The Three Letters That Will Send Potential Customers Packing

Here’s a question I received recently from a client that needed some editing work. She agreed to let me share the question and answer with you:

QUESTION

Erin, When you were editing the product descriptions I sent you, you removed the abbreviation for etcetera several times. I think it sounds like I have a lot more to say and would entice customers to want to learn more. Are you just being nit-picky or is there a real reason for me to not use “etc.” in my writing?

ANSWER

Sometimes, the devil really is in the details.

Let’s say you are selling an orange and you want to describe it in juicy detail to your customers. You want them to feel the chilly peel and see the vibrant color.

It might sound something like this:

“The orange is sweet, ripe, etc.”

You’re painting a picture. But is the picture as strong as it could be?

When you’re describing a product, make your statements clear, concise, and truthful. Pick the best benefits and sell them the best way you know how.

Sentences that conclude with the abbreviation etc. imply that there is more you could say about your product or service, but for some reason you choose not to. It makes your sentence look weak and makes your customers feel a bit slighted. If there are more benefits, spell them out.

Customers often respond best to benefits or advantages if you present them in groups of three. For example:

“Our fresh oranges are juicy, sweet, and delivered to your door within 24 hours of harvesting.”

You want to paint a picture of your products that makes your customers want to buy. By clearly laying out the details, you create a more convincing story and a stronger brand.