Creating a blog can feel like a lot of hard work, especially if you spend hours on it and end up with something that feels a bit underwhelming. Paying someone else to do it for you can also seem like a lot of money for one piece of content a month. The good news is that your blog can go a lot further than that. Get into recycling and your blog could help you create a whole load of new marketing posts. Here’s how to get started.
Break it down
A good blog should have a few subheadings so you don’t end up with a chunk of text that your audience will struggle to read. Each subheading, or even each paragraph, could be a social media post on its’ own. You can post a section with an image or create a graphic with text on it. The copy might need editing a bit but it’s quicker than creating something from scratch. You can also add a link to your blog so more people find it.
This works really well if your blog is a series of tips (like this one). Write a blog with five tips and you’ve got five separate posts.
Create video content
I know that the idea of doing video causes a lot of you to have a wobble, but it doesn’t have to. There are ways to use video that don’t involve you being on screen. If you’ve already created images for individual paragraphs you can use them in a video. Just add some text if the image doesn’t already have it. I do this using Canva.com or try Ripl.com if you prefer a paid version.
If you’re up for doing a live or video with you in it, you can give a quick summary of your topic and send viewers to a link in the comments if they’d like to read more.
Use the theme as inspiration
Coming up with new things to say on social media can take up a ridiculous amount of time. Reusing your existing content will help, but you can also cut down on the thinking time by talking about your theme in different ways. You can share a motivational meme that’s relevant to your audience or choose a quote that gives a different perspective on the topic. Asking questions can be a great way to find out what your audience think, or what they struggle with. It can get people talking and give you insights that could help you to develop new products and services in the future.
Reuse your blog in your emails
You might think that your email subscribers will follow you on social media so will have seen all of your stuff already. Not necessarily. Nobody will see everything you post. Your subscribers have signed up because they’re interested in what you have to say so there’s nothing wrong with sending them something you think they’ll find useful. Just make sure you write something that’s just for them too. It’s also worth remembering that subscribers are more likely to buy from you than anyone else. Showing them content that shows them why a particular product or service is helpful means they’re more likely to become a customer.
Do you need help creating your blog or coming up with ways to reuse it to create more content? Book your discovery call now and we can have a chat. Alternatively, sign up to my email list for blogging and marketing tips straight to your inbox every month.
If you’re starting the year with a marketing plan in place and content ready to go, hurrah! This blog will help you with new ideas if you need them. It’ll also act as a handy checklist if things aren’t working as you’d like them to. If, on the other hand, you decided to think about your New Year marketing plan once you actually got to the New Year and are now panicking because you have New Year brain fog, you can stop. Here are my essential steps towards creating a plan that works.
Know your customer
You’re probably sick of hearing me talk about this but it bears repeating. Even though anyone could buy from you, there are some people who are more likely to. If you talk to them in your marketing you’ll build trust and grow your audience. Think about who your ideal customers are, what’s important to them and where you’ll find them. That way you can create marketing that makes people say ‘yes! This person understands me and I need what they’re offering.’
Knowing your numbers is just as important as understanding your customer. You’re a small business owner which means you haven’t got time to waste on marketing that doesn’t work. Check your analytics and see which blogs got visitors and which didn’t. Find out what social media posts got likes and comments and what got tumbleweed.
This isn’t a hard and fast rule. Some posts will get noticed but won’t get any feedback. All the same, knowing your numbers is always a useful place to start.
Choose your platforms
Choosing the right platform takes in knowing your audience, your numbers and working out what works best for your business. When you’ve got beautiful product photos, Instagram is probably a no brainer. If you want to work with business clients head to LinkedIn. Think about what works for you and where your customers are going to spend time. Pretty much everyone is on Facebook and you can share different types of content.
If you’re creating a New Year marketing plan it could be time to take a fresh approach.
Think about benefits
I know that you love your products and services and want to tell everyone how great they are. That’s wonderful. Trouble is, your customers don’t care. They only want to know what’s in it for them. In practice, that means that whenever you talk about your products and services you need to put yourself in your customers’ shoes. Does it save them time, help them solve a problem or make gift buying easy?
Take the things that are wonderful about your services and show your customers how it benefits them.
