“They Aren’t Just Product Descriptions…They’re Your Greatest Selling Tool!”
Written by Thomas on August 24, 2008 – 11:45 pm -When it comes to Internet Marketing businesses, one truth stands above all the rest;
“They Aren’t Just Product Descriptions…They’re Your Greatest Selling Tool!”
Most online store owners don’t realize the tremendous power their “Product Descriptions” hold. Most feel that because they own a “Retail Online Store” buyers expect the norm. They are WRONG! WHY FOLLOW THE CROWD? You need to grab your reader’s attention. You need to realize that a product description is much more than just a “Product Description”. It is your “SUPER SALESPERSON” at work.
All you have are your words to convince a buyer to buy your product. Yes, a good image of the product is very important, but you need the right words…POWERFUL words, to make the sale! You need to arouse emotion in your buyer. You have to let a buyer know how your product is going to benefit them……IMMENSELY!
Imagine there were only you, and one other competitor trying to sell a product. You’re both in competition to sell this same product…and your competitor has the advantage of selling the item at $10.00 below your price. Do you think you could conjure up the words in your product description to make the sale? If not… You really NEED TO LEARN! Chances are, no matter what you’re selling online, there’s always going to be someone else selling the same item at a lower price… And you don’t want to get suckered into a price war.
So what do you do? YOU SELL! YOU SELL YOUR HEART OUT! You sell with WORDS! You be the SUPER salesperson you need to be. It’s not that difficult… trust me. I guarantee you I could sell the same product to a customer that you were offering at a $10.00 discount. How do I know? I’ve done it… many times! How would I do it? Simply put… Through WORDS!
Plus, I have an advantage even though you may have a lower price….
You see, I already have this customer in my mailing list. They’ve already read several issues of my newsletter. They’re on my email list for specials and promotions. They’ve received several FREE downloads from my website that has helped them tremendously. They know I respond to their concerns in a timely manner. They know if there’s a problem with their purchase they can return it… NO QUESTIONS ASKED. AND…..
I’ve written a product description about this item that not only describes all the features of the product, but it also overwhelms them with the benefits of buying this product? Did you do all these things for this customer? Do you really think this customer will buy from you just because you’re a little cheaper on price? Sorry! Go AWAY! The sale was mine way before this customer even decided to buy!
• Don’t Describe Features… Describe Benefits - This is a key in writing and selling effectively. Buyers “THINK” they’re interested in the features of a product (and naturally they need to know the basics to be sure it’s what they are looking for), but what a buyer is really going to be sold on are the BENEFITS of a product.
How will this product make their life easier?
What will the look on their Grandchild’s face be when they open it?
How much time will they save after it arrives on their doorstep?
How much more will their spouse appreciate them for buying it for them?
Take, for example, a home stereo system. Naturally, your customers will need to know the features that the stereo has. For instance, how many watts? How many speakers? The overall size of the unit… The warranty… The manufacturer….etc., etc., etc,. But your job as a SUPERB salesperson is to list those features and follow them up with “punch after punch” describing all the benefits of those features. Create emotion in your readers! Make them feel like they couldn’t live without it! Here’s an example of a “GOOD” description in comparison to a “SUPERB” description:
*************** GOOD DESCRIPTION *****************
JBL Home Theatre System With Surround Sound
Save big on this JBL home theatre system today!
Made of solid oak, this system is guaranteed for 5 years.
Comes complete with all wiring and installation video.
Features Include:
– 100 watts of power
– DVD/CD Player plays all DVD/CD/CD-R/CD-RW/MP3
– AM/FM Digital tuning receiver with 40 random preset stations
– Separate controls for front, center, surround speakers, and subwoofer
– On-screen menus and information display
– Parental control function
– Fluorescent display
– Headphone Jack - 6.25mm Phone Jack x 1
– Left/right/center speaker dimensions (3″ driver): 3.5″W x 5.8″H x 4.25″D
– Surrounds speakers dimensions (3″ driver): 3.5″W x 5.8″H x 4.25″D
– UL Listed and Approved
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Not bad…. right? This description gives the buyer everything they need to know to make an informed purchase. PLUS.. it has a pretty impressive list of features. If you’re looking for a nice home theatre system, this is a really great deal! But let’s see if a SUPER SALESPERSON could do better by using the same features and selling the BENEFITS of the product too….
************** SUPERB DESCRIPTION **************
You’ll Really Enjoy This Uniquely Designed And Extremely Sophisticated JBL Home Theatre System With Surround Sound! Best Of All - You Can have It Delivered Right To Your Home In As Little As 3 Days!
You and your family will enjoy huge savings on this JBL home theatre system today!
This extremely popular system is made of solid oak and backed by a 5 year warranty direct from the manufacturer. You’ll enjoy peace of mind in knowing that your purchase is backed for a FULL 5 YEARS from one of the largest names in the electronics industry!
The Solid Oak Construction makes this unit extremely stylish, plus you’ll be thrilled to know that a little furniture polish will keep this beautiful system looking brand new for years to come! With its exquisite design and rich texture, you’ll feel proud when displaying this system in your home. Similar systems of this quality sell for $100’s more with a lot less features.
