PIP

Copy on Product Information Pages is written by the DAX copy team. DAX stands for Digital Asset Execution, a team devoted to enhancing and creating photos, video, copy and rich content (e.g. info graphics, charts, etc.) on individual PIPs. The DAX copy team’s primary responsibilities are salient bullets, product descriptions and supporting bullets. DAX does not touch specs or other PIP content, though the team may occasionally assist with rich content copy and related assets. Product names generally do not require editing except in the case of obvious errors or typos.

In general, DAX copywriters do not write from scratch. Vendors are required to submit descriptive copy with their products, so there is some content to start with, but it typically needs significant editing or rewriting.

Copy formatting standards for each product class and sub-class can be found in the Data Standards. DAX does not create, edit or manage these documents; they are owned by the Digital Content team and designed as a resource for onboarding vendors. However, they serve as a useful guideline for DAX. Data Standards describe the formatting rules for product names as well as the ideal bullets and bullet order for each category.

DAX writers strive to produce unique copy between the product description, bullets and salient bullets. DAX uses BrightEdge for keyword research but strongly avoids keyword stuffing to ensure the text reads and flows naturally. The DAX tone primarily adheres to the standard THD voice – informative, conversational and inspirational – though is somewhat flexible based on the type of product and its customer demographics. DAX avoids technical lingo and jargon as well as overly flowery language.

Basic DAX copy guidelines are as follows:

Product Name (PN120)

•    120 characters max*.

•    For SEO/coding purposes, we do not typically edit the product name unless there is a blatant error or misspelling.

Salient Bullets

•    65 characters max.

•    Highlights top 3 most significant features of the product.

•    Listed above the fold to the right of the product photo.

•    Typically follows the feature/benefit format described below for bullets, barring character limit constrictions.

•    Sometimes other digital content/brand advocate teams require specific content for these, based on research and analytics.

•    They are not written as complete sentences and contain no ending punctuation. 

Marketing Copy (Product Overview)

•    3-sentence minimum / 1500 characters max.

•    Paragraph description below the fold, above the bullets.

•    Typically 3-5 sentences describing the product's main features in a flowing, narrative form.

•    Focuses exclusively on the product, not the brand.

Bullets

•    Below the fold, right beneath the Product Overview.

•    Typically no longer than a sentence each, although they are not written as complete sentences and contain no ending punctuation.

•    Bullets utilize a feature/benefit format and should only list one feature/benefit per bullet. For instance, “Black finish” is insufficient; “Black finish offers a sleek, bold look for your kitchen” is better. “Black finish, 30 in. H, oval shape” is also incorrect for a single bullet. Those are three separate features and should be expanded to three bullets.

•    Each item must have a minimum of four bullets; any item with less than four will not appear live on site.

•    The ideal or minimum number of bullets varies by product category (but must always be four or greater).

•    The order of the bullets is sometimes significant depending on the project – for instance, the warranty info is often the last bullet, and material/finish may be bullet 1 or 2. The Data Standards do list a bullet order for each category, but since reordering the bullets is very time consuming, DAX does not typically do so unless it is specifically requested or if the existing order is especially awkward.

More specific DAX copy guidelines are as follows:

Special characters

•    " is always written as in. under the Product Name, Salient bullets, Marketing copy and Marketing bullets sections.

•     ° is always written as degree in all sections.

•     ¼, ½ and ¾ are always written as 1/4, 1/2 and 3/4 in all sections.

•     ™, © and ® should be removed  in all sections.

Measurements

•     The abbreviation for grams is written in the Salient bullets, Marketing copy and Marketing bullets sections.

•     Measurements are written consistently in the Salient bullets, Marketing copy and Marketing bullets sections. - for instance, 7.5-ounces isn't written in one section and 7.5-oz. in the next section.

•     V is written for volt in all sections.

*all character limits include spaces