Write a blog
You knew this was coming, didn’t you? When you’re creating a New Year marketing plan, think about including a blog. It’s a great way to talk to your customers and offer them something useful. You can share your expertise and build trust with your audience. But you know all this. What you might not know is that you can reuse it in all sorts of different ways. Writing one blog (or getting someone to write it for you) can save you time because you can recycle it. More on that next week…
If this has left you feeling that you need some help, book your free discovery call now and let’s have a chat. Alternatively, sign up to my mailing list for blogging and marketing tips straight to your inbox every month.
“Yes but I can’t see you, you need to turn your camera on.”
“Diane, you’re on mute.” Emma watched as Chris gesticulated wildly trying to send a signal to Diane.
“Wow, Zoe, is that your new house? It’s lush!”
“Thanks. We’re starting to feel settled now.”
“Well, you’ll certainly have had time to do it up since we’ve all been ‘working from home’.”
Emma sighed and saw Zoe roll her eyes. She had never met anyone who did quote marks with their fingers until she started working for Chris’ team. It was ironic that his hand signals were so irritating, given that he tied himself in linguistic knots trying not to offend anyone. She watched as more of her colleagues appeared on the screen. The wine expert was sitting quietly, looking slightly awkward. He looked younger than she’d expected. Most of the wine buffs she knew were well over 40 with a slightly florid complexion. He wasn’t that much older than her. She looked over her shoulder as Tom appeared from Cara’s bedroom and gave her a thumbs up. That was a relief. If she was sparked out already that meant she wouldn’t appear wanting milk in the background of the Zoom call.
Matt’s face appeared on the screen. “You alright Matt? You look a bit groggy babe.” That was how Sophie talked to everyone. Even the chief executive was ‘babe’.
“Yeah, I’m fine. Had a disco nap on the sofa and woke up with a bit of a headache.”
Sophie screeched with laughter. “You’re a proper party animal, aren’t you?” Matt just smirked. Emma could see that the image was a bit fuzzy, but he did look bad.
“Right then, have we got everyone?” Chris had adopted the manner that he used to bring team meetings to attention. Emma could see Zoe’s eyebrows heading upwards again. “Thank you all for coming tonight. I know that we’d much rather be having a team do in person, but I think a Zoom version will make an excellent substitute. I’m sure we’ll be back to a Christmas party with everyone from the office this time next year. Sorry, did someone say something?”
Emma was fairly sure she’d heard a snort of derision from Diane. She’d be retired this time next year and would be spared the annual meal with interminable speeches from everyone in senior management.
“Anyway,” Chris continued, “I’ll hand you over to Adam, our wine expert.”
“Thank you. As Chris said, I’m Adam. I’m a certified sommelier and in normal times I run parties like these in person. Zoom is a new innovation for us but it’s been great to bring people together. Can I just check that everyone has had their catering box delivered?”
A mixture of nods and thumbs up filled the screen.
“Great. Please open them up if you haven’t already.”
Emma had never been to an organised virtual party before. She didn’t feel that drinking gin with her sister-in-law over FaceTime really counted. Earlier that afternoon a delivery driver had turned up bearing a large cardboard box with a clear window in the top. She’d been able to see a selection of cheeses, but as she opened it up she discovered that there were a series of miniature bottles underneath, each with a different variety of wine. Everything was labelled so they could match up the two. She opened the first bottle and poured it into her glass.
…
Emma was having more fun than she’d expected to. Adam knew his stuff. He was also better at audience participation than his non-COVID job suggested he would be.
“Soph, you’ve frozen again.”
“I don’t think she can hear you Chris.” Sophie was a still image, paused with a glass of wine fixed to her lips.
“You were all statues then” she laughed, “sorry about this, my internet connection’s rubbish.”
“Matt, are you having any crackers with that?” It was the first time Zoe had spoken. Emma thought it was an interesting choice of words to break the silence.
“Nah. Not a fan. No carbs before Marbs and all that.”
“Yeah, because we’ll all be jetting off any time now.”
“Let’s hope, hey?” Emma felt that Zoe’s sarcasm often flew entirely above Chris’ head.
“Right then, let’s move on to the next pairing. This is a Californian Pinot Noir. It’s a lovely light red wine and goes beautifully with – Matt, are you OK?”
Matt was clutching his head. Emma had the distinct impression that he was trying to dig his brain out with his fingers. He groaned, then disappeared as he fell off the sofa.
Sophie made a sound then her camera froze again. Everyone else was silent.
“Matt? Matt, can you hear me?” Chris was trying to sound authoritative but his voice was pure panic.
