Whole Earth Description Rewrite

*Please note this style guide is evolving as we continue to work with this client. What was acceptable on the last order may not be acceptable on this order. Please refer to the style guide before writing these product descriptions. 

Each style needs:
Product Name        6-10 words
Long Description   75-80 words
Meta Description  15-25 words

GUIDELINES:

1) Product Name and Naming Order: (4-5 consistent components)
The Product name must be formatted in the following naming convention – no exceptions

Vendor/ Gender or Age Group if applicable/ Vendor Name/ Description/ Product Type  (ie., shoes, shirt, pack, water bottle, etc.)

Examples:
e.g. GCI Outdoor Bleacherback Stadium Seat → No gender or age applicable
e.g. Arc’teryx Men’s Atom LT Jacket → Includes gender
e.g. Kelty Kids Tru.Comfort 35 Sleeping Bag → Includes age group – not gender

Other Naming Notes:

1. a) Seasonal/Gender indicators(“S19” ,“F19”, W/, M/ U/, etc.) in our Internal product name on the worksheet should be ignored by the writer and never included in the product name  – ever  – when creating the product name.  This is an internal inventory control notation.
2. b) Don’t use abbreviations: for example spell out long sleeve or short sleeve – not LS or SS
3. c) Do not use any symbols (like trademark or registered) in the product name

2) Exact name phrase created for Product Name field must appear word-for-word in the following fields.
– Long Description
– Meta Description
There are no exceptions to this requirement.

3) Do not refer to Whole Earth in the Long Description or Meta Description.

Examples from a previous order of what we don’t want anymore:
“Visit Whole Earth”
”Stock up at Whole Earth Provision Co.”
“Whole Earth Provision Co. is your tasc Performance headquarters”

4)  Meta Description:
1. a) Meta descriptions must have a call to action– always:

Furthermore Calls-to-Action Must NOT refer to Whole Earth.
– Call to action cannot be “visit Whole Earth” or ”Stock up at Whole Earth Provision Co.”
– Call to action cannot be about “ordering” or “picking the item up today”.
– Call to action cannot be “shop for” “buy” “order now” “get yours”, etc.

Rather, we want the action to relate more closely to the product.
For example:
One meta submitted by BKA was:
“Purchase the Natural Life Happy Place Camper Folk Mug to take a piece of camping with you wherever you go.”

To fit our guidelines this meta could have been written to read:
“Take a piece of camping with you wherever you go with the Natural Life Happy Place Camper Folk Mug. ”

1. b) The exact name phrase created for Product Name fieldmust appear word-for-word in the Product Meta Description 
2. c) Do not use any symbols (like trademark or registered) in the Meta Description

5)  Long Description:
Do not list color or size options in any descriptions as your team does not know what colors or sizes we will be carrying.

Tone/Voice:

• The voice should be friendly and conversational, coming from the perspective of a peer.
• Be sure to mention the benefits, features and technology of the product.
• Don’t shy away from our Texas heritage, feel free to throw in a “y’all” or “yeehaw” OCCASIONALLY.
• Write to be inclusive, honest, informative, witty and funny but NO PROFANITY.
• Most products are uni-sex so avoid using terms like “cute” or “purse” that might make a male shy away from purchasing the item.
• DO NOT refer to Whole Earth in the Long Description or Meta Description

Keywords:

• The EXACT name phrase created for the Product Name (SEE BELOW FOR CREATING PRODUCT NAME) must appear WORD-FOR-WORD in the following fields:
  -Long Description
  -Meta Description

Format:

• You’ll be submitting the content through a submission form, but you should also email them to the submit box.
• ID# (Column N on the sheets)
• Style Number or Product Name
• Product Name:
  • Product name listed on the sheets is the companies internal name and should be edited to match the formula below.
  • The Product Name field has several elements, with a specific order of the elements:
    Naming Elements and Order:
    Vendor Name/ Gender or Age Group if applicable/ Vendor Product Name/ Product Type (shoes, pack, pants,…)
    Examples:
    -GCI Outdoor Bleacherback Stadium Seat → No gender or age applicable
    -Arc’teryx Men’s Atom LT Jacket → Includes gender
    -Kelty Kids Tru. Comfort 35 Sleeping Bag → Includes age group – not gender
  • Must match the vendor name for the item exactly (or as near exactly as possible).
  • Clothing Inseams – type hyphen and inches – Mountain Khaki Men’s Camber 106 Pants – 30in (Be sure to include a space on either side of the hyphen)
  • Capitalize each word in the name (unless the brand doesn’t, like prAna for example)
  • Men’s & Women’s have apostrophes
  • Kids, Toddlers, Boys and Girls do not have apostrophes
  • Plurals: If the product type can be plural, it should be. Ex: shoes, sandals, pants, shorts, socks, etc.
  • Do Not include Trademark or Registered symbols
  • Do Not include clothing season identifiers like SS19 or FW19 for example.
  • Do Not use all caps (unless the brand does, like KUHL for example)
  • Do Not use abbreviations: Spell out long sleeve or short sleeve – not LS or SS
• Meta Description: (15-25 words) does not count toward the overall word count
  • The exact name phrase created for the product name field should appear once in the meta description. (see above)
  • Must have a call to action
  • Call to action shouldn’t be repetitive across multiple products
  • DO NOT mention Whole Earth by name
• Long Description: (75-80 words)
  • The exact name phrase created for the product name field should appear at least once in the long description
  • Make no promises or guarantees
  • Spell out numbers unless the digit is part of the product name
  • Focus on the features and benefits
  • Write out the measurement/weight units within the text (inch, ounce, etc.)  unless part of the product name.
  • Plurals: – If the product type can be plural, it should be. Ex: shoes, sandals, pants, shorts, socks, etc.
  • Don’t mention sizes in the description
  • Do not use superlatives – “the best” is not acceptable; “one of the best” is acceptable.
  • Do not use vendor-specific terms such as “our” or “we”.
  • Do not list color/size options in the product description.

