When you have picked the right freelancer next step is to send him or her a list with the products you need descriptions for at the very minimum.
To ease your writer you should also send him something I call product description structure to follow.
This structure is a common pattern that looks similar for every product you sell.
If written well a product description tend to push emotional buttons and turn a lot more visitors into buyers. On the opposite side, utterly bland and generic product descriptions tend to drastically lower the conversion rate. Both kind of descriptions may be following a structure.
The experienced sellers know the customer’s decision taking patterns and try to adjust the product description accordingly.
The 6 Steps
As Danielle Mead said it recently, the first step of crafting good product descriptions is following the journalists Who, What, Where, When, Why and How method for getting across the facts of their stories.
Here’s an example of a good product description structure following the above’s method combined with instructions for the freelancer.
1). Who – begin with one or two sentences explaining who is this product for. The main source here is your target market: various types of demographics like gender, age, profession should is the minimum information you need to provide.
2). What – in the next paragraph write more generic bullet shaped facts about product’s basic details. Features, functions, dimensions…
3). Where – the product’s applications, or where would you potential customers use the item. Is it designed for picnics on the beach or its made for improve your skating skills on the ice rink. Do it in one or two sentences.
4). When – the best time for the product to be used. It it made for the late afternoon, specific season or occasion. Also, is it for an every day usage, or X number of times per year?
5). Why – Write why is this product better than the existing alternatives. Outline a couple of arguments.
Side note: this is probably the most embarrassing part of the task for your writer. The good scenario would be to give him a clue and send him enough details for your competitors.
6). How – the mechanism that makes the product working or simply how the product works.
Side note 2: you won’t need to send this last instruction for your product descriptions, especially if your products are homogeneous: simple – made from a single material or else. Use it only for products with more complicated structure like electronics.
NB! Assisting tips:
– Include an ultimate example of a product description – it may be yours or a description you’ve found somewhere.
– If you’ve picked a writer with less experience, ask him send you each new piece of written content and correct his work until he starts get traction. Then you can give him more freedom and instruct him to send you a list with the articles once per a week or so.
What to do now?
– Have you found the right person to outsource your product descriptions? – If no, take a look at my report – 7 Places to Outsource Your Product Descriptions
– Share this post with people in your circle. The info could be used for in-house work or even if you decide to write the content yourself.
– What’s your solution for outsourcing product descriptions? – share your opinion in the comments section