Journalists utilize the Who, What, Where, When, Why and How method for getting across the facts of their stories, and following this process is the first step in crafting a compelling product description:
- Who is this product for? The target audience can be a gender (women or men), an age group (college kids, retirees), a lifestyle demographic (new mothers, car enthusiasts) or some other defined group of people.
- What are the product’s basic details? This includes attributes such as dimensions, materials, product features and functions.
- Where would someone use this product? Is it meant for indoor or outdoor use, for your car or your home?
- When should someone use the product? Is it meant to be used during a certain time of day, seasonally or for a specific type of occasion? Just as important is pointing out if a product can or should be used every day or year-round, as that will speak to its long-term value.
- Why is this product useful or better than its competitors? This can be anything from quality to value to features.
- How does the product work? This may not be necessary for every product, but if you are selling anything with moving parts or electronics, it’s a must-have.
The next step is determining the best format for the above information. Since some shoppers only scan text on websites, it’s a good idea to have a list of bullet points that cover the most important product details. Bullet points should generally be used for specs (like dimensions) or short phrases (like features) so that they are quick and easy to read.