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.

How an Ink Pen Changed the Way I Do Business

I went for a job interview several years ago for a job I really wanted.  I was primped and polished, had a fresh copy of my resume neatly placed in a fashionable black folder,  and practiced my answers to typical interview questions in front of the mirror until I looked like a Miss America contestant. 

I was ready.

Then I got to the interview, where the interviewer handed me an ink pen and said, “One chance.  Sell me this pen.”

So I took the pen and talked about its smooth blue color, how it would write upside down, and wouldn’t smudge.  I think I even said something about it still writing after I ran over it with a car.  Brilliant sales point, I know.

After about 5 minutes of rambling, I looked up to see the interviewer’s eyes glazed over.  Never a good sign.  It was even worse when she raised her hand and said, “OK, that’s enough.”

I raced back through my speech.  Did I sell it?  Did I give enough features and benefits?  

I guess not, because I didn’t get the job.

But I do look back on that interview and realize the one mistake I made (aside from the whole pen death by vehicle thing).  I never asked what she wanted in a pen.  I never even took my “customer” into consideration.  It was all about the pen.

Now, when I’m working with a client, I always work to learn about them first.  What their goals are, what their style is.  I basically want to know what they’re looking for in a pen.  Because no matter how pretty that green Sharpie is, they’re not going to be happy if they came in looking for a blue Bic.

{Photo by -Gep-}

Truth in Advertising, Or Why I’ll Never Again Claim to be an 18-Year-Old Blonde

A client and I were recently discussing the importance of spicing up the product descriptions on her Web site.

“Where is the line,” she asked, “between good, descriptive copy and embellishment?”

It’s a good question. In a world where we rely on the descriptions we read to help us make purchasing decisions, how do we know we’re actually getting what we think we’re getting?

Legalities aside (and you know lying to a customer is a recipe for disaster), the best plan is to describe your products truthfully, but in a way that puts them in the best light.

You can’t, for example, describe a garment’s fabric as leather when it’s really vinyl. When the box shows up at your customer’s door, what will she think when she pulls out the skirt and knows she’s been duped. Best case? She’ll return it with some harsh words for you. Worst case? Your reputation is down the tubes and you’ve got the police knocking at your door.

Either way, you’ve harmed the relationship with your customer and likely lost her as a buyer for good.

So champion your great products. Talk them up, down, and sideways. Describe how luxurious they are and the vibrancy of the color. But always tell the truth

Why I’ll Always Want a Cupcake, Even if it Costs Me $50

As much as it pains me to say it, I’m on a diet. This morning, instead of slurping down a giant cup of coffee with 2 kinds of flavored syrup and whipped cream that was prepared by a cute young lady in a green apron, I sulked through a plain cup of joe with Splenda.

This is, perhaps, why I am now obsessing over cupcakes. In fact, I’ll pay just about anything to get my hands on one.

Economists love to study people like me. Not crazy sugar-obsessed cake hounds, but people who are willing to buy a product no matter what it costs.

They call it the price elasticity of demand. And, no, they’re not referring to my waistline, thankyouverymuch.

Business owners and economists want to know how much the demand for an item will change if the price for that item is raised or lowered. In other words, if they raise the price of a cupcake by a dollar, will I still buy it? How about 5 dollars?

If the amount of cupcakes that people buy drops significantly when the price is raised, the demand for cupcakes is elastic. People buy fewer cupcakes if the price goes up and more if the price goes down.

Demand is inelastic if folks keep buying a product no matter what it costs. If you have a disease with only one cure, for example, you’re likely to pay for that cure no matter what it costs.

Why does all of this matter? Because in the end, we make the choices that shape how our economy works. If we aren’t willing to pay a higher price for handmade cupcakes produced by the cute bakery down the street, that bakery is going to go out of business. On a larger scale, these decisions affect how many products our country exports and imports, how many jobs we keep, and how our economy grows or falters.

So I’m off to buy a cupcake (hey - there are people’s lives at stake!). Someone else is enjoying a thousand dollar omelet. That’s sure to keep economists on their toes for a while.

{photo credit: littlerottenrobin}

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I’m really glad you’re here. Prop up your feet and stay a while.  And, as always, don’t hesitate to let me know if you have any questions or want to get started on a new project.

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