Write a product description blog post about something in your bag/backpack/purse/drawer. In your blog post, introduce your product and then answer the five following questions.

How would you describe the product?

For this question, provide a simple, two to three sentence description of the product. It doesn’t need to be super long or detailed and don’t worry about providing a fancy answer. Simply write down a short description as if you were describing the product to a customer.

What’s unique/special about this product?

The goal here is to identify something unique or special about the product. What does this product offer that others don’t? Is it made in the USA? Is it easy to install? Does it provide analytics that other sites don’t offer?

Eventually, you’ll use this to identify a unique selling proposition (USP). A USP is something unique that other companies don’t offer. Is there something special about your product? Is there something that makes it stand out from the competition? Record anything here about the product that makes it special or unique.

What big benefit does it provide?

Not only do you want to know how a product is unique, but you also know what benefit it provides customers. Many companies stop at describing the product and don’t go on to conveying the benefit of using it.

For example, a company may talk about how they offer web analytics software but don’t tell customers about the benefit of using the service. Instead, they should tell customers that the software helps them build a more profitable site, generate more revenue per customer, or accomplish something else along these lines. The focus should be on providing a benefit, not just describing the service.

What pain does it alleviate?

People generally buy for one of two reasons — to increase their pleasure or to minimize pain. In the question above, we identified the benefit that would “increase pleasure;” in this question, we’ll identify which pain is minimized by using the product.

For example, a car insurance company could use a headline like this: “Are You Paying Too Much for Your Car Insurance?” The ad would then go on to talk about how most customers pay more than they need for car insurance, and how company X can save them more money (which is something similar to what GEICO currently does). The purpose of the ad is first to focus on the pain, and then to talk about how Company X alleviates that pain.

Another option is to focus the ad on the pleasure customers experience from saving money. It could use a headline like this: “How Will You Spend the Money You Save Using [Specific Car Insurance Company Name Here]?” Instead of focusing on the pain, it draws attention to the pleasure experienced by switching to a different insurer (which is what GEICO did in 2008 with their “the money you could be saving” ads).

Often, focusing on the pain eliminated is more effective than focusing on the pleasure provided, but both approaches can be tested to evaluate their effectiveness.

What features are included and what are the benefits of each?

The first thing you want to do to answer this question is write down each of the product’s features. You may not end up using all of them in your copy, but at the very least, you want to record them all in one place so you have them at your fingertips if needed. Some products have a lot of features, others have less. Either way, list all of your product features here with a short description of each.

In addition to listing the features, be sure to list the benefit of each. We’ll talk more about benefits later, but in short, customers care more about benefits provided by features than the features themselves (but you still may need to list the features in your copy so be sure to record them all here).

For example, customers care more about high speed internet that helps them watch streaming videos without interruption than internet that provides 15 mbps download speeds. The “15 mbps” is a feature, in this case, and “streaming videos without interruption” is the benefit provided by the feature. Record the features of your product and the corresponding benefit now.

Example for "Create a Product Description Document":
https://twitter.com/cogdog/status/765200741497581569

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9 Responses Completed for this Challenge

  • I can see clearly now! (My blog)

    What’s in my my drawer you ask? Well thank goodness that every single day I pull my glasses out of my night stand, and from that moment on.. I CAN SEE CLEARLY! Anyone that has ever worn prescription glasses understands the struggle of waking up, and the room having this haze type fog smother everything […]

  • Challenge Bank: Copywriting #1 (Lara Olivia Olfers)

    Challenge One item I carry in my purse everywhere I go is a deck of cards. My dad taught my siblings and I how to play poker from a very young age and so I’m used to being the youngest and only girl at the poker table. I enjoy being underestimated and even more so seeing … [Read more…]

  • Live Limitless (My blog)

    Are you one of those unlucky people that is constantly breaking your phone? Whether it is a little drop of water or a quick drop to the floor, breaking your phone can be the worst feeling in the world. Now, you can say goodbye to all of those issues with a case that works wonders. … Continue reading “Live Limitless”

  • Come Out, Come Out Wherever You Are (Mackenzie Metzger)

    Yes prescription glasses wearers, I’m talking to you. I know it’s summer, and I know the daily struggle between wanting to protect your eyes from the sun or wanting to be able to see the person standing in front of you. Which one do you bring? Prescription glasses or Sunglasses? Breathe. You now have one less problem […]

  • My Bag is Packed (This Must be the Place)

    My Madewell wallet I think is one of the most important and functional items that I use on a daily basis and carry around with me in my purse. While I keep money in it, I also have other important things in this bag, like medication. It’s a thin black leather clutch bag that I’m using as a wallet. The design is simple, with very minimal detailing. There might be other comparable bags but none that compare to the quality of this wallet. This little bag is made with durable leather and a smooth zipper. The sleek construction makes it great to throw in a larger bag. This bag has timeless style and is also large enough to be used on its own. This makes it a bit more multifunctional. This bag has lots of card slots in it, making it perfect to use as a wallet but has plenty of space for keys and a phone for it to be used as a clutch when I don’t want to carry around my heavy purse. Not only does it hold my cards and money, it helps with organizing the contents of my purse, keeping the most important things in one removable place. It keeps me from carrying a cluttered mess around with me. If functionality and organization isn’t great already, it’s also really cute!

  • Your Product, Your World (Carter Skeen, @carterskeenad)

    Bose headphones stand alone – literally. With these wireless, noise cancelling headphones, you’ll never again worry about untangling those cheap headphones. Whether on a plane or in the library, the only thing you hear is what you play. A sleek design creates a feeling of pride when you have the QC35’s around your ears. Just connect… Read more »

  • Your World (Carter Skeen)

      It separates you and I, can’t you tell? Uplifting music, an intense podcast, a call to mom – it’s why I can’t hear you. It’s a sleek, black, envy ridden product that slips into a case like a pillow. Bose QC35 Wireless Nose Canceling headphones, the one thing that allows me to escape into… More Your World

  • Challenge82 (caffeine encounters )

    Challenge82: Create a product description document My rock. The light of my life. The reason I wake up in the morning. All of these things describe my planner. The Lilly Pulitzer 2016-2017 agenda is, to say the least, outstanding. The beautifully detailed floral cover and laminated tabs set this planner above all others. The agenda […]

  • The Emily Ley Simplified Planner (Kylie Almon, @kylieadman)

    A full product description for my planner/organizer I use everyday!

1 Tutorial for this Challenge

  • Live Limitless (My blog)

    Are you one of those unlucky people that is constantly breaking your phone? Whether it is a little drop of water or a quick drop to the floor, breaking your phone can be the worst feeling in the world. Now, you can say goodbye to all of those issues with a case that works wonders. … Continue reading “Live Limitless”

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