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"Persuasive essay about selling product" Essays and Research Papers
Product Selling Marketing
gMarketing-process of moving goods and services to customers Marketing activities- product development‚ research‚ communication‚ distribution‚ pricing and service Need – Want – Demand- need is essential (food‚ shelter) want is not (car‚ laptop) demand is desire to have Exchange-a trade of values between two parties Marketing System- network that permits interaction between buyers and sellers Maslow’s hierarchy of need- a diagram showing how people seek to satisfy their needs (from physiological
Persuasive Essay On Selling Organs
cases of mistreatment‚ murder‚ and corruption. Most people fail to acknowledge that such abuses stem directly from the legal bans on selling body parts. Those opposed to a market in organs argue that selling body parts not only threatens the quality of the organ supply but will inevitably exploit people forced by poverty to enter such a market. But the ethical issues about whether people should be allowed to sell parts of the body are not so clear. The usual argument in favor of allowing the sale of
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Uses Technology in Selling Product
Uses technology in selling products : Technology plays a major role today in supporting all aspects of the selling function. Benefits include improved relationships with customers and improved processes of finding qualified prospects and turning them into customers. Technology improves the sales communications process and supports effective presentation of products and services. Understand some of the available technologies used in selling functions to make your sales organization more effective.
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Sample of Selling Product Proposal
Showing Enthusiasm for the Product 1Love what you ’re doing when you ’re selling a product . The popular image of a salesperson as someone willing to "sell at all costs" is not the reality across the board in sales. A good salesperson loves sales‚ is motivated by what they ’re selling ‚ and transfers this enthusiasm and belief to the customer. Indeed‚ the customer is given options‚ including the one to walk away‚ in order to avoid such undue pressure. Learn how to listen to customers and to
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Essay About Product Launch
Essay about product launch This essay will discuss the way to launch a new product onto the market. There are different aspects which need to be considered such as marketing‚ market research‚ advertising and market segmentation. This essay will show some pros and cons of these methods. When you want to introduce a new product onto the market‚ market research is important. This means to collect and analyse marketing data. There are different ways to get information about consumer preferences
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Selling Insurance Products Through Banks
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it means. It’s a combination of the term ‘Bank’ and ‘Insurance’. It means that insurance have started selling there product through banks. It’s a new concept to Indian market but it is very widely used in western and developed countries. It is profitable both to Banks and Insurance companies and has a very bright future to be the most develop and efficient means of distribution of Insurance product in very near future. Insurance company can sell both life and non-life policies through banks. The share
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Persuasive Essay About Freshman
for dinner? Which outfit should be worn today? Do the homework now or later? Choices are what decide the path that is taken. The choices made can change futures. A question to ponder is if kids should start thinking about college at a young age? I say that kids should start thinking about college in their freshman and the three reasons why. To start off‚ some of the classes a person takes in high school may affect that person in college. An example would be if a person studies sports medicine. That
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Persuasive Essay About Recycling
plastic bottles of water you open the door for more things‚ such as using the same plastic from the water bottles‚ can now be used on making parts for computers. If we use this same plan with other materials we will not need to manufacture as many new products as we have in the past. This will
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Direct Selling Using Product of Tropicana
o Becoming more concern about their heath o Preferred organic juices o Chosen rich nutrition than better taste o Concern about price and quality HEALTY CONSCIOUS: Between 18 to up year’s old age; Health professionals and people who are conscious or want to improve their health. o Find solution for health problem o Heart‚ cancer‚ hardening of the arteries and related diseases o Influence by the fact and scientific research o Want to live longer o Don’t care about price o Concern quality
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Persuasive Essay About Hunting
most favorite and best pastime of humans is- hunting. People spends a lot of money in hunting and they love it. There are some purists and passionate persons in hunting and they are like totally crazy people. They are not actually crazy‚ but crazy about hunting. Hunting has been a sport now and is legal in various parts of the world. In hunting‚ it is really necessary that the hunters must be able to see to very far and distant places to focus on far objects. This can be achieved by rifle scopes‚
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Persuasive Essay About Obesity
nation for a quick suppression to their hunger. Because we live in a time-is-money society the most efficient means of hunger satisfaction is the almighty drive-through. Corporations spend billions of dollars advertising to enhance sales of their products . With American catching on to the lack of healthy food options in the fast food nation‚ fast food chains began campaigning healthier food such as their salads and fruit cups. However salads may sound healthy but a Southwest Salad with Grilled Chicken
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Persuasive Essay About Plumbing
sooner or later. Unfortunately many property owners do not know enough about plumbing to make an informed decision about such a service. There are a few things that every property owner should know about plumbers before they hire one. A person does not have to know how to work on pipes or fixtures to make an informed decision about hiring a service to repair them. When to Hire a Plumber Quite a few people are even confused about when to hire a professional to work on their pipes. The best answer to
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Persuasive Essay About Refugees
What do you think about allowing refugees to our country? Why do you feel that way? I feel that allowing refugees into our country seems all right at first but in the long runs when you really stop and think about it we are only hurting our self. I feel this way because if you think about our recent events with refugees and ISIS its not a good turnout for us because a once well trusted refugee can change within a split second and we give them the advantage by letting them in and it’s our job to prevent
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Persuasive Essay About Australia
The southern ocean is 7.848 million miles2 . I will be traveling to antarctica next and here are some fact about it. It is about 5.405 million miles long. And it is pretty cold there in Antarctica‚ with an approximate population of 4000 in summer and 1000 in winter. Next i will be traveling to the arctic ocean. The arctic ocean is the smallest and the shallowest of
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Persuasive Essay About Immigration
Today we face many issues that affect our way of life‚ but the one that I am most passionate about is immigration.People have different takes on the subject but I believe that the current take on immigration is flawed due to many reasons such as deportation splitting up families‚ the complicated path to citizenship‚ and the fact that we’re judging immigrants when at some point almost everyone in this country was an immigrant. I personally believe that we need to rethink the way we take on issues
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Persuasive Essay About Volunteering
fundamental difference here‚ between the mandatory work schemes which have been introduced in recent years such as the Help to Work scheme and Workfare and volunteering. These schemes were produced purely out of a very different intention which is just about taking up the slack and the attempt to save the funding as much as possible by replacing the paid workers with volunteers. As the established consultants in the business of volunteer management has said: “Increasing the number of volunteers in organizations
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Persuasive Essay About Zoos
such as zoos and marine parks give false information because of not wanting to shut down the business. About 70% of elephants were taken from the wild for European zoos. Imagine how much has been taken for the United States.On the other hand‚ watching documentaries is a much better solution than going to their natural habitat. For instance‚ it is way cheaper to watch videos online and learn more about the animals
Persuasive Essay About Diabetes
to grow in America‚ it is more than likely that you either are‚ or someday will‚ care for someone with diabetes. There is no need to panic‚ although there are a few things that you’ll want to be especially attentive to: • Take time to learn more about diabetes now‚ but be careful of what sources you use for your education. A study done by the Pew Internet and American Life Project in 2007 found that 80% of Americans
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Persuasive essay about abortions
rapist is too painful for her to deal with. Pro-choice defenders take sympathies to this woman while she then gets called a murderer by pro-life supporters. Abortions sometimes results in the woman being harassed because of the choice she has made about her own body. Sometime situations like this turns into harassment which can be considered to be part of anti-abortion violence. These “pro-life supporters” stalk‚ threaten‚ and even sometimes kill women who have chosen to have an abortion and even
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Persuasive Essay About Adoption
Many reasons come to mind when talking about adoption. The possibility that couples‚ single heterosexual‚ or gay and lesbian couples could not conceive‚ because of issues with infertility‚ or having a miscarriage. Having to adopt could be the means of completing a family one waited so long have. Some might want to adopt to help those children who live in countries that are less fortunate and need homes and families themselves. Many singles and celebrities have done a good cause when adopting children
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Example of a Persuasive Letter to Sell Something
- Small Business
- Setting Up a New Business
- Company Names
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How to Write High-response Sales Letters
How to draft sales promotion letters, how to expand customer base.
- How to Write a Sales Marketing Script
- How to Write an Effective Business Proposal/Letter
Many of the letters you write in business are designed to influence the ideas or behaviors of others. Persuasive letters to sell something should have a unique formula, immediately grabbing a reader’s attention, creating interest and offering information on how to obtain what you're offering. Focus on your key sales message rather than overusing information. Write with a friendly, informed tone that avoids jargon and overbearing language.
Header to Attract the Eye
A well-written sales letter has no effect if it doesn't reach the right people. Find out the names and titles of those in charge of purchasing decisions. Though the Internet is a good resource for your research, call the company or residence to confirm spelling and other contacts. If your letter isn't addressed to a specific person or if a person’s gender is unclear, address it generically.
