Ordering something online and then continuously checking the mail, counting down the days until it arrives, can be exciting. The excitement, however, quickly turns to disappointment when something completely different from what was expected arrives in the mail. This is becoming a recurring problem with the rising popularity of online shopping in today’s world.
Nowadays, shopping online can be tricky as there are so many different options to choose from and so many details to consider when it comes to selecting a product. All of this information can become overwhelming and result in miscommunication between the producer and the customer. However, using these strategies will help keep a product pitch clear, easy to understand and, in turn, increase customer satisfaction while reducing return rates.
Establish an Audience and a Message
When it comes to writing, it is always important to keep the audience and the message in mind. Therefore, when writing a pitch for a product, it is crucial to do so in a way that appropriately communicates the message to the audience.
First, establish who the product is targeting and who it will attract. Then, determine what needs to be said. Be sure to use language that is appropriate for the determined audience and will appeal to the demographic.
If the product is a toy for toddlers, keep in mind it will likely be a parent or guardian researching the product, so write accordingly. Whereas if the product is a video game for teenagers, it is likely teenagers will be the ones researching the game.
After determining what needs to be written and who it needs to be written for, it will be easier to figure out how to write a product pitch clearly.
It’s all in the details. When writing product descriptions, one can never be too detailed. Customers want to be sure of what they are purchasing, and no amount of information is too much information. The more thorough a product listing is, the lesser the chance of there being miscommunication between the producer and consumer.
It is important to include accurate and detailed sizing information. If the product is clothing, make sure a proper and detailed size chart is included. If the product is a carpet, make sure the exact length, width and thickness are easily found.
Offer measurements in several units to ensure the customer does not confuse one unit of measurement for another. Additionally, features such as material and color should be accounted for in detail.
Let the customer know exactly what they are buying and make it easy for them to figure out if it is what they are looking for. An FAQ section is a great way to quickly clear up any confusion or common concerns customers may have about a product.
Keep it Simple
Simplicity is key. In order to avoid any misunderstandings, product pitches should be kept clear and concise. Refrain from using long or overly complicated words as they may be difficult to understand and end up doing more harm than good.
Rather than advertising a couch as being “commodious,” keep it simple and call it a large couch. The use of a word that may be unfamiliar will only serve to distract a reader from the product itself. If large or unfamiliar words must be used, it is best to elaborate on them or offer a definition rather than let customers assume what they might mean.
While it is important to include as much information as possible, it is just as important to do so in as few words as possible. If readers are faced with large chunks of text, they might skim through it briefly without properly digesting all of the information. This may lead to a misunderstanding of what the product is and result in a customer return.
Conduct Customer Surveys
Customer returns are problematic for the success of a business, and the most efficient way to solve a problem is to fix it at its root. If a product has a high return rate, then there must be a reason for customer dissatisfaction, unless there is something wrong with the product itself.
By conducting a customer survey or requesting customer reviews, the problem can be pinpointed and fixed in a timely manner. A good way to go about doing this is by sending follow-up emails. Ask customers about their purchases and offer some sort of incentive in exchange for a review or the completion of a survey.
It is also beneficial to ask questions when customers express dissatisfaction with a product. If refunds are requested, ask why. Similarly, if products are returned, ask how they could be improved. Find out what was expected and why that is different from what was received.
Once this information is obtained, it can be analyzed, and the feedback can be considered and implemented. This will be helpful in determining how to best pitch a product.
Information should be readily available and easily accessible. A neat and organized pitch will appeal to customers and greatly benefit the success of a product.
Separate important information such as sizing, material and functionality in an organized manner and keep the formatting consistent for each section. For example, if you are using 12-point Arial font for one section, keep it uniform throughout the rest of the sections.
Use headings and subheadings to your advantage to keep information orderly and highlight key points. Bullet points and lists are also a great way to make your product pitch organized and easy to read. List structures are a popular choice because they tend to draw a reader in and hold their attention.
There can be excellent ideas behind a product, but if these ideas are not methodically presented, the success of the product can be negatively affected. Customers will appreciate product pitches that are organized and consistent. The easier it is to find information, the more likely users are to understand what they are buying and be content with their purchase.