Zoe spoke next. “Either his screen’s frozen or he’s not moving.”
Emma looked at the faces of her colleagues. Everyone seemed to be frozen and they couldn’t all have a dodgy internet connection. “Well, we need to do something. He lives on his own, doesn’t he? Does anyone live nearby?”
Adam had gone pale but appeared to be taking action. “I’m just trying to get hold of the boss. What if it’s the food?”
“Yes, that’s exactly the response we need.” Zoe was back to her usual self.
“Chris.”
“Yes Diane?”
“Do you have an address for him?”
“There might be one on the system, but am I allowed? I mean – GDPR…”
Emma wanted to throttle him. He’d been obsessing over GDPR for the last two years. “I can’t remember the details but I’m sure getting him medical attention counts as a legitimate reason.”
Sophie’s screen came back to life. “I’ve called an ambulance. I went to his for pre-drinks before the summer party.”
“Do you think that could be the cause?” Diane asked. “Too much to drink beforehand combined with not enough food?”
“If he’d had some crackers it would have soaked it up a bit.” Chris agreed.
“I don’t know,” Emma replied. “He didn’t seem drunk. He seemed drowsy, said he had a headache and it looked like he was sweating. Those symptoms ring a bell but I can’t think why.” She had a dim and distant memory of having read about them somewhere in case she needed to recognise them. Why would she have done that?
Adam had lowered his phone. “Can I just check? Did everyone receive a sealed box?” They all nodded and he lifted the phone again. “Yes, they were.” Down the phone went. “Do we need an address for him or is that sorted?” Emma told him an ambulance was on its’ way and he spoke briefly into the phone before hanging up. “It should be obvious if a box has been tampered with. Apparently the delivery driver couldn’t get an answer at Adam’s so he left it with one of his neighbours. He obviously got it OK though.”
“I’ve got it!” Emma cried as the pieces of her memory organised themselves. She registered a uniform row of startled expressions on the screen. “He’s got the symptoms of hypoglycaemia. My granny had type 2 diabetes. I remember looking up the symptoms in case she ever had an attack when I was with her. Zoe, you’re type 1 aren’t you, do you think it could be that?”
“Well maybe, but he isn’t diabetic. If he was he’d know how important it is to dose his carbs properly, especially when we’re having a drink. And let’s face it, if he was we’d all know about it.”
Something in her voice made Emma look at Zoe more closely. She was always heavy with irony but there was something else. It almost sounded like bitterness. She minimised her Zoom screen and opened Facebook. She was friends with Zoe but had muted her early on in lockdown. Editing whose posts she saw had been an essential tool for managing her mental health. If anyone whinged too much she removed them, at least temporarily. She found Zoe’s account and scrolled through. It was relentless. If a post wasn’t something about the NHS it was a complaint about her neighbour and the incessant noise, the state of his garden or the endless procession of delivery drivers.
Sophie had unfrozen again. “Finally! Can anyone hear sirens? Zoe, you live near him now don’t you? Since you moved? He’s in a terrace on Stubbs Road, one of those ones with the stone fan thingy over the door?”
Emma had expected Zoe to scoff at Sophie’s lack of architectural knowledge, but her face was a mask. It reminded Emma of the scene at the end of Psycho where Norman Bates stares silently at the camera. What had she done? Emma returned to Facebook and carried on scrolling until she found a photo of Zoe with the caption ‘our new home!’ It was a terrace with a fan thingy over the door. Emma could hear the sirens sounding somewhere through the speakers.
“Does he leave the back door unlocked Zoe?”
“What?”
“Matt. He’s your noisy neighbour, isn’t he? They left the box with you and you went round to deliver it. I’d guess that you found him asleep on the sofa and took the opportunity to go and fetch your insulin. Is that how it went?”
Zoe laughed as the sirens got closer and Emma realised she could hear them from two different computers at slightly different times.
Marketing (and especially the selling part of marketing) can make a lot of us feel deeply icky. We know we need to sell stuff to make a living but the idea of giving anyone the hard sell just feels wrong. There are lots of solutions to this. One is acknowledging that you’re offering your customers something they want or need and you aren’t forcing them to buy anything. Good marketing is persuasive, not forceful. You show your customers how you can help them in a way that makes it easy for them to say yes. The thing is, a lot of the time they aren’t just saying yes to your product or service. They’re saying it to you. When you share your values in your marketing you help them to make a decision. Here’s how it works.