For example: “Purchasing Director Edwards” or “The Homeowner at 526 Jefferson Lane” might work without gender-specific information. If you're using mail-merge technology, check all salutation information as technical mishaps can happen in that area.
The introduction is your first real opportunity to draw in the reader. Attention-grabbing techniques include asking a question, offering a powerful statistic or sharing a brief anecdote.
For instance: “Did you know that most of today's businesses could not operate without computer virus protection software? While most companies focus on purchasing technology systems or operating software, without antivirus protection all of their activities are at risk of a malicious attack 24 hours a day, seven days a week. Fortunately, there are many security options in the software market. That’s where we come in.”
Succinct and Useful Body
Increase the reader’s interest in what you're selling in the body of your persuasive letter. Briefly introduce your business, provide details about your service or product and explain why your offer is a good potential fit for the reader’s needs. Use clear, powerful language that avoids jargon at all costs.
As an example: “The Synch Group is dedicated to providing first-rate computer protection options to companies and residences throughout the West Houston area. We specialize in software that's tailored to meet your needs. You may choose from a range of options including standard antivirus protection, Internet security, VPN privacy protection and mobile security. We are confident that we can meet your unique needs and we've enclosed a coupon for 15% off your initial purchase.”
Closing and Call to Action
Encourage the reader to take immediate action at the conclusion of your letter, but keep it to just one ultimate message, says Hubspot . Include information on how you'll make it easy to take next steps. For instance: “The Synch Group also offers free one-on-one consultations. We look forward to discussing specific ways our company can support your business. Please use the enclosed contact information to schedule a session at our service center.” After you sign off, you may add a PS line to repeat your main point or to make a special offer or guarantee. For example: “PS: Bring this letter to your consultation we will add a 5% discount to your coupon.”
Keep in mind that sales is often a numbers game. Though you will want to be targeted with your approach, Rocket Print & Mail advises that you do not get discouraged and be consistent with your mailings. They also offer some persuasive selling examples, including persuasive letters to customers to buy a product, if you would like to check out further reading.
- Rocket Print & Mail: 7 of the Best Direct Mail Sales Letters of All Time for Inspiration
- Hubspot: How Hubspot's Sales Team Writes Sales Letters
- WriteExpress: Free Sample Sales Letters
How to write a business inquiry, five characteristics of business messages, how to write a sales letter quickly, good ways to start a business letter, how to write a sales letter for advertising, a good example of a newspaper ad for a mortgage company, the objectives of a sales letter, good ways to close a friendly business letter, business greeting & introduction tips, most popular.
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E-tailing: Selling Retail Goods and Services Analytical Essay
E-tailing is the use of an electronic medium like the internet to sell retail goods and services. This method has improved the commercial industry as the goods are sold at minimal costs because the channels involved in the marketing process are minimized. Its growth has fastened the shopping and personalization behavior of the consumers. This form of shopping has influenced the behavior of the consumers, the organization and that of the advertising market target.
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The consumer behavior is the reaction and adoption of electronic retailing by the buyers. It is influenced by the quality of the products, the advertising means, the prices and the products diversity. The mode of communication to the consumers is the internet as it enables the buyers compare and contrasts the various items.
Websites are designed to meet the needs of the customers and market the products. The websites are a very important tool for e-commerce. This is because, the customers do not have to walk while doing their shopping but, they shop at a place of their convenience. The costs are reduced and they are able to choose from the variety of the items advertised. There is increased flexibility and the consumers are empowered because the shopping process is made easy for them.
The communication process involved in the web designing process is made in such a way that the final product reaching the consumer is desirable. A web page is designed with the contents that the firms intend to sell to their customers. They incorporate all the details of the product that the buyer is interested in like the price, quality and the durability.
They also include the image of the product, other related products, the category list and the product reviews. The product description and the pricing will determine the immediate response of the buyer. The payment methods should also be included and how the product will be delivered to the buyer. When all this information is included in the marketing and selling websites, the customer can be able to purchase the product with ease.
The organizational behavior and structure is affected by the adoption of e-tailing. The adoption of retailing over the internet, affects the organizational structure since the idea is perceived differently. Many workers may oppose the idea because it reduces the costs of the company meaning that people are at a risk of loosing their jobs.
The behavior of the organization towards the e-tailing could be communicated using the internet mailing. This is the selling of messages with an aim of passing an idea from the buyers to the sellers and vice versa (March, 2004, p. 4).
The company might pass the marketing and selling information either directly or using the existing hierarchies. The communication process involves the composition of the intended information by the marketing department. The products being marketed or sold are described and their images are also portrayed. This circulates to the departments involved so that they can make the necessary amendments to ensure that the final product is attractive to the customers.
The organization considers that it is competing with other firms producing the same products and thus, they try to come up with a unique and a very attractive strategy. This is because the message they pass to their customers will determine their buying behavior. The information may then be placed on the company’s web page and a description of how to contact them incase of any enquires.
E-tailing changes the behavior of an organization because it interferes with the hierarchical structures. For those who manage to catch the attention of their customers through well designed web pages with clear explanations, they are able to improve their marketing, advertising and selling methods. This will make them realize increased sales and profits.
The advertising market is also affected by the adoption of e-tailing. Those people who are engaged in sales are affected because their work is reduced and this limits their sources of income. The web marketing is different from traditional marketing and the advertising industry may decide either to incorporate the traditional methods with the modern designs or to start a new market with new designs.
The advertisers may not want to do away with their sales people and they may choose to use them and the webs as marketing channels. People could be used to advertise the online purchases while other may chose to use the media.
The communication channels in the advertising market could be designed in a way that the involved organization desires. The information concerning the products being marketed is designed in a way that the buyers will understand.
They are designed in a way that they attract both the traditional and the modern markets and to meet the needs of all the groups regardless of their background, race, color or nationality. The contacts of the salespersons are then included in the webpage so that interested customers may contact them. These people are the best to use when selling the goods even over the internet because they have adequate marketing skills.
The marketing environment is also critical because the buyers will not want a very noisy environment and this may put them off making them seek to purchase from other firms. The people in the marketing department should be available to receive the enquiries of the customers at all times, meaning that this is a market, which should work around the clock.
The communication channel is very important to the advertising market in the adoption and implementation of e-tailing because, it is the market which determines the success of this method of advertising and selling (Ancher, 2002, par. 6-7).
E-tailing has become a very useful mode of buying and selling in our society. With the use of the internet, we have been able to develop a market where the needs of the customers are put first. We have taken the products to our buyers making it very convenient for them to shop and we have offered them a great flexibility in their shopping patterns.
Since already everyone can access the internet, we need to utilize this resource so that we can improve our buying and selling methods. It is a great opportunity because the firms are giving the buyers a chance to air their views on any modifications on the products. The buyers are in a position to bargain while still in their houses.
This is for all of us, we should use these opportunities and we should take our time to visit these websites so that we can discover the variety of products offered to us. The firms should take this as a chance to cut down their cut down their expenses and the costs associated with the use of middle men. It is also a great boost to the advertising industry since they have gone international and they attract and sell to customers from all over the world. Who would have thought that shopping could become so easy?
Anchor, N. (2002). E-tailing: an analysis of web impacts on the retail market. Journal of business strategies . Web.
March, L. (2004). Determinants affecting organizations, intent of adopting e-tailing: a study based on innovative theories . New York: Association of Computing Machinery.
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Selling is convincing. 11 Persuasive Writing Techniques
Some people are very good at convincing.
Surely you know someone like that, (or maybe it’s you), that kind of person who almost always gets what he wants.
Persuasion is not innate in everyone, but it can be learnt.
In order to sell, you have to persuade, but you have to do it properly so that people don’t run away from you.
And how do you persuade them?
But with arguments designed for the specific person we want to convince to do something.
Experienced salespeople are experts in persuading and they study the person in front of them before choosing the arguments with which they are going to convince them.
But you don’t have salespeople who are on the road visiting clients, so you have to convince your potential customers with the words you write on your website and social media accounts.
With the copy on your website and with your marketing emails you can convince your visitors and subscribers to do what you want: buy your notebooks, hire you as a coach or do your course online.
Telemarketing and aggressive direct sales no longer work.
People don’t want to be disturbed at their front door or to be called on the phone to hear a pushy monologue on why should they change their telephone carrier.
Do you also wonder how many of these calls are really attended?
99% of people have neither the time nor the desire to listen to this type of shoddy salesmanship, especially because they always seem to call at the most inconvenient moment.
Telemarketing should be history, along with passive gymnastics machines.
