How To Master Your E-Commerce Product Descriptions

Whether you’ve just opened up a new e-commerce store with 100 products or you manage a booming online store with 10,000 new items to add into your inventory, your product descriptions are a vital component to your sales volume.

E-commerce product descriptions are essentially what can make or break a sale.

It’s basically a summary of an item that an online shopper sees before he or she makes the purchase. If that product description doesn’t tap into the shopper’s five senses, he or she will most likely ask, “What incentive is there to buy? How do I know that this is what I really need?”

Your descriptions should answer most of the following questions…

  • How does it feel?
  • How wide and long is it?
  • How much does it weigh?
  • What exact color is it?
  • Does it stretch?
  • Is it fragile or durable?
  • What kind of material is it made out of? Am I possibly allergic to it?
  • Can I handwash it or put it in the washing machine?

The key is to make your product descriptions feel as if your potential buyer is shopping in a brick & mortar store. When we walk into a store, say for example, Macy’s, and we go to the handbag section… we see one that we like and pick it up, get a feel for how much it weighs, how it looks on our shoulder, how many pockets it has, how the material feels on the inside and out, etc.

macys (via Macy’s)

And take Home Depot as another example. If we need some new lamps for our home, we’ll go to the lighting department, and thoroughly inspect the ones on display before we grab a box and head to the register with our purchase. We’ll pick it up to see how light, heavy or tall it is, and we’ll also rub the texture of it and check to see what kind of bulb it needs.

homedepot(via Home Depot)

All of those little details should be included in your e-commerce product descriptions as well. Try to include the answer to any question that your potential buyer may have, but the trick is to condense it into as few sentences as possible. Keep it under five sentences, but if it’s vital for you to add more information, do so in bullet points in order to make it easier for the shopper to read.

 

Quick note:  Search under Google Adwords to find the most popular SEO keywords for your niche. Use them sporadically throughout your product description copy in order for your pages to rank higher in Google searches.

 

Finalize your product sales page with a clear and bright call to action. This is the “Buy Now” button that should typically be a bold color to capture the shopper’s eyes and lead them to the checkout page. The “Buy Now” button shouldn’t blend in with all the other text on the page. Make it red, hot pink, green, or any other loud color to make it the target. Make sure that your checkout page is an easy walkthrough to purchase, directing your customer to each step along the way to a complete sales conversion.

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5 Essentials For Your Next Fashion Trade Show

B2B fashion trade shows are definitely in full swing this summer. The Project, Capsule, Agenda and Pool trade shows have already kicked off in Los Angeles and New York, and coming up right around the corner in August is Magic Market Week in Las Vegas.

Thousands of apparel brands from around the globe visit B2B trade shows every season to showcase their new collections to buyers and network with fashion industry manufacturers, editors, and other insiders.

Take a look at what’s going on at The Project Show in this video, courtesy of Instagram

If you’re ready to make the investment to feature your label at a fashion trade show, first choose where you’d like to present it. I’ve personally been to several in Los Angeles at the California Market Center and Cooper Design Space in order to network with designers. Here’s a list from Modem Online that provides some shows to attend in 2014 and 2015. There are a lot of smaller scale trade shows that make the circuit, as well. Just do a little digging in Google and see what may be coming to your area or where you’d like to travel to.

After you’re registered and ready to go, you’ll need a few essentials for your trade show booth. Here are five things that you absolutely must have in order to make some sales…

1. A stunning display, which should include dress forms, rolling racks, decorated tables and, of course, lots & lots of product samples. Take note from the Catherine Malandrino line, which had one of the brightest booths at WWD Magic earlier this year.

malandrino

(via WWD Magic)

2. Line sheets and order forms for retail and wholesale buyers to make their purchases.

3. Seasonal lookbooks with order numbers and product descriptions for each item.

caven

caven2

(via Caven + Etomi)
4. Company brochures, postcards and business cards for branding purposes and contact info.

