Saying "Know thy product" is akin to stating: "Know thyself". Just like for selling yourself, you should ideally be knowing your strengths and qualities which could be built upon, you should be knowing the key characteristics of your product before setting out to sell the product online.
Be well aware as to what sets your product apart from its competitors. Highlight the Unique Selling Point while you are marketing the product. Enlist or bring to light the key benefits to the prospective customer as well; you've got to drive home the unique selling point. The USP sets the tone for positioning your product in the prospective customer's mind.
Take a hypothetical scenario: suppose you are marketing a brand of hair oil. Research on the product lets you in on its USP, which, as it turns out, is its price; it is relatively inexpensive as compared to other brands. The opening line of your exhortation to the visitor could then become: "Pay Less for Good Hair Care".
You could then go on to list the key benefits, like: the oil is not messy. Even some key benefits could be unique; make it a point to emphasize them. For that matter, the oil not being messy could be the USP; the opening line could thus read: "Does your hair oil create a mess?" Of course, you could do with a short opening line, for the opening line is supposed to be short and crisp, and the message has to be clear, or the curiosity induced to be rousing enough for the prospect to pay attention and follow through to read the rest of the copy.
Well, it's not just towards the beginning that the USP comes into play. The USP has its role even in the last scene before the sale is closed...
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A freelance writer and an e-commerce enthusiast, John Gray has ventured into numerous home-based business opportunities over the past eight years, and has hit upon some really smart ways to make a killing.
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