I viewed hundreds of listing in the top shops and I can see
there all kinds of listings. Some shops have really extended listings, with 3-4
paragraphs of stories; others have literally just 1-2 sentences. And they both
are in the top sellers list. Can you explain it with any logical conclusion
other than listing text is not matter? I can’t. Especially keeping in mind that
I’m visual person and I think most of those who love jewelry are visual people
too. But I’ll try to give some sort of significance to the listing.
Most important thing that blew my mind off was the statement
that listing text is actually my advertisement. I agree with it 100%. However,
for some reason I did not think about it that way before. So, this is a big
change.
Another big discovery for me is the structure of the
successful listing (by Lisa). A good listing should answer three questions:
what, why and how.
I’ll try to apply this marketing science to one of my
existing products.
Here is how it looks and what my prior listing looked like:
“This unique, one of a kind necklace features an interesting
mix of stones: Jade, Green Aventurine, Turquoise, Red Coral, Moonstone,
Gold-Plate Beads, and Gold-Plate Clasp. Very Pretty! The necklace measures
17" long.”
Now I’ll try to split it into three pieces answering three
questions.
What.
It is supposed to
describe the product itself.
This is a unique necklace made of Jade, Green Aventurine,
Turquoise, Red Coral and Moonstone; all natural colors nicely finished by gold
plated clasp. This is a classic 17” long necklace.
Why.
This part of your
listing should describe the benefits your product has to offer.
Wearing this necklace you will always be noticed and it will
go nicely with a business suit, harmonize with a black cocktail dress or with a
blouse and your favorite jeans. Buy it and be ready to collect tons of
complements!
How.
This paragraph
explains what the business stands for and what’s unique about it.
The “So Me Jewelry Shop” offers unique, beautiful, one of a
kind jewelries made from a quality materials. Our products will make you feel beautiful
and confident; will help you feel more YOU!
So, the complete listing description I got is:
This is a unique necklace made of Jade, Green Aventurine, Turquoise, Red Coral and Moonstone; all natural colors nicely finished by gold plated clasp. This is a classic 17” long necklace.
Wearing this necklace you will always be noticed and it will go nicely with a business suit, harmonize with a black cocktail dress or with a blouse and your favorite jeans. Buy it and be ready to collect tons of complements.
The “So Me Jewelry Shop” offers unique, beautiful, one of a kind jewelries made from a quality materials. Our products will make you feel beautiful and confident; will help you feel more YOU!
How do you like it? Is it better or worse?
P.S.
No games, just sports. (this is my favorite quotation from
the best marketing movie – “What women want”)
Hello from the All About Blogspot Team! :) You know.. I've been wondering if the wording in listing really matter or not.. Do ppl really eead them? The info you have sounds like good advice. Although I didn't see anything wrong with your original description, the what/why/how one did sound a bit more polished. Since this is the slow season for me I should really redo my listings. Great post and good luck!
ReplyDeleteGreat blog post! I will have to try to use these tips in my listings. I think the how one will be the hardest to do consistently.
ReplyDelete