Love Your Products If You Want Them to Sell
“The client’s products were so dreary-looking. It was all camping clothing; everything was dull brown and green. Like, who wants to look at dull brown and green? Those pages really needed some color.”
I was confused. I also had a client with brown and green outdoor clothing, but I loved it, as did the client and its customers.
I didn’t think of it as dull at all.
“So what did you do?” I asked.
“We added some bright outdoor scenes for color, and a running model for action. It helped take your eye off those dull, ugly products. The pages really looked great.”
“Did they sell?”
“No. Sales went down. I guess nothing could help those dull items.”
Don’t hide your products. In this true case, the great products were getting lost amidst all the scenic color and model action.
If my colleague had learned to love, instead of hate, those products, she wouldn’t have felt any need to hide them from customers. She apparently didn’t understand the audience, or its needs or motivations.
The funny thing was that these products previously had been selling fine. In fact, similar products sell well for other catalogers. Customers who need them, love them. If you have a good product, treat it like you love it. Focus right on that product, and shout out all the good things about it. Don’t hide or be embarrassed by it, and don’t try to distract from it.
Don’t Call Us
“This copy is just a long list of features,” I said. “What are the product’s benefits? Why would a customer want to buy it?”
Sales had been weak, and I’d been asked to coach the cataloger’s in-house copywriter.
He reflected. “I don’t know much about the product’s benefits or about why customers would want it. I was told to cram as much information as I could into the copy so customers wouldn’t call us with questions.”