Today I’m going to share with you a few tips that will forever change the way you shop online.
After reading this post you will be a smarter online shopper who knows what to look for in a product description and what to ignore.
How Companies Fool Unsuspecting Shoppers
First, let’s be clear about one thing: companies like to make money. Additionally, most will make it any way they can.
One way they make money is by taking advantage of a shoppers ignorance. In other words their customers “don’t know what they don’t know”.
Mental Exercise
Imagine yourself in a busy marketplace. As you walk you see vendors on both sides of the street. Each of them calls out to you wanting to sell you their goods.
You stop and talk to one who looks trustworthy. You see the price tag on the goods he’s selling, and you ask “what makes your goods better than the others”?
(Pay close attention to the words below).
He replies, “My goods are good. They are from this country. They come in this color. My goods have a design on them. If you buy my goods, everyone will think you’re cool”!
When you shop online you are in a marketplace where many people want your business. Retailers “call out” to you via advertisements and pop-ups.
Often times we shop at retailers we “trust” or are familiar with. But have you ever stopped to ask what makes this product special? Is it worth the money I spend?
Too often we are prematurely satisfied with underwhelming product descriptions. We end up making a purchase when the retailer has told us “a whole lot of nothing “.
Example
I’ve included a product description from a popular retailer. The item described below is for a ladies purse. Let’s focus specifically on the bullet points in the picture below.
Smart shoppers look at product descriptions as a way of justifying why they should make the purchase to begin with. In other words…
Why should I buy this item? What makes it so special?
Additionally, we should find information in the product description that helps us understand the price of a item.
Now let’s consider the price of this luxury handbag.
Because this handbag costs a LOT of money at just under $4,000, the price description should have a LOT to say.
But what does the Product Description in our example say?
- It has a magnetic closure..
- It has a design that the brand is known for..
- It has a interior pocket…(Don’t all purses have this??)
- It also has a back pocket (crickets chirping)
- It comes with a dust bag (only protects against dust)
- It was made in Italy (does that make it worth almost $4,000?)
Look For What Matters
Now that we know what type of information is irrelevant let’s focus on what actually matters.
Ask yourself the following questions :
- What type of materials are used?
- How was the item constructed?
- Does the company have a reputation for well made products?
- Is there a warranty? (this is how companies stand behind their products)
Important Note!
If you don’t read about it in the Product Description, it’s probably because the company probably didn’t do it.
Say you’re looking for Goodyear welted shoes as a example. To have shoes manufactured this way costs the company more money. They pass this expense to you with higher priced shoes.
If the company went through the trouble of making their shoes special, they will always tell you about it.
“If you don’t see it in the Product Description it doesn’t exist.”
Jeffrey Chark
Conclusion
Now you now a few tips about how to read a Product Description. With this knowledge you are sure to spend your money in a much more effective way.
Remember you are free to buy whatever you like, but if you want to buy high-quality goods always read the product description carefully.
Until next time Gents!
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