One of the benefits of Internet Marketing is that it is relatively inexpensive and very direct. Your connection to your prospect or customer, even if he’s all the way around the world, is almost immediate.
One of the drawbacks is that they can’t try on the product like they’d be able to in a store. People like to touch, weigh, see, and smell what they’re purchasing. They like to tap the melon, sniff the orange skin and feel the heft of the tableware. That is very difficult through a keyboard and monitor.
Most good marketers understand the best natural remedies for cystic acne, either consciously or intuitively, and use stories and visceral wording (wording that evokes the senses) in their copy. It helps their prospects and customers, almost literally, get a feel for the product. This is easily true for informational products, but even with physical products or with services, it is vital.
An Example of Visceral Copy
Which product would you buy?
- Ink Pen designer barrel, gel ink, fine, medium or thick point in the same pen. Quantity discounts.
- The Michelangelo Pen Imagine a pen that feels as if it were designed specifically to fit comfortably and warmly in your hand. Now imagine writing with it, as the special ink seems to lubricate the page so your hand glides along without stress or friction. It’s like writing with air. The choice of point sizes allows you to express your mood be direct with the thin point, fluid with the medium point and emphatic with the thick point. This amazing pen is yours for only
You want that second pen, don’t you? I’m sorry I don’t have one to sell you.
More to the point, though, you’ve had a chance to experience the second one in a way the seller of the first one didn’t allow you. You would want that one even if they were two different descriptions of the same pen. Even if you knew they were.
Allow your prospects and customers to see, feel, smell, touch and taste your product.
In late May this year Google announced that it would be re-branding its Product Search as Google Shopping and it would be only showing paid search results. This change comes into effect October 1 in the US and Europe and Samuel Junghenn founder of Online Marketing Agency Think Big Online suggests [e-commerce stores prepare for the change.
“Some businesses may see a drop in their search traffic volume from Google when this switch is made so they should be taking proactive steps to manage this shortfall. Setting up a paid Google Shopping campaign should ensure no drop occurs on October 1st and may even see an increase in traffic.” Said Mr Junghenn.
Brooklyn-based startup Etsy has already taken steps to ensure its 800,000 sellers don’t see a shortfall in traffic investing $250,000 in Google Product Listing Ads for the remainder of 2012. Etsy is a startup that hosts shops and has generated $500 million in sales this year alone and helps users find out do male cats spray.
The move by Google to replace the Product Search functionality with Google Shopping was to help improve the quality of search results. Sameer Samat VP of Product Management at Google said the company believes that if merchants are paying to have their products appear, they’re more likely to keep their product information accurate and up to date.
A side benefit to Google of an improved Product Search should be an increase in users choosing Google over Amazon to purchase products. A recent survey showed that shoppers were turning to Amazon to research their online purchases over Google. So this change seems to be a response to this research study.
And I hope you’ve enjoyed squeezing this blog post!