Influential Product Description Writer: 10 Key Copywriter Traits

Influential Product Description Writer: 10 Key Copywriter Traits

A well-crafted product description serves as the bridge between a potential customer's curiosity and a successful sale. By vividly conveying the benefits, features, and unique qualities of a product, it captures attention, builds trust, and addresses consumer needs. In a mere moment, a compelling product description can create an emotional connection, answer questions, and instill confidence, ultimately leading to increased sales by guiding customers towards a purchasing decision they feel confident about.

Employment of writers and authors for product description is projected to grow 4 percent from 2021 to 2031, about as fast as the average for all occupations. About 15,200 openings are projected each year, on average, over the decade.

Prices for product copywriting, which often includes product descriptions, vary substantially based on industry, technical complexity, and the expertise of the writer(s) involved. Generally, expect to pay $30 - $200 per hour for entry-level and expert product copywriters respectively.

Copywriting will always be in high demand and there are many freelance writing opportunities within the field. So, if you think you've got what it takes to be a copywriter, it can be a lucrative freelance career option.

Writer Characteristics for Product Description: What makes you The Best? 

A good product description writer possesses a combination of skills and traits that enable them to create compelling, informative, and persuasive content that effectively showcases and sells products.

1. Creativity

The most important trait that a writer must have is creativity. It leads to finding unique angles and perspectives to present products in an engaging and attention-grabbing way.

Product descriptions need to be able to grab the reader's attention right from the start. Creative introductions, storytelling elements, or clever wordplay immediately pique the reader's curiosity and encourage them to continue reading.

When a product is presented in a distinctive and imaginative way, it stands out in the reader's mind. This leads to better brand recall and a higher likelihood of the reader remembering the product when making purchasing decisions.

2. Research Skills

Copywrite needs to include technical specifications, features, and benefits to describe the product properly to the clients. To provide accurate and relevant information, research skills are a mandatory trait to have for a writer.

Thorough research allows writers to gain a comprehensive understanding of the product. This knowledge helps them communicate the product's value proposition more effectively, addressing potential customers' questions and concerns.

Well-researched product descriptions convey authority and trustworthiness. When customers perceive that the product is described thoroughly, they are more likely to trust the description and the brand.

3. Persuasive Writing

An emotional connection is required between the reader and the product to convince them to purchase. Persuasive writing weaves a narrative around the product, placing it in a context that resonates with the reader's life.

It highlights the benefits of the product and demonstrates how it can fulfill the customer's needs or solve their problems. It exerts a significant influence on clients by compelling readers to take action, fostering a strong desire to purchase the product.

4. Storytelling

Weaving a narrative around the product can make it more relatable and memorable. Storytelling has a profound influence on descriptions by transforming them from mere factual presentations into engaging narratives that resonate with customers on a deeper level.

It goes beyond features and benefits, creating a memorable and immersive experience for potential customers. It taps into the power of narrative to influence emotions, perceptions, and purchasing decisions.

Sometimes a mundane product becomes enjoyable because of good storytelling. This enhances the reader's sense of connection with the product.

5. Adaptability

Different products require different writing styles. A versatile writer can adapt their tone and style to suit various products and target audiences.

Adaptability enables product descriptions to be customized to resonate with specific target audiences. Different customer segments have varying preferences and needs, and adaptable descriptions address these nuances effectively.

It empowers businesses to cater to diverse audiences, respond to market dynamics, and optimize messaging for different contexts. It enables descriptions to remain effective, relevant, and impactful in an ever-changing business landscape.

6. Empathy

The two most important things to keep in mind while writing product details are the target audience and the brand’s tone. 

Being in the shoes of potential customers and addressing their concerns, desires, pain points and questions enables selecting the right approach. And, keeping it consistent with the brand's tone and voice, creates a cohesive shopping experience and reinforces brand identity.

The skill of maintaining an alignment between these 2 core elements makes descriptions more enticing.

7. Clarity & Simplicity

These two elements wield a powerful influence over product descriptions, shaping how readers perceive, engage with, and understand the offerings. These attributes facilitate swift comprehension of a product's features and benefits, enabling potential customers to make informed decisions without confusion.

By minimizing cognitive load, clear and simple language ensures that scanning the description provides key details effortlessly. This accessibility extends to a broader audience, promoting inclusivity for individuals with varying levels of language proficiency.

8. Conciseness

Conveying essential information in a limited space exerts a significant influence on readers without overwhelming them. This brevity offers readers a swift grasp of the product's features, benefits, and use cases, allowing them to efficiently evaluate its suitability for their needs.

In an era characterized by information overload, concise descriptions cater to the modern reader's tendency to scan content, ensuring that key details stand out prominently. Thus concise descriptions enable effortless absorption of information, streamlining the decision-making process.

9. SEO Knowledge

Orchestrating SEO optimization to seamlessly integrate with online search engines result in a series of tangible benefits that significantly enhance the visibility and reach of product descriptions.

SEO expertise facilitates the identification and incorporation of pertinent keywords and phrases within product descriptions. This meticulous optimization elevates the chances of the product being prominently featured in search engine results, translating into heightened exposure to potential customers actively seeking similar offerings.

10. Call to Action

The Call to Action (CTA) holds a potent sway over product descriptions, functioning as a dynamic catalyst that propels customer engagement and conversion. Its influence permeates various dimensions, enhancing the effectiveness of descriptions in compelling ways.

