I can"t tell you how many times I"ve sat in a site clinic or a potential client meeting and listened to an ecommerce site owner try to get me to understand why they can"t add any more content to their product pages. After all, how much can you say about a blender? It has five speeds, it comes in white and black and yes, it will crush ice into teeny, tiny smithereens. Besides, they tell me, why would they want to clutter up their product pages with something as useless as "more text?" It simply can"t be done! Ahh...but it can be done and Katie Cummings does a great job today of pointing out why.
Features are nice, but outlining benefits and end results make the sale. They explain why the customer will be better off after buying your product or using your service. The biggest selling factor in copy writing is showing the customer what they can do with a product or service.
Take a tip from the infamous infomercial!
She makes an excellent point.
Sitting in my kitchen right now are both the George Foreman Grill and the Magic Bullet blender. Both get used pretty often (the Magic Bullet almost daily) and both were purchased after I"d watched the infomercial for the eleventy billionth time. In fact, I still find myself stopping on almost any infomercial to give it a few minutes. I"m fascinated by them. Not so much by the often cheesy products, but by the way they market them.
I mean seriously, am I the only one who desperately wanted a Jack LaLane juicer because I got sucked in by the idea of how wonderful tasty juice made from carrot, beet and pineapple would be? (Never mind the cost of buying all that produce or the clean up time involved in getting sticky juice out of the product"s cracks...) Or the Ronco Rotisserie Oven...I still occasionally have visions of the perfect prime rib slowly rotating around on a spit after having been injected with a gigantic needle full of garlic and butter.
It"s not that I think these products are anything special, it"s that I want the food that"s created with them.
It"s not the product specs that sell me, it"s the example after tantalizing example of how they can be used.
So I ask you...are you absolutely, positively sure that you can"t come up with some copy for your product pages that would both help your search engine rankings AND your sales process?
Now excuse me while I go make a 10 second fruit smoothie in my Magic Bullet...
>>Source Link
>>Blog: Search Engine Guide : Small Business Search Marketing
>>Publish Date: 5/31/2007 8:01:51 AM
>>Keywords: can product
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