Creating Marketing

What Is a Product Description?

What is a product description?
Written by Gregg Rosenzweig

We’re here to help you choose the most appropriate content types to fulfill your content strategy. In this series, we’re breaking down the most popular content types to their most basic fundamentals — simple definitions, clarity on formats, and plenty of examples — so you can start with a solid foundation.

What is a product description?

A product description is a piece of writing that conveys the features and benefits of a product, ranging from basic facts to stories that make a product compelling to an ideal buyer.

Product descriptions commonly include…

  • Physical product details and features
  • Styles
  • Colors
  • Weights
  • Dimensions
  • Images
  • Technical specifications
  • Product uses and benefits
  • Types of materials used in construction
  • Stories relating the product to the ideal buyer
  • How something’s produced (i.e., manufactured or handmade)
  • Where something’s made (or the sourcing in the production chain)
  • Sustainability details
  • Pricing details
  • Delivery details

Typical product description length word count ranges

The long and short of it

Depending on the cost, complexity, or purchase frequency of a product, the length of the description can vary. For example, purchasing a car requires far more information than buying a pair of jeans.

A general guide to product description  length:

  • Short Form (50 words or less)
  • Standard (100  words)
  • Long Form (250+ words)

What can product descriptions do for a business?

Aside from educating and enticing potential customers, the best descriptions can help you differentiate your product and brand from your competitors’ by putting forward your most salient features and benefits.

Popular use-case examples for product descriptions

As mentioned many times: ads only get you so far. If you want to ultimately convert customers, you have to give them the information they need to make a decision. 

Product descriptions get used:

  • To increase SEO for your product pages
  • To help consumers compare features and benefits
  • To build trust in your products and brand
  • To improve conversion by moving customers further down the purchase funnel

Business types:

Any business, regardless of industry, can use product descriptions to sell their goods, whether they are intended for B2B, B2C, or D2C (direct to consumer) markets.

Product description examples – short form

Product description examples – standard form

Product description examples – long form

Understanding content quality in examples

Our team has rated content type examples in three degrees of quality (Good, Better, Best) to help you better gauge resources needed for your content plan. In general, the degrees of content quality correspond to our three content levels (General, Qualified, Expert) based on the criteria below. Please consider there are multiple variables that could determine the cost, completion time, or content level for any content piece with a perceived degree of quality. 

A chart about content quality

More content types with examples:

 

About the author

Gregg Rosenzweig

Over the past two decades, Gregg Rosenzweig has spent his career writing, producing and publishing engaging content for American mass consumption in the digital, TV and branded content spaces. From serving as a Creative Director on commercial spots to pitching/winning/executing branded content campaigns for Fortune 100 companies, Gregg's been fortunate to work for (and with) top advertising and digital media agencies... as well as some of the most highly respected publishers across the media landscape.

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