How to Easily Write Several Descriptions for One Product

Oftentimes product descriptions on a website or in a catalog for a common item or a group of similar items can start to sound monotonous. You can almost predict the script of the copy before you finish reading it. If consumers feel the product description is predictable, they'll skim over it anticipating the outcome.

Many times only a product's features are listed with a few obvious benefits stated, but this can leave a description sounding flat. However, if you elicit an emotional response from a consumer, the description has successfully completed what it set out to do — capture the reader's attention.

When creating compelling product descriptions, decide what emotions you'd like to draw from your readers. Here's a partial list of emotions to use when creating descriptions:

• happiness;
• fear;
• curiosity;
• pride;
• confidence;
• patriotism;
• flattery; and
• envy.

Some emotions portrayed in copy can be obvious, such as outrage, while others carry a more subtle tone, such as compassion or embarrassment. Written with three different emotional appeals, one product description for a woman's swimsuit can arouse at least three different feelings from consumers.

Tap Into the Emotions of Consumers
Each product description you create can actually play to several different emotions. These three copy samples are for the same product but portray completely different meanings. You can actually have several descriptions to describe the same item so copy doesn't become redundant.

1. Appeals to flattery or instills confidence: “Our slimming swimsuit design will have you looking and feeling 10 pounds lighter.”
2. Plays to, you got it, envy: “The slimming design on our swimsuit line will make you the envy of the beach.”
3. Appeals to consumer curiosity: “Slip on one of our new slimming swimsuits to see for yourself.”

To bring new life to product descriptions, appeal to the different emotional needs of consumers. Depending on your target audience, choose the emotions you want consumers to feel about your products, and bring more variety to your product descriptions.

Denise McGill is a freelance catalog, web and promotional copywriter. You can reach Denise at denise@mcgillcopywriting.com or visit her website.