Client: Boot Barn (spec). My updated description based upon the Boot Barn product here:
I show the original product description below my updated version.
Business Objective: I seek to add excitement to this big-ticket fashion item priced at $450 to get prospects intrigued. Benefits are added to make it clear what makes this long coat special. There were no clear benefits listed in the original version. Add a two-paragraph written description to get the reader dreaming about enjoying this coat and imagining what it feels like.
Strategy: I've added benefits for each feature listed in the bullets. A benefit should always be paired with a feature. I've added a couple of paragraphs to describe and entice the reader. For a more expensive item like this $450 coat, there should be at least a paragraph or two to persuade the buyer to happily part with hundreds of dollars.
CHARLES POLANSKI'S NEW PRODUCT DESCRIPTION:
ORIGINAL PRODUCT DESCRIPTION on Boot Barn
UNDERSTATED LEATHER MEN'S LONE RANGER LAMB LEATHER SNAP-FRONT LONG COAT
- Below the knee length
- Two side hand warmer pockets
- Snap down front closure
- Lapel collar
- Washed lamb leather
- Single front chest pocket