Ever wondered why people continue to buy Apple products despite the exorbitant prices? Yes, the product is attractive. But the story is even more alluring.
Apple uses clever emotive writing to whip up anticipation for each new release of the iPhone, even if it may not be a significant improvement over the previous model. Take the iPhone XR marketing copy for example. With words such as “longest battery life” and “fastest performance”, it is easy to strike a chord with customers even if they already have phones possessing those qualities.
You, too, can aim for compelling content. According to global user experience research and consultancy firm Nielsen Norman Group, people pay more attention to the first few words in a line than the rest due to short attention span.
Think of all the products that have caught your eye before. They usually come with a catchy title that grabs your attention, followed by high-quality photos and product descriptions that tempt you to “add to cart”. Before you know it, you have checked out your shopping cart.
How do you replicate this for your own business? Here are some tips to make your products irresistible.
1. Write a punchy headline
On average, 8 out of 10 people read headlines while only 2 out of 10 will continue to read on. Think of it as a signboard – a short, snappy one will capture attention.
Forget the fluff and jargon. The trick is to put yourself in the shoes of the customer. If the headline catches your attention, it will probably hook others’ too. Once you’ve done that, there is a higher chance of them buying your product.
The headline could be provocative. Web analytics site Kissmetrics tweaked its headline by comparing it to competitor Google Analytics, which resulted in a 40% increase in conversion rate. Its final headline “Google Analytics tells you what happened, Kissmetrics tells you who did it” was compared with other variations and emerged top.
Or it could evoke emotions. Airbnb doesn’t just sell its homestays and vacation rentals. With words such as “explore”, “experiences” and “local hosts”, it instead sells a unique travel experience by painting a picture of exploration, adventure and enjoyment to appeal to people’s wanderlust.
2. Attract visitors by painting a picture
Don’t shove your product into people’s faces. That is the quickest way to turn them off. Instead, make them feel like they need your product.
Describe a scenario that is made ideal with your product. A soft pillow for snuggling in bed a little longer every morning. A blender that makes the perfect post-workout smoothie. A dress that can take you from work to party. Give people a reason to make that purchase.
For all the complaints about Apple’s expensive products, the tech giant sure knows how to market them. By focusing on the buyer, Apple makes them imagine how life would be better with their product, pushing any concerns about costs to the back of their minds.
3. Use high-quality photos and videos
Pictures beat text when it comes to information retention. After three days, people tend to remember 65% of visual content as compared to 10% of written content. So it’s a no-brainer that you should include images in your product listing.
When it comes to visual content, don’t stint on quality. High-resolution photos and videos can make the difference between customers checking out or emptying their cart.
Take American clothing brand Patagonia for example. The brand specialises in outdoor apparel and gear, and their website shows photographs of people decked out in their products in rugged environments. Through these photos, the brand’s target audience can better visualise how useful their products are and will be more inclined to make a purchase.
4. Include a persuasive call to action
Now that you have stated your case and piqued their interest, it’s time to seal the deal. But people don’t like being told what to do, so ease them into the sale. Be persuasive, but not pushy.
Digital consultancy firm Econsultancy explained that even changing the call to action words from “Buy now” to “Add to bag” led to a 17% increase in customers adding products to their cart.
When done right, words and images combine to form a powerful sales pitch. It takes time to craft good content, but with a reliable platform like Shoptiq helping you to manage the essentials of your online business such as stock inventory and sales data, you can focus on perfecting your marketing spiel.
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