To get the most out of this you have to be honest with yourself when you look at your own site(s) (after reading & inwardly digesting what is being said) but if you are ... kerching!
The bolded lines are being used as reasons why people should buy from the sites and as you can see all fail. The reason I am posting this here is that these are even more common place amongst UK e-commerce sites and these sites are really missing the boat.
Full Article here
The bolded lines are being used as reasons why people should buy from the sites and as you can see all fail. The reason I am posting this here is that these are even more common place amongst UK e-commerce sites and these sites are really missing the boat.
Full Article here
"#1 Printer Ink Seller"
Why should I believe you?
#1 for what? Volume of sales? Customer service rating? Largest distribution?
The Biblical proverb says “Let another man praise thee, and not thine own mouth.” There is wisdom in this proverb for marketers - the post-modern consumer will not believe your own “puffery.” As Dr. Flint McGlaughlin mentioned several times, you can’t convince today’s post-modern consumer that you are the best, the highest quality, the most popular or the largest without backing up your claims with facts. If everyone is saying they are #1 in XYZ, or the best, or the biggest, or the most popular - who do you believe?
Probably none of them, and you’d trust the site that doesn’t boast anything at all.
Any way you can back up your claims with quantifiable proof, rather than subjective, qualitative statements (aka market-ese) will help. Numbers talk.
“We offer expert advice and lifetime product support”
Is this the only retailer in its category to offer this?
Does it excel in one area of product support - a guarantee no one can beat?
A service no one else offers?
If that’s the case, make the customer understand that they can not get the same advice or support anywhere else.
“AltE is the premier retailer of renewable energy goods”
This statement falls under the “why should I believe you?” umbrella.
“We provide not only the expertise and the technical service the Do-It-Yourselfer needs but also a place for learning & sharing with others who have the same passion”
Is your community the most active or most helpful for the renewable energy do-it-yourselfer?
How can you back that up?
Are you the only community that can also provide product advice and the ability to buy product?
“Most popular online leather store”
What makes you most popular?
How can you back up this claim with customer testimonials, awards or industry endorsements?
Should I care if you are the most popular but can’t offer me what I want?
“The internet’s largest discount jeweler”
I don’t believe you. I’ve never heard of you. What does largest mean?
Do you have the best selection?
How will you support this proposition with every other element of your landing page?
“Personalized Orders for Christmas are Printed & Shipped in 1-2 Business Days Guaranteed”
While this is clearly a valuable guarantee - it reassures the customer a personalized order will be produced quickly, it only speaks to customers who want personalized items (would be a great value proposition on personalized item pages). It’s not clear enough - will the item arrive in 1-2 business days?
How long is the typical shipping time?
How do you back up your guarantee if something goes wrong?
“High quality, unique wedding favors that reflect your personal style”
This is a nice statement, but it doesn’t communicate the uniqueness of the online retailer. I’m sure there are several other options that sell “unique” wedding favors that can accommodate one’s personal taste.
Why should I believe you?
#1 for what? Volume of sales? Customer service rating? Largest distribution?
The Biblical proverb says “Let another man praise thee, and not thine own mouth.” There is wisdom in this proverb for marketers - the post-modern consumer will not believe your own “puffery.” As Dr. Flint McGlaughlin mentioned several times, you can’t convince today’s post-modern consumer that you are the best, the highest quality, the most popular or the largest without backing up your claims with facts. If everyone is saying they are #1 in XYZ, or the best, or the biggest, or the most popular - who do you believe?
Probably none of them, and you’d trust the site that doesn’t boast anything at all.
Any way you can back up your claims with quantifiable proof, rather than subjective, qualitative statements (aka market-ese) will help. Numbers talk.
“We offer expert advice and lifetime product support”
Is this the only retailer in its category to offer this?
Does it excel in one area of product support - a guarantee no one can beat?
A service no one else offers?
If that’s the case, make the customer understand that they can not get the same advice or support anywhere else.
“AltE is the premier retailer of renewable energy goods”
This statement falls under the “why should I believe you?” umbrella.
“We provide not only the expertise and the technical service the Do-It-Yourselfer needs but also a place for learning & sharing with others who have the same passion”
Is your community the most active or most helpful for the renewable energy do-it-yourselfer?
How can you back that up?
Are you the only community that can also provide product advice and the ability to buy product?
“Most popular online leather store”
What makes you most popular?
How can you back up this claim with customer testimonials, awards or industry endorsements?
Should I care if you are the most popular but can’t offer me what I want?
“The internet’s largest discount jeweler”
I don’t believe you. I’ve never heard of you. What does largest mean?
Do you have the best selection?
How will you support this proposition with every other element of your landing page?
“Personalized Orders for Christmas are Printed & Shipped in 1-2 Business Days Guaranteed”
While this is clearly a valuable guarantee - it reassures the customer a personalized order will be produced quickly, it only speaks to customers who want personalized items (would be a great value proposition on personalized item pages). It’s not clear enough - will the item arrive in 1-2 business days?
How long is the typical shipping time?
How do you back up your guarantee if something goes wrong?
“High quality, unique wedding favors that reflect your personal style”
This is a nice statement, but it doesn’t communicate the uniqueness of the online retailer. I’m sure there are several other options that sell “unique” wedding favors that can accommodate one’s personal taste.