Nowadays people want to feel they choose freely , without being harassed, that’s why Inbound marketing and persuasive writing or copywriting are working so well.
Inbound marketing are those marketing techniques that aim to attract, persuade and convert potential customers into real customers.
It’s a matter of subtly attracting by offering valuable content and convincing with arguments, without being a pain.
There are lots of blogs and books to learn how to write with intention, as I call it.
In this post I give you the keys to write more persuasive texts in order to get closer to your potential customers and convince them that your product or service is what they need without sounding like a huckster.
Let’s crack on, shall we?
If you don’t have that person’s attention, you’re not going to be able to convince her to keep reading and not go somewhere else.
In this post , I talked about ways to get the attention of the reptilian brain, which is the part of our brain that takes the decisions , so I recommend you to read it when you finish this post.
I don’t think it’s necessary to tell you the number of websites that swarm around and the dozens of emails that we all receive every day.
The first thing you have to think about is: How am I going to make this potential customer dedicate her precious attention to me?
The answer is with a title and an introduction that anticipates something interesting for that person.
And what might interest her?
Basically two things: How to solve a problem or how to feel better.
Now you can tell me “okay, but I sell bags and bags don’t solve any problem”.
Yes and no (I hate this expression but here it fits).
At first sight, it might seem that we don’t need a bag to survive but we might want a bag to feel better because with that bag we will belong to the group of people who dress well according to our taste.
With objects like this the most important thing is to have great images, so to attract attention you will choose stylish photos with people whom your ideal customer wants to look s like.
For example, a sexy girl, or an intellectual woman, a hip guy, etc …
However, to sell a service, an online course or software you will need to attract attention with words too.
Already on your website’ header or in the subject of your email you are going to tell that potential customer what she will take away if she keeps reading.
Let’s see an example.
Xebia is a software development company. Immediately after landing on their website they tell us, using large typography, the main benefit we can take from them.
Let’s see, raise your hand if you want to be a digital winner.
With this great introduction they are already calling out our attention to continue reading so we can find out how they can help us to become a digital winner.
Amplification is a typical practice in persuasive writing.
It consists in raising a problem (in a positive or negative way) and empathise with the reader about that problem so the potential customer puts all his interest in knowing more about what we have to offer.
In the previous example, we have raised a pain point in a positive way, “Do you want to be a digital winner?”
Then you can use agitation to “stick your finger in the sore” of that problem and get the reader’s full attention.
It’s not about being a sadist but of showing empathy towards the reader and his problem.
Let’s see a completely different example to illustrate this point and make it clearer.
In this example of easyspanishforyou.com (it’s a client of mine), we’re agitating the problem.
We have put ourselves in the shoes of the person who wants to learn Spanish for one of those reasons but he is afraid to fail because he thinks it’ll be very difficult and boring since he relates learning a language with his high school years.
Put yourself in your customer’s shoes and empathize with him, feel with him and tell him not to worry anymore, because you are going to help him.
This is where you have to present your product or service as a solution to that problem.
Be honest in explaining how you can help your potential customer and don’t use sleazy sales techniques.
Don’t promise benefits you’re not sure you can deliver.
Avoid phrases such as “ Incredible results ” “ Best in the market “.
And focus on describing your solution in honest and concrete words.
Let’s see this with an example.
We present our solution and how it is different from others that already exist. “ My lessons are focused on conversation.”
“You’ll realize that Spanish is one of the easiest languages to learn.”
I didn’t just add the above statement out of the blue, but I did some research and found that Latin languages (especially Spanish) are among the least difficult.
The human search for a WHY takes place even when we buy something. We all need a why.
No one is going to do what you want them to do if you don’t tell them why they should do it.
It’s like when your child, if you have one (otherwise you can picture yourself being 14), asks you for money.
– “Mom, can I have 20 €?”
Your immediate reaction will be:
– What for?
And depending on whether she tells you it’s to buy cigarettes or a book she needs for school, you may decide to give it to her or not.
Your customer wants to know why he should give you his money.
This is where you have to talk about the benefits of your product or service.
You need to describe in as much detail as possible how that person’s life will improve if they buy that product or if they hire you.
Remember, the benefits of your product are those advantages the customer gets.
Start by thinking about the features of your product and turn them into benefits.
Let’s look at a couple of examples:
Feature: “ Platform with beta technology “.
Benefit: “ You’ll save 20% of time doing your accounting .”
Feature: “ Support via WhatsApp “
Benefit: “ You’ll never get stuck, we’ll resolve your doubts at any time.”
Before they buy anything, people are going to have objections and doubts.
Your job, if you want to be persuasive, is to take away all those objections with more arguments.
Objection: “ It’s expensive.”
Argument: “ Quality is important. Nowadays nothing lasts a long time and in the end, we end up spending more money by having to buy the same object more often because it breaks”.
Sit down to think about possible doubts and objections your customer may have and raise them in your texts even before the person reading comes up with them.
As an example, I’m going to tell you about a flaw that I have and that I can’t change no matter how much I want to.
In order to change it, I would need to be born again.
Let me explain.
I offer content creation and copywriting services in Spanish and English. I’m bilingual but not native English.
However, I have turned this “defect” into a virtue.
On my website, I tell my potential clients that I write in international English so that everyone, no matter where they can from, understands it.
In addition, the fact that I have lived in several countries, travelled a lot and speak several languages makes it easier for me to communicate with international people.
This is an advantage for businesses that want to sell in different countries and in markets where people use international English and not native English.
And it works, because it’s true.
Reflect on your flaws and turn them into advantages.
I often talk about this point in my posts when I explain how to sell more over the Internet.
Using powerful testimonials can make a huge difference.
Having other people recommend your product or service will end up convincing your potential customer.
Because people tend to trust something when a lot of people say it’s good.
Why should we risk buying a product that nobody says anything about?
Make sure you add at least 3 or 4 testimonials to all your sales copy.
If you are designing an email marketing strategy with a sequence of emails, introduce testimonials in some of them, but not in all because it can be too much.
There are some tested email sequences that work, one of those emails always includes social proof.
This post explains the basics to create a sales sequence.
In order to obtain powerful testimonials, you can send your customers a short questionnaire with this kind of questions:
– Why did you decide to hire us?
– What objections did you have before hiring us?
– What is it like before and after working with me?
– What would you highlight about this product?
With these questions, you help those people who find expressing themselves difficult to write great testimonials for your business.
Comparing your product or service with your competition can be a very persuasive argument.
You can’t use your competitor’s name but you can suggest what others do and what you do differently.
Here it’s necessary to be very subtle, it isn’t a question of underestimating what others do, but of underlining what you do differently and better.
For example, you can emphasize the fact that you are the only company in your sector that offers customer service over the phone or that your shoes are manufactured in Europe and not in poor countries with very low wages.
Contrast will help you express your Unique Value Proposition , or what makes you different from other products or services.
So far we’ve convinced the emotional part of the brain, which is the part that makes the decisions. But if there is still any doubt we can convince the logical part of the brain with data.
Choose graphs and statistics that add tangible data to your arguments.
“Did you know that 70% of people who work with their computers suffer back pain due to bad postures?”
Do your research and find statistics, graphs and data that will help you convince your potential customers.
People are often absent-minded, we forget things.
That’s why repetition works very well when selling.
You should remind your potential customer, by choosing different words, what is that you offer and the strongest arguments you have put forward to answer the important WHY.
Repeat your offer several times throughout the text if it’s long, and especially at the end.
Do you know the popular technique of the PS?
Check next time you receive a well-written marketing email and more often than not you will find the offer repeated in the PS with different words.
Surely this has happened to you before.
You’re talking to a potential customer and he’s almost convinced but suddenly he says “Let me think about it”.
And 99% of the times he won’t come back.
Sometimes introducing urgency can do the job because it also brings into play the fear of losing an opportunity.
To play with the feeling of urgency you can introduce a limited offer or shortage of units (limited stock, only X units left).
But don’t overdo it with phrases like “ If you don’t buy now, in 5 days everything will be sold “.
You have to be more subtle and say something like “ I can’t guarantee that there will be units left in a few days”.
You can be even more subtle when you introduce the urgency factor helping the potential customer to imagine already enjoying the advantages of your service.
Let’s look at an example.
This is a text I wrote for a company that offers courses online on Nutrigenomics .
On the home page I talked about how important genetics will be in the prevention of diseases in the future and how prominent this science is becoming, so experts in this field will be in high demand.
I introduced the urgency factor with phrases like this:
“Be ahead of the crowd and learn Nutrigenomics now.”
This is a good example of how you can use urgency without using limited price or stock offers.
