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Website Best Practice, Part 4: Writing Content

We touched on the topic of creating content last week in our order confirmation page blog. Sometimes, customers may want to know more about a product than its on-site description can give them. Writing about your products in other media can help to increase sales, as you appeal indirectly to the customer.

Demonstrating value without pressuring customers to buy is a valuable tactic for your marketing arsenal. If the articles are published on third party websites, you also piggyback on the reputation and branding of the organisation you write for. What’s more, this can be an effective way to clear items you have a large amount of stock of.

Here’s a few simple ways to showcase your products.

volo-kitchen-toaster
Think about the change the product can bring to a prospective buyer.

Always highlight the positive

Whenever you write about your products or services you must be sure to highlight their positive features clearly. These will probably include the features of your product, but you should also think about how they can improve the purchaser’s life.

Try to offer an experience instead of a product. Let’s say you sell a toaster. Instead of just pointing out the different settings it offers, you should consider how it will help the buyer avoid setting the fire alarm off when they burn their toast, or the pleasure they experience from a perfectly toasted crumpet in the morning.

Think about the product features in the context of the tangible benefits they confer to buyers. Always illustrate this in a relatable way for your audience.

What are your best-selling goods?

If your company was founded on the creation of one key product, remember to highlight it and how its benefits have stood the test of time.

Your best-selling products are the reason that customers are attracted to your company, so although they may be somewhat selling themselves, it’s important not to forget about them. Consider backing up your claims with product reviews or customer testimonies as these can help to influence potential buyers.

Do you have a theme?

It’s important to remain up-to-date when writing about your products or services, and one simple way to do this is to consider current events. Christmas is an obvious time for this, but think about other events such as bank holidays or the seasons in which different products you offer may be more suitable or timely.

You could offer advice on how buyers can refresh their home for spring for example, or share how your products are beach-holiday essentials.

Explain your product

Highlighting what is good about your item seems obvious, but if you choose to create less-sales orientated content like a ‘how-to’ guide it can have a great impact on potential customers.

For example: as a mobile phone seller, writing about how to use the device’s photo-editing software showcases your product and also engages your customer. You can help them make the most of holiday snaps and show them how to share them via social media. This highlights and improves the customer's interaction with the product and your brand.

Other important tips

Remember not to use clichés, or be so over-the-top with enthusiasm that customers will lose trust. You need to offer some form of value in the article, so be sure to stay key to that throughout –it needs to do more than the product description. Also, don’t forget to remain true to your brand. Avoid using words or jargon that you wouldn’t include on any of your other material or you’ll confuse your customers.

 

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