Is there so much on your plate that you can’t keep up with your product descriptions?- Do you need help developing or enhancing your company’s brand voice?
- Would you like to improve your search engine rankings or conversion rate?
If so, perhaps it’s time to outsource your product descriptions to a professional writer. Before you post a “Help Wanted” ad, take a few minutes to clarify your needs and goals. This will set you (and your writer) up for success.
10 questions to ask yourself before hiring a product description writer
- What are my short- and long-term business goals?
- What’s my content/copywriting budget?
- How many product descriptions need written?
- What is my deadline to complete the product descriptions?
- What’s the best production pace for my business?
- Do I have a product management process? If so, what does it look like?
- In what format do I want the content delivered?
- What product information can I provide?
- How will the product descriptions be added to the website?
- Do I want to outsource product descriptions to a freelance writer, digital agency or crowd-sourcing platform?
5 Important questions to ask your potential product description writer
Okay, now that you’ve clarified your needs, the next step is to set your search in motion. Whether you place an advertisement on Linkedin, contact an agency or explore crowd-sourcing websites, the hardest part will making a final decision. Here are the questions you need to ask potential product description writers in order to whittle the list of applicants down to the best one.
1) “Tell me about your experience”.
Wouldn’t it be nice to find the spawn of Hemingway and Steve Jobs all rolled into one? In a way, that’s exactly what you should be aiming for (if you have the budget for it, that is). Choosing a candidate who is a stylish grammarian and has geeky tendencies, (i.e., knows a thing or two about digital marketing) could be a sweet deal.
On the other hand, there’s something to be said for getting in on the ground floor. When I was starting out as a copywriter, a manager took me under her wing and taught me the ins and outs of product description writing. As it turned out, I liked it — and I was pretty good at it too. Now I specialize in supplying product descriptions! If you’re on a tight budget and you’re able to mentor someone, a newbie could be a great way to go.
2) “What type of products do you prefer writing?”
During my career as a copywriter, I’ve written descriptions for everything from European hotels to vaginal probes. I prefer writing the former over the latter. A skilled writer can produce good copy for almost any product. However, if someone’s passions align with the type of products you’re peddling, all the better.
3) “What other services, if any, do you provide?”
Are they willing to post and/or upload descriptions onto your website? How much research are they willing to do? Do they offer web development or digital strategy services? You might be able to kill two (or three) birds with one stone…so ask.
4) “What’s your consulting/contract rate?”
Rates vary and may only include writing/editing the product descriptions. Some writers charge by the word, others by the hour. Some even charge extra for services that should be baked-in to product description writing. Read the fine print and ask questions to ensure you understand what services they provide, and how much they charge for them.
5) “Can you send us recent samples of your work?”
This one is self-explanatory. However, just because someone is a good copywriter doesn’t mean they will be a good product description writer. Ask candidates specifically for examples of product descriptions they have written. That way, you won’t end up with a journalist or aspiring novelist inexperienced in developing marketing content. (This is, by far, one of the biggest mistakes companies make when they assign product descriptions to writers.)
The 5 Most Important Characteristics to Look for in a Product Description Writer
Of course, experience isn’t everything. You also want to ensure that your future product description writer has some basic qualities that will ensure success. These are the 4 most important characteristic you should look for:
- Ability to craft persuasive copy that makes sales happen.
- Time-sensitivity, including meeting deadlines and responding to emails in a timely manner.
- Proactive communication skills. Will they inform you about product discrepancies and report progress?
- Strong attention to detail helps ensure that your writer will catch typos and other mistakes. It also means they’ll stay organized throughout the writing process. Especially if there’s a lot of data involved, product descriptions can be more difficult to manage that you anticipate.
- A team player will welcome feedback and won’t take criticism personally. They’ll also be more flexible when the “rules” change — and based on experience, they will.
Do a Test Run Before You Seal the Deal
Before you commit, it’s a good idea to have your final candidate or two write some sample product descriptions. Give the identical assignment to each writer and be sure to provide:
- Crystal clear instructions. Don’t be vague. Spell it out. Literally put it in writing.
- All the information needed. This includes keywords, product specs, word or character counts, links to research, lists of acceptable sources and any other guidelines.
- A non-negotiable deadline. If it’s submitted late, it’s an automatic disqualification.
Once you’ve decided on the right product description writer for your company, you have the opportunity to build a solid, one-on-one relationship with them that could last for years. If you nurture the relationship, your writer will improve your product descriptions as your business evolves.
If you’re still not sure where to start, ask us for more information about our product description and content marketing services. We’ve written more than 25,000 product descriptions and will be happy to partner with you.