Content Guidelines: Artistic

Marketing Display Name Guideline Formula:

[Brand] + [optional (Descriptive word)] + [Item] + [optional “with (feature)”] + [optional “for (use)”], + [Dimensions], + [Color], + [optional (Pack Size)]

Example: Artistic Antimicrobial Desk Pad with Clear Lift-Top, 20″ L x 31″ W, Black

Details:

1. Brand Name
2. Descriptive Word: Use the product material or texture, i.e. Punched Metal. This is optional.
3. Item/Product: Enter the type of the product. Consider adding a colloquial term. (i.e. an item may be called a “letter tray,” but if there are common alternative terms like “paper organizer” or “paper tray,” make sure these are used in the description or bullets to maximize SEO.)
4. “with” Feature: Enter a feature (i.e. “with Antimicrobial Protection”). This is optional.
5. “for” [use]: Enter the word “for” and then where, how, or who would use it. (i.e. for desktop, for small spaces, for office, for professionals). This is optional. Use only when needs to be clarified.
6. , (comma): Enter a comma.
7. Dimensions: Dimensions should be entered in this order and in this format:
   • (L x W x H order)
   • (length = front to back) (width = left to right) (height = top to bottom).
   • use only 2 decimal places and round up to the nearest .25
   • formatted XX in. x XX in. i.e. 17 in. x 12 in., (comma)
8. Color: Enter main color of product.
   • Do not use specialty color names such as Peacock or Royal for Blue. If the product is blue use, you may use Royal Blue or Peacock Blue.
   • If the product is multi-colored, use the two core colors (i.e. Black & White).
   • Always capitalize color names.
9. , (comma): Enter a comma. (if there is a Pack size)
10. Pack size or count (if applicable): Enter pack or count that the consumer will receive in the sellable unit.
    • Do not hyphenate.
    • Capitalize Pack, Pieces, Count, Boxes, etc.
    • Do not spell out the numbers, i.e. 2 Pack

Featured Description

Do’s (paragraph should include the following information):

1. Who – Who would buy this? i.e. professionals.
2. What – The item name.
3. When – When would be a good time to use this? i.e. back to school, summer, etc.
4. Where – Where might someone place this, or what setting would be a good place to use this item? i.e. on a desk, bedside, etc.
5. Why – Why would a consumer need this product? The main features that set it apart from a competitor item, or any other similar item.
6. Use SEO keywords that make sense, but don’t “stuff” too many keywords, or people won’t read the description.
7. Research Google for reviews on the product if it already exists to address customer concerns or find common uses that weren’t thought of previously.
8. Use the Copy.ai account to assist with copywriting – login information is located in Bitwarden.

Do Not’s

1. Do not mention “value,” “price,” or any other words that are indicative of the cost associated with the item.
2. Avoid clichés like “high quality” or any other subjective phrases that could be construed as an opinion.
3. Do not use words that have a negative connotation like “cheap,” or any other issues like “eye strain?” Keep descriptions positive and light. If you must, use a hyphen to create a “problem-solving” statement like “scratch-resistant” or “anti-glare”.
4. Don’t use words together that create an oxymoron like “modern classic”; instead, you could say “a modern take on a classic desk pad”.

Bullet Point Features and Guidelines

Note: Be consistent and follow this order on all content for this brand.

1. Bullet 1: Restate the main function of the item: “Specially designed to…,” “Ideal for…,” “Your solution to…,” “Engineered to…” Keep in mind this will be the first bullet someone reads on Amazon or other sites where they organize content by putting the bullet points first.
2. Bullet 2: “Compatible with…,” “Fits…,” “Works with…,” “Connects to…”
3. Bullet 3: Rephrase, or include different SEO keywords, from your feature description
4. Bullet 4: Rephrase, or include different SEO keywords, from your feature description
5. Bullet 5: Rephrase, or include different SEO keywords, from your feature description
6. Bullet 6: Product measurement that would be beneficial to the customer in context, such as “12 in. x 19 in. desk pad is suitable for smaller work surfaces” and/or “large deskpad doubles as a mouse pad and coaster while accommodating your keyboard and most laptops”
7. Bullet 7: Color and/or material with adjective/in context “Classic black synthetic leather blends into any office décor”
8. Bullet 8: Pack size or piece count if more than one unit

If you do have more features that you feel would strongly persuade a customer to buy the item, then add them before bullet 6. Max of 10 bullet points.