The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- General rules of thumbs when creating descriptions
- Giving value to the shopper
- Finding unique content for hundreds of products
- When to engage a copywriter
Episode Title: Creating Compelling Product Descriptions that Captivate and Convert
Guest: Karon Thackston, President of Marketing Words
Host: Arlen Robinson
In this episode of the e-commerce marketing podcast, Arlen Robinson interviews Karon Thackston, President of Marketing Words. Karon shares her journey from a summer job at a radio station to leading a successful copywriting and content agency. The discussion focuses on creating compelling product descriptions that captivate and convert, providing valuable insights for e-commerce businesses.
Key Takeaways:
- Karon’s Background and Journey (00:02:17):
- Started in marketing by chance at a local radio station.
- Transitioned to founding Marketing Words in 1999 after working in ad agencies.
- Importance of Unique Product Descriptions (00:06:51):
- Avoid using manufacturer-provided “canned copy.”
- Add unique and helpful information to product pages to stand out and improve search engine rankings.
- Impact on Conversions (00:10:36):
- Optimizing product descriptions can lead to increased traffic and conversions.
- Testing a few products first before a full-scale rollout is recommended.
- Hiring a Copywriter (00:15:12):
- Depending on the business size and budget, options include outsourcing or training an in-house writer.
- Outsourcing can be more expensive, but it provides professional expertise.
- Difference Between Amazon and E-commerce Websites (00:20:52):
- Amazon has specific rules and guidelines that differ from general e-commerce sites.
- Adhering to Amazon’s terms of service is crucial for successful product listings.
- Quick Tip for Immediate Improvement (00:24:40):
- Modify canned copy to include unique, shopper-focused content.
- Make product pages helpful and interesting to improve conversions and potentially increase prices without being the cheapest option.
Guest Information: Karon Thackston
- President, Marketing Words
- Website: MarketingWords.com
- Blog: marketingwords.com/blog
- YouTube: youtube.com/marketingwords
- Facebook: Marketing Words on Facebook
- Host Information: Arlen Robinson
- Website: getosi.com
Listen to the Full Episode: [Insert Podcast Link Here]
