Show, don’t tell… How to use this concept for Pet Industry e-commerce
Having an e-commerce website in the Pet Industry can be challenging.
There are thousands of products displayed for sale that would be helpful to all kinds of pet owners, but how do you attract those prospects to your website?
Using the concept of ‘Show, don’t tell’ in your product descriptions, Facebook ads, product advertorials, and sales emails are a few ways to do just that.
What is ‘Show, don’t tell’ you ask? Here’s the explanation…
Show, don’t tell is a way to present your product as a solution to a problem in your prospect’s life.
For example, let’s say a prospect is having trouble with their pet chewing on everything in the house from furniture to shoes, electrical cords, walls, doors…
You get the picture…
Describing the problem (in great detail) of how difficult it is to have all this destruction caused by their pet and putting your product(s) as the ‘solution in shining armor’ is how ‘Show, don’t tell’ can work best!
When describing your products from your e-commerce Pet Industry website, instead of listing just the product’s features, you want to vividly illustrate:
- How the product will make your prospect feel BEFORE the purchase
- How the product will make your prospect feel AFTER the purchase
- What it’s like for your prospect to:
- Hold the product
- Smell the product
- Taste the product
- Imagine themselves using the product
And so on…
All of these representations are a way of depicting a live-action scene, as if in a movie, in your prospect’s imagination…
A scene in which your Pet Industry e-commerce website products are the only and best solution and come rushing in to save the day like a hero!
For example, here is a way to convey that image…
Jerry walked uneasily up to the back door of his house from his garage. It had been a long, difficult day at work he all he wanted to do is take a relaxing shower and unwind from work.
Unfortunately, since he’d rescued a dog from the local shelter 2 weeks ago, unwinding and relaxing after work was at the bottom of the list.
Every day, since adopting Snuggles, the adorable mix breed, it was a new adventure in destruction…
All the corners of the kitchen cabinet doors have been chewed,
A 2-foot section of floor molding is destroyed and needs to be replaced,
The throw pillows that were on the couch are gone when Snuggles ripped them to shreds and made the entire bottom floor of the house look like a blizzard had hit…
And that is just a fraction of the furniture carnage…
Jerry loved Snuggles… she was such a good dog in so many ways, but he was at a loss as to what to do about the chewing…
…And continue on from there.
This is where the ‘Show, don’t tell’ part of your e-commerce products come in…
It shows all the benefits, in the same descriptive way, of how your product can solve this man’s pain and anguish regarding the dog he loves.
If you are looking for ways to promote your products on your e-commerce Pet Industry website, then start using the ‘Show, don’t tell’ method…
It will put your products in your prospect’s mind as the ONLY solutions to all their pet care problems and needs.