Thursday, May 24, 2012

Savvy Entrepreneur: 5 Tips for Making Your Product Descriptions Rock

When selling online, you product descriptions have to take the place of the customer holding the item in their hands or trying it on, you have to paint a picture and tell a story that brings them in and convinces them your product is for them.

Here’s a list of some key details that really help make your product descriptions stand out and relieve a customer’s doubt.

1) Use the senses

Since we can’t touch, hold, or try on items online you need to help your customers imagine those details as much as possible. What does the fabric feel like, how sturdy is the cardstock, what finish is on the metal? What is it like to hold the item or try it on? If you sell something where scent or taste is important take it a step further. Is the rose scented soap subtle and refreshing or rich and heady? Is your chocolate refined and elegant or deep and dark?

2) Describe who it’s for

Who is this item perfect for, I’m sure you have a pretty clear picture. Describe this person and how they would use your product. Is it the prefect gift for a new mother or recent college grad? Would a boyfriend score some serious extra points for bestowing your jewelry on his geeky girlfriend? Or is it an everyday accessory for that quirky, girl about town looking to make a statement?

3) Tell a bit of the why

People love to get a little peek behind the scenes, so tell them a little about what inspired you to make this item. Or better yet share a little about the mission behind your business and how this item fits in. Do you cater to eco-friendly fashionistas looking for edgy because you think the market is lacking or do you make sinfully decadent candies because you believe everyone deserves a treat?

4) Specific details

Make sure to answer any of the questions that might come up, how big is it, what materials is it made from, how is it shipped? Also make note of anything specific that the customer should know, but might not ask. Do you add an extra step to the making process to ensure a quality product? Do you offer monogramming or customization? Do you do bulk orders or offer a rush service?

5) Links to other items

Kind of like the Amazon – “Customers who bought this item also bought...” Let your customers know there are other items you sell that would compliment what they’re looking at. Or suggest other flavors or fabrics based on what they’re viewing. If customers come upon your shop because they’re browsing keep them there longer and make it easy for them to find other items they might like.

The best way to test all this is to ask a few friends to pretend to be extra picky shoppers, have them read your descriptions and tell you what questions they still have or what didn’t make sense.

Genevieve not only writes The Savvy Entrepreneur she is the Co-Founder of Lightbox SF where she empowers creatives to take over the world. Check out the blog or how to work with her.

If you're an Etsy seller in the San Francisco Bay Area, contact Katy or Steph about joining SFEtsy!

No comments:

Related Posts Plugin for WordPress, Blogger...