Marketing Display Name Guideline Formula:
[Brand] + [optional (Descriptive word)] + [Item] + [optional âwith (feature)â] + [optional âfor (use)â], + [Dimensions], + [Color], + [optional (Pack Size)]
Example: Artistic Antimicrobial Desk Pad with Clear Lift-Top, 20″ L x 31″ W, Black
Details:
- Brand Name
- Descriptive Word: Use the product material or texture, i.e. Punched Metal. This is optional.
- Item/Product: Enter the type of the product. Consider adding a colloquial term. (i.e. an item may be called a âletter tray,â but if there are common alternative terms like âpaper organizerâ or âpaper tray,â make sure these are used in the description or bullets to maximize SEO.)
- âwithâ Feature: Enter a feature (i.e. âwith Antimicrobial Protectionâ). This is optional.
- âforâ [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.
- , (comma): Enter a comma.
- 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)
- 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.
- , (comma): Enter a comma. (if there is a Pack size)
- 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
Doâs (paragraph should include the following information):
- Who – Who would buy this? i.e. professionals.
- What – The item name.
- When – When would be a good time to use this? i.e. back to school, summer, etc.
- 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.
- Why – Why would a consumer need this product? The main features that set it apart from a competitor item, or any other similar item.
- Use SEO keywords that make sense, but donât âstuffâ too many keywords, or people wonât read the description.
- Research Google for reviews on the product if it already exists to address customer concerns or find common uses that werenât thought of previously.
- Use the Copy.ai account to assist with copywriting – login information is located in Bitwarden.
Do Notâs
- Do not mention âvalue,â âprice,â or any other words that are indicative of the cost associated with the item.
- Avoid clichĂ©s like âhigh qualityâ or any other subjective phrases that could be construed as an opinion.
- Do not use words that have a negative connotation like âcheap,â or any other issues like âeye strain?â Keep descriptions positive and light. If you must, use a hyphen to create a âproblem-solvingâ statement like âscratch-resistantâ or âanti-glareâ.
- Donât use words together that create an oxymoron like âmodern classicâ; instead, you could say âa modern take on a classic desk padâ.
Bullet Point Features and Guidelines
Note: Be consistent and follow this order on all content for this brand.
- Bullet 1: Restate the main function of the item: âSpecially designed toâŠ,â âIdeal forâŠ,â âYour solution toâŠ,â âEngineered toâŠâ 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.
- Bullet 2: âCompatible withâŠ,â âFitsâŠ,â âWorks withâŠ,â âConnects toâŠâ
- Bullet 3: Rephrase, or include different SEO keywords, from your feature description
- Bullet 4: Rephrase, or include different SEO keywords, from your feature description
- Bullet 5: Rephrase, or include different SEO keywords, from your feature description
- Bullet 6: Product measurement that would be beneficial to the customer in context, such as â12 in. x 19 in. desk pad is suitable for smaller work surfacesâ and/or âlarge deskpad doubles as a mouse pad and coaster while accommodating your keyboard and most laptopsâ
- Bullet 7: Color and/or material with adjective/in context âClassic black synthetic leather blends into any office dĂ©corâ
- 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.