Product descriptions make a difference even if you are selling $1 trinkets. So says the research.
There are many aspects to writing good product descriptions that we will cover in a future post. One of the keys is understanding the importance of selling benefits. Another proven strategy is storytelling and there can be no more convincing evidence than the following.
I’m going to defer straight to the Significant Objects project devised by Rob Walker and Joshua Glenn, which proves how much difference a good product description can make.
Rob and Josh were intrigued by the notion that narrative could impact an object’s subjective value. So much so, they asked professional writers to write product descriptions to help them sell humble, used objects on eBay.
100 secondhand trinkets, totems and, frankly, pieces of rubbish, were purchased for a total of $128.74 from a secondhand store. They were then resold on eBay for a total $3,612.51, at a tidy profit of over 2800%.
To make sure it was no fluke they did it again and proceeded to make an even bigger profit.
Significant Objects is here: http://significantobjects.com
It’s a great web writing lesson. Happy reading!