What if you are selling a kitchen widget and your product information is focused on the fact that it is compact, but what you don’t know is that there are twenty other compact kitchen widgets being marketed on the same venue? Hmmm, that’s not good. You probably won’t sell many. However, if you focus your copy on the fact that it is the best value for the money out of all those compact kitchen widgets, guess what. You guessed it! You will most likely sell more!
In order to write good product information, you need to do your due diligence. Do your research so that you know how best to make your product shine.
If your product is unique, you can showcase that fact. Maybe you do have a little competition, but you are confident that your product is less expensive, comes in colors that no other manufacturer offers, is more durable, works better or you offer free shipping. That’s good. Focus your product description on the thing that sets you head and shoulders above the competition.
Doing your research before you write your product description also enables you to position your product well so that you can make changes in your approach and focus on that in your copy. For instance, if you know what everyone else is charging and there is enough profit built in, you may be able to undercut your competitors. Then grab the attention of your target market by using that lower cost as your product description’s main focus.
The moral of this story is that you want to research how many like products are being marketed where you are marketing, how much they are charging and what product characteristics make your product stand apart. Then your product copy will be more enticing to your potential customers and your profits will be more enticing to you!