Welcome Marcia Yudkin to the Marketing Words Blog! Thanks for sharing your inspiring creativity to help ecomm and Amazon sellers boost the power of their product descriptions this holidays season. Take it away, Marcia…
“Nicknamed ‘America’s Bechamel,’ Cream of Mushroom Soup is…”
This surprising comparison caught my eye on an old Thanksgiving-themed Trader Joe circular I found, prompting me to skim the rest of the text-heavy flyer. Béchamel is French for the white sauce that is a foundational element in traditional upscale cuisine. Cream of mushroom soup is a decidedly downscale item, used in casseroles by cooks who prefer easy to elegant. Putting the two together in one sentence is bold and makes the reader rethink the use of an extremely ordinary item.
The Trader Joe’s flyer turned out to be full of scrumptious descriptions, using a wide range of techniques for adding sizzle to everyday products. Whether you sell office supplies or pet accessories, flooring or lingerie, you can borrow the angles their writers used to invigorate product blurbs and headlines on your own site or on Amazon with fascination and flavor.
#1 Historical Reminder [Fried onion pieces] “These crunchy savories came into the limelight with the 1960s debut of the green bean casserole.”
Let’s consider how this approach – used factually or fancifully – could spice up other kinds of products.
Wine aerators: “Since 1680, wine connoisseurs have understood the importance of exposing wine to air before drinking it.”
Laptop computers: “Who would have thought this 1981 fad would overtake desktop sales?”
Handkerchiefs: “Someone told us that Napoleon had one like this in his pocket to wipe his tears when he got defeated at Waterloo.”
As you read through the rest of the list, be thinking of how you might add some of these twists to turn boring copy into writing that makes your catalog mouthwateringly enticing.
#2 Little-Known Fact [Fresh cranberries] “One of only three fruits native to America…”
#3 Saving the Day [Frozen mashed potatoes] “This frozen side is a chef’s back-pocket wonder.”
#4 Startling Comparison [Brussels sprouts stalks] “With an appearance similar to Christmas trees, these herald the start of the season.”
#5 Elaborate on Simplicity [Whole kernel corn] “Non-genetically-modified, Midwest-grown, supersweet corn – it’s as tried and true as it sounds.”
#6 Who is the Product Especially Good for? [Gravy] “For the ‘from scratch’ crowd, our Turkey Broth and a pan of drippings can be whisked into delicious gravy rather easily.”
#7 Who are the Product’s Devotes? [Whole cranberry sauce] “We know more than a few people who stock up on this seasonal sauce and freeze it to enjoy all year long.”
#8 Indulgent Word Play [Cranberry, walnut and gorgonzola dressing] “Some of our favorite festive flavors fortuitously flow forth in this simultaneously versatile and vivacious vinaigrette.”
#9 Company History [Breaded Turkey-less Stuffed Roast with Gravy] “Elevating the experience for those who prefer a non-traditional turkey entrée has always been part of our holiday agenda.”
#10 Quote [French truffle chevre] “’There are two types of people who eat truffles: those who think truffles are good because they are dear and those who know they are dear because they are good.’ – Jean-Louis Vaudoyer”
#11 Drumroll [Truffle salami] “Ready the crackers, slice the cheese, and prepare your palates. Trader Joe’s Truffle Salami is making its premier appearance now.”
#12 The Item’s Popularity [English toffee] “This is a big 20 ounce canister of Toffee that has become an iconic item at Trader Joe’s for a limited time.”
#13 Scene-Setting Monologue [Iced cranberry orange scone cookies] “You’ve loosened the belt, you’ve taken a few deep breaths… there is just enough room for a nibble of something sweet.”
#14 Psychology of the Season [Gingerbread pancake mix] “Hustle and bustle can be stressful. Ginger, according to many, is calming, relaxing and rejuvenating. So when the hurry-up has you feeling down…”
Are you hungry yet? Excited about applying some of these ideas in your own promotional writing? Just remember not to get carried away. It’s great fun to let your creativity go, and as long as you don’t over-spice your concoction, you’ll end up with a captivating description that amuses, interests and absorbs the reader, paragraph after paragraph, as it sells.
Veteran copywriter Marcia Yudkin is the author of more than 17 books. Her report, 73 Ways to Describe a Widget: Never Be Brain Dead Again When Writing Catalog Copy or Sales Material, provides dozens more tips, angles and examples like the ones above to help you liven up your product descriptions.
