People are in a hurry these days and this is especially true when they’re online. As a general rule, they simply don’t have time to spend ages sifting through products and if you don’t get to the point quickly, they’re going to look elsewhere. This is why 99% of product listings get to the point fast by selling those key selling points in a compelling list. Start with this so that people know what they’re looking at and why they should care. Then add the additional details further on once you’ve captured their imagination and got them reading.
Here is where the most important part comes in: selling the value proposition. A value proposition explains why a product has value to a buyer and why they should be interested in it. However, that doesn’t just mean describing the physical properties or the literal value. Instead, you’re describing the emotional value. How does this make people’s lives better? What will life be like for them once they’ve made a purchase? The old saying goes that you don’t sell hats, you sell warm heads. Likewise, you don’t sell computers – you sell productivity, ease of use and ultimately a better salary. Similarly, you don’t sell a make money ebook – you sell wealth, success and a lack of stress that comes from not having to pay bills!
If you have an ecommerce store selling physical products, then unfortunately you won’t be able to let your customers pick up the items and see what they’re like in person. What you can do though is to help them imagine them and visualize them. If you listen to someone like Steve Jobs talk about a product in old videos, you’ll notice he always used words like ‘feel’ and ‘touch’. You want to make the product sound real, tangible and most of all – highly desirable.