Call to Action
No matter how convinced a person is to do what you want him to do, (buy a product, make an appointment, subscribe to a newsletter), if you don’t guide him exactly where you want him to go, your efforts of persuasion will have been of no use.
The call to action (CTA) is that button that we want the customer to click to take him to the shopping cart or contact form.
Here you can be creative and use different phrases instead of the typical “Subscribe now” or “I want the free guide”.
You can say:
Persuasive writing is a technique that can be mastered over time and by practising a lot.
Read and study all the sales copy you find and decide if you like it and why.
This is another way to learn, but you also have to practice writing yourself.
If you have any doubts when writing your copy I’m here to answer them.
Sobre Elena de Francisco
Siento un placer inmensurable aplastando textos zombis que no dan resultados y transformándolos en textos llenos de vida que provocan muchas ventas.
About Elena de Francisco
I find real pleasure in crushing zombie copy that doesn’t provoke any emotion and turning it into vivid words that convert prospects into smiley paying customers.
Actually I love this post.. I would like to learn how to tap big ideas from my subconscious mind. Thanks
Thank you for your nice comment. Big Ideas don’t come out of the blue. Or not completely. They come after having done a thorough research on your buyer persona, your product and the market. They come from listening to what people really want and how they express it. It’s a process and not always easy. Sometimes a good idea may come after reading a book or watching a film that has nothing to do with the product, but you connect ideas. Very often is about connecting ideas more than creating new ones. Practice will also make things easier. Stay curious and ideas will come. A big hug, Elena
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Essays on Product
Feeling stuck when writing an essay on Product? If you are unable to get started on your task and need some inspiration, then you are in the right place. Product essays require a range of skills including understanding, interpretation and analysis, planning, research and writing. To write an effective essay on Product, you need to examine the question, understand its focus and needs, obtain information and evidence through research, then build a clear and organized answer. Browse our samples and select the most compelling topic as an example for your own!
Essay topics, information.
Product Life Cycle of Nike Product: Removable Massaging Insole for Athletic Shoes The process of identifying a product’s life cycle primarily includes four chief junctures which determine its progression, the first of which is the introduction stage. During the introduction stage of the removable massaging …
Love what you’re doing when you’re selling a product. The popular image of a salesperson as someone willing to “sell at all costs” is not the reality across the board in sales. A good salesperson loves sales, is motivated by what they’re selling, and transfers …
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Questions for Midwest Office Products 1. Based on the interviews and data in the case, estimate: a.The cost of processing cartons through the facility 80000 total cartons Warehouse expenses = $2000000 Warehouse personnel expenses = $2570000-$250000 (truck driver expenses) = $2320000 Total warehouse processing expenses:$2000000 …
Introduction William Hesketh Lever founded lever Brothers in 1885. In the beginning as soap manufacturer but later diversified in to food and personal care products. Unilever’s corporate centers are London and Rotterdam. Walls’ Introduction Walls introduced in Pakistan in 1997-98. The product line consists from …
There are four main periods in a product life cycle concept which begins with the introduction stage, followed by the growth stage, then the maturity stage, and finally the decline stage. Naturally and comparatively, there are distinct characteristics which would qualify a certain product to …
Office Dakota Products Case Analysis Course: BUSA 5061 Managerial Accounting Students Name: Teresa Willette Professors Name: Dr. Conner/Dr. Pollard Date 3/20/2011 Executive Summary The following analysis is written for Dakota Office Products to evaluate current business operations and recommend future actions necessary to ensure company …
1. 0 Introduction This case study is based on the company Elektra Product Inc . It is enough mature publicly held company that had once been a leading manufacturer and retailer of electrical products and supplies. But, nowadays the company is facing a host of …
Evaluate product innovation at Gillette throughout its history. Gillette has invented the first safety razor with disposable blades in year 1901 which is one of the new-to-the-world products. This safety razor serves as a basic product, for the market segment of men who shave regularly, …
Executive Summary The Clean Edge which is Paramount’s newest nondisposable razor has powerful influence in the market since 2010. It was improved design and used the new skills to make the razor’s properties become better than before. Lots of men like it and consider it …
This essay will discuss the way to launch a new product onto the market. There are different aspects which need to be considered such as marketing, market research, advertising and market segmentation. This essay will show some pros and cons of these methods. When you …
Abstract Niké, Inc. uses a brand marketing mix that is as multicultural and diverse as all the people in the planet. They make sure that there is a product for the type of gender, design, activity, color, and price for every type of customer, …
Product complexity definition What product “complexity” means to supply chain and the industry? It can be define differently based on the industry and the market. A lot people think complexity is the same meaning with complicacy or simplicity. Unfortunely, both of the definition is wrong …
Introduction: the introduction stage in product life cycle is usually the period of the new product lunch until its take off time. For NEXT, its product was lunched in 1982, where its first store started with an exclusive coordinated collection of stylist clothes, shoes and …
Case Situation The product description was ‘Ready-to-Wear’ or RTW garments. The defined set up was placing different brands of RTW garments in different settings in which each setting was said to be filled with different genres of music. The brand A was in a setting …
In the 21st century design has become an individual language, which allows to make a choice in the world of unlimited opportunities as a universal device. People are trying to learn this language for a better interaction with products because design is everywhere. Modern society …
Natural products isolated from various sources especially derived from plants, have long been used in treatment of human ailments. For long time, the approach to new drugs through natural products was proved to be the single most successful approach for the discovery of new drugs. …
Customer Needs, Wants & Demands Needs are the basic human requirements. People need air, water, food, clothing and shelter to survive. People also have strong needs for recreation, education and entertainment. These needs become Wants when they are directed to specific objects that might satisfy …
The basis of Merton’s Strain Theory lies with Emile Durkheim and his theory of anomie in so far as ‘anomie’ is translated as ‘deregulation’ or ‘normlessness’. Durkheim developed the concept of anomie in his book, Suicide, published in 1897 to refer to the lack of …
Introduction In response to your report and request regarding Merton’s financial performance and product mix, I have met with your controller, sales manager and production manager, and have provided a solution that will improve the company in these two areas. Using a systematic approach, I …
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Abstract The following paper presents a proposal for the project of enhancing and re-designing a chef’s uniform as a product. It summarizes the project proposal providing clear highlights on the ethos of the new available designs, involved technologies and the garment geometry techniques with the …
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by Matthew Sheeks | Apr 25, 2019 | Content Marketing , Conversion Rate Optimization , Copywriting | 1 comment
How To Write Persuasively to Clearly Demonstrate The Benefits of Your Products Or Service
Whether you’re a low-level marketing manager or novelist of 30 years, the writing process can be agonizing, especially when you’re writing about something you are passionate about.
Copywriting for marketing is no different. It’s hard. Not only are there very specific things that work and very specific things that don’t work, the things we learned in school are often completely antithetical to what works in the marketing field.
That being said, good copywriting is more about unlearning than learning. Unlearning how to write in a hoity-toity academic style, best suited for scholarly articles that no one ever reads. Unlearning how to talk about yourself like you’re trying to get someone to hire you for a job. Unlearning how to make things flowery, poetic, and over the top.
The good news, though, is that it’s not out of anybody’s reach. There are some very specific techniques and stylistic methods to making your writing more successful and convert visitors to your website. That’s why we wanted to include persuasive copywriting as a foundational piece in our online small business marketing course, Digital Marketing Strategies and Tactics to Grow Any Small Business .
If you follow these tips, your writing will get better. And not only will it get better, you’ll see more conversions on your website and a greater ROI for your company. Plus, you’ll feel less like a sleazy salesman looking to quick make a quick buck.
Before You Write
What you do before you sit down to the computer is equally – if not more – important than your writing. Any serious writer will tell you that the research process for their project is what really makes or breaks the quality of the work. Copywriting is no different, except instead of doing research on a historical event or a person, you’re doing research on your own product and your customer.
According to Conversion Rate Experts , you shouldn’t start writing until:
- You know everything about the product.
- You have bought and purchased the product with your own money.
- You can understand why people buy it.
- You could sell it to yourself or to your friends.
- You know all the objections and have great counters to those objections.
- You’ve gathered legal proof to support all your claims.
Now, sometimes it’s not realistic to have bought your own product. People selling $100,000 yachts can’t be expected to purchase their own product, especially on a salesperson’s salary.
But you do need to know your product intimately and how to sell it in person before you ever write about it. Your website is, for all intents and purposes, “a robot sales person,” and it won’t be any better of a sales person than you are. If you can’t sell it, your website won’t sell it either.