Well-crafted CTAs imbue a sense of urgency, compelling readers to act promptly. Phrases like "Buy Now," "Limited Time Offer," or "Don't Miss Out" instill a desire for immediate action.

A skilled writer knows how to create a compelling call to action that encourages readers to take the next step, whether it's making a purchase or learning more.

Honorable Mentions

- Time Management: Meeting deadlines and managing multiple projects efficiently is crucial, especially if the writer is working on descriptions for a variety of products.

- Attention to Detail: Accuracy is essential to build trust with potential buyers. A good writer ensures that all product details, specifications, and claims are accurate and consistent.

- Editing and Proofreading: Strong attention to grammar, spelling, and punctuation is vital. Typos and errors can detract from the professionalism of the description.

Money Talks: One of the Demanding Roles in Digital Marketing

The earnings of a description writer can vary widely based on factors such as their experience, expertise, the industry they work in, the complexity of the products they write about, and the specific projects or clients they are engaged with.

1. Entry-Level or Freelance Writers

Writers who are just starting out or working on a freelance basis might earn around $15 to $30 per hour or $0.03 to $0.10 per word. However, rates can vary significantly based on the writer's location, skill level, and the demand for their services.

2. Experienced Freelancers

As writers gain more experience and build a strong portfolio, they can command higher rates. Experienced freelance writers might earn $30 to $75 per hour or $0.10 to $0.25 per word.

3. Industry Specialists

Copywriters who specialize in a specific industry or niche where in-depth knowledge is required (such as technology, medical, or luxury products) can often charge premium rates. These rates might range from $50 to $150 per hour or more, or $0.20 to $0.50+ per word.

4. In-House Writers

If a writer is employed by a company as an in-house content creator, their salary can vary based on the company's size, location, and industry. Salaries for in-house writers can range from $40,000 to $70,000 or more annually, depending on experience and responsibilities.

5. Agency or Content Platforms

Some copywriters work with content agencies or platforms that provide writing services to various clients. Compensation structures can differ, but they might receive a fixed rate per description or a portion of the total project fee. Rates can range from $10 to $50 per description.

6. E-Commerce Companies

Writers working for e-commerce companies, especially those dealing with high-value or complex products, might command competitive salaries or project-based compensation.

Job Opportunities: They’re Everywhere, Look Around

Product description writing jobs are found through a variety of platforms and sources, both online and offline.

1. Freelance Platforms

Websites like Upwork, Freelancer, Fiverr, and Guru frequently list product description writing projects. Create a profile, showcase your skills, and bid on relevant projects.

2. Content Creation Platforms

Platforms like Contently, ClearVoice, and Scripted often have opportunities for freelance writers, including product description writing gigs.

3. Job Boards

Check job boards like Indeed, LinkedIn Jobs, and Glassdoor for listings related to content writing, copywriting, or e-commerce that may include product description writing roles.

4. E-commerce Websites

Many e-commerce platforms and online marketplaces like Amazon, eBay, Shopify, and Etsy require sellers to create compelling product descriptions. You can approach sellers directly or check their job listings.

5. Content Agencies

Content agencies often have a constant need for writers to provide product description writing services to their clients. Research and reach out to agencies that specialize in content creation.

Remember to tailor your application or pitch to showcase your expertise in creating compelling product descriptions and highlight how your skills can benefit potential clients or employers.

Beyond Boundaries: Scopes are Unlimited

A product description writer possesses a unique skill set that opens doors to various writing job opportunities beyond their current role. These opportunities capitalize on their ability to craft engaging narratives, communicate effectively, and capture the essence of products.

They can embark on a dynamic and fulfilling writing career across diverse industries and niches by adapting their skills to new contexts.

1. Content Marketing

Transitioning into a content marketing role allows for creating diverse content, including articles, and guides, to educate and engage target audiences, drive traffic, and establish thought leadership.

2. Social Media Content Creator

Product copywriters can leverage their concise and impactful writing style to create compelling social media content, including captions, tweets, and posts that resonate with followers and enhance brand visibility.

3. Email Marketing

Crafting persuasive email campaigns and newsletters that drive conversions and nurture customer relationships is a natural fit for a description writer's ability to communicate effectively and engage readers.

4. Technical Writing

With an aptitude for simplifying complex concepts, writers can excel in technical writing, creating user manuals, guides, and documentation for products or services that require clear and precise instructions.

5. Blog Writing

A writer can explore blogging on topics of interest or expertise, sharing insights, opinions, and stories that resonate with a target audience and contribute to personal branding.

6. Review or Opinion Writer

Leveraging their ability to evaluate and describe products, writers can delve into writing reviews, critiques, or opinion pieces for online platforms, blogs, or publications.

Conclusion: Elevating Product Description Writing to New Heights

In the dynamic landscape of digital marketing, the role of a product description writer transcends mere content creation. It becomes an art form that shapes brand perception, influences consumer decisions, and drives e-commerce success.

As the digital realm continues to evolve, the demand for skilled product description writers remains steadfast. From freelancing platforms to e-commerce giants, opportunities abound for those who can wield language to captivate, convince, and convert.

So, whether you're just starting or a seasoned wordsmith, the journey of an influential product description writer is a symphony of creativity, mastery, and boundless opportunity.

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