What is Product Copy?

Product copy is a critical touchpoint for consumers in their shopping journey—through product copy, consumers learn about key features, benefits and use-cases that will motivate them to buy. For us, product copy is a multi-purpose marketing tool that engages, educates, and ultimately sells the consumer on our product. It also perpetuates our brand voice and identity, enabling us to build trust and recognition over time. This section covers above the fold copy that appears on a product page.

Types of Copy:

Product Title: A short descriptive fragment that describes what the product is.

Long Description: A long paragraph that explains the features, benefits and use cases of the product

Short Description: A short paragraph that explains the features, benefits and use cases of the product

Product Bullets: Short fragments that describe a product's features and benefits

SEO Keywords: A list of keywords used to drive search relevance

Where Copy Appears on the Product Page?

Product Title: Contigo Ashland 2.0 Tritan Water Bottle with AutoSpout Straw Lid Blue Corn, 24 fl oz.

Long Description: Push, sip, and press your way to better hydration. The AUTOSPOUT® Stainless Steel Water Bottle features push-button technology for easy one-handed drinking. Whether you’re working out or working at your desk, the double-wall vacuum-insulated stainless-steel body keeps drinks cold for 24 hours and hot for 6 hours. The leakproof lid means less mess wherever you go, and the spout cover helps to protect the spout from dirt and grime so you can drink confidently. Carrying it around is easy with the integrated handle that swings up and sets back down to stay out of the way. Sip every last drop with the angled pop-up straw that fits securely into the lid. The lid is top-rack dishwasher-safe for easy cleanups and the body is hand-washable. Fits most car cup holders and holds 24 fluid ounces.

Short Description: The AUTOSPOUT® Stainless Steel Water Bottle features push-button technology for easy one-handed drinking. The lid is top-rack dishwasher-safe for easy cleanups and the body is hand-washable. Fits most car cup holders and holds 24 fluid ounces.

Bullets

  • No Leaks with Autospout Technology: Spout pops up for easy drinking

  • Lock It In: Button lock ensures the spout doesn't open accidentally

  • Carry On: Integrated handle makes it easier to pick up and go

  • Every Last Drop: Angled straw fits securely into the lid

  • Perfect Fit: Fits most car cups, holders

Product Name

Product Name is a short fragment that describes the product and its key benefits. Product Name is a key driver of organic search and should include key search terms such as Brand, Sub-Brand, Line and key benefits. Optimal Product Names will follow the below formula. The Product Name your business gives in the Master Template will be edited with formulas in Salsify to meet hundreds of customer requirements.

Naming Dos:

  • Should be 50-75 characters

  • Capitalize the first letter of each word

  • Do not capitalize the first letter of articles, conjunctions and prepositions

  • Capitalize the first letter of the first word of a hyphenated word

  • Do not capitalize the first letter of the second word of a hyphenated word

  • Use numerals instead of spelling out numbers e.g., 1, 2, 3, 4

  • Use parenthesis when one number modifiers another e.g., “(1) 4-Pack of Lids”

  • If sold as a single unit (not a multi-pack) do not include quantity

  • Abbreviate units of measure

Naming Dont’s:

  • Use all Caps

  • Include pricing

  • Make subjective or unsubstantiated claims

  • Include seller Information

  • Use symbols, ANSI or ASCII Characters or Register and Trademarks

  • Include URLs or hyperlinks

Long Description

Product Description is a paragraph that describes the product being sold, its benefits and other important details including color, size, style and quantity. The product description should describe all aspects of the product.

Description Dos:

  • Make the Product Description 1500-2000 characters

  • Use sentence case

  • A single paragraph with no hard returns or special formatting

  • Include a shortened version of the product name in the 1st sentence

  • Include the key benefits and features of a product

  • Use full sentences with correct grammar and punctuation

  • Include product-specific information (avoid promotional language)

  • Include all details that a shopper needs to know to make a buying decision

  • Use numerals instead of spelling out numbers e.g., 1, 2, 3, 4

  • Use parenthesis when one number modifiers another e.g., “(1) 4-Pack of Lids”

  • Abbreviate units of measure

SEO Keyword Dos:

  • Use single words and single keyword phrases

  • Include words that shoppers are likely to use

  • Enter keywords in one cell

  • Delimit each keyword or phrase with a semi-colon and a space

  • Use a minimum of 60 characters and maximum of 249 characters

  • All keywords should be lower case

Description Dont’s:

  • Use Proper or Lower Case unless applied to a brand or product name

  • Include pricing, sales information, temporary claims, promotional language

  • Make qualitative or unsubstantiated claims “Best”, “Most Precise”, “#1 Selling”

  • Include seller Information

  • Include Trademarks or Registers

  • Use symbols or ANSI or ASCII Characters

  • Use offensive language

  • Include special formatting such as bolding, bullets, carriage returns

  • Include URLs or hyperlinks

Long Description Example: Bold to the max and permanent to the core, this special selection of Sharpie Permanent Markers inspires you to transform ordinary surfaces into passionately creative statements. Your Sharpie set includes 6 original Sharpie fine point markers, 4 Neon markers and 2 metallic markers. Made to write practically everywhere, vivid Sharpie permanent markers eliminate dull and boring. Putting pale imitations to shame, Sharpie Metallic Markers lay down a pure, brilliant metallic sheen that boldly stands out, particularly on dark surfaces. Meanwhile, Sharpie Neon Markers are brilliant in daylight and fluorescent under black light to make all your writing and art pop with electrical impact. All three types of Sharpie fine point markers have iconic ink that dries quickly and resists both water and fading. What will you create with these permanent markers?

Short Description

Short Description is the same as a Long Description but has a different character count requirement. The Short Description should have a minimum of 250 and maximum of 500 characters.

Long Bullets

Long Bullets, also known as features or why buys are succinct sentence fragments that describe the most important details of a product. Long Bullets should describe key features including color, size, quantity, brand, key benefits and other important features. Information included in bullets should be selective. Only include the most important details in the bullets. Use the description for less important information.

Long Bullets Dos:

  • Write a minimum of 5 bullets and a maximum of 17 bullets

  • Each bullet should be 50-200 characters long

  • No hard returns or special formatting

  • Include the key benefits and features of a product

  • Use sentence fragments; do not end the feature with a punctuation

  • Capitalize the 1st letter of the 1st word of each feature

  • Include specific information (avoid fluffy or salesy language)

  • Be selective about what information is included

  • Use numerals instead of spelling out numbers e.g., 1, 2, 3, 4

  • Use parenthesis when one number modifiers another e.g., “(1) 4-Pack of Lids”

Long Bullets Dont’s:

  • Use full sentences

  • Include pricing, sales information, temporary claims, promotional language

  • Make qualitative or unsubstantiated claims “Best”, “Most Precise”, “#1 Selling”

  • Include seller Information

  • Include Trademarks or Registers

  • Use symbols or ANSI or ASCII Characters

  • Use offensive language

  • Include special formatting such as bolding, bullets, carriage returns

  • Include URLs or hyperlinks

Short Bullets

Short Bullets are the same as Long Bullets but have a different character count requirement. A minimum of 10 and maximum of 17 Short Features. Each Short Features should be 25-50 characters in length.

SEO Keywords

SEO Keywords are hidden keywords that are used to drive organic search on some customer search results pages. These are also called search terms or hidden keywords.

SEO Keyword Dont’s:

  • Do not include words that are already included in the Product Name

  • Do not include competitive brands or urls

  • Do not repeat the same word or phrase regardless of capitalization or hyphenation

  • Do not use trademarks or symbols

  • Do not include keyword volumes