Effective Product Descriptions

Writing effective product descriptions is not rocket science!   You want to include pertinent information like color, size, raw materials etc., but in order to entice a potential customer to purchase, think about the following things:

  • Who is your ideal buyer/consumer Effective Product Descriptions
  • Appeal to your buyers/customers feelings by talking about them (use “you statements” rather than “I statements”)
  • Share stories — your story and past buyer’s stories or testimonials
  • Create urgency so as to encourage customers to buy now

Most of these points are referenced in an excellent article by Launch Grow Joy:  Ten Secrets to Writing Effective Product Descriptions

My favorite ‘secret’ from the article was #7;

KISS: Keep it simple stupid.

We scan. We see headlines and taglines. We see price. We see discounts. We see bullet points. We see color. We see graphics. We see images.

And our attention spans are about 10 seconds long if we don’t see what we’re looking for in a product description. Picture a product description which is five paragraphs long of just copy. There’s nothing to scan to. There’s nothing that reaches out and grabs your attention. There’s nothing compelling you to spend 10 minutes on the page reading about the product. Boom. You’re out. There’s a 30-second cat video on Facebook to watch.

If you’ve ever visited a product website that is too complicated or confusing, you understand exactly what this ‘secret’ means.

Being brief, but thorough, is a real juggling act sometimes.  Try keeping the description short and sweet and then linking to another spot where your customers can read more about your product.  Using this option creates the best of both worlds!

When all else fails, look to the big sellers on the web.  Online stores, such as Amazon, are excellent places to go to see what works for them.  Amazon (as well as other large retailers) have access to unlimited budgets to test what product pages sell the most products, so they can best keep up with the needs of their customers.

And while you are on their site, check out their web layout, headlines and sub-headline verbiage, images, and check out procedures.  Adapt to your website whatever you think will make your products pop out and appeal to your buyers/customers!

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Important Website Updates

A couple weeks ago, I published an article: Starting 2019 with a New Website.  As a follow up to the article, I would like to share a checklist from Artsy Shark (by guest blogger Sandi Dettman) on important website updates once you complete your website:

Three Important Website UpdatesImportant Website Updates

1. Update your copyright.

You put time and energy into posting images of your art and updating content. Unfortunately, many artists don’t pay much attention to that little copyright notice at the bottom of their site. An updated copyright notice not only helps protect your content and design rights. It also tells potential collectors that your site is up to date and that someone is minding the store, so to speak….

2. Make sure your site is secure with an SSL Certificate.

If you don’t know what an SSL Certificate is, as of July 2018, you need to. SSL stands for Secure Sockets Layer. An SSL certificate, once installed on your website’s server, activates a secure connection between a potential client’s browser (either on their phone, tablet or PC) and your website. SSLs are standard in all e-commerce, banking and other business websites….

Well, there are still many reasons to secure your website. SSLs help establish trust. Do you collect email addresses? Do potential clients contact you through your site? They expect you to protect their privacy and security, and an SSL connection does just that.  Also, as of July 2018, Google Chrome prominently alerts users when a website is not secure…

3. Update Your Site Content.

Nothing says “unprofessional” like a list of outdated shows, workshops or events. Even if you don’t have the latest greatest website design and a super current blog, your available works, bio and list of shows should be up to date. Sold works should be marked as sold. Gallery representation should be current. Upcoming events should be in the future. If a potential collector is visiting your site and sees you will be showing at an event in 2016, they will wonder just how up to date your work is and how serious you really are as an artist…

Read the full article here which includes “how to fix” options

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Starting 2019 with a New Website

If you have made a decision to set up your own website, January is the perfect time start this project.  And I can help!

Even if you have a successful business on Etsy, Ebay or Amazon (or another marketplace platform), you still need to build your own website!

If you follow my blog and/or articles, you have probably heard this before!!

Malcolm and I set up our wholesale and retail websites back in 2004 — before the explosion of Etsy-style marketplaces.  I admit, I watched and wondered …. and saw may people become successful using this type platform.  But, on the other hand, I also heard the horror stories from folks who lost their site and could do nothing about it!  (Check out my article:  Etsy Shop or Your Own Website).

Over the years, more and more experts are suggesting selling on both platforms, rather than the either-or mindset.

Need reasons to set up your own personal website?

  • A website is a more powerful extension of your products and brand
  • Customers and retail buyers (especially) will take you more seriously
  • You can have a blog with regular subscribers
  • You can capture customer emails with proper opt-ins
  • You have COMPLETE control over everything. No one can change your website, in any maaner,  without your permission.
  • Oh, also, you no longer need to pay the extra Etsy, Ebay or Amazon fees anymore! Of course, building a website does cost you some money, but in the long run you’ll be saving time money and aggravation.

Why not start your new website now?

Starting 2019 with a New Website: 3D CartSetting up your own website is not too difficult — even if you have limited knowledge with technology.

