Understanding Your Audience's Needs
Ever wondered how to really know what your audience wants. Iâd say - listen to your audience, but we all know customers donât always tell you what they want. Sometimes you have to take a few guesses and check what resonates with them.
But sometimes - your ideal customer isnât even following you yet, so understanding their needs is about more than checking out the content people already following you like. First up, if youâve got any data on who your current customers are, what they buy, and how they interact with your brand - thatâs worth a look. Even if itâs customer feedback after a purchase.
However, if youâre new and have no data, an educated guess is better than nothing. This might be based on who buys from similar brands or checking in on your competitionâs followers for common characteristics. If you want more insight, it can help to put yourself in the shoes of an ideal customer.
Work through what they would search for when looking for the products or services that your business offers. Note their pain points and the type of language they use to find solutions that alleviate this pain point. You might make an assumption about who your audience is based on factors like age, occupation or interests.
This approach is also known as creating an audience persona. Of course - the next step is checking if you are making the right assumptions about your audience. This can be achieved by reviewing how your ideal customers or existing clients interact with the content you share regularly.
If people start interacting with the content made specifically for them but not before this point - it means there might have been a misalignment between who follows your brandâs social media and who actually wants to buy from it.
Crafting Compelling Product Descriptions
What is it about certain product descriptions that make you want to spend your hard-earned cash. Some descriptions just have a way of making a product seem like a must-have. But letâs be honest - some can feel like youâre reading a very boring brochure, especially if theyâre too focused on the technical details and not so much on the benefits.
I think what makes a compelling product description is typically not the detail, but the narrative. Itâs about knowing your audience well enough to know what sort of language will get them interested in your product. If your brand has a fun, casual tone, then this should extend to your copy too. No need to change up the voice for every product if it doesnât fit.
Consistency is important to sound credible. This applies even more if youâre selling more than one product in the same category. You need to have that consistent voice, but also ensure you highlight what makes each one unique.
Sort of. Highlight benefits over features and focus on how customers might feel once they have this product in their hands. It can take some practice, and maybe lots of patience, but once you find your groove with how you want to sound, thereâs no stopping you.
Utilizing Visual Comparisons Effectively
Ever noticed how much easier it is to make a decision about something when you can see whatâs going on rather than just being told. Whether it's a product comparison chart, a list of features with tick boxes or dropdown menus, visual content helps bring your thoughts into focus. It's true that well-written product descriptions go a long way, but I think thereâs a reason over half of all online shoppers want to see images and videos when theyâre considering an online purchase. Itâs common for consumers to open up many different tabs and have a look at similar products before deciding on one.
And if they can find the information theyâre after without even scrolling or clicking, like in the case of very visible shopping comparison tools, that's quite ideal. Something about seeing the most important bits laid out right in front of your eyes that makes you feel like your decision is rooted in something more robust than blind trust. As crucial as it is to make visual comparisons easy for your customers, itâs equally important to understand what sort of visual content will work best for them.
There's quite a bit of research out there that proves comparison tables are rarely among the most common forms of visual content that online buyers want to see. Other things, such as videos with product side-by-sides and high-res product images from multiple angles also help boost conversions. Each buyer brings their own unique set of needs to the table, which is why side-by-side visual comparisons seem like such a practical fix - anything people need to know is available so simply. Itâs helpful for them because they get what they need before buying; Itâs helpful for you because there are fewer post-purchase complaints and returns.
A win-win, I'd think.
Incorporating Customer Reviews and Testimonials
Have you ever noticed how we check reviews before booking a hotel. Or even before buying a $20 face mask. We, as humans, place a lot of value on customer reviews and testimonials when considering purchases â especially for a product we havenât tried yet. It seems like so it makes sense that including them with your product comparisons is a good idea.
You donât have to go overboard with the reviews either. Sprinkling in some positive comments will help you gain trust with your audience and make your products more trustworthy. If possible, try including some negative or neutral comments too, as this makes your product feel more authentic.
It can be helpful to consider the audience youâre writing for and pick reviews that answer questions theyâre likely to have. For example, if youâre comparing mascaras and one is quite hydrating and natural compared to the rest, share a review about their experience. When sharing customer testimonials, itâs best if these are honest opinions as opposed to staged interviews. Sharing authentic experiences from people who have bought the product puts your potential customers at ease, makes your products feel much more valuable, and encourages customers to buy from you.
Plus, they may offer tips that you wouldnât think about when discussing each item but could genuinely encourage buyers to make their purchases with you.
Highlighting Key Features and Benefits
What makes a product special. Itâs an age-old question and, not surprisingly, the answer keeps evolving with the times. The internetâs made all sorts of information about products accessible in seconds, so we have a lot more to think about before we hit âBuy Nowâ.
Comes Across As itâs no longer enough for a brand to just say something is âgood for youâ or âbetter than the restâ. I think it helps if you lay out what your product does in simple terms. What does it do that others donât.
You can start by listing out the features and describing how they work. Sometimes, these are technical things like energy consumption, raw materials used, or quality certifications. Other times, it could be about the design of the packaging or if it comes with perks like free refills or discounts for subscriptions.
You could also try describing how each feature is typically beneficial in some way. Like if youâre selling athletic wear, you can highlight moisture-wicking fabrics and how they keep you dry and comfortable as you go about your day (or run track, I suppose). Or maybe your product was developed with feedback from actual users so you can talk about how their concerns were considered during product development. Doing this gives people a reason to pause and give your offering some thought.
Maybe even take the time to read user reviews because if something seems useful, it probably is. The trick is to present features in a way that sounds useful but not condescending - and then let them decide for themselves.
Leveraging Pricing Strategies for Maximum Impact
Whatâs in a price. A lot, it seems. Pricing is never just about a label, especially when customers are tossing up between your offer and someone elseâs.
And, sure, your product might be made of superior fabric or have a superior silhouette, but itâs easy to get lost in the shiny world of competitors. Getting pricing right is an art as much as it is a science. While brands tend to focus on prices that drive profit, modern shoppers are also keen on price comparisons.
Itâs almost like theyâre playing a game of âspot the best dealâ, and you sort of need to play too. Pricing only for profit can make your products feel a bit aloof and inaccessible, so always ensure your pricing justifies what youâre offering. It helps to play around with different strategies - maybe cost-plus pricing, value-based pricing, or even competitive pricing for maximum impact.
Pricing in fashion will always come down to quality perception - the cost of fabric, detail, style and silhouette - and how well these stack up against the competition. Be very clear about what the product includes, so shoppers know that what theyâre paying for is worth every penny. Personalisation and customisation can also help demonstrate value and reinforce your price point. Or perhaps youâd like to offer discounts at checkout or limited-time markdowns as part of your pricing strategy.
More or less. This can work well when customers are relatively comparing products and feeling a bit split about where to spend their money. By offering exclusive deals or bundles on cart size, you can sort of gently nudge customers towards the checkout - especially if competitors donât offer these options.