Four Reasons You Need to Have Original Product Descriptions (and Some Tips and Tricks to Help You Write Them)

an image of Holly Jackson of Cottage Copyby Holly Jackson

Holly Jackson is a online copywriter and lingerie columnist. She can be found blogging at her website http://www.cottagecopy.com or on working on her goal of filling up an entire closet with lingerie on Twitter @copygeniusgirl.

As a copywriter, I care about lingerie product descriptions on an academic level. As an avid lingerie consumer and writer, I am affected by product descriptions on a personal level.

Unfortunately, product descriptions are often the weakest part of a lingerie website. It’s easy to cut and paste descriptions from a catalog, but today I’ve got four reasons why you should put some time into writing your own.

1. A great product description is a public relations opportunity.

Whenever you contemplate buying a new piece of lingerie, you are immediately faced with a tangled mess of questions. What color is this really? Does it run true to size? Which size should I buy if I’m in between sizes?

A great product description can make you customer feel like you’ve helped them before they’ve even bought anything.

For example, I love several brands that don’t run true to my standard size. I’ve seen numerous complaints about these brands online, because people say they never fit right.

“A great product description can make you customer feel like you’ve helped them before they’ve even bought anything,” – Holly Jackson

It’s not the fault of the bra or the brand: people are just buying the wrong size. I got lucky and bought my first bras off sites that told me how the sizing differed from standard sizing, and I ended up wearing the perfect size the first time around.

If you can give someone enough information to save them from returning something, they’ll come back again and again.

2. Google Panda is coming to get you.

Well, that’s probably an exaggeration, but there is lots of hype and panic surrounding the new Google update. Put simply, Google Panda downranks websites that are full of copied content, and gives sites with original and extra-informative content a boost.

If you’re copy/pasting a standard description instead of writing your own, you can potentially set yourself up to be a Panda victim. Even better, by writing your own descriptions (and making sure they really are informative) you can easily end up at the top of the search rankings instead of in the middle.

3. Great lingerie sets a mood. Matching that mood in your description makes someone more likely to buy from you.

Whether you’re selling products meant for the boudoir or the beach, you need to help your customer get into the right mindset. If you’re selling a luxury handmade satin set, make sure that you evoke movie star elegance in your product description. If you’re selling swimwear, throw some beautiful colors and sunshine into your description. The details will help grab your customers and take them away to a relaxing place to shop.

“The more honest and original content you can come up with, the more of an audience you can build.”

While you’re setting the scene, you can also suggest uses for your lingerie products. This can be especially useful if you’re marketing lingerie for holidays or as presents.

4. Original product descriptions (and original content in general) make you look like the most attractive option for consumers.

It may be an unfair stereotype, but many consumers believe that if you don’t have original content, you don’t care about them. Lingerie is a hugely competitive industry, and personal touches are what set you apart.

If you collect reviews on your site, go through them and gather up some facts about how different brands are fitting people. You can then use this information in your product descriptions. If you want to take it one step further, hand out some samples to reviews and have them post honest reviews on your company blog.

The more honest and original content you can come up with, the more of an audience you can build.

Are you producing original product descriptions now? Why or why not? I’d love to hear what you think in the comments.


Holly Jackson is a online copywriter and lingerie columnist. She can be found blogging at her website http://www.cottagecopy.com or on working on her goal of filling up an entire closet with lingerie on Twitter @copygeniusgirl.

12 Comments on “Four Reasons You Need to Have Original Product Descriptions (and Some Tips and Tricks to Help You Write Them)

  1. This is such a great article Holly. We write all our own product descriptions and sometimes it can be hard to get inspired and not too repetitive – you’ve given me some great food for thought here.

    Lovely to see you writing for TLJ, your repertoire is getting pretty big!!

    • Holly says:

      I’m so thrilled that you liked it, because I’m a big fan of your site. Your newsletters are always on my must read list.

      You guys really have the informative content down. I learn every time I read your marketing material, and that’s the way it should be.

      Thanks for commenting!

  2. Letitia says:

    What a great and informative article! Thanks for the advice Holly!

    • Holly says:

      I’m a little intimidated, because all of the people who have commented here are people I read for informative content on a regular basis!

      Congratulations on your new online store!

  3. Geneva says:

    We write all original copy for our site as well. It can be a stretch because we may have 1,000 different products online at any given time, but we do it for 3 reasons:

    1) It is so hard to buy lingerie when you can’t feel or examine it. The least we can do is give you some reference points about the size, lace type, closure style etc…
    2) Sometimes a product arrives that doesn’t even match the vendor’s description. Lots of little things can change in the time you see a sample to when the item actually arrives in store – bow size and fabric, angle of darts, material of backwings etc… You can’t always trust a brand description because it may describe the original idea and not the finished product!
    3) Customers that have visited our brick-and-mortar shop (and even those that haven’t yet) love our flirty, playful voice. It’s nice to feel like you’re getting warm, friendly customer service from true enthusiasts.

    Thanks for your article. You made us even more pleased with our decision to keep writing!

    • Holly says:

      Geneva-
      I hadn’t seen your site before, but I love it! It’s classy and cute, which can be a hard mix to hit.

      I didn’t know that products could arrive and be different from the samples (although that make sense), so I’m glad to have that bit of information. Lingerie is all about specifics, so it’s nice to see that you guys are focusing on helping your customers deal with that.

      Thanks for commenting.

  4. Craig says:

    Excellent article – thank you

    My products descriptions were not as good as the could have been – I see now that there is great value in good, well written product descriptions.

  5. […] 1. Four Reasons You Need Original Product Descriptions (And Some Tips and Tricks to Help You Write Them… […]

  6. Charlie says:

    I agree to descriptions and content, I wish I could afford to pay someone to write some content on some of my pages, thanks for the comments.

  7. Great tip! Thanks so much for this.We have definitely noticed that original descriptions helps much better than using manufacturer’s descriptions. Andrea

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