Personally, we tried a few ecommerce platforms and hated most of them!!  That was until we found 3DCart!

Currently, we manage two sites on this platform:  One for a wholesale vendor and one for our own business, Tastes of Idaho:

Starting 2019 with a New Website: Tastes of Idaho

If you don’t have a website, the most important thing is  to get started as soon as possible.  No sense in losing any more online orders!

NOTE:  If you are interested in my review of 3DCart, you can check it out here: Amazing E-Commerce Shopping Cart Software.

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New Sales Tax Ruling for Online Retailers

A new ruling on collecting sales tax for online purchases has recently been put into effect.

According to the MSN website:

U.S. states could reap billions in online sales tax revenue and buttress their budgets after the nation’s top court ruled Thursday (June 21)  that e-commerce companies could be required to collect the money, even if they have no physical presence in a state.

This decision overturns a 1992 “Quill” Court decision stating that sales taxes were collected on a purchase only if a company had a physical presence in the state where the purchase was made.

The new Supreme Court ruling may affect your online business, but each state must pass a similar law first.  Nolo website explains:

If you are selling on the Internet to states around the country, you now will need to be aware of which states have enacted laws requiring the collection of sales tax by online sellers. In order for a given state to require you to collect sales tax, that state must pass a law allowing it to do so.

How is this going to affect online retailers?  According to Forbes, each state will need time to implement the policy:

At the event, a panel of tax experts predicted that states likely would act within the next year or 18 months to expand their collections requirements. Some states may be able to set a collection regime by the end of this year.

It is my understanding — although not all the information is in for all 50 states — that not all online retailers will be affected by the new ruling.  The New York Times revealed the following example from South Dakota:

South Dakota responded by enacting a law that required all merchants to collect a 4.5 percent sales tax if they had more than $100,000 in annual sales or more than 200 transactions in the state. State officials sued three large online retailers — Wayfair, Overstock.com and Newegg — for violating the law. Lower courts ruled for the online retailers, citing the Quill decision.

The ruling is still muddy as lawmakers are looking at standardizing the tax collecting process.  Otherwise, the ruling would cause a nightmare for online retailers trying to figure out how much to collect from what states and what is required for reporting to each state.

Forbes explains further:

While this is a great first step, it could create a patchwork quilt of state laws that could become convoluted for smaller sellers to navigate. While technology has advanced significantly since the 1992 ruling, and there will be ample solutions available to sellers to clarify the process, it will still be a situation that is in constant flux and will need close monitoring as individual states change their laws. I believe a federal solution is still the most desirable outcome for the industry as a whole – but this ruling is still certainly a step in the right direction.

Guess we will need to wait and see how this enfolded in the next months or year.

 

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Promoting Your Website

Promoting your website, along with your products or services, is a number one prioirity for small business.  In the sea of wholesale/retail, a small producer can get lost among the ‘big boys’ of retail.

Long gone are the days of ‘build it and they will come’ with websites and online marketing.  Back 14 or so years ago when I first went online with my wholesale and retail business, a good URL, a few keys words, listing in the Promoting Your Websitesearch engines was all you really need to drive customers to your shop.  Not anymore!!

Listing tips to marketing your website now can easily fill a book!  But instead of a book, I want to share Alyson Stanfield’s article:

20 Ways to Lure People to Your Website

Add some of these ideas to your marketing mix for more eyes on your art (and creative products).

Best, Basic Practices

1. Write a newsletter article with a hook, which requires recipients to visit your site to read the end of the article.

2. In your emails and social media posts, tell people why they should click. What’s in it for them? Why should they interrupt their focus and visit your site?

3. Give something away to people who visit your site and sign up for your list.

4. Mention your website address on your voicemail.

5. Add your website address to the back or underside of your art (or on your label)! If an attached piece of paper disappears, the website will still be with the piece….

6. Blog regularly. People are more likely to return if they know there is going to be fresh content…..

Alyson’s list goes on to suggest Social Media Stradegies and other excellent suggestions.  Make sure to read the full article.

Other techniques I use to promote my website, in addition to Alyson’s suggestions:

  • Adding my URL to my email signature.
  • Posting appropriate information on industry facebook pages and groups where I am an active member (notice I said ‘active member’!).
  • Setting up a LinkedIn account with my website contact info.
  • Cross promoting with my ‘competitors’ (which are mostly my friends in the industry).
  • Handing out my business cards (which include my website URL) at industry related events and shows.
  • Offering personalized services where possible….

Of course, the list is endless, but there should be a few suggestions you can implement immediately!

Note:  If you do not have your own website, let me encourage you to set one up as soon as possible.  I consistantly use 3DCart for my product based businesses.  Here is my review of the software:

Amazing E-Commerce Shopping Cart Software

Building Your Own Website

 

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