Your Product Descriptions Suck
Many years ago the legendary writer, Ernest Hemmingway was sitting in a bar (surprise) attempting to explain to some locals the importantance of words. They weren’t ‘pickin up what he was puttin down’ so he offered to make a little wager . . .
The bet was simple. He could write a story that would make them cry. And to prove his point, he would do it with just six words!
Hemmingway was trying explain to these folks that when it comes to communicating and persuading, words matter. This is somerhing you should be taking very seriously in your own business.
I think I can make a case that the biggest cost to your business every year is not wages, rent or advertising. It’s actually lost sales.
Think about all the people who read your print advertising, see your billboards, or watch your TV spots without responding.
What about all the people who respond to those ads, walk into your store and leave without buying. Heartbreaking.
But, people going to your site and not buying or (shudder) adding items to a shopping cart and then abandoning it. . . those are things I can help you with
How many prospects looked at YOUR products or services in the last week who thought about buying, but for whatever reason, didn’t?
Losing sales…. that, my friend, is your biggest expense.
Now, what if you could turn more of those interested prospects into happy paying customers? And do it easily and cheaply . . .
Here’s the thing. That offline stuff, that’s on you.
Online, the words in my StoryMails have proven time and again to get the job done. But, opening, reading and moving the reader to your site is a total waste if your product descriptions are blah.
Analogy 2: The Boutique Catalog
Imagine opening your mail and in an envelope is a beautifully designed catalog from a high end boutique. The cover image is stunning. It draws you in. The images of the clothing are eye-catching and entice you to flip through the pages. Yet, it’s the accompanying text that tells you about the fabric, fit, and unique features of each piece that makes you want to buy.”
Images in a catalog grab your attention, in the same way great website visuals do. But since your prospect can’t touch, try on or feel the product, it’s the words that matter. The words motivate and persuade. The words . . . turn your interest into a purchase.
Introducing Dynamic Descriptions
On your site it’s pictures that get the attention but it’s words that make the sale. There is no sales rep to explain the product and obviously your clients can’t reach out and touch it – so it has to be the words. it’s the words that provide the necessary information and persuasion to turn that interest into a decision to purchase.
So. if your words are “boiler plate”, just size, color and a simple description – what is that costing you in lost sales?
give an example here
PS: Still not convinced – For sale. Baby shoes. Never used. Hemmingway
For one thing words go viral much more easily, it’s hard to describe a beautiful visual but it’s very easy to repeat a funny end line or a song.
That’s also why language stays in the mind longer than a visual, it’s more memorable.
In an ad the visuals are there for impact, to arrest your attention (right brain, feelings).
Once you are stopped the words are there to communicate (left brain, rational).On your site it’s pictures that get the attention but it’s words that make the sale. There is no sales rep to explain the product and obviously your clients can’t reach out and touch it – so it has to be the words. it’s the words that provide the necessary information and persuasion to turn that interest into a decision to purchase.
So. if your words are “boiler plate”, just size, color and a simple description – what is that costing you in lost sales?
give an example here
PS: Still not convinced – For sale. Baby shoes. Never used. Hemmingway