Why you need to share your values in your marketing
Every successful business shares its values in its marketing somewhere. Even Amazon. They could be about pricing, service or product quality. It all means that when you buy from them you know what you’re getting.
The same applies to small businesses, but there’s a bit more to it. A huge corporation needs overarching brand values because of the number of people involved. When the business is just you it can be more about your personal values. Sharing those means that your customers can recognise you as one of their people. It just makes you more relatable.
What are your values?
What do you stand for? You might think that most of us have the same values – truth, justice… wait, that’s Superman. The values that matter to your customers might be closely aligned with your personal views. Maybe you set up your business to create cruelty free cosmetics or environmentally friendly products. Share what sets you apart.
Sometimes values are intangible. Perhaps the things you stand for are more about how you treat people. Maybe you’re great at going above and beyond in your customer service or at keeping in touch with your customers. It can be more difficult to share that in your marketing but it’s worth doing.
Sharing your values regularly helps you build trust
This is related to the idea that sharing your values makes you relatable. That could prompt you to say ‘right, I’m going to go and write a mission statement on my website and a blog about my values.’ That’s fine, but it isn’t the whole picture.
Giving your customers a regular reminder that you stand for the things you say you do them to believe it. Testimonials are perfect for showing future customers that your promises are backed up by other happy clients and you don’t have to write them yourself.
It doesn’t have to be a mission statement
A mission statement can work brilliantly if it’s something your customers will like. It sets out your values clearly and it can be a great thing to look at if you’re wondering why you started this business in the first place. I’d recommend putting it on your about page so people learn about you and what you stand for at the same time. If you do go for it, remember that you still need to talk about your values in other places too.
Of course, you don’t have to write a mission statement if you don’t want to. If you think they’re pretentious your customers will too.
Need a website that shows customers what you stand for? Or a regular blog where you can share your values? Get in touch or sign up to my mailing list for hints and tips straight to your inbox every month.
I don’t know about you, but I sometimes struggle to tell people what I really want for Christmas. Mostly because the things I want always sound so boring when they come out of my mouth. “Oh, you know – books, gin, new slippers.” Yes, I have reached the age where new slippers or a nice scarf are the perfect present. But what if we had to be creative and write a letter to Santa as adults? What would you actually ask for? I started writing a list then remembered I’m a copywriter. The impulse wouldn’t be to just write to Santa. It would have to be a sales pitch. So, with that in mind, read on for my list. Then find out how the copywriter in me would pitch it to the big guy…
What I really want for Christmas
A day to myself
A big pile of books
A day out that the grown-ups will love as much as the kids
The copywriter’s letter to Santa
Dear Santa,
How are you? I know it must have been a tough year – did you have to put the elves on furlough for a while or were you able to stay open as an essential service? Hopefully it was the latter because we really need some extra Christmas cheer this year. I know you’re busy and the elves are working their fingers to the bone making all the toys so I’m keeping it simple. That way you can just scatter some of your magic dust in the direction of this copywriter and her family.
The thing is, I’ve been really good this year. In fact, my whole household has. That’s why I’m not just asking for things for myself. I’m thinking of them too. That’s why I really, really want a day to myself. Yes, you read that right. I don’t mind where it happens. Truth is, it’ll take me from a stressed out and, frankly, irritable Mum to a person who’s lovely to live with again. Won’t that be great for everyone?
While you’re in the mood to give me some time on my own, I’d really appreciate a big pile of books to go with it. I know there’s a teetering pile of unread paperbacks by my bed and I’ll get to those, I promise. It’s just that I’d really love to read something that someone else chose because they thought I’d enjoy it. I always think that books are a portal into someone else’s world. We could definitely do with a bit more of that at the moment. If everyone does the same maybe you won’t have to deliver to so many war zones in the Christmases yet to come.
One final thing. I don’t know what it’s like for you up there in the North Pole, but down here in Leicestershire life gets busy. We spend so much time juggling that we forget to have fun. Either that or we find ourselves having the same days out over and over again until everyone is bored and grumpy. I know you’re a big fan of keeping the Christmas spirit going all year so here’s how you can help. Find us a new day out that we’ll all love. That way, when you settle down for your long winter nap you’ll know that there’ll be peace on earth (at least, there will at my house).
Thanks for everything Santa (especially the time off, books and family fun). There’ll be a mince pie and a dram waiting for you at my house.
