#2. Sell the idea of what your product does
You don’t sell a product by showing it to people with no context. If you went to a website and there was a photo of a phone on the right-hand side, with no text or promise or anything else, you likely wouldn’t click. It wouldn’t speak to you or interest you, because it is just a product by itself. You need context.
For those of us on the older side of marketing, think about going to a music store to pick up a CD when it was released. At the register, there was likely a small, cheap little bit of plastic that we bought in droves because it could cut the annoying plastic ribbons off your CD case. It made enjoyment of music easier and the whole store (plus past experience) gave us the context that we needed.
Your eCommerce store can do the same, but you’ll need to be consistent on your messaging across the site to achieve this.
How you can implement this
What’s the chief competitive advantage of your company? Write it down.
Now, take that sentence and explain it from the perspective of your customer. Do a product increase productivity by 20%? That means a more enjoyable day at work because it’s easier to do your job.
Do your products make it easier to wash the dog or clean up after the kids? That means more quality time with the people you love doing the things you love. Practice products help us get back to what we want to be doing instead — it’s why every dishwasher is a miracle.
Products we engage with to relax or enjoy help melt our stresses away. We get to take a break from the daily grind and have a little fun. Tell us how that fun happens, what it looks like, and who it is with when we get it.
One important note here: storytelling isn’t just words. It’s the whole web page.
So, load up with great photos related to the benefit. Dog shampoo should have one or two images of the product in action, but those can be dwarfed by images of the dogs and kids and everyone else playing. Board games and toys should have groups of people smiling and being happy together because that connection and emotion is your benefit.
Don’t sell your product, sell the idea of what it means for your customer and how it makes their life better. – Tweet this