Figure 7-4 shows an individual
product page with plenty of detail. Following are some key attributes that should be
included in a product page.
Description. The length of a product description is subject to just about every marketing
variable out there: how much there is to actually say, how many vice presidents of marketing
are involved, how long the marketing people want the description, how far the
writer can then condense the text for easier web viewing, how much technical information
to mix in with the sales copy, how old the coffee is in the coffee maker, and whether
there??™s a full lunar eclipse this month.
Many companies have printed brochures that describe their products at great length with
copious, flowery detail. While it??™s simple to grab the brochure copy and duplicate it inside
HTML, this path of least resistance is usually not appropriate. Text is not consumed equally
between the mediums. Marketing web copy thrives in brevity and punctual statements??”
bullets and two-sentence paragraphs are the norm; long-winded prose is ostracized.
Some product descriptions take only a paragraph. Others require pages. The description of
the product should be as long as it needs to be, and no more.
Pages:
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