Become Your Customer
If you can, buy your own product. Beyond that, go through the entire buying process your customer would go through. Shop around for products like yours. Send your product back. Call technical services. Spend your own money if you can. Is it worth it? What are some of the problems that you find in the process? Can those be fixed? What objections do you have to your own process? This knowledge will become integral to you writing about your product at a later stage.
Now use your own product. Take it out, unpackage it, put it together, use it at your own home and in your own life. What are its strengths? What are its weaknesses? What are the things that it offers that competitor products don’t? This is the experience that your customer will have. And if you’re gonna’ write about your own product, you need to know what that experience is like.
Ask your current customers directly about their experience. Ask them what areas of weakness you have on your website. Inquire about the aspects of your product that make buying difficult for them. Find out what their objections to purchasing were. You can do this in a couple ways:
- Conduct a survey on your website homepage.
- Talk to some of your customers one-on-one.
- Interview a VOC Aggregator.
A VOC aggregator is someone that’s heard the customer voice so many times they know the answer to their questions. These are the people talking directly to your customers. They can be a sales person, a technical support worker, or a repair person. They should have the opportunity to let you know what the customers are concerned about in their journey to purchasing your product.
The process that a buyer goes through before they purchase your product is called the “buyer’s journey”. During the buyer’s journey, your prospective customer is going to think about a great many things, including:
- If your site is relevant
- If your product is the best of its type
- The ease of finding your product
- If the product is what they really need
- If your site’s claims are supported by proof
- Whether their objections are answered
- Whether the experience was pleasurable and they’d do it again
Writing persuasive copy is about answering these questions before the customer does. You want to make the experience of your customer on your website as delightful and informative as possible. By knowing your product and your customer intimately, you’re going to be infinitely farther along than other marketers that don’t do this work on the front end.
Enchanting Marketing calls this entire process “writing with your ears”.
1950s and ‘60s copywriter Eugene Schwartz said that the ability to listen is one of the greatest assets a writer could have. Instead of trying to create his own copy, Schwartz stole marketing messages from his customers and his prospects instead of inventing them himself. He essentially fed people’s words back to them so they would be more likely to make a purchase. And it worked.
By listening to his customers, he was able to write some of the most effective copy of his time.
As You Write
Now comes the writing process. What you do before you write is very important. But the techniques you use while you write are equally as important. Bad copy on the website can quickly turn a prospective customer away. It can make you look unprofessional – or worse, insincere.
But there’s good news here: most good copywriting techniques simply boil down to writing in the way you would actually talk to someone.
Use A Structure
When people talk about a product that they like, they generally follow a specific format:
- Problem: what was the problem they were experiencing?
- Solution: what was the product or person that solved that problem for them?
- Proof: what proof is there of real transformation?
- Action: how can the person they’re talking to repeat their experience?
This is also true for spiritual or philosophical transformations.
Here’s a couple of ways this could be expressed in real life.
I was really struggling to get good sleep at night now that I have my baby. A friend told me about CBD oil over coffee one day. Though I was a little hesitant, I gave it a try. I’ve had some of the best sleep of my life using it! Even better than I had before my baby! You should check it out. It’s easy. You just search for it on Google.
I was really depressed about some of the things I’d done in my previous marriage. It was really affecting my life. A friend of mine invited me to church. At first, I didn’t go because I was skeptical. But finally I attended one week and all that pain came out at the service. I started going more regularly and, though I certainly don’t have it all figured out, it’s really helped me to get out of the rut that I was in. It seems like you’re struggling with the same thing, so I thought that maybe you could come with me some weekend.
Every argument follows this same structure. And the good news is that your copy is little different. It should simply follow the same general structure as if you were telling it to someone over coffee.
There are multiple structures that different copywriters have suggested.
- The PASTOR method
- The 1-2-3-4 Method
- The Inverse Pyramid
We here at White Hat Matt use the PASTOR format, so we’ll focus specifically on that structure in this post. This method was popularized by Ray Edwards and that’s where we learned about it. Thanks Ray!
P is for Problem
What is the problem your customer is having? Are they losing money because of a subpar software solution? Are they getting made fun of because of their acne? Are they spending way too much money on their Internet service only to have it crash on them every weekend because of overuse? Your copy needs to address the problem of the customer.
A is for Amplify
What’s going to happen to the customer if they don’t buy your product or service? Will they continue to lose money? Will they continue to experience social ostracization and feelings of negative self-worth? Will they continue to be frustrated by their internet’s sub-par performance? Amplify what’s really at stake here if they don’t accept what you have to offer.
S is for Solution
How does your product or service solve their problem? What benefits are they going to get by using your product, both practical and emotional? This is not the place to talk about the specifics of your product. Instead, talk about its benefits. What’s in it for the customer?
T is for Testimonial
Who has already experienced these benefits from your product? What did they say about it? What evidence is there that your product works and will work for your prospective customer? People don’t like risk. And the risk of making a purchase is less if others have gone before them and had a good experience!
O is for Offer
What exactly are you offering? Are you offering them a free trial of the product? Are you offering them a 10% discount for their first buy? This is where you get down to the nitty gritty of what it is you’re offering.
R is for Response
What are you asking your prospective customer to do? What action do you want them to take? Do you want them to fill out an email opt-in form? Are you wanting them to call you so you can talk more about their needs or desires? Do you want them to add your product to their shopping cart? Be specific about what you want your customer to do.
There are other copywriting methods than the PASTOR format, but they all boil down to the same thing: problem, solution, proof, and action.
Whichever structure you choose, it’s important that you follow it and address every section. If you do, you’ll be writing like a customer thinks. And thinking like your customers is the most important thing in the writing process.
Write Like A Human
Karl from Conversion Rate Experts says that “the act of writing turns many a genius into a moron.” What he means by this is that as soon as people sit down to write, they stop writing like they talk and start writing like they think they should. (source: How to Beat Most Professional Copywriters )
Good writing should sound human.
Your writing should sound the same way you actually speak in real life, just more polished.
A couple of ways you can do this is to record yourself speaking your sales pitch. Analyze it, then repeat that in your copy for your website.
Use as many words in your website copy as you do you selling your product face-to-face. This will probably make your website longer than you are comfortable with. But remember, your website is a robot sales person. If it is going to make sales, it needs to have all the information that you would have in a real life sales meeting.
Also, after you’ve written a draft, have someone else read it out loud for you. Where do they get confused? Where did they get it wrong? Where did they get hung up? These might be areas you need to improve.
Brevity is the soul of wit. Shorter sections and sentences are easier for people to read. People shouldn’t have to work hard to understand who you are, what you’re offering, and what you can do for them. It should be easy.
You can do this by using short and broken sentences. Like I’m doing right now. In high school and college, you may have learned academic writing which uses long, complex sentences. Sales copy is different. It has to be easy.
So use short sentences. Break up your copy with segments. Short segments are much less terrifying than a giant block of text. This also makes your content skimmable so that people can read it over quickly to take what they need and move on.
We’ve all been on that website where we’re halfway down the page and we still don’t know exactly what they offer. Don’t be that page! Get right to your unique value proposition with your heading. Be specific about what you’re offering and the benefits your customer will accrue.
Generic statements make you sound like a sleazy salesperson. Use specific statements to boost your credibility.
Keep your sentences simple and to the point and avoid flowery adjectives. Don’t talk about your product being the best at something. Instead, state the facts that prove that it’s the best.
Be Concise, Be Specific… But Write Long
One of the biggest myths in marketing is that nobody will read long copy. People are too busy, you might think, so I’m not gonna write that much on my subject.
That’s true if people don’t really care about what you’re offering. But if someone is going to spend $8000 on a new snowmobile, I promise you, they will read your copy.
Write as much as you would say in a one-on-one meeting with someone . You need to answer all objections that a customer may have about your product.
I had a friend who recently wanted to buy a new laptop. But glossy screens hurt his eyes. He knew that he needed to have a computer that he could fit with a matte screen. If a website did not answer this objection for him, he would certainly not make a purchase from them.
Every customer will have objections and questions just like this. You need to anticipate these objections and specifications and answer them in your website copy.
Write To Your Audience, Not To Yourself
Many business owners are tempted to write what they think would be interesting or convincing, not what their customers would. But remember, you’re not writing for yourself. You’re writing for your customers. Instead of thinking what would make me buy the product, think about what would make them buy the product.
You might want your website to have a flowery, inspiring heading. But with that convince your audience to buy? You might understand big words like rotator cuff and antinominal, but would your audience understand them?
Instead of using the terms you use to describe your business, use the terms that your audience uses to describe your business.
We recently did a website for Mountain Valley Physical Therapy . Mountain Valley Therapy is a company in rural Eastern Oregon that offers physical therapy and other holistic therapy methods, such as pericardial massage and craniosacral therapy.
