Why, when we know so much about our product, do we suddenly draw a blank when it’s time to talk about it to others? The answer may surprise you. It’s actually because we’re too close to it. We need to mentally step back and see our item for the first time.
How? Here’s some easy ideas:
Set your product where you can see it. Now close your eyes and imagine that you are from a distant planet and have just now landed on earth. Much that you see will be strange to you, so, like a child, you’ll have to investigate. Now open your eyes and look at your product.
What is it called? What is it used for? Why would you want it?
Is it heavy? How heavy? Is that good? Why? Example: This paperweight is not so heavy that it crushes everything, but just weighty enough to gently keep your papers from blowing away.
Is it light? How light? Is that good? Why? Example: This shoulder bag is made from a durable hemp fiber—amazingly strong but light, so your shoulders won’t complain.
Is its color important? Example: Clear as glass, these plastic panels will protect your pictures, but never obscure their beauty!
Is its size important? Why? Example: So many keychains have large, bulky adornments that won’t fit in small jeans pockets. Ours are deliberately small in size, but sculptured with lots of intricate details to fascinate you.
Is it fragrant? Does that matter? Example: These soaps have the gentle scent of lavender—not overpowering, but just enough to tingle your senses and make you smile in the shower.
How does it feel? Smooth and soft? Why is that important? Example: The fabric of this blouse will caress your skin with silky softness every time you wear it! No wonder you’ll reach for it often!
Customers want you to describe your product in such a way that they can use all five of their senses to imagine what it’s like. If they were in a store, they’d see it, touch it, possibly smell it, listen to it, and (if edible) want to taste it. Your words need to convey all its qualities.
But your words need to convey something else too. What is that? The “What’s in it for me?” mindset every single customer has.
Always, always, tell them why they would appreciate each of these qualities of your product! Tell them how each quality will make them feel. Did you notice in the examples above, how each one explains a reason for why that feature is important? And where possible, they also convey how the customer feels when using the product.
So, pretend that each of your customers has just landed from another planet. Satisfy their childlike curiosity about your item. Explain what it is about your product that has value to them and why. Tell them how they will feel when using/owning your product.
You too, can beat brain freeze!
Filed under: Easy Wording Examples Tagged: | be the best, beat brain freeze, business tips, copywriting, Etsy, Etsy shop help, how to sell, how to write, how-to, product writing, selling, shop help, smart marketing, store help, success, successful, writing, writing descriptions