Happy Christmas,
Love Kirsty x
Would you like to create a new pitch for your audience? (Or even Santa.) Get in touch and let’s have a chat about how I can speak your customers’ language.
Starting out in business is a huge adventure. I was so excited that I’d finally get to work on my own terms and write for a living. After a while I realised that, while things were going well, I felt as if I was wearing a mask that didn’t fit. When I was a lawyer I started working part time after my children were born and I did the same in my business. But somehow, the way I talked about my boundaries had changed. As a paid employee I had no issue with saying “I don’t work on Fridays” but somehow I couldn’t be that honest as a business owner. It was as if I had to deny that my children had any impact on my working life. I felt as if I wouldn’t be taken seriously if I was a part-timer. Here’s what changed things.
Realising that my clients were parents too
When I started my business I expected to work with people who’d appreciate the expertise I’d developed in my legal career. I understood how lawyers and insurers think and knew how to translate that into language their clients would understand. As it turned out, that isn’t what my clients have in common. I certainly work with people who work in insurance and law, as well as loads of other types of business. A lot of them are sole traders. Even more are parents and that’s how the penny dropped. They chose to work with me because I understand the juggle. My client calls typically start with a chat about the family before we get down to business. If a wheel falls off somewhere we both know we can be open and honest about it. It makes for much better relationships all round.
Needing to practice what I preach
The next thing I realised was that I was writing content telling people that they needed to be themselves in their marketing. Sometimes the thing that makes a new client choose you over someone else offering the same thing is, well, you. I once asked a client for some feedback to help me understand what they valued and what they thought my strengths were. In response to the strengths question they put “your personality – show more of it!” That was ages ago but it’s stayed with me. I realised that while I’d relaxed a lot I was still afraid to show my full, slightly geeky, personality. It’s still a work in progress but I think I’m getting there. The main thing I learned was that I couldn’t ask my clients to come out of their shell if I didn’t do it myself.
Making honest connections
One of my favourite things about this job is learning new stuff. I’ve thought about focusing on one sector a few times but it never lasts. If you get a gathering of copywriters the conversation will often turn to the weirdest thing you’ve ever written about, or the most boring, or just the things you never expected to learn about.
Of course, when it comes to finding the right clients, that’s not the only important thing. I’ve wondered whether I needed to actively like my clients, but I don’t think I do. (Although it would be a problem if I really couldn’t stand them.) If I’m going to write in your voice, we need to have a rapport. That’s definitely not going to happen if we can’t be honest with each other about who we are and what’s happening in our lives.
Do you need some help telling an honest story in your marketing? Book a no-obligation call and let’s have a chat. Alternatively, you can sign up to my mailing list for hints and tips to your inbox every month.
When it comes to marketing, I’m a big fan of keeping things simple. Let people know that you understand the problem they’re experiencing and show them how you can help. Of course, there are loads of different ways to do that. That doesn’t just apply to the hundreds of platforms you could choose to share your message. It also applies to the language you use. Every business has its own jargon, no matter what industry you’re in. The real question is, how much of that jargon should you share with your customers? When you use insider language you run the risk of driving potential buyers away, simply because they don’t understand what you’re on about. Here are just a few things to think about when it comes to using jargon in your marketing.
Is it really jargon?
Firstly, let me be clear about what I mean by jargon. For me, it can be two different things. Firstly, there are technical terms that a specialist in your field would use. It could refer to a stitch you use when you’re creating something out of fabric or a silversmithing tool that’s designed to complete a gorgeous piece of jewellery. It could also be shorthand for a legal or accounting rule.
The second kind of jargon is the type that we all hear more often. They’re the kind of buzzwords that we feel we should probably understand but don’t. We might have a vague idea but not a detailed one. Some people love them, others find them annoying. If you follow me on social media, I share one of these every month to see what people think of it – I’d love you to join in if you’d like to.
Who are your audience?
There is one kind of audience where using jargon is not only fine but downright useful. That’s when the people you’re talking to are in exactly the same business as you. This can also extend to well-informed amateurs too, particularly if you’re talking about cake making or selling craft supplies. When I was a lawyer, having a shared language meant that you could get straight to the issues in a case because you both understood the rules. I didn’t fully appreciate how useful this was until I encountered lay people who were representing themselves. Everything took three times longer.
