comments that will make the product description more clear and understandable.
There is a bit of ambiguity in our current description of a soup spoon. Is this spoon big compared to what? How big is she? So let's add a sentence that will make this comparison more explicit.

This soup spoon has a large scoop. Three times more soup is placed in it than in an ordinary tablespoon. Eat soup in large portions and do not waste on trifles.

You will also learn that the other end of the spoon is called “held.” Scoop, as mentioned above, is part of the spoon where food is scooped up. And the “connecting jumper” is the transition from scooped to the holder.
But few buyers correctly understand the description of these components. That way we can add a little more clarity.

This soup spoon has a large scoop - the part with which you bring food to your mouth. Three times more soup is placed in it than in an ordinary tablespoon. Eat soup in large portions and do not waste on trifles.

Step 4 : Check Your Words

Read and re-read the product description several times. Your main task is to identify and possibly replace words or phrases that are repeated too often.
In my example, the word "soup" is repeated five times out of a total of forty-two words. This is not bad considering that we are describing a soup spoon. But if we replace this word in at least one meta, we get much less repetition.
One way to replace the general concept of “soup” is to use specific words. For example, we can give specific types of soups, such as “borsch”, “broth”.

This soup spoon has a large scoop (the part with which you bring food to your mouth). Three times more broth is placed in it than in an ordinary tablespoon. Eat soup in large portions and do not waste on trifles.

Using variations of the same word will also reduce repeatability. For example, you can use “soup” instead of the word “soup”.

This soup spoon has a large scoop (the part with which you bring food to your mouth). Three times more soup is placed in it than in an ordinary tablespoon. Eat soup in large portions and do not waste on trifles.

Since you read and re-read the product description, your next task in testing words is to add dynamic words. The description of the action of the soup spoon is good in itself, but we could replace part of the sentence “ Three times as much broth is placed in it ” with “ three times as much broth can be scooped into it". This replacement will add a bit more dynamism and, again, will help get rid of repetitions of the same words.

This soup spoon has a large scoop (the part with which you bring food to your mouth). three times more borsch can be scooped into it than into a regular tablespoon. Eat soup in large portions and do not waste on trifles.

Step 5 : Check Spelling and Punctuation

Applications like Google Docs and Hemingway can help you easily check spelling and punctuation. If you use such tools, then Step 5 deserves your attention.
If your product description has passed literacy testing, re-read it one or two more and only then publish it.

Optional: add a prologue

You may get a suitable product description, but still you can add the finishing touch, like a cherry on a cake.
To describe a soup spoon, try adding a phrase that sets the tone. Something that can make a buyer start thinking about soup.

Are you going to taste the rich Ukrainian borsch? Then you just can not do without a suitable spoon. This soup spoon is different in that it has a large scoop (the part with which you bring food to your mouth). Three times more borsch can be scooped into it than into a regular tablespoon. Eat in large portions and do not waste on trifles.

By thinking of creating product descriptions step by step, you can make this task less difficult. But we have listed only a few methods, there are many others that we will share later.

Respectfully, the team of the fulfillment operator Yambox
(we are engaged in logistics for e-commerce)

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