The Premium Features Of This JBL Home Theater System Include:
100 watts of sheer power guarantee you’ll never crave more volume when your favorite song comes on the radio. You’ll be dancing and singing to your favorite songs in no time… and feel like you’re in the middle of a concert hall!
The built in DVD/CD components play all types of media including CD-R, CD-RW, And MP3. You’ll be able to burn your favorite music to any CD and enjoy it at your leisure. Plus think of all the money you’ll be able to save by burning your favorite music. If you’re a Napster or online music club member, you’ll be able to download your favorite music to disk and play it with incredible sound and clarity! And don’t forget the MP3 feature! Digital playback with your favorite music, all in stereo surround sound!
This unit also features an AM/FM digital tuning receiver ( that’s digital - not what most are used to in a receiver) and also comes with 40 random preset stations. While many systems on the market feature 10 or 20 preset stations, you’ll have a system with 40 presets to enjoy! You could let the whole family preset some of their favorite stations and still have a few left over!
You’ll also have the added luxury of not only FRONT controls, but you’ll be able to control the front, center, surround, and subwoofer individually. You’ll never have to worry about where to place all those speakers to get “True” Surround Sound Quality! With so many available controls to take advantage of, you’ll be able to finely tune this system with ease, and feel like you’re in the middle of a concert. It’s that efficient!
And here’s a real treat! Not only will you have a remote control and touch button capabilities, you’ll also have the added luxury of “ON SCREEN” menus and information display. Now that’s a real nice feature that you just don’t find on most systems these days. No more going blind trying to see the small controls on the unit itself, instead you’ll read each and every command easily directly on your television… Now that’s a feature you just can’t be without!
Are you worried about your children’s programming? Well fear no more! This JBL unit has built in Parental Controls as an added feature! Mom or Dad can set it… and forget it! Choose which channels you’d like to block and you’ll never have to worry about the little ones viewing a program they shouldn’t. That’s peace of mind that no parent should be without!
How many times have you been caught up in a movie or your favorite program and wanted to know the time? So, you need to get up, turn on a light, and check the clock on the wall. Or, maybe you’re lucky enough to have a DVD in the room and it has the time displayed (but is it the correct time)? Well, JBL has taken some of that aggravation away by including a florescent display on both the remote control and Sound System itself!
With the SUPER high quality sound this system provides, chances are there’s going to be times when you’d like to BLAST your favorite music, but unfortunately someone close by is trying to concentrate on something else! Now, that’s OK too because this Ultra Modern System comes with a Headphone Jack (6.25mm Phone Jack x 1 ) so you can plug in your favorite headphones. Sit back, put your feet up and relax to your favorite tunes without disturbing a soul!
And you’ll love this feature as well! Left/right/center speaker dimensions (3″ driver): 3.5″W x 5.8″H x 4.25″D and Surrounds speakers dimensions (3″ driver): 3.5″W x 5.8″H x 4.25″D mean that you’re getting a system that’s not only compact and discrete, but also big enough to handle the power!
Because the system is also UL Listed and Approved means no worrying about a wire short circuiting or causing a fire from overheating. Everything’s been thoroughly tested to the strictest of standards and is 100% safe for your use…. Even if you turn it up REALLY LOUD!
And last but not least, The best part of the whole package is it comes complete with each and every wire and connector you’re going to need to get setup in lightning fast speed! And if you’re worried about getting your system setup and playing, forget about it! JBL really goes out of their way to provide quality products and they want to make sure that you get your system setup and playing as soon as you open the box. So, they’ve even included a Video to watch that will show you how to setup your system correctly, with ease, without any worries.
Yes it’s true… most systems with this many features can be quite expensive, but through this special offer we’ve drastically reduced the price to first time buyers.
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Do you see the difference in a GOOD description and a SUPERB description? Granted, I just wrote that description in about 3 minutes and left out the close, but I specifically used the same features for both. Do you see the POWER in words? Do you see the POWER in selling “BENEFITS”? If you strictly sell features, it’s features you’re buyer will read. But, if you sell BENEFITS, your buyers will read with emotion more than logic…and that my friends is what makes the sale!
I am going to refer you to a FANTASTIC e-book that’s available that will teach you in great detail about the power of words and the importance of a headline and SUPERB description on your website. The book is called MAKE YOUR WORDS SELL and it is authored by Dr. Ken Envoy of Sitesell. Even if you’ve never written one line of web copy, you’ll feel like a pro after reading his book. Trust me… It’s That GOOD! If you haven’t read it… READ IT!
…. Until next time
Be sure to sign up for my FREE 12-Part Money Making eCourse.
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Recommended Reading:
- Read my previous post “Price Doesn’t Sell - A Salesperson Sells”
- Earn an Extra $150.00 per Month…
- The Ultimate 10X Method for Building Online Income?
- Ridiculously Simple F-R-E-E Business Model
- The Secret Formula To Making Money Online
Here’s To Your Online Success
Thomas A. Hall
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“INTERNET HOME BUSINESS MARKETING STRATEGIES THAT EMPOWER SUCCESS”
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