If that doesn’t apply, consider whether your audience will understand the terms you’re using. Get too technical and they may feel you’re blinding them with science. That only serves to make you less relatable. Use too many irritating buzzwords and they might feel you’re downright untrustworthy.
We’ve all had enough of buzzwords
Buzzword bingo can be an entertaining way to get through a dull meeting, but I generally feel as if we’ve all had a bellyful of them this year. There seems to be a new one every week. I shared my least favourite Coronavirus buzzword a while back (unprecedented, in case you’re interested) and asked people to share theirs. There were loads and every share made me groan. There weren’t just buzzwords but whole phrases that would once have seemed caring but now just make people want to vomit.
It’s made me question every single ‘I hope you’re well’ and come up with new alternatives to ‘in these strange times’. If I’m honest, I haven’t found one I’m completely happy with. It’s become even more important to use straightforward language that helps us to be understood.
If you need no-nonsense marketing copy that speaks your customers’ language, get in touch! Or sign up to my mailing list for handy hints and tips straight to your inbox every month.
Have you ever read something that was so far above your head it might as well have been an aeroplane? Did you look at the opening sentences and realise that it meant absolutely nothing to you? Believe it or not, this can be a good thing. I know a lot of small business owners get worried about using language that will exclude potential customers. The truth is, if you’re specific about who is most likely to buy you can talk to them in a way that will resonate. They’ll read your stuff and think ‘this person really understands me’. That’s when they become a customer. If you read something that really isn’t for you, you can move on. Hopefully that’s what it was designed to do. But if you’re not speaking your customers’ language it means you’re not reaching them in your marketing. Here’s how to put that right.
Is your customers’ language formal or informal?
The first thing to work out is how you want to talk to your audience. Your brand identity will be a big part of this. Do you need to be taken seriously or can you have a bit of a laugh? Of course, there are no absolutes. Even professionals like accountants or lawyers are allowed a sense of humour. You might be an expert who’s trusted because you use straightforward language and don’t try to bamboozle clients with loads of jargon.
Think about how you’d talk to a customer if you met them face to face and take it from there.
Are your customers experts?
I ask this because speaking your customers’ language means meeting them where they are. If you’re a physiotherapist writing something for other medical professionals you can assume they’ve got a fair bit of pre-existing knowledge. A beginner’s guide to human anatomy would just come off as condescending. If, on the other hand, you’re talking to people who don’t know anything about what you do, using industry jargon will just lose them.
It’s all about finding the right level for the audience you want to attract.
Which platform are you using?
The language you use should stay consistent across all of your platforms – up to a point. If the way you come across on your website is totally different from how you are on social media or in person, you’re only going to create a massive disconnect. Doing that means that your customers don’t know which version of you to expect. You end up losing the trust you’ve taken time building.
However, there are different ways to express your personality. Your website should be professional but you can still show the same sense of humour that you have on social media. It’s just more relaxed on social.
What are you trying to achieve?
This is the really important bit. When you talk to your audience, what are you trying to achieve? How do you want them to see you? Professional but approachable, friendly, fun, trustworthy? Do you want them to respect your expertise but still feel they can talk to you as a friend? I suppose the real key is to think about what your audience needs from you. What do they need to know about you to take the step from social media follower to customer?
When you learn to speak your customers’ language that’s really what you’re doing.
Do you need help speaking your customers’ language? Whether you’re looking for sparkling web copy, product descriptions and blogs to promote your business this Christmas, or new marketing for the New Year, I’m here to help. Book your discovery call to find out how refreshing your copy can help you communicate with your audience. Or just sign up using the form below to receive copywriting tips and advice straight to your inbox every month.
When you sell products online you might think that the images you use are the most important thing. Of course, if your images are rubbish you won’t sell much. Your customers need to be able to see what they’re buying and imagine themselves using it. The thing is, the photos are only one part of that. Your product descriptions take it to the next level. The words you use allow your customers to create their own mental images. They take the photos you’ve used and imagine themselves using your products or handing them over as a gift. It doesn’t just show them what they could have, it allows them to see themselves as if they’ve got it already. When you use product descriptions that conjure up the feelings your customers will experience when they’ve bought something from you, that’s the magic that persuades them to buy. Here’s how to do it.
Include the basics
I shouldn’t need to say this, but a high street retailer recently lost an online sale because their kids’ shoe sizing didn’t tell me whether the shoes would fit my child. I know. Don’t let that happen to you. Include basics like price, size and the materials or ingredients used. Some customers will message you to ask, but most won’t. They’ll just go somewhere that has clearer information.
