Clear for the customer

We copywriters take great care in finding the right words to describe a product online. That’s good, but we also have to check what we have written to try and see it through the customer’s eyes.  After all, it’s their perspective that matters.

On a review website recently I found a complaint by a customer which showed why this is important.  She had ordered online a cushion for a small boy, the cushion being in the shape of a plane.  When she received the item she found that it was a plain sort of cushion with the outline of a plane appliqued onto it.  Not at all the same thing!

No dount there is room for such confusion when your entry does not include a picture of the product.  Whatever the case, we have to give that final read-through of what we have written.  How is the customer going to perceive the product as you have meant her to, let alone wish to buy it?  Are all the right facts in there?   Adjust if necessary.