Photography and Product Description
Hopefully, you’ve followed the advice in earlier chapters and have chosen an awesome product. And hopefully, you’re now marketing it well so that a huge amount of people are rushing to place their orders.
But there are still several pieces of the puzzle missing. For example, your store listing!
It’s all very well having the best product and a great means of driving people to that product, but if the listing doesn’t make the product sound great… then you’re not going to sell many units!
Here’s how to make sure you avoid that mistake.
First, you need to ensure that your product description is on point. So, what makes a great product description?
Firstly, this should be concise and to-the-point. Remember that people are in a rush and respect their time. When someone finds your product listing, they don’t have time to read through the small print to determine what it does or what the key features are. So, get straight to the point with an obvious explanation of your product and why it is superior to the competition (that last bit is important!). The worst thing you can do is to open your description with a lot of fluff and sales patter – people will just get bored and leave!
Another tip is to use bullet points. This is an excellent way to get across the key details of your product and sell your audience on what makes it great.
Remember to use emotive language and help paint a picture of the product’s physical presence and shape. Try watching a video of Steve Jobs unveiling a new Apple device, you’ll find that he would use lots of words designed to evoke elegance, premium build, quality, and sleekness. As you can’t be physically there to hold the product, the aim instead is to help them imagine that they are – and to make it seem amazing.
That emotive language also needs to describe what the product does though. So, think about why people buy products like this, and about what they hope to achieve. Does it make them sexier? More confident? Wealthier? More professional?
Find this “value proposition” and use your sales language to sell the dream. Not sure how to do all that? Then hire a writer who can!
One of the most important aspects of your store listing is the photograph. This is one of the first things people will see, and it will have a far bigger emotional impact than the product description – at least initially.
This is another crucial reason to order a copy of the product you want to sell! Once you do, here’s how to take amazing photographs:
First of all you should start out by having the best tools for the job. This means investing in a good high definition camera that is good at capturing light and has plenty of settings.
Without investing in a good quality camera your images won’t look professional, reflecting negatively on your products.
As well as having the best cameras, it is also worth investing in good lighting, a good camera stand and the best photo editing software so that you can really create the best and most professional-looking images.
Next, you need to think about the elements you want in your image. For some products and purposes the best set up will be to have your item set against a white background with no other shot elements. More often though it will be useful to include a context for your product so that you can show how it is meant to be used and so that you can create a ‘scene’ around it.
When doing this you need to think about the associations you will create when you choose these elements. Try to create an image filled with attractive and desirable elements because this will make your product appear more attractive and desirable.
The composition of your image refers to how you are going to be setting up all those individual elements and how you are going to feature the product in relation to that. Your image should have depth, it should be framed, and it should be designed such that your product be the undeniable focus of the shot.
When creating this image, you should look for lines to guide the viewers’ eyes and think about how these can bring your product into focus. For instance, if you were to promote a house, then including a path in the foreground leading to the house in the mid-ground would automatically lead the eye to the piece’s main focus.
The angles you take on your item can also greatly impact the way it is perceived. For instance, if you want to give your product more drama and make it look bigger and more important at the same time, you should try using an ‘upshot’ that makes it look as the product is towering over the viewer.