5. Interactive tools for photos, videos, live blogging and social media. Give your followers at home an inside look on how well your brand is doing at the trade show. Bring the company laptop and camera to give some behind-the-scenes footage of your booth and travel experience. Make it fun!

wwd

(via WWD Magic)
Any other recommendations for first-time designers? Feel free to share.

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6 Content Marketing Books To Buy

6

A fellow copywriter and I were recently discussing in our Instagram DMs a few recommended books in marketing and copywriting. We both had one author in common — Bob Bly — who’s written a ton of books on how to be successful as a freelance copywriter.

In my search for other authors that may help us propel our careers, I found more than a few publications with 4 star ratings.

Managing Content Marketing is one by Robert Rose & Joe Pulizzi (some of my favorite industry colleagues over at Content Marketing Institute) that’s been at the top of book sales since its release in 2011. It details the how-to’s on coming up with a content marketing strategy, determining the best marketing channels, and measuring results. You can find it here on sale at Amazon.

Youtility by Jay Baer is my most recent personal read… and I love his down-to-earth writing style. He talks about marketing your brand to other companies or consumers with the spirit of helping and being of value… not just putting out marketing fluff. In fact, you can read a nice-sized preview of it here at Google Books before picking it up at the bookstore.

The preview to Content Rules by Ann Handley & CC Chapman, who are the masterminds behind MarketingProfs, is also available at Google Books. This one discusses how sharing content, such as, webinars, podcasts, and ebooks, can ignite your business and bring in new customers.

And a few other recommendations include Content Is Currency by Jon Wuebben, Content Chemistry by Andy Crestodina, and Wired For Story by Lisa Cron.

Any others you’d like to suggest?

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Five Ways To Repurpose Your B2B White Paper Content

You’ve invested time and energy into writing a strong, compelling white paper, and it turns out to be a hit. Your target market is loving it, and your company has gained a tremendous amount of new leads and client interest.

Congratulations! That’s exactly what a successful white paper should do for a B2B brand: create buzz, pique interest, generate new leads, and educate your market on a topic that serves their needs.

You might be thinking of ways to keep the momentum going. Before the buzz wears off from your white paper, use these five ways to repurpose its content for continual use…

Continue Reading

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What Is Your Purple Cow?

Purple cow?

You might be wondering what that is. In the world of marketing and branding, the term “Purple Cow” comes from the book written by Seth Godin who challenges you to find your company’s unique selling point. Without a unique selling point, or USP, your business is likely to be overlooked by the masses because it doesn’t stand out.

Think of a field of cows. They’re all black & white in color, in addition to generally being the same size. If you wanted to milk a certain cow in particular, how would you be able to tell the difference between the one you’re looking for throughout the dozens?

Imagine your company standing out as that purple cow that your potential client is searching for.

Godin states that along with the basic five P’s of marketing, which include product, pricing, positioning, promotion, and packaging, a sixth P should be noted. Your purple cow.

Looking to start a dating service? What will make it different from EHarmony.com or Match.com?

What about a fashion line? What will make it different from the hundreds of other lines presented at Fashion Weeks around the globe?

Want to open up a restaurant in a trendy area in NYC? What will make it different from all the others in Chelsea or the Meatpacking District?

Without your purple cow, you’re just lost in the crowd. No one is talking and creating buzz. No one is Googling and trying to find out more information. If that is the reality of your business, you’ll be out of business sooner than you think.

The key is to make your business remarkable.

Everything about what your company offers should be distinguishable from the rest. Even if it is a restaurant in New York among thousands of others, your USP could be lunch specials that are out of the ordinary or happy hour specials for groups of 3 or more.

The point is to find something that will give people something to talk about in order drive more business to you.

Think about brands like clothing retail giants Forever 21 and Saks Fifth Avenue. Both are mega-successful billion dollar companies because each company is dominating their own lane. Forever 21 caters to the teenage and young adult crowd with lower prices, while Saks Fifth Avenue is marketed to career women who are more than likely over age 30 and making a minimum of $60K/year. Think about what sets Nike apart from other sneaker brands or what sets Starbucks apart from other coffee makers. The very thing that is dominant about these companies is their purple cow.

Now what is yours?

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