• Save the article as the product name.

Style:722001 S19 

Royal Robbins Men’s Sawtooth Plaid Short Sleeve Shirt

Meta Description: Travel and relax in warm-weather style with the Royal Robbins Men’s Sawtooth Plaid Short Sleeve Shirt. Enjoy easy comfort and good looks with this shirt.

Long Description: Enjoy lazy summer days and warm-weather travel with ease in the Royal Robbins Men’s Sawtooth Plaid Short Sleeve Shirt. Made of 100 percent organic cotton slub poplin, this relaxed shirt gets softer with wear. A back pleat offers range of motion, and a chest pocket has a slot for your pen or readers.

Lightweight and cool, this breathable shirt has a clean, simple design. It is ideal for warm weather and hot climates. It works well with both shorts and trousers, making it a versatile addition to your wardrobe.

Style: 721003 S19

Royal Robbins Men’s Point Lobos Short Sleeve Shirt

Meta Description: The Royal Robbins Men’s Point Lobos Short Sleeve Shirt is made of soft, light-weight cotton. Stay cool this summer with this breathable shirt.

Long Description: Meet your new favorite summertime plaid shirt. The Royal Robbins Men’s Point Lobos Short Sleeve Shirt is made of 100 percent cotton with a sandwashed finish that delivers supreme softness. After a day in the sun, whether surfing or relaxing, this is the shirt you want next to your skin.

Cotton’s natural properties make this shirt breathable, resistant to odor, lightweight, and UPF 50+. Back pleats offer a great range of motion. Two front button pockets give you a convenient place to stash small items, along with pens and readers.

Style:310001

Royal Robbins Women’s Spotless Traveler Culottes

Meta Description:The Royal Robbins Women’s Spotless Traveler Culottes have many features to keep them looking fresh. Stand out in a crowd with these functional culottes.

Long Description: The Royal Robbins Women’s Spotless Traveler Culottes are chock-full of features that make them perfect for traveling. Made of a blend of spandex and polyester, these pants dry quickly, resist wrinkles, and pack up small. The stretch fabric is comfortable and easy to wear, and the design features two front pockets and a side pocket with a concealed zipper. It utilizes HeiQ technology to combat stains in an eco-friendly way to keep your culottes looking sharp. Pack these pants on your next backpacking trip or hike.

Style: 622001

Royal Robbins Women’s Cool Mesh Eco-Tunic Top

Meta Description: Wear the Royal Robbins Women’s Cool Mesh Eco-Tunic Top as a tunic, vest, or coverup. Make sure to pack this lightweight, versatile shirt on your next adventure!

Long Description: The lightweight breathability and thoughtful details of the Royal Robbins Women’s Cool Mesh Eco-Tunic Top make it the ideal top to bring along on your next vacation or travel adventure. Made of 100% organic cotton woven into a mesh fabric that encourages air flow, the tunic-length shirt sports two small pockets at the chest and one larger side pocket that can zip closed. A tie in the back allows you to customize a loose or tight fit, and the long sleeves can be rolled up and secured to elbow length.

Style: 5143

Meta Description: From late-night outings to daytime adventures, enjoy the casual and comfortable KAVU Men’s Double Take Short Sleeve Shirt. Order your comfortable new shirt today!

KAVU Men’s Double Take Short Sleeve Shirt

Enjoy a casual, comfortable way to experience the great outdoors. With your KAVU Men’s Double Take Short Sleeve Shirt, you’ll easily dress up or down your outfit for wherever adventure takes you.

Cotton and polyester are combined in a chambray weave to balance practical and stylish wear. A single flap pocket adds a touch of class when you need it. The simple KAVU logo jacquard tape is a subtle way to promote your favorite brand.

This practical addition to any adventurer’s or minimalist’s wardrobe is held together with double needle reinforced seams and a curved hem. It’s equally at home whether you’re strolling down a backwoods trail or living it up in the big city.

There’s nothing like a short sleeve shirt on a hot day. Layer it with your favorite long sleeve shirt or sweater, or keep cool with this breathable button up. The casual sleeves and classy collar are a great match to take on whatever the day may bring.