About the only disadvantage in having an online store instead of a physical store is that buyers cannot see and touch the actual merchandise. This is not a problem when what you sell are items that everyone is familiar with, whether it’s watches, shoes, laptops or magazines. It becomes a problem when you are selling something that potential customers are not that common.
The only way to overcome this disadvantage is for you to describe your products in such a way that the buyer’s curiosity is piqued to the point that he or she just has to buy your goods. This means using colourful language. This means that you have to be more of a creative writer than a journalist.
Journalists deal in facts. So a leather briefcase would be described as follows – black leather, 14” X 18”, 1.8 pounds. All very factual, but doing little to help the potential customer make a buying decision. A creative writer, on the other hand, would describe the same item as follows – rich, full-grain, handmade leather bag ideal for the executive on the go, it easily carries your laptop or tablet alongside important documents, cell phone, charger and even a change of clothes, yet weighing a mere 1.8 pounds.
See the difference? The first totally accurate description is clinical and cold, while the second description is more imaginative and appealing. Looking at the item on your online store and reading the colourful description will lead the browser to tell himself, I have to get this.
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