Good writing takes research. Don’t wait for a muse or a stroke of genius. Get the facts down in all of their messy glory and then go from there.
Gather up the facts
Start by making a list of answers to these questions.
Name and purpose
Features and facets
- What is it?
- Who is it for? How will it help them or brighten their day?
Pricing and availability
- What can you do with it? Why are these features important?
- How does it work?
- Remember your five senses. How does it taste, feel, look, smell, or sound?
- What is it made of? Why did you pick those ingredients or materials? How can people take care of it?
- How big is it? Are there different sizes, colors, or formats? What can it hold?
- Is there anything special about the packaging? Does it pair well with something or make a nice gift?
Tell your story
- How much does it cost? How many pieces are included?
- Where can you get it?
- How long does it take to make and package it?
- What are the shipping options? How long does it take for delivery?
Tell people what’s interesting about the product. Teach them something new and share your enthusiasm.
Arrange and revise
- Purpose: How does it fit into your mission and the way you see things?
- History: Why did you decide to make it? What led you to the idea?
- Process: How did you make it? What did you learn along the way?
- Competition: How is it different from other things like it?
- Reputation: What are people saying about it? What do you want them to say?
- Use cases: How are people using it?
Sketch the points you want to make with pen and paper. Put the most important details at the top.
Write a rough draft and play with different variations. Try reordering or rephrasing things. Be careful to use words people will recognize. Focus on real-world benefits. You can add humor or personality, but clarity comes first.
Read the draft aloud to yourself and cut any white lies or fluff. Keep editing until it’s clear, honest, and sounds like something you’d say to a friend or a neighbor. Tell them how you really feel, and be patient with yourself while you rework the copy.