Consider if Mountain Valley physical therapy wanted to change their name to Mountain Valley Holistic Therapy. This might more accurately describe what they do, but to an audience of highly-conservative Eastern Oregon Oregon clients, this name would be confusing, not well searched for on search engines, and maybe even off-putting. For this reason it’s probably better for Mountain Valley Physical Therapy to keep their current name.
Remember, writing is about what your customers search for and understand. If you’re writing what you think is powerful copy and that conflicts with what your clients want and are searching for, you’re in for a rough wake-up call when your website doesn’t sell.
Write About Your Customer, Not Just About Yourself
Make sure that your copy is about the value that will be provided to your customer, not just all the features of your product.
Neil Patel used the example of the new iPhone 5 copy to showcase this technique. On the sales page, the word iPhone appeared 81 times. “Apple” appeared an additional 26 times. But the words ‘you’ and ‘your’ were even more prevalent. They appeared 110 times.
By writing about your customer, you make them feel at home and cared for on your website. You make them feel like it’s more about what they need than your product. Because it is more about filling their need than it is about your product, right? Only write about your product in regards to what it can do for your customer – not the other way around.
Support Your Claims With Evidence
The trademark of a charlatan is that they say things without any evidence to back it up. Don’t be a charlatan. Back up your claims with solid, specific evidence. If you make a claim, link to the case study that you’re referencing. This will build trust with your customers.
Also, use technical details to show your expertise. Technical details about your product make you more convincing. Showing exact details like names, data, and materials used shows you know what you’re talking about. You might think that these aren’t really all that important. But like Neil Patel says, details sell.
You can also bring people into your product with fascinating stories. Stories are personal and interesting ways of proving your product’s value. Do you have any stories you could tell about your product? What successes have you had in the past? Stories are a human way of bringing your prospective customers into your world and entertaining them a little bit.
Write Clear, Respectful Calls-To-Action
A call-to-action is a call for a customer to take a specific, desired action on your website. This could be a link to another one of your pages. It could be a button bringing them to your Contact Us page, or it could be to download your white paper.
A good call-to-action should be specific. It should be clear about what you’re wanting the customer to do and why they should do it. A good call-to-action should summarize the benefits, present the offer, and justify the price to the customer one more time.
A good call-to-action should also be respectful. It shouldn’t assume that the customer is ready to take that action. Give your website visitors more than one option. “Start today” should be followed closely by a “Read More About Our Product” option. In this way, more people will continue on their buyer’s journey on your page than just the ones ready to make a purchase.
After You Write
Woo hoo! Congratulations. You’ve written your copy. And it’s really, really good!
But this is just the beginning. Once your copy is up and working for you on your website, it needs to be optimized. Optimization simply means being revised based on data. Going back and optimizing your website copy will continue to make your website better and more profitable.
This can be done in multiple ways including:
- A-B Split Tests
- Heatmaps On Your Site
- Surveys on your pages
I’m not going to go into the specifics about all of these in this blog post except to say it’s important. According to a presentation with Paris Chopra, the founder and CEO of Visual Website Optimizer, a single word change on a website can lead to a 161% increase in conversions.
Visual Website Optimizer re-wrote copy for one company with the keywords that people were searching for on search engines. As a result, this company got 150% more leads, $15,000 in additional sales inquiries, and an increase in annual sales of $500,000. This is not small potatoes.
Bottom line, after you’re done writing, use analytics to drive further insights and make changes. Use search tools to figure out the keywords that people are actually looking for. And use surveys to gain insight into what your customers want and are having trouble with on your website.
Does all this sound just a little bit too daunting for you? That’s OK. You can hire someone to do this for you. You can learn more about White Hat Matt’s copywriting services on our copywriting page or hire someone locally in your area.
But whoever you hire, make sure you hire someone who knows what they’re doing. If you’re going to hire out your copywriting, make sure it’s someone who is getting wins with their copy in a professional setting.
Writing clearly and persuasively and thoroughly demonstrating the benefits of your product or service is something that anyone can do. With a little bit of learning, and a lot of unlearning, you, too, can be on your way to writing copy that works for your website.
We recommend you start by picking up a free copy of How to Write Copy That Sells , by Ray Edwards. This may only be available for free for a limited time; if you find this link has gone down, just try searching for the book on Amazon.
Otherwise, please check out:
Ray Edwards – How to Write Copy that Sells (on the Smart Passive Income Podcast)
Conversion Rate Experts – How to Beat Most Professional Copywriters
Conversion Rate Experts – Making Websites Win (Available in Hardcover or Kindle Format)
There is a saying about writing that, ‘No writer likes writing, they like ‘having written”. Thanks for sharing this article and reminding me about mixing the technical aspects of writing with creativity.
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Persuasive Essay On Branding
In today’s ever competitive global market, marketers are finding themselves having to grapple with an increasingly difficult issue about branding and their brands. Many marketing managers have to deal with questions of what are the most effective and efficient means to building a strong brand and sustaining it. Pick up any marketing textbook and most will define brands as a name, design, terms, symbol, or any combinative feature that identifies and differentiates one seller’s good or service from those of other sellers. (American Marketing Association) In other words, it is everything that a consumer can retain in their mind about the product or service produced by a particular organization. Brands are often evoked or symbolized using a variety of features belonging to the brand . These features represent all the past experience and expectation a consumer has received about that brand. When we think about brands in the likes of Apple, Bmw, Victoria Secret, and Disney, we not only read into them our experiences with the brand but their features triggers a mental model in our minds. It creates a certain perception of quality, expectations and position in our minds. They connect the products attributes and brand association between the corporations and users. (Biel, 1991) With that said, branding that could create a lasting impression into the minds of its consumers plays an important part for any successful business. It can be used to enhance business performance as brand themselves are used as an implied tool that can positively influence people’s buying behaviors and work as a driving force to convey the business’ message and stay in the customer’s mind. Consequently, studies have been made and the results showed that consumer’s ... ... middle of paper ... ...uality. It was often times like those where it was difficult to measure how good a product is from an unfamiliar brand, hence loyalty was a way of reducing risk. (Simonson & Rosen, 2014). Consumers today are far better informed and likely to investigate the value of products than just to rely on intrinsic values of brands before purchase. Consumers are empowered to do their own research about whatever they want to buy. This trend started with Consumer Reports, which produced reports on objective studies about products and further enhanced with the rise of the internet, which has given ordinary consumers access to expert reviews, user feedback, and details about product data, in an assortment of product categories. A study conducted showed that in 2012, seventy-two per cent of consumers in the U.S look at online reviews before making major purchases (Coopers, 2012).
In this essay, the author
- Explains that branding is a process of delivering value to the marketplace through the actions of the companies. johnson & johnson's company value is deeply rooted to challenge itself to put the needs and well-being of people they serve first.
- Analyzes how gillette's "best a man can get" campaign reinforced its traditional image by bonding masculinity with high-quality products.
- Explains the importance of branding in today's ever-competitive global market. brands are evoked or symbolized using a variety of features belonging to the brand.
- Explains that the association of images of a brand is powerful and distinguishes the particular brand in the product category. consumers are empowered to investigate the value of products.
- Defines brand as anything that differentiates a company’s product and services from the competitors. brands directly affect the consumer's purchase behavior.
- Explains that brand credibility is the extent to which a brand is considered credible by the consumers. brands must build their brands in order to remain competitive in the changing marketing environment.
- Explains that brand credibility has two dimensions i-e trustworthiness and expertise refers to is the firm capable of delivering it.
- Explains that brand credibility can extend to the trustworthiness and standing of a brand through their service claims conveyed to current and potential customers via advertising or other brand communication activities.
- Explains that consumer perceptions about relative values, risks, information costs, and the decision rules are mainly based on branding and brand name/symbol. king & baek, 2011 research endorsed the previous research findings.
- Explains that having strong brand credibility can increase the perceived value of the brand and influence the overall equity of a brand.
- Explains that brand equity is defined as the worth that consumers link with any brand, as mirrored by the factors of awareness, brand associations, perceived quality and brand loyalty.
- Explains the four dimensions that build up consumer based brand equity: brand awareness, brand association, perceived quality, and brand loyalty. keller developed a model of consumer based brand equity.
- Explains that brand identity is the primary step in building brand equity. brand salience is how much a consumer is aware about the brand and ability to recall and recognize it.
- Explains that brand meaning includes brand performance and brand imagery. it can be created directly by consumer interaction and experience with the brand and indirectly by word of mouth.
- Describes the four dimensions of consumer brand resonance: attitudinal attachment, sense of community, active engagement, and loyalty.
