The E-Commerce Guide to Product Value
XYZ Brand: We have the world's greatest product available.
Consumer: What’s so great about it and why should I buy it?
XYZ Brand: It’s 100% organic, made by hand and comes in an assortment of colors.
Consumer: Yeah, but did you hear my question?
This type of tone-death B2C communication has been going on since the beginning of time.
Potential customers are simply asking, “What problem of mine will your product solve”?
Herein lies the problem for a lot of brands. They believe their product to be a one-size-fits-all solution for every customer.
Now, I’m a bit ol’ school, so I understand the value of having unwavering faith in your products and services. However, if you truly believe your product to be suited for everyone… I mean… everyone… then, you may need to reevaluate your objectives.
Truth is, there isn’t a single item on the marketplace that will prove to be perfect for everyone.
In today's hyper-obsessive buying climate, consumers are constantly looking for something tastier, healthier, a bit more shiny or less time consuming. And they want your branding message to be aligned with their own beliefs. Ultimately, this makes it impossible for any one brand or product to position itself as the be-all end-all solution.
That being said, having a clear (and I mean crystal clear) understanding of what your product offers will inevitably give you the insight needed to target the right people. And with that, justified reasons as to why they should care.
This involves asking yourself a series of ego-deconstructing questions. And if answered truthfully, that unwavering faith that I mentioned earlier may come down a notch or two. Which is a good thing.
Whether you’ve handcrafted your products from scratch or are the beneficiary of slapping a custom label on a mass produced product – you’ll need to get to the bottom of what separates your product from the rest.
You'll need to know its "true value."
You'll need to question everything from build quality, choice of ingredients, to functionality.
From a quality control perspective, how does your product compare to your top 3 competitors? How can that be improved? What do they do better or worse than you? Do they offer more color variations or sizes?
Looks wise, do your products showcase a premium look or budget friendly? If so, is that to your advantage? Why?
How does it improve “quality of life?” Does it offer a solution a certain time of day, week, year or under certain circumstances? Does it work instantaneously or requires additional time? Are there any ingredients that may cause an allergic reaction? Which of the ingredients offer more than one benefit when applied or consumed?
As you can see, there aren't a shortage of definitive questions that can be asked to better understand your product and it's value. Again, not only will this help develop (or strengthen) your USP, but it facilitates a better understanding of your position in the marketplace.
In order to get clear-cut answers, you need to ask the right questions.
This is absolutely vital to the copywriting process. Which is why I provide my clients with a detailed creative brief at the beginning of each project. I customize the briefs to suit the individual project objectives.
If a new client is receiving a ton of website traffic, but they possess poor conversions, then I need to know what sets their products apart from their competitors. I’ll need to understand who their target audience is, in order to find out what motivates them to click the ‘add-to-cart’ button. I’ll want to know what justifies their price point. All these things and so much more allow me to create content that connects and converts.
Remember, having the ability to provide answers to your target audience begins with asking yourself meaningful questions.
So, dig deeper. Get to know your products intimately and understand what they truly have to offer.
Once you do this, I guarantee you'll see a change in how your prospective buyers see your line of products.