Setting up a product page doesn’t have to be rocket science. Follow these three steps to create a product page that sells.
Step 1: Select the Perfect Product
Product selection is where you can let your creative, marketing skills shine. Javier Melendez put it best in PromoKitchen’s recent #FollowUpFriday when he stated that a distributor’s “input is more valuable than the product being pitched.” Javier urges other distributors, to “be more of a partner, not just an order taker.” Afterall, you know your client’s brand guidelines and can find a product that not only falls in line with their requirements but will leave a lasting impression on every shopper who receives that item.
When choosing products, it’s important to make sure they align with the company’s culture, brand image, and goals. For example, Emirates is perceived as a high-end flying experience so offering a product that reflects that perceived image is essential. Promo Marketing Magazine recently published an article on how airlines, like Emirates, have started increasing the quality of in-flight branded products like blankets, pillows, and earbuds. As a result, the theft of these products has also increased as more and more people try to sneak these products off of the planes and into their homes. While we don’t promote theft, we do support choosing promotional products that customers can’t get enough of.
If your client doesn’t have a lot of wiggle room in their budget to opt for higher quality products, you can still use your creativity to deliver a high-quality product experience by getting creative with decoration and artwork. For example, Quality Logo Products published a blog that highlighted the creative artwork placement done by the Leo Burnett Advertising Agency in a promotion run for a yoga studio. The campaign centered around branded bendy straws that were given out to customers at a nearby juice bar. Based on the image below, you can see how they hit a home run with their creative artwork placement.
Step 2: Gather Product Images
After you have selected the store items, you’ll want to make sure you have the proper product images ready to upload to the store. Afterall, as HubSpot’s Braden Becker wrote, “If a picture is worth a thousand words, a stunning product picture is worth a thousand website visits.”
You may already have images from the supplier but if not you can easily and inexpensively set up your own impromptu photo shoot. HubSpot has a fantastic read that walks you through some of the basics of product photography and provides guidance on equipment and lighting.
Regardless of whether you are using your own photos or the suppliers, you’ll want to make sure that the images:
- – Show Off the Product Features
- – Highlight Any Logo or Personalization Locations
- – Are Ideal for Side By Side Image Groups & Virtual Samples (Where Appropriate)
- – Have a Consistent Layout and View (i.e. Top-Down vs. Straight On)
- – Are High Quality
Attention to these details while gathering or taking product images will make the finished page look professional and consistent allowing the shopper to focus on selecting the best item.
Step 3: Write Product Descriptions
As a distributor, you understand that how you present or position a product to your client will significantly affect whether they choose to buy. The same goes for the product copy in your store. When writing product descriptions, follow these copywriting tips,
- – Know Your Shopper
- – Highlight Product Benefits
- – More Verbs, Fewer Adjectives
If you understand your shopper, you can better position your product description to fit their personality. Lucky for you, you’ve got an inside view of your client’s company culture so you shouldn’t have to spend hours researching your target market.
For example, let’s say you are starting a Company Store for BrightStores and want to sell a logo’d fleece blanket. While meeting with our team, you notice that most female employees are dressed in summery tops and dresses but were commenting on how cold it was in the office during summer. You could go on about the details or product specs, for example,
Product Copy Version 1: Comfortable 100% polyester microfleece blanket will keep you warm and toasty.
However, what’s really going to grab your readers attention isn’t the details but the benefits the shopper will get from purchasing that item. According to Sleeknote,
“The truth is, while it’s tempting to wax on about a product’s ins-and-outs, most people don’t care about what your product is or does. Rather, they care about how what you’re offering can help them bridge the gap between where they are now and where they want to be.”
If we follow this rule, the product description could read,
Product Copy Version 2: Woman’s winter has officially arrived with summer office AC units on full blast. Stay warm at work while still rocking that cute new summer top with this microfleece blanket designed to keep you warm and toasty from 9 to 5.
The second version uses more verbs and highlights product benefits while still keeping a fun, light tone. It also relates how the blanket benefits the employee and improves their daily lives by keeping them warm and toasty at their desk, even if the AC unit is blasting on high.
Putting it All Together
Congratulations, you’ve now gathered the bulk of the information and are ready to fill in the details to set up the products in the store!
One piece of advice, don’t race through product set up. It is one of the most time-consuming steps in building a Company Store, but it’s typically a one time thing. Plus it’s worth every second of effort you put into it. Product pages with crisp, professional looking photos and an engaging description pull shoppers to that item and help promote sales. Correctly setting up product pages and optimizing features in the back-end like virtual samples and logo permissions help your client fully realize the added value and worth of a Company Store and hopefully keep you top of mind for their next big project.
- HubSpot – The Biginner’s Guide to Product Photography [Tutorial + Examples]
- SleekNote – E-Commerce Copywriting 101: How to Write Killer Product Descriptions
- Promo Marketing Magazine – First Class Travelers Steal a Ton of Stuff and Airlines Don’t Really Care About It
- Quality Logo Products, Branding Beat – 13 of the Most Creative Promotional Products
- Toxel – Yoga Drinking Straw