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.

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