Talk about benefits
Pretty much every sale ever made happens because the person buying the product can see how it will solve a problem or improve their life. Think about how each product will help your customer. It could give them a tidier house, entertain their children or save them time when they’re trying to get out of the house in the morning. Show them what it would be like if they had this product in their life and they’ll bite your hands off to buy.
Engage their senses
This can be a tricky one, but it’s another element that engages your customer’s imagination. Help them to experience a physical sensation or an emotion. How will that gorgeously soft scarf feel when they wrap it around their neck? Let them imagine the joy on their child’s face when they open the perfect gift on Christmas morning. (Or possibly the early hours if we’re honest.) Letting people see what life will be like when they’ve bought a product increases the chance that they’ll actually buy.
Make it scannable
Some bits of your product descriptions work best as a short paragraph. For others, make a list. If your products have features that are likely to be really important to your customers, make them easy to spot. You might want to highlight safety features, eco-friendly credentials or high quality ingredients. It also makes your product descriptions shorter and easier to read. No-one wants ‘War and Peace’ when they’re just doing a bit of shopping.
Tell a mini story
Telling a mini story isn’t essential to good product descriptions, but it can work really well. For example, if you use materials that have an interesting back story, why not mention it? Talk about the tweed you bought from a family who’ve been making it for a hundred years and how you brought it home to create a handcrafted bag that will hold every working day essential. Tell your customers about the people who create your favourite wine or that extra special cheese. If it taps into something your audience cares about it can work really well.
Do you need help writing your product descriptions? For a limited time only, I’ll write them for you! Get ready for Christmas with brilliant product descriptions that you can use on your website, in your social media posts, emails… pretty much anywhere you like. Click here to book your discovery call to find out more. Or sign up to my mailing list for hints and tips straight to your inbox every month.
I know, I know, I sound like I’m about to start banging on about the X Factor or something. Not a chance. My Saturday nights are currently spent watching the Marvel movies with the kids. (There’s also the fact that watching Chris Hemsworth unleash lightning is much more my idea of fun.) When I say journey I mean the one that takes new people from finding out about your business to becoming a customer. It’s always important to get this right, but when your customers are already gearing up to buy their Christmas presents it’s absolutely essential. So, here’s my guide to getting it right.
Are they ready to buy?
The first time someone lands on your website they’re probably not going to be ready to hand over their hard earned cash. There could be any number of reasons for that. They might be in the research phase, looking for ideas so they’ve got a few options to consider. Maybe it’s not a decision they can make on their own or perhaps they’re just waiting for payday.
Your website copy needs to tell them they’re in the right place, but what then? How do you prevent them from wandering off and never returning? Encouraging them to sign up to your email list or follow you on social media means you get to stay in touch.
What if they have questions?
So, you have a potential customer looking at a product they really like but they need to know more before they buy. Put as much information as you possibly can in your product descriptions (along with a bit of personality). Don’t be the person that loses a sale because you didn’t display the price or because you were vague about sizing. (That sounds obvious, but even major retailers get it wrong.)
There will always be customers with questions so make it easy for them to ask. Have a contact form on every page or make sure your Messenger button is clearly displayed. Part of a successful journey is making it simple to answer queries.
Making it easy
This might sound obvious, but if you want customers to buy you need to make it as simple as possible. The last thing you want is for their customer journey to end because they can’t find the ‘add to cart’ button or don’t understand how to order. If you offer a standard product, this should be relatively easy. Where there are different options on a single product you can include a drop down menu on the order form. If it’s something truly bespoke, is it simple for customers to start a conversation?
It’s simple really. If it’s easy for your customers to place an order, you’ll get more customers.
What next?
Once people have bought from you, what then? Do you want them to wander off into the ether, never to be seen again? The truth is that it’s easier to convince someone who’s already bought from you to do it again than it is to find a whole new customer. You’ve already taken them on the journey, built the trust, wowed them with your service and sent them a product they love. If they’ve already signed up to your mailing list or follow you on social it’s easy to stay in touch. Tell them about other stuff you think they’ll like. (How to do that without being cheesy is a whole other conversation, but if you need help with it get in touch.)
Is your website ready for Christmas? If your product descriptions could do with some extra shine book your discovery call to find out how I can help. Or sign up to my mailing list for writing hints and tips straight to your inbox every month.
