Selling Successfully (Your One-Stop Resource for Setting Up, Managing and Marketing)
Writing Descriptions That SellIn the "real world" people like to see and touch an item prior to making a purchase, but when shopping on the Internet this is not possible. As a substitute, shop owners must provide visitors with an alternative to the actual experience of seeing and touching an item. They can do so by by presenting quality images and detailed descriptions for a potential buyer to view and read. Don't make the mistake of underestimating the power images and descriptions have on a visitors decision to purchase an item or to pass it by. If you cannot develop top-notch graphics of your products yourself, hire a professional. It will be worth it in the long run.
Consider this: In a "brick-and-mortar" physical shop, buyers are able to pick up, turn over, and closely inspect items before they buy. They can FEEL a chip on porcelain that's not easily seen, INSPECT the back of a dresser for a maker's label, and SIT in a rocker to LISTEN for squeaks. If they're looking at old textiles or linen trunks, they may even SMELL the item to check for mold. In short, they use four of our five senses to make a decision: sight, touch, smell and hearing.
As an e-commerce shop owner, you already have experience loading photos and writing descriptions. But, are you doing everything possible to catch the reader's attention and make them want to own what you're selling? Remember: our buyers only have TWO ways to get the information they need: the description and the photo, both of which are visually oriented. To entice buyers, you need your description to appeal to ALL the senses. Here are some examples:
|INFORMATION||SAMPLE DESCRIPTION||APPEALS TO|
|Texture:||"Smooth but has bubbles, rough on bottom"||Touch|
|Property:||"Makes a tiny rattle sound when lifted"||Hearing|
|Property:||"Slight odor of mothballs"||Smell|
Remember the movie quote: "Just the facts, Ma'am"? Well... this is NOT the time to stick to the hard, cold facts. You DO want to sell that rusty iron skillet, don't you? If your description simply says "rusty skillet", who's going to want it? Give them the facts, but don't forget to be enthusiastic about the item, tell them why they need it, and don't be afraid to add a little humor. Buyers should enjoy reading your listings or at the very least, not be bored by them. We already know that including information such as size, shape, color, flaws and maker is important, but the straight, boring facts just aren't enough. If you draw people in with thoughtful exciting descriptions, appeal to all their senses, explain why your item is worth owning, and deliver what you promise, you'll have plenty of buyers knocking down your e-commerce door wanting to buy your items.
And Don't Forget To Use Keywords
You will also want to include lots of keywords in your descriptions. A keyword is any important word that can be used to accurately describe an item. The major search engines look for keywords that match what people are searching for. Examples would be turquoise, Edwardian, amethyst, bakelite, Stickley, Art Nouveau, Etruscan, Aubusson, etc. These are words that tell what a piece is made of, what style it is in, and when or how it was produced. Words like beautiful, lovely, exquisite and unique are words used to make the description more enticing, but they are subjective and are not keywords. Avoid using these generic subjective words. Using keywords near the beginning of the description is recommended for the search engines to pick them up.
NOTE: The above suggestions do not apply to Item Titles. Item titles should be strictly keywords that describe the item and should not include unnecessary descriptive adjectives such as, beautiful, stunning, unique, etc. In addition do not use special characters in your titles including quote marks.