Product Descriptions – How to Write Them So They Move Merchandise!

by Rachelle Nones
Product description writing is an interesting and lucrative niche category for freelance writers. But some writers have the mistaken notion that it’s easy to perform. It’s not. There is an art to writing engaging descriptions and the writing becomes even more complex when search engine optimization (SEO) keywords and phrases have to be seamlessly integrated into copy written specifically for online venues.

Below, are guidelines for becoming the type of product description writer clients yearn to hire:
1. Aim to specialize in one specific type of product description writing so that you become the go-to expert in that category. Choosing a specific merchandise category such as pet products, sports equipment, or auto parts allows you to become familiar with industry terminology and key trends. If you really want to narrow your focus you can always zero in on a subcategory. For example, a fashion product description writer might specialize in writing product descriptions for fashion accessories only. To become even more of an expert, that writer might choose a specific type of fashion accessory to write about. If he or she writes only about hats, it is possible to narrow the focus even further by writing only about formal hats.
In some cases, the focus might be too narrow and will not generate enough business. Discovering the perfect niche takes time and experimentation, but once it is achieved your reputation will drive new clients to your service so you won’t have to spend as much time marketing.
2. Far too many writers lean heavily on visual description and forget that people also touch, smell, taste and hear. Before starting to write, it’s also important to ask enough questions to figure out what is special and unique about the product you are writing about. When you are writing for the Internet, you should ask your client for a list of important keywords that he or she wants you to emphasize in your content.
3. Don’t price yourself too cheaply. I’ve seen writers offering two 400-word product descriptions for only $5. That is ridiculous! I can only assume that those writers are not professional business owners or are going to burn out because they need to write tons of product descriptions weekly to earn a decent paycheck. The clients you want to work with are clients who understand the research, brainstorming and revision process required to write quality product descriptions. Those clients realize that a great product description drives traffic to websites and improves conversion rates. They appreciate a well-crafted product description written by a professional writer because they know it increases revenue.
Product descriptions cranked out on cookie-cutter templates are usually not unique quality descriptions. One of my clients confessed that he had outsourced product descriptions to save money but decided to hire more experienced local writers after surviving one writing disaster after another. Paying more for product descriptions written by professionals turned out to be less expensive in the long run. Product descriptions vary in length and complexity so it’s best to state a fair and reasonable rate after a thorough client consultation.
4. Don’t be afraid to refuse work. Clients without much publishing experience often don’t realize what they want or what kind of writer they need to hire in order to get what they want. I’ve had clients ask me to write product descriptions for books when what they really wanted was a book review. It’s important to educate clients on the limitations of your service.
My final words of advice are to deliver more than you promised and deliver your work lightning fast. When asked for feedback, a great majority of my clients commented that they appreciated my speedy service, creative input and professional manner. If you take ten days to deliver a product description your client needed five days ago you are not likely to be on the short list when that client needs a product description writer again.
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Rachelle Nones, a freelance writer and writing coach, has written product descriptions for hundreds of online retailers. To learn more, visit her website at Rachelle Nones.