The Magic of Product Descriptions
I was just IMing (instant messaging) with my friend Jill Whalen. She had read something I’d done in a copywriting review for a client and was kind enough to pay a compliment on the catalog copywriting I provided. So, while it was in my head, I thought I’d go over some simple examples of good catalog/ecommerce copy.
The biggest mistake most ecommerce and catalog copywriters make is using a voice that’s too matter of fact. While there are instances that this would apply, most of the time you want to “romance” the copy. Find the key benefit then make it as appealing to your specific audience as possible. For instance:
Puppy Kibble
Our puppy kibble is 100% natural with no preservatives. It offers 28 different vitamins and minerals growing dogs need. We make it available in 3 flavors suitable for every breed.
Informative? Yes. Compelling? Uh… not so much. Try this:
Premium Organic Puppy Kibble
Your K-9 kid grows like wildfire! That tiny bundle of fur will have an adult body within just one year. Make every minute count by feeding your baby premium, organic puppy kibble. Always produced with love, this healthy mix is 100% natural. Preservatives? Never! Instead we fill this great-tasting chow with 28 vitamins and minerals every growing pup needs in order to thrive. An excellent choice for any breed, your little one will enjoy all 3 flavors.
See the difference? One is all about the company (”we,” “our”) and is, well, boring. The other has personality and draws the reader into the copy while still delivering all the facts.
Want some other samples? Gorton’s Fresh Seafood is one of my clients. I love writing for their site because I get to do so much romancing 
Other copy I like (but didn’t write) can be found at LandsEnd.com, Harry and David and – if you’ve ever been on an airplane you’ll know – SkyMall.
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