Shop Talk is a series on helping organic beauty professionals get their products into the hands of people who will love them, and share their message with the world.
You neeeed vibe word flow.
Know why? It’s how you sell your stuff.
If you were a blogger or shop owner around 6- 10 years ago, you probably remember online marketing in a very different way. Back then it was all about the pretty ads. Flashing, sparkling, bright ads. Plastered everywhere.
Sure, people are still paying big bucks for ads on highly visible sites. But do you know what gets customer attention these days? It is not that big flashy ad. It is words. Solid, honest, super transparent information.
We’ve upped our online game along the way. And thank goodness! Now we go to someone’s site, read up on what we want to know, and decide if we’d like to request more info or make a purchase. The way it should be.
Hey, if you walk into a shop and you are surrounded by lots of retail shop fittings and you start looking at, say…juicers. You are thinking the cheap one looks good price-wise. But will it burn up the third time you use it? Is the more expensive model the best way to go? What do you do? Look at the huge banner telling you to purchase the expensive model and do that, just because the banner said so?
You ask the person working in the store. That is why they are there, right? To give you more information that will aid in your buying decision. And how much does the giant, brightly colored banner with the eye-catching font do for you? Not a whole lot.
Same deal with your web content. Your words tell your customers what they want to know and answer their questions. This is what helps them decide what to buy. Not the crazy ad.
No clue where to begin? I’ve created a little crib sheet for you, including three important things to keep in mind when sharing your products with your customers.
3 Important Things to Share With Your Customers
1. Who is this product for? Most often, when people shop beauty they are shopping for a solution. Fix their acne. Tone down their redness. Diminish their wrinkles. Tell them exactly who the product is designed for and what problem it solves.
2. Look, smell, feel. Since we are talking online stores here, customers can’t get their hands on your sweet products. Let them know what the product feels like to the touch. How does it smell? Is it a creamy, dreamy violet-hued red lipstick or a striking matte tangerine lipstick? Be as descriptive as possible.
3. Give up the ingredients. We know this is important. Consumers are savvy these days and look for full ingredient listings. So don’t beat around the bush, copy and paste those suckers onto each and every description page.
If, on the other hand, you do not have a love of writing, think your writing stinks, or simply do not have the time (you are running an online biz, after all), I can help with that. Organic beauty/wellness writing is my thang and I’d be more than happy to help you out.
Find out what my services will do for you, and fill out the Content Stylist form with the specs on your writing wants and needs. Or if you are less wordy, don’t know what you really want or need, or would like to talk about retaining my writing services on an as needed basis, please give me a shout through my good ol’ contact form. Questions welcome.
Would love to hear from you organic beauty + wellness professionals…what are your biggest hurdles in running an online biz? Setting up time for blogging, social media, or emails? Getting to know your customers? Finding new and exciting products? I’d love to know, so please share in the comments.