This was written for a business forum I spend time on, in answer to a member’s question about why he wasn’t showing in the search engines.

At the time, he had a single picture of the product on display with no written details of any kind… not a single word!

Here is my reply:

You have an interesting and unique product here which means that you have a LOT to write about in a product description.

Remember, you are not selling the product — especially since this product is unlikely to solve a problem. What you are selling is the beauty and romance first and the utility of the product second.

Also, keep in mind your prospective customer. In this case, you are likely targeting consumers purchasing for their homes, as well as DIYers (Do-it-yourselfers) and interior designers, both groups of which are likely to want to modify the item in some way.

Taking the product on the link that you gave us, here are some questions to answer…

PRODUCT – hand carved folding screen room divider

PRODUCT INFORMATION

The screen itself -

Are both sides carved? If so , are they carved the same or different. If not, how rough is the other side (pictures would be helpful)

What are its dimensions unfolded – height, width, thickness

What are its dimensions folded – height, width, thickness (The purchaser may have concerns about whether it will fit in an elevator or up a tight staircase)

Where are the folding breaks? How many pieces is it comprised of and what are their individual dimensions

What is it weight? What is its weight in the shipping container? (these can be approximate, but the prospective purchaser needs to know whether extra help will be needed when it is delivered)

How is it packed for shipping? What tools are needed to unpack it? Is it assembled, partially assembled or totally unassembled. What tools are needed?

What is it made of?

Wood – what kind
what are the characteristics of the wood — is it heavy? aromatic? water resistant (thus appropriate for a bathroom or new a swimming pool)

what are the colors of the wood?
what is the finish on the wood?

Hardware -

What is the hardware made of? How does it work (in the case of a folding screen, which way and how far will the screen fold?)

Is the hardware visible? ornate? Is it an additional design element?

Is the screen a genuine antique or a reproduction?
In either case, if it represents a specific historical period, identify the period, its common characteristics, what the original use would have been etc)

Is more than one available? — in the case of a DIYer or Interior designer, it is possible that more than one would be desired.

How can it be used now?

In this case, can it be used as more than a folding screen? As a former designer, I immediately see its uses as a headboard for a bed — but I need the dimensions and know where the folds are

As a pair of doors? I need the dimensions and know where the folds are

Can I take it apart and make a unique table? I need the dimensions and know where the folds are, as well as information about the hardware and how it is attached

ADDITIONAL IMAGES – In addition to, NOT instead of the descriptions

Minimal – Full product image, close up of the carving and close up of the hardware details

Preferred – Show every inch in detail

TELL ME A STORY

For those of us in the USA, India and Indian furniture is romantic. Tell me more about it?

Was it hand carved by animated chipmunks in junior high school shop class?

If it is antique, tell me about the historical period, how it would have been used originally, any other fun facts to know and tell…

An intriguing product like this is worth probably 10-12 juicy, story telling paragraphs in the product description.

For those web visitors in a hurry or just doing the preliminary research include the facts: measurements etc in a Product Details bulleted list.

Look at how Amazon combines BOTH methods!

The beauty of this method is that it provides lots of good information for humans and search engines… it helps build you web site’s unique brand, and builds your site’s credibility.

This method has the potential to blow your competitors out of the water in addition to actually providing information for the search engines and for your web site visitors…

For more information about this topic and strategies to implement this method, check out my Survival Guide – Preparing Product DESCRIPTIONS for Presentation on the Web

Sharing the Road to Success,

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