- Explains that celebrity endorsement acts as secondary sources for association for an endorsed brand and an alternate means for building brand equity.
- Opines that there's still room for understanding the effect of celebrity endorsement on brand credibility and overall brand equity.
- Explains that target offer great items but affordable in prices. items present within the business are proven to be acceptable in standards and quality but never demands a high payment.
- Explains that target corp.'s website, www.target.com, caters to the needs of people who do not have time to visit the traditional market. the emerging culture in online marketing is perfected by the management.
- Explains that customers prioritize the benefits of a product or service's features, as well as the ongoing worth of the relationship with the company. they may also emotionally identify with company actions, goals, and values.
- Explains that diversity serves as the business' core corporate value. target corp. promotes diversity which is reflective in their operations and its human resources.
- Explains that target corp. is one of the most philanthropic companies in the united states. it donates 5% of its pre-tax operating profit while giving $2 million dollars a week to the community it operates in.
- Explains that target corp. is a brand that will continue to compete with the trends of the global retailing industry.
- Explains that brand is a symbolic manifestation of all the information connected with the company, product, or service.
- Explains branding as a potentially successful response to heightened market concentration. brands provide informational cues for buyers about the store's merchandise quality.
- Opines that the value of branding in healthcare is very important because the changes happening in health care today will put a new premium on strong and trusted brands.
- Opines that kaiser brand must make emotional connection with its audience and empowers it by living a happier and healthier lifestyle to thrive.
- Explains that kaiser had the broccoli concept and thrive ad celebrating being healthy and vital at any age.
- Explains how thrive builds excitement and pride among employees by promoting a robust health and wellness experience with tools, information, and daily posts.
- Explains that kaiser permanente news center launched in 2007 as a place where journalists, members, employees, physicians, and all stakeholders could quickly come for factual information about the company.
- Explains that branding can have unexpected negative consequences if a product or service experiences negative events, that will become attached to the brand.
- Opines that branding is beneficial for health care organizations since it helps them attract patients, referral relationships, revenue and income.
- Explains that kaiser organization lives up to its brand promise on all levels and engages members in their care through technology. deregulation measures and competition from supermarkets and multiples have led to increases in market concentration.
- Cites dumovic, knowles, and koehn, in their article, why brand matters in health care.
- Explains halo effect in branding, which is defined as the promotion of a product or service by identifying it with the particular brand. brands are valuable, enduring assets that are essential in creating and maintaining competitive advantage in an industry.
- Explains that corporate associations are widely used by consumers in their evaluations of new products, at least until there is a high-perceived risk and they begin to search out more varied information.
- Explains that two researchers studied the differences that corporate ability and corporate social responsibility have upon product evaluations in their article "the company and the product: corporate associations and consumer product responses."
- Explains the inverse effect of information about firms' ethical and unethical actions on consumers' attitudes. the researchers utilized three different experiments, all discussing a firm’s ethical behavior and product attributes.
- Explains that halo is pervasive cross-nationally and drives product quality associations across brands and markets.
- Explains that while halo may be present across both markets and brands, it does not mean that its effects are uniform at all time or in all circumstances. brands have a differential effect on the evaluation of specific product benefits.
- Explains that brand or corporate image are not the only thing that lead to halo error or will influence product evaluations. industry image accounted for sixteen percent of the variance in corporate brand image in one study.
- Explains that the country from which a particular product or product category is originally from may influence both corporate and product evaluations.
- Analyzes the 2009 study "perception spillovers across competing brands: a disaggregate model of how and when." the study proved that generic versions of a drug, largely free-ride on the previously acquired knowledge of brand names.
- Explains that branding decisions can have a significant effect on perception of products. brand extensions negatively dilute the brand image of the larger company, especially when the new product launched is unrelated to the typical products of that company.
- Analyzes how halo effect was observed in customer service in a laboratory-based study in 1995. the results show that management's comparison of attribute specific ratings across multiple products can cause misleading conclusions.
- Explains that brands discriminate a company's products and services from those of its competitors. it is important to understand what brands are and why they are important.
- Opines that it is not factories that make profits, but relationships with customers, and it's company and brand names which secure those relationships.
- Explains that the brand has been defined in many different ways over the years, depending on the standpoint from which it is perceived.
- Explains that brand architecture is the arrangement that organizes the brand portfolio. it defines brand roles and relationships among a company's brands.
- Explains that brand audits are useful when directed on a regular basis. the seven brand approaches do not go into depth with how to conduct an audit in practice.
- Explains that brand communities are social units where consumers interact socially with a brand as the key point of their interaction. brand communities appear in internet-based settings, in geographically assured clubs and at so-called brand fests.
- Explains that brand culture is a term that has been progressively used over the last few years and refers to the structural culture of the brand.
- Explains the goal of any brand manager is to provide products and/or services with brand equity. brand equity defines the value of the brand and can refer to two considerations of brand value.
- Explains that academic brand management authors agree that every brand identity contains a spirit (dna or kernel) that is the very core of the brand. the brand essence is an intellectual idea or sentence brief.
- Explains that brand genealogy is a creative mind set of the marketer and the person who is capable of getting more gains on his own interest and exposes the brand to the world.
- Explains that brand icon is that the brand already gains the success in the market and it is to be promoted to increase the sale of the product as well as the company's reputation.
- Explains that brand identity refers to the uniqueness of the brand. it is something that the marketer has and something he tries to generate through the right brand strategy.
- Opines that achieving trustworthiness is an important goal in the branding process. loyal consumers are valuable consumers because it is much more affluent to recruit new customers than nursing
- Explains that consumers display a propensity to endow brands with human-like personalities. working deliberately with brand personalities deepens the metaphorical exchange between brands and consumers.
- Explains that a brand portfolio determines the way in which company is operating its departments so that it can achieve good success and profit and it is accomplished to dive the transmit issues of the brand and the customer satisfaction against the corporate branding.
- Explains that brand positioning is nothing but position the brand in the market and how it is viewed by the customers.
- Explains that brand relation is nothing but the connection of the brand with the other brands.
- Explains that brand revitalization is nothing but reinforcing the brand that already exists in the market.
- Explains that the solution for an ageing brand or a brand in decline can be revitalization. brand management should start by identifying and reviving an existing brand vision and finding new and innovative ways of making it relevant once again.
- Explains how image and are driven to project the image to customers and other organizational constituents.
- Explains that employer branding refers to strategies for collaborating about a company as an attractive employer to both current and credible employees.
- Explains that employees are important conveyors of the brand, especially when it comes to service brands. 'living the brand' is an end-goal in the branding process.
- Explains that a product brand is linked to the product and not the conglomerate.
- Explains that service brands are brands that sell services instead of products. the employee delivering the service becomes a central correspondent of the brand. service brand managers might benefit from the identity approach and the relational tactic.
- Explains that by maintaining clarity about the brands, we can say that those brands are consistent. in the above example, volvo says that they will do what they say and it is about safety.
- Explains that a good brand is successful in the market as it provides quality products and services and it is helpful to strengthen the brand.
- Explains how companies are changing their brand designs, introducing fewer brands in the market, and exploring new ideas to compete with the competitor and create a good position for the brand.
- Explains that a brand can be made strong quickly because most of the brands born out of chance will offer good quality products and services so that it will satisfy consumer needs.
- Explains that first, we have to understand the meaning of the brand and then distribute it in a manner that will attract maximum number of customers.
- Opines that the main thing that customer expects from a brand is benefit so that we have to provide good benefits to the customers.
- Explains that we have to design various marketing programs and activities that are useful for supporting and promoting the brand.
- Opines that integration should be done in the communication department and that communication in a clear manner.
- Opines that what consumer thinks about the brand should be considered and pricing based on that.
- Opines that we should establish trust among the customers about the brand and the image should be increased.
- Recommends implementing a brand equity management system to ensure that marketing actions properly reflect the brand concept.
- Recommends carefully integrating the brand name, symbol, logo, signage, characters, and slogans to build brand awareness among the customers and increase brand image.
- Explains that they have to create two campaigns, one is building the strong brand and moving the brand towards the customers to capture the customer attention and increase the demand.
- Recommends leveraging as many secondary associations as possible (i.e., other people, places, and things that can be credibly linked to the brand and its products and services).
- Opines that marketers must ensure the tastes and preferences of the customer and have a deep understanding of customer knowledge.
- Explains the importance of brands as a reasonable weapon should be realized by small and medium sized companies.
- Explains the american marketing association's company-oriented definition of a brand as: a name, term, sign, symbol, or design, intended to identify goods or services of one seller or group of sellers and to differentiate them from those of competitors.
