Content Guidelines: Mercury Tactical Gear

Marketing Display Name Guideline Formula:

[Brand] + [Item Name] + [with feature (if applicable)], + [Color], + [TAA (if the item is TAA Compliant]

Details:

1. Brand Name
2. Item/Product: Enter the Item Name/Product name as listed in NS
3. “with” Feature: enter the feature (i,e. “with Hydration). This is optional.
4. comma: enter a comma
5. Color: Enter the main color of the product
6. comma: enter a comma
7. TAA Compliant: If the item is TAA Compliant, list “TAA” last

Bullet Point Features and Guidelines

1. Bullet 1: Main selling feature
2. Bullet 2: Ideal uses or different SEO keywords
3. Bullet 3: Main selling feature, different than bullet 1
4. Bullet 4: Other selling feature
5. Bullet 5: Other selling feature
6. Bullet 6: Other selling feature
7. Bullet 7: Water Resistant?
8. Bullet 8: TAA Compliant?
9. Bullet 9: Material
10. Bullet 10: Dimensions

Not all Bullets need to be filled. If there are only 3 selling features, material and dimensions, then only bullets 1-5 would be filled in.

Featured Description

Try to include most of the follow “Do’s”:

1. What: The item name
2. Who: Who would buy this?
3. When: When would be a good time to use this? i.e.- deployment
4. Where: Where might someone use this?
5. Why: Why would the consumer need this product? What are 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. 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”.