In the last article, I told you how you can sell more to pet owners that buy things for themselves (click here for part 1)

When you think of pet supplies, what’s the first thing you think of?

Let me take a guess…

 

Pet food and toys?

And those aren’t things the owner buys for themselves, right?

You’re right. And those items are exactly what I’ll help you sell today.

While some pet owners buy their pet supplies to get a benefit for themselves, a lot of pet owners (and these are your repeat customers) buy stuff that benefits their pet(s). Both pet food and toys are mainly bought for the pet.

Of course, the owner also gets benefits out of them, but this isn’t psychology 101 and you’re just here to learn how to make more money in eCommerce.

Things that are mainly bought for the pet, not the owner aren’t limited to food and toys. Other examples are cat trees, aquarium plants, terrarium decorations, aquarium chemicals and many more.
Remember what I said in that last article about both buyer’s groups overlapping most of the time? That’s what I’ll start with here. To make more pet owners buy your stuff, you’ll need to know what they want so you can tell them what they want to hear. Just like we did last time.

I have another handy list of main benefits for you that you can use for writing your product copy.

Here it comes:

People want a…

  • Happy pet
  • Clean pet
  • Healthy pet
  • Calm pet
  • Pet that lives long
  • Friendly pet
  • Funny pet
  • Interesting pet
  • Pretty pet
  • Loving pet

To sell to those who buy for their pet is a little different than selling to those who want ONLY their own benefit. The trick to get those “For the pet” people to buy in your store is to make the copy about them AND the pet.

Because that’s what they REALLY get out of buying those things for their pet. Of course, they’re not egocentric, but there’s always something in it for them.

Tell the reader how they AND their pet will get a benefit out of buying your product AND figure out what it is that they want for their pet AND for themselves.

If you can nail that, you can watch your sales explode and be proud of the business you have created.

And the paragraph right above this one is exactly what you need to do. Did you notice how I told you what you wanted for yourself and then what you want for your store?

Let’s apply that to writing your next product description. We’ll assume you’re selling a yellow, duck-shaped squeaky toy for dogs.

Let’s reuse the process of part 1 here and expand it.

First, you gather a list that has as many facts about your product as possible.

Then you consider the list of desires pet owners often have I gave you in part 1 and match the facts with desires.
Do the same thing (with the same product) for the list of what people want their pets to be in this article.

Now you have a product, a fact list and desires that this product fulfills.

For the yellow duck squeaky toy, your lists might look like this (the ones we’ll use for this bullet are bolded):

 

Facts

  • Made of robust plastic
  • Yellow
  • Duck-shaped
  • Good for dental health
  • Competitive price
  • Squeaks
  • Squeaky part is robust too
  • Small

Benefits 1

  • Happy pet
  • Clean pet
  • Healthy pet
  • Calm pet
  • Pet that lives long
  • Friendly pet
  • Funny pet
  • Interesting pet
  • Pretty pet
  • Loving pet

Benefits 2

  • A clean house/car
  • No/less bad smells
  • Making the pet more obedient
  • Having something pleasant to look at
  • Having less hassle with the pet
  • Less fur on couch/floor/etc.
  • More safety for themselves and others
  • Keep the pet off the couch/bed/etc.
  • Companionship
  • Fun

Before we create that bullet, I’ll tell you how you can make those benefits for the pet about them as well.

The reason it works is part of the reason people go to sports games. It’s the main reason that humans like movies. It’s the reason people watch pet videos on Facebook. The reason that all those is the following:

Humans and animals transfer emotions onto each other!

In other words: We can get pleasure out of our fellow being’s pleasure.

To sell to them, let’s look at why people watch all those purring white cats and smiling golden retrievers on Facebook when they should be filling out spreadsheets in their office. Boredom is one.

The other reason is that positive emotions are transferred to the person watching.

And now with those pet videos, we’re already at EXACTLY the benefit pet owners get out of buying a squeaky toy!

They like to see their pet happy because they themselves get happy through that!

The benefit to them is that they get excited by their pet’s excitement.

Now, let’s connect the bolded parts from above (don’t scroll up, I have them down here).

Facts:

  • Squeaks
  • Squeaky part is robust too
  • Duck-shaped

Benefits:

  • Happy pet
  • Loving pet
  • Something pleasant to look at
  • Companionship
  • Fun

Now you can just apply that same process I gave you in part 1.

Let’s write a good bullet for the yellow, squeaky duck using the process.

“This squeaky duck will resist bites. Even the squeaky part on the inside is so robust, your dog can’t break it. Watch your dog have endless hours of fun and feel a smile coming over your face when your dog begs you to find his beloved toy because he lost it.”

Doesn’t that sound a part of a product description that would sell a squeaky toy?

Let’s summarize and give you an easy-to-use blueprint!

Essentially, the process is the same I used in part one, but with twice the amount of steps.

Here’s the extended version of the part 1 recipe.

How to write simple copy to sell to pet owners AND their pets in six easy steps:

  1. Make a list of facts about your product
  2. Pick benefits from the “owner benefit” list and match them to your facts
  3. Pick benefits from the “pet benefit” list and match them to your facts
  4. Match the “pet benefits” to the “owner benefits”
  5. Match facts to those pairs
  6. Connect all that in a sentence or two.

If you follow these simple recipes, you could have more money in your pocket tomorrow (if you have enough traffic).

You might not believe that words can make a difference and help you sell more.

But they can. In fact, some eCommerce stores are built on great copy. Check J Peterman for example. There’s no fancy design or 360° product pictures. They don’t even have photos.
Most eCommerce “gurus” would tell you that a store like that would be doomed. But this company made $20 Million in 2009.
Of course, that’s not very recent figure, but I bet they’re still in the 8-figure range. Their secret? AMAZING copy. Visit the website, click any product and read the description on the right.

Of course, much more goes into writing copy that makes the reader feel the exact experience they’ll and creates a pull they can’t resist. Countless hours of work and dedication and a profound understanding of the market go into that.

If you want copy written by someone who’s done the work, does the work every day and knows the ins and outs of product copy, you could think about hiring me.

I happen to be someone who fits that description 😉

Head over here to book a free initial consult. We’ll do a skype call (up to 60 min) and see if I can help you and then take it from there. Or you could send me an email at kontakt@finnlobsien.de . whichever you like best.

No hard feelings if you don’t hire me and write the copy yourself. After all, I’m giving you these recipes so you can do it on your own. And so I only have to take on jobs where expert knowledge is needed or capital is sufficient, I won’t lie.

Whatever you do: Don’t be one of those that are so naïve and think that an eCommerce store will take off without ever putting work into the copy.

Schedule your consult here now.