- Explains that the american marketing association defines brands as a name, sign, symbol, design or combination of them that are intended to identify products or services of one seller and to differentiate them from others.
- Explains how the hypothetical background for brands and branding has been assembled from a variety of books, articles and websites that involve the science of branding.
- Explains that brand extension is nothing but entering one brand into new brands with the introduction of new products of the same category.
- Explains that the image of a brand is the awareness of the brand by consumers. the goal of working strategically with brand image is to safeguard that consumers hold strong and favorable associations.
- Argues that branding should focus on employees, customers, suppliers, local communities, and opinion leaders. strong brands are hardier to reputation disasters.
- Explains that strong brands charge heavy prices, attract employees, partners, customers, and enter into new business easily. they must improve the desirable benefits of the customers.
- Explains that a strong brand will differentiate itself from the competition by being clear about what they are producing and focusing on safety and security.
- Opines that maintaining clarity and consistency is not enough if we are not well with the customers and we should maintain transparency all through the process. coke is the world's biggest and strongest brand in beverages.
- Explains that trends are common in brand marketing and this will reflect some changes in the social, cultural, economic, technological, and political environments.
- Opines that customers play an important role in branding and it is not true that they will follow blindly along with the marketing.
- Explains that the most important thing to keep in mind while building a brand is that it is capable of building awareness among the people and what is the image of the brand in the customers mind.
- Opines that to have the success in branding, every employee should concentrate on their work and all the departments in the organization should focus on a particular task to get success.
- Explains how technology has changed the way brands are marketed, and how companies can understand what is happening in the market. every marketing institution should have its own web site.
- Explains that everywhere the marketing strategy depends on certain characteristics like segmentation, targeting, positioning, and some of the tactics like integration and growth.
- Opines that brands are introduced into the market to differentiate it from the competitor and provide good quality products and services.
- Explains that branding faces many challenges and has many opportunities in the market to develop.
- Explains that olive view was opened as a tuberculosis sanitarium for los angeles county on october 27, 1920 in sylmar, california.
- Explains that branding is a complex multi-dimensional concept that differentiates between merchandise own brands and process brands.
- Explains that to market olive view medical center-ucla online, it's important that the hospital organization staff and owner understand, believe, and be passionate about its achievements and competitive position.
- Cites bashe, hicks, and schmidt, r., & pioch, e. (2005). community pharmacies under pressure - can branding help?
- Explains that logos, designs, or colours are connected to a certain image.
- Opines that a personality which is both appealing and unique to their audience is important.
- Explains that ikea overtook mfi as the leader in this sector in 2002 with 12.1% of the market share.
- Explains that we are a global brand and have stores in different parts of the uk.
- Explains that ikea's general attributes, such as furniture and household goods, cannot be changed as this would change the whole concept of the company.
- Explains that another type of shopper is the one who wants comfort to a low price.
- Describes elmtaryd and the house where he grew up, along with the name of ç.
- Explains that it is very much a trademark and this same logo has been used.
- Narrates how the founder saw his chance to expand his business on a larger scale, and this was the year he decided to completely expand.
- Explains that ikea is the leading furniture retailer in the uk with a 12.1% before mfi and dfs.
- Explains that brands are more than just marketing slogans and logos. all businesses are building their brands through certain actions and in their actual presence they find a 'position'
- Explains that management advantages include global branding, endorsement, and extensions. brand extension is when a company is using an existing brand from 'parent'
- Explains that new brands are at high risk of failing, as the consumer is more reachable when he/she has an opinion of an already existing brand.
- Explains that their business idea is to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
- Explains that marketing and branding are closely linked to each other, but the importance of branding to successful marketing is enquired to measure.
- Explains that the importance of branding and brand loyalty would be discussed in theory, followed by further analysis.
- Explains that there are numerous definitions of marketing as it has various features to involve, and the one below concludes main factors of it.
- Explains that successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.
- Explains that branding is all about decisio ns of products, like brand names or trademarks. branding is the process of creating distinctive and durable perceptions in the minds of consumers.
- Explains that branding and brand loyalty is vital to successful marketing, but other factors could affect their importance in the dynamic environment. virgin atlantic airway is a super brand in airline industry.
- Explains that a brand is unique business identity, and well-managed one would be the asset of an organization. the four main elements underlie the brand equity: brand name awareness, brand loyalty, perceived brand quality and brand associations.
- Explains that brand name awareness is the very first step for sellers, which would cause familiarity. organizations should promote their brand names or logos as much as possible to gain awareness of their brands from customers.
- Explains that perception of brand quality depends on consumers' experiences or the way organizations branded. well-marketed brands become indicators of quality or choice making for consumers.
- Explains that virgin is one of the best choices for illustrating this point. virgin's brand values are really branson style, which are innovative, competitive challenging, fun and so on.
- Explains that brand loyalty is also valued to brand equity thanks to its function. once customers loyal to a particular product or service, the market share of that product would be relatively stable, allowing the company to use its resources more effectively.
- Explains that brand loyalty has three degrees: recognition, preference, and insistence. brand preference is stronger than recognition as customers prefer one brand over others.
- Explains that airlines need to try their best to gain customer loyalty as which is important but not easy to operate. the most common method is flyer programme that records mileage of frequent flyers and then rewards them according to that.
- Analyzes the importance of branding and brand loyalty to successful marketing by analyzing theories and facts. branding as communication means between organizations and customers is vital.
- Cites dibb, simkin, pride, ferrell's marketing---concepts and strategies, houghton mifflin company.
- Cites marcia yudkin, head stork (2005-2007), the benefits of branding, stealing share, and virgin atlantic's student information pack---marketing.
- Explains that virgin tops loyalty league in travel weekly: the choice of travel professionals and business source primer.
- Explains that a brand identifies products from competitors, repeat sales, and new-product sales. marketers have different brand strategies for different products or customers.
- Explains that marketers define brand equity differently from accountants. brand equity is the value of a brand that doesn't develop instantly.
- Explains that global brand is the name of a product that has worldwide recognition. it also refers to brands where at least 20 percent of the product is sold outside the region and home country.
- Explains the importance of brand loyalty, which is when a customer is committed and buys repeatedly the same brand. brand loyal consumers cut the marketing costs of the firm.
- Opines that the decision-making unit is an individual, a household, or firm, and does not have to be the real buyer.
- Explains that consumers can be loyal to more than one brand. some researchers do not support commitment but argue that buying behavior is caused by instrumental conditioning.
- Explains the importance of branding, stating that name brand products are better because of their name and advertisement.
- Explains that a powerful brand can place premium prices for the product, which is one of the advantages of branding for manufacturers. many designers have licensed their manufacturer's brand name outside clothing class.
- Explains that family branding is a marketing strategy that involves selling several related products under one brand name.
- Explains that individual brand is a brand name that identifies products when they follow family brand names. companies use individual brands when their products vary in performance.
- Explains the importance of co-branding, which allows companies with no or some reputation to leverage on partner brands of higher reputation.
- Explains that a successful brand extension can save money because it allows the new product to benefit from the older product's established reputation.
- Describes the benefits of umbrella branding and advertising.
- Explains that line extensions are a solid, perpendicular line that visually connects the ends of the dimension line to the relevant feature on the part. brand extension reduces risk associated with new product development.
- Opines that branding is important to the marketing mix because without brands customers wouldn't know what they are buying or identifying the product.
- Cites a review of brand-loyalty measures in marketing by mellens, dekimpe, and steendamp.
- Explains the importance of branding, citing edward m. tauber, brand extension research, and business dictionary.
- Cites the journal of marketing, vol.54, no.1 (jan., 1990), pp 27-41.
- Explains the importance of branding at iowa state university. university extensionnancy giddens, agricultural extension value added marketing specialist, missouri value-added development center, and amanda hofmann, student research assistant.
- Explains that the dorothy a. johnson center for philanthropy & nonprofit leadership was supported by the herbert and grace dow foundation.
- Explains that this value manifests in the form of greater satisfaction and a lower price.
- Opines that consumers should be prepared to pay a price premium for specified value.
- Opines that the income received from the additional sales should fully cover the costs of the implementation of differentiation.
- Explains that 'branding' in modern marketing originated in the agricultural practices of the medieval age. each company seeks to create its own brand - a unique and effective image.
- Explains that brands are a compelling differentiation advantage because positive thoughts and feelings motivate people to speak well of the services and products.
- Explains that branding is a concrete way to ensure differentiation, including the creation of an exclusive relationship between the consumer and the marketer.
- Explains the importance of reminding advertising and promotion campaigns, providing differentiated products compared to competitive offerings, and stimulating immediate purchases.
- Procter & Gamble
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