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Grammar, Punctuation, Capitalization

Does the content contain grammar (such as sentence fragments and run-on sentences), punctuation and capitalization errors?
6+ errors.

Provide clear, specific and actionable feedback to the writer so that these errors don't happen moving forward and potentially remove from your writing team (if applicable).
3 to 5 errors.

Provide feedback to the writer so that these errors don't happen moving forward. If issues persist, consider potentially removing the writer from your writing team.
1 or 2 errors.

Feedback doesn't necessarily need to be provided.
No errors.
Closeness to Playbook (if applicable)

Are elements of the title formula, product description topic order and bullet topic order from the playbook correct? Does copy match the size/count structure, the sentence structure, claim structure or tone of playbook examples. Are brand and/or universal rules broken?
4+ formula and/or topic order errors.

Copy
doesn't match the size/count structure, the sentence structure, claim structure or tone of playbook examples.

All/most brand or universal rules might be broken.
2 to 3 formula and/or topic order errors.

Copy
doesn't fully match the size/count structure, sentence structure, claim structure or tone of playbook examples.

Some brand or universal rules might be broken.
1 formula and/or topic order error.

Copy
closely matches the size/count structure, the sentence structure, claim structure and tone of playbook examples.

Few to no brand or universal rules are broken.
No formula and/or topic order errors.

Copy also exactly matches the size/count structure, sentence structure, claim structure and tone of playbook examples.

No brand or universal rules are broken.
Flow and Word Choice

Is the description written almost entirely with sentences that are awkward, hard to follow, too long, too short and/or hard to follow/understand? Are sentence starters and bullet starters repetitive (which leads to uninteresting content). As a whole, is the content hard to read through for the reasons given?
3+ sentences are too short, too long or hard to follow/understand.

3+ sentence starters, bullet starters and/or sentence structures that aren't as varied as they could be.

As a whole, the content is hard to read through.
1 to 2 sentences are too short, too long or hard to follow/understand.

2 to 3 sentence starters, bullet starters and/or sentence structures that aren't as varied as they could be.

As a whole, the content is hard to read through.
No sentences are too short, too long or hard to follow/understand.

2 to 3 sentence starters, bullet starters and/or sentence structures that aren't as varied as they could be.

As a whole, the content is easy to understand and tells a cohesive story.
No sentences are too short, too long or hard to follow/understand.

Sentence starters, bullet starters and sentence structures are all varied
and make the content interesting to read.

As a whole, the content is easy to understand and tells a cohesive story.
Brand Voice

Does the content implement brand voice/tone that comes from brand content guidelines, baseline content or the brand website? Is a brand statement included?
The content is completely generic and doesn't implement any brand voice/tone. There is also no brand statement included.
1 or 2 instances of brand voice/tone. The description also includes a brand statement at the end of the product description.
3 to 5 instances of brand voice/tone. The description also includes a brand statement at the end of the product description.
The content perfectly combines Ecommerce copy with the brand's voice and tone in 5+ instances. The description also includes a brand statement (or maybe even more than 1 if necessary/applicable).
Keywords

Are keywords only used the minimum number of times necessary to submit a task? Is there evidence of keyword stuffing? Do the keywords make the content hard to read?
Each keyword is used the minimum number of times.

Content is
full of keyword stuffing.

Difficult to read.
Only 1 or 2 higher strength keywords are used more than once.

Content is
full of keyword stuffing.

Difficult to read.
2+ of the higher strength keywords (if possible) are used more than once.

Keywords are used in places that help the copy flow naturally
without any evidence of keyword stuffing.

The content is easy to read.
All or most keywords (if possible) are used more than once.

Keywords are used in places that help the copy flow naturally
without any evidence of keyword stuffing.

Higher volume keywords are also used in strategic places to imply their importance.

The content is easy to read.
Merchandising

Does the product description use the feature/benefit structure? Do the bullets use the feature/benefit structure? Is the Unique Selling Proposition (USP) discussed?
The feature/benefit structure is not used at all.

The USP is also not discussed.
3+ features do not include benefits.

The USP is mentioned, but its benefit isn't discussed and its importance is not made clear to the reader.
Only 1 or 2 features do not include benefits.

The USP is the main talking point of the description and its importance is made clear to the reader.
All features include benefits (unless otherwise instructed).

The USP is the main talking point of the description and its importance is made clear to the reader.
Accuracy

Are there product fact inaccuracies or are there important facts missing? More specifically, inaccuracies with the product name, nutrition facts (and the percentages/amounts of certain nutrients, fat, protein, calories, etc.), claims, amounts/pack size/quantity, prep instructions, etc.
4+ product fact inaccuracies (or important facts missing).

Provide clear, specific and actionable feedback to the writer so that these errors don't happen moving forward. Potentially remove the writer from your writing team if necessary.
2 to 3 product fact inaccuracies (or important facts missing).

If issues persist, consider removing the writer from your writing team.
1 product fact inaccuracy (or important fact missing).
No product fact inaccuracies or missing facts.

Key:

Best-in-class Content:
26 - 28 (Excellent)
High-quality Content:
23 - 25 (send feedback) (Good)
Standard Content:
21 - 22 (send feedback & consider sending back for rework) (Poor)
Rework Required: 20 and lower (send feedback & consider removing from team if feedback is not followed in future iterations) (Inadequate)
Note: Not all pieces of copy will work seamlessly with this rubric. This is especially true of retailer adaptations on the lower end of character count maximum acceptance. This rubric will work most seamlessly with Master, Walmart and Amazon copy.