5 MINUTE READ
A good and informative product description is inevitable and is an absolute necessity for selling online.
She always had an innate inclination towards photography and wanted to travel the world, a wild fantasy to buy a little yacht and others were to go on a vacation in Bali and Hawaii, buy a luxury apartment in LA and a cool classic car... the list is endless
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| Kate once had a chance to get a ride in her friend's dad's yacht in her childhood, eventually, it became a dream to own one |
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With just photography and no background and knowledge in marketing and copywriting, she starts researching and gaining insights from wherever possible and does that for close to three months before entering into business, now with the newly gained skill and confidence she decides to give it a try and with all the excitement, pays $29 for a website, finds a cute domain for $14 and spends over $325 on ads and another $115 to social media influencers within a month from her savings and salary and literally begins her hustle for her very own venture.
And with hopes high accompanied by optimism along with all those efforts, sacrifices, hard work and expenses resulted in 2k+ website visits, exciting as it sounds isn't it? But hold on for a second, further, the data showed 15 add to carts and 0 Checkouts, yes, that's right ZERO. So, it is like opening a beautiful shop which observes a huge footfall from the target audience but still doesn't register a single sale!
Seriously! exclaimed shocked and teary-eyed Kate and cursed while looking at her analytics screen that even after spending a major portion of her monthly salary and brainstorming and having sleepless nights for days, searching on YouTube and Google on how to make the first sale so that she could begin her journey of becoming a millionaire suddenly seemed very far rather unclear and unreachable and was now reduced to at least recover her money paid for acquiring the domain for the website, as her sale figures are unwilling to witness nothing but zero.
With the overwhelming amount of information available on the internet, she is confused, frustrated and hopeless and now beginning to think whether is she really not good enough, what did she do wrong or simply was it a bad idea to get into an online business or perhaps it's just not meant for her, giving up seemed a better option.
It's the 50th day Monday morning 7:53 AM, as Kate is getting ready to go to work, inadvertently comes across her daily newspaper, a full-page commercial of a newly launched mobile phone with the tag line Think Different! and she hurriedly gave it an inattentive glance and read about it a bit and left for work. It's 6 PM and after serving her last order of the day, she races her way to home thinking to shut down everything.
While riding back home in the bus she casually looks out of the window at the billboards and LED-screen advertisements and wished if she could also be an owner of a successful business, after reaching home all tired and demoralized she again happen to stumble upon that ad and her face lit up like bulb..like someone throws a bucket of water at you to wake you up...So...What did she see? She excitedly said to herself ...this was the simplest ad she ever saw, so simple to understand, the design was plain yet appealing, the taglines were not flashy but made perfect sense, the features, the benefits, everything was just so simple and straightforward, that even a 5th-grade kid could easily understand every mentioned detail in that ad copy. She quickly opens up her laptop and goes to her product page and begins to trim and tighten up the product descriptions, so now the descriptions consist of merely 6 short crispy points (earlier very lengthy and hugely detailed 11 points focused primarily on the features) mentioning the benefits with the features in a Crisp Clear Concise way without compromising on the appealing factor and the clear idea of her products, at least that's what she thought then.
53rd day, 21 add to carts but still 0 checkouts. 55th day, (because she didn't care to check on the 54th day) she receives a notification at 3:16 PM which she ignored as she was busy serving her customers, by 5 PM she had unread 6 notifications (certainly other than Whatsapp or Skype or some Amazon Special Offer), and while on the way home in the bus she begins to check her phone and then.... this happens......YESSSS! YIPPEE! YAAAY! YESSS! YESSS! for the first time, the bus would have perhaps witnessed such an unforeseen sudden scream of joy as it woke up a grandma from her blissful bus-nap, that guy in blue shirt spilt his hot coffee on his beige pants and a few startled passengers gave her a stern disapproving frown for that outburst of her exhilaration.
Now, I won't say any guesses or guess what.... as it is very clearly evident and yes, this time, it was not just page views or website visits or even add to cart, but was much more than that, Kate has finally managed to make her very first sale, precisely 11 orders (by 6:30 PM).
And within a matter of making a few unnoticeable minute changes in her product descriptions, she managed to see such a huge difference and kept on making things simpler and simpler be it her ad campaigns, headlines, sale/discount offers, website design, checkout process and things got better and better. And of course, Kate sold happily-ever-after.
Who would have thought that making things simpler brings in fortune? Our brain is like that of a lazy kid, doesn't like to work hard and read a complicated and lengthy piece of writing and with the ever reducing attention span and in the era of instant gratification, it's hard to remain engaged and we tend to switch instantly as we don't prefer to spend much time in reading or getting into the detail of things unless its very relevant to us like a hospital bill or car-repair bill or when our ass is on fire, we get bored too easily and quickly and are very quick to press that home-button or the back-button if we find something is lengthy, unappealing. And that's why maybe Apple is so successful, they like to keep things simple for their customers to make a choice (in their favour), be it their taglines, marketing campaigns, products and their descriptions, just about everything causes to bring in more and more customers and evidently, it goes on to increase their sales figures and shoots up their market share, and hence generating more profits, won't you agree?
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| A better copy can help you reach your target customer much effectively |
Kate's beautifully designed website with a blend of great ad creatives and ad campaigns was able to bring potential customers to her website to press the Add to Cart button but there was still something missing and was just not good enough to reach her goal that is to get her customers to buy her stuff which is by clicking the final link of the chain, the Checkout button. Millions enter every single day into this race of building a successful online business and the majority of them end up complicating things but only a few are willing to think, work and take a different step to make the complex more direct and simple, that is what sets apart a great copy from a so-so copy.
TAKEAWAYS: First put yourself into the shoes of your target customer and then apply the following in your product description:
TAKEAWAYS: First put yourself into the shoes of your target customer and then apply the following in your product description:
- Combine your features with benefits in your product description into a single sentence or line
- Don't go beyond 7 points, use keywords related to its key benefits
- Keep it short, meaningful and easy to understand
- Use the very basic and simplest form of language
So, let us uncomplicate and keep things simple rather Crisp Clear and Concise.
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