|
How to write descriptions that sell merchandise.
How can you increase your sales? Well, how
do you describe your merchandise? It's a fact that on-line merchandise
with a good description has a better chance of being found and sold, than
merchandise with a bad description. This is a basic tutorial on how to
write descriptions that will (hopefully) help you improve your on-line
sales.
Why bother?
First off, lets look at why complete descriptions are important. Since
our system has the ability to include pictures with descriptions many people
are relying on the picture to sell the item. Pictures are great, but they
don't tell the whole story. Yes, a picture is worth a thousand words, its
just that computers can't "read" pictures. More and more people
are starting to use the TIAS search engine to find items they are looking
for. Search engines are fast, easy to use and take a lot less time than
browsing through every single store in our Mall.
Not only the TIAS search engine, but frequently search engines outside of TIAS also catalog your inventory. These include Hotbot, Excite (also
known as AOL's Netfind), Lycos, Alta Vista and several others as well.
These search engines take keywords that are entered by the customer and
then try to match these words to the text descriptions from your Web site.
The search engines can't "read" pictures. As an example, if you
have an incredible picture of a black cat cookie jar and the description
just reads
1. "Black cat cookie jar $300"
it is going to have less of a chance of being found, compared to a description
that reads
2. "Cookie jar, ceramic, McCoy, 'Coalby Cat', mark #4, in perfect
condition, stands 10", manufactured 1967. The Collectors Encyclopedia
of McCoy puts a value of $400 on this rare cookie jar. Our asking
price is $300. This cookie jar will sell fast."
The second description gives the search engines and the customer a lot
more information to find the item and hopefully increases your chances
of selling the cookie jar. It also gives the customer a reason to buy the
cookie jar.
The contents of a good description:
Here is a basic formula that seems to work rather well for on-line
antique stores. Feel free to vary the order that I have given here. You
may not be able to supply all of this information, but try to give as much
as possible. The more information you can give the customer, the better.
Above all, be as accurate as you possibly can. Using our "Cookie Jar"
example given above, lets break it down...
1. Start out with the obvious, tell what the item is. If it is a doll,
the first word should be doll, if it is a vase, the first word should vase.
The first word should be the broadest description of what the item is.
2. Tell what the item is made of. Is it wood, cut glass, ceramic, porcelain,
ivory, etc. If you are not sure, give your best guess, but say "My
best guess is that this is ****".
3. Tell who the manufacture of the item is. If the item was hand made
by a 16th century Monk, then say so. If it is made in Japan then say so.
If you have a best guess, then say "my best guess is that it was made
in ***** by ****" again, give as much information as you can.
4. If you know the specific name and/or model number of the item give
it here. If you are not sure then say so. It is difficult to fudge something
this specific, so don't try if you don't know.
5. What is the condition of the item? Check the item over carefully.
Are there any flaws? No matter how insignificant the flaw may seem to you,
make sure that you mention it in the description. If it is perfect, then
say so. If it is "MIB" (Mint in box) than say so. Always give
as much information on condition as possible.
6. Give the Size of the item. Some people include a ruler when they
photograph an item to give the scale. The height is usually enough, but
you can include the width and the depth. Some folks also include the weight
for shipping purposes.
7. Date of manufacture. When was the item made? If you don't know, give
a best guess but say "my best guess is that this item was made around
******".
8. Use the last part of your description to "sell" the item.
What is it about this item that is so special, is it rare, is it cheap,
is it one of a kind? Let the customer know. Are you selling it below book
value? Then make sure you say so and tell what book you got the price from.
If the item is a bargain, let the customer know they are getting a great
deal. Give them a reason to buy the item. Every item has a selling point.
All you have to do is let the customer know what it is.
I hope this information helps you. If you have any questions or comments,
please don't hesitate to contact Customer Service at support@tias.com
|
