How To Write Product Descriptions That Convert To Sales-running man20130526

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E.merce As an online retailer, you have several ways to substitute for that physical experience, e.g., product descriptions, product photos, product videos, audio information. In a bricks and mortar store, a purchaser buys a product because he or she can: – Pick it up, examine the quality, feel the weight and texture, essentially experience the product. – Try it out, e.g., take a roll down the aisle on a scooter, watch the image of a high definition TV, and take a few test strokes with a golf club. – Ask questions and get advice from a salesperson. – Carry it home that day. The online retailer cannot match all of the advantages of a bricks and mortar store, but you do offer some special advantages of your own. Your customer: – Can shop 24/7. – Does not have to spend money or time driving to a store. – Gets to shop in their at-home clothes (or none at all!) – Does not have to haul packages around. – Often saves money on the item because the online retailer has far fewer overhead expenses to roll into the price. – Can avoid salespeople who are more annoying than helpful. These are pretty strong advantages but they still do not make up for the all important opportunity to experience the product (unless it’s a well know product, in which case your task will be even harder because you will most likely be .peting on price only). As an online retailer, you have several ways to substitute for that physical experience. Every site, even the most basic, has product descriptions and photos so let us focus for now on the first of those, the product description. Think about your product write ups. Are they the typical functional descriptions? e.g.: "Six shades of brown eye shadow in a snap lock case with a sponge applicator." Or, maybe a bit more interesting? e.g.: "Six earth tone eye shadow shades beautifully encased in a see-through carrier with specially designed sponge applicator." You are probably thinking that the second description sounds pretty good. Yes, it does. But it can be better. Let us start by thinking about what your customer is looking for when she shops for eye shadow. She: – Wants to be pretty. – Probably wants to look younger or .pliment her youth. – Wants to be fashionable. – Probably wants the color to match or .plement eye or hair color. – Wants the packaging to reflect her desire to be pretty and youthful. How can we recreate the eye shadow description to speak more directly to your customer, demonstrating that your product will meet her needs, even if she has not actually thought about her needs as thoroughly as we just described them? How about: "Specially designed to showcase your coloring, these six shades including bronze, smoky cinnamon, mocha latte and more are turning heads on the fashion runway and they will do the same for you, featured in an upscale, see-through carrying case with its perfectly applied every time sponge applicator." Now that sounds like eye shadow that is worth taking a look at. What else can you add? If it is a bit pricey, you will want to emphasize the value. For example, add: "Developer XYZ Products is known for its rich formulations that never cake, change color or smudge so you will look photo shoot perfect all day long." Whether you sell motor oil or ecologically safe cleaners or designer jewelry, take the time to tell your products story in the description. About the Author: 相关的主题文章: