image of tausif akram By: Amby
12 Mar 2014

Product Features Are Not Your Best Selling Point

If your website or catalog isn’t selling enough products, take a look at the description. There’s nothing wrong with listing every single feature or “what’s included” because sure, that stuff matters. Sort of.

Yet the selling point isn’t an ingredient. Treating your ecommerce site like an infomercial by highlighting every feature in the product descriptions is exactly why you’re losing customers.

Instead, knowing your audience and why they buy your product is your best selling point.

Do you know which problems your products solves? Can you give a tangible example or story that will make your visitors stop browsing and start buying?

Are you giving traffic a reason to choose you, or a reason to shop around for the same product with a better price? Because if you are, they’ll find a better deal somewhere else… even if the cost is equal.

Push the right buttons.

Everybody has a “hot button”, something that ignites passion, anger, compassion, or some other powerful emotion. Your core audience, collectively, shares a hot button—at least one.

Case in point- weight loss products don’t sell because of the ingredients. That first spark of interest happens when a potential customer feels the frustration (that other efforts have failed) and the inspiration (that your product gets results).

Embedded throughout your entire website, there must be a consistently voiced message that ignites emotion. It’s okay if you lose some customers because they don’t agree with your message… it just means you’ll win over the customers who do share in the passion.

For an example of how to brand your products, look to diamond commercials that highlight the feeling of love and the promise she’ll say yes. Or look to alcohol commercials that talk about fun times (*drink responsibility) rather than rattling off ingredients or bottle features. Because you aren’t selling a product, you’re selling something that your audience wants.

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