Get this useful and fascinating report now at http://karonlikes.com/73ways and SAVE 50%.
(No coupon needed. Offer ends Sunday 7/31/2016.)
Please share this post with your friends.
No, it’s not a typo. I am not resolving to do anything during in my business. You see, a resolution is a promise or a pledge. That’s for wimps. We all know what happens to resolutions. After about a month those good intentions go straight down the toilet. I don’t have good intentions. Instead, I started the New Year with a revolution – a transformation, a reform, a change. Like so many others, I fall into the traps of (A) being a control freak over my business and (B) marketing sporadically as it comes to mind. However, I began to change my marketing focus and it has made a huge … [Read More...]
I see so many Amazon sellers complaining every year about the huge summer slowdown. It seems sales take quite a dive in lots of different categories. However, my bud Jessica Larrew of The Selling Family knows exactly how to perk up profits in the dog days of summer … with a sales-generating back-to-school strategy. She has implemented this same game plan year after year with tremendous results, so I asked her to take some time and answer a few questions to point sellers in the right direction. As usual, she shared some awesome tips and techniques. KARON: Thanks, Jess, for lending us your … [Read More...]
I've known Jen Perdew for years. She's one of the smartest and hardest-working women I know. I heard her speak several months ago at a live event about the topic of driving more traffic and sales automatically, and was inspired. So I've asked her to give us an overview of the topic and how the basics might work for digital and physical products. PLUS, Jen has an invitation to her free 4-week webinar workshop on this topic, which I've already signed up for! Jen…take it away… As entrepreneurs, we are busy people. There is never a shortage of things to do, one of which is generating prospects … [Read More...]
Whether Mark Harmon's famous character on NCIS knows it or not, he gives sage advice about writing copy in almost every episode. His comments are an excellent reminder for anyone who writes sales messages to stay focused on your customer. Rather than flooding them with what you want to say, tell them what they want to hear. Gibbs constantly gets frustrated with Abby and McGee and all their uber-techy computer gobbledygook because he views it as fluff. The unnecessary details prevent Gibbs from solving the case: his primary goal. Your site visitors' mission is to purchase products or … [Read More...]
Most of the time, when you hear Amazon selling pros talk about boosting traffic and conversions, they are referring to listings that sellers actually created. However, it is possible to tweak existing Amazon pages that you've simply tacked onto in an effort to help them improve. Tip #1 – Benchmark First, Edit Second Before you begin to tweak a listing, make sure you have a peek at some statistics. If you don't know where you stand now, you won't know if your changes have any impact. Truth be known, you still may not fully understand because, if you did not create the listing, you don't … [Read More...]
How much copy do you need on your website? That can be a confusing question. With my F.A.C.E. formula, it's easier to decide how much to write so your copy converts better. This week's video explains the "C" in the F.A.C.E. formula. Click to watch the video now. View the rest of this 4-part series: Watch the "F" video Watch the "A" video Watch the "E" video … [Read More...]
How much copy do you need on your website? That can be a confusing question. With my F.A.C.E. formula, it's easier to decide how much to write so your copy converts better. This week's video explains the "A" in the F.A.C.E. formula and shows you several ways to apply it to your copy. View the rest of this 4-part series: Watch the "F" video Watch the "C" video Watch the "E" video … [Read More...]
Did you know that a toy on Amazon ranked 10,000 today could have been ranked 500,000 yesterday? All it takes is one sale. Just one. One sale of that toy on Amazon could change the sales rank drastically overnight. Would you buy a toy ranked 10,000 on Amazon to resell? Would you buy a book ranked 500,000 to resell? I know there are lots of other factors at play in how you might answer that question, but my point in asking it is to get you to look at the sales rank. You view a toy ranked 10, 000 much differently than one ranked 500,000, right? Yet every day many, many Amazon sellers are … [Read More...]
I met Lisa Suttora about two years ago through a friend and have continued to be impressed by the depth and scope of her knowledge when it comes to selling on Amazon. When she originally outlined the 12 zones of every Amazon product page that need to be optimized, I took notice. I knew this was something every manufacturer, private labeler, and ecomm site manager who is on Amazon (or wants to be) should know, so I asked Lisa if she had some time to talk with me in detail about the zones. She said, "Yes!" In case you are unfamiliar with her, Lisa Suttora is an Amazon and Ecommerce marketing … [Read More...]