The E-commerce Leader

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[00:00:30] Michael: In e-commerce like all internet focused businesses. It’s very tempting to try expand your business by driving more traffic, whether it’s a Shopify based site owner, obsessing about SEO or an Amazon focused seller spending money on Amazon ads is often the first lever that people try to pull to increase sales.
[00:00:47] But in my experience this often doesn’t increase profits. In fact, it often does the opposites has gross profits. What should we focus on? Instead? My answer is simple optimizing for conversion to sale. On your product detail page for a DTC store owner or in sample Shopify. In other words, Amazon listing.
[00:01:03] So equivalent and apart from price and reviews, what tends to drive conversions most is great image marketing. So today I wanted to dive into this topic and see if it could help you increase your profits. As you work to increase your sales. Jason, you ready to dive into this
[00:01:16] Jason: topic? Oh yeah. I love this one, man.
[00:01:18] This is a fun topic for me. It taps into a lot of the work I’ve done before on Instagram marketing. And Pinterest marketing and even YouTube marketing, you know, all the books I’ve written from girl hill. So I love the topic. You’ve got a terrific, outline here for us today that I’m really excited to share with people.
[00:01:34] And so, yes, I think this is really critical. I also just want to say that I think your insight in your introduction is completely correct as well. I don’t know why most e-commerce entrepreneurs immediately gravitate towards. Facebook ads as a fix-all end all be all solution for trying to grow their business.
[00:01:57] But it just seems like the power of that is so, you know, captivating and many times the small improvements in your click-through rate, or on your conversion rate on your website will add so much. Value to your bottom line. And in particular, on Shopify sites, you can look at your conversion rate of, you know, funnel.
[00:02:18] There’s three steps in it. When you look at that, you can see how people fall off or fall apart. And if image marketing, improves that substantially, then of course, you’re much better off focusing on that than just spending more money on advertising because it makes everything else. You do more. It makes your advertising more, lucrative.
[00:02:38] If your conversion rates are put together really nicely and, and are effective. So I think this is a critical idea.
[00:02:46] Yeah,
[00:02:46] Michael: agreed. And I would say there’s always a feedback loop as well, which people miss, which is on Amazon. Very, very obvious. If you have high conversion rates, Amazon likes that it will rank your SEO.
[00:02:56] Now it doesn’t work though, right? For a Shopify story that way. But in indirectly, if you make more money from your conversions, you can afford to put that back into Google ads, buying in writers to write SEO driven articles. So in essence, it’s a slightly longer, less direct feedback loop. And I think it starts with.
[00:03:12] Turning visitors into buyers because otherwise kind of pointless having visits. They’re just going to need mud on the floor and leave without buying anything kind of pointless having them. So, yeah, that’s the basic thing. And I want to say, obviously you have a very sophisticated, broad canvas of, of image marketing that you work on.
[00:03:28] Instagram marketing. As a Shopify store owner, you have to think about your front page and home page. When people land as a, as an Amazon focus person, I’m much more primitive and more about the direct response. So there’s many sophisticated forms of marketing, which include branding brand awareness. I’m really focused on what gets the conversion rate higher.
[00:03:45] Absolutely. And there’s a, quite a narrow focus, really. So, but this little tempo framework that I found quite useful, it basically condenses the work that I do with my clients when we’re working on their images to try and get them to convert more on Amazon.
[00:03:58] Jason: Yes to two slight nuances. Before we jump into your 10, 10 part list, one nuances, your customers to a Shopify site, don’t have to buy something.
[00:04:08] They have to get something through your shopping cart and the nuance there is, it could be a free item. And so for example, we do freebie Friday giveaway. And so every Friday we’ll have between, I dunno. I think last week it was like 7,000 free downloads. Now each of those people are going through our system as a free checkout.
[00:04:27] They’re not technically buying anything, but what they are doing is getting one of our products that we then can upsell them on to a paid item. They’re also going through our checkout process, which is in essence training wheels. And, you know, like the risk-free training wheels process of going through our shopping.
[00:04:45] And so that, that is part of the process in a Shopify site, obviously very different than an Amazon checkout experience, but the little important nuance there, I think, for, for our listeners. And, but it’s the same result, which is it, it generates a, you know, a conversion rate, you know, factor in your store and understanding there.
[00:05:05] And then I don’t know that we will do it today, but video is also a hand-in-hand component. Absolutely. Of this topic and it’s a whole different, a whole different conversation. I’m sure. But, the photography itself, I think is, is a fantastic thing to obsess over and you’re right. In saying that it’s different on Amazon, but to be honest, everything you do on Amazon to optimize photography also applies directly to your shop.
[00:05:28] Michael: Yeah, no, I think everything when I was in will apply to Shopify store owners, it’s just the other way round where I work and yeah, you’re right. Even the most sophisticated, e-commerce operators who focus on Amazon these days are busy, obsessing as they should, or building email lists. And in that case, you may well be optimizing from a Facebook ad to build an email.
[00:05:45] I know the outcome is not a sale at all at the front end. Yeah. But it’s still got a commercial value on the backend as well. So, so let’s get into the framework. I mean, the thing, the first thing I’ve got to talk about is the customer avatar people skip over this state to the traffic stuff because traffic is measurable and you’re spending money.
[00:06:01] And ironically that it feels better initially, it feels like you’re already doing something thinking about customer, but for very sort of, Numbers driven people. I’ve got a client recently started a Shopify site in February doing fantastic. He’s on track for sort of about half a million dollars of revenue this year and some good profits.
[00:06:17] So figuring out how much, but it’s also, he, he would resistance in, in his heart, but he knows in his head that he’s got to do this work. And a lot of people feel the same way with the customer over to our work. I just swear that you’ve got to trust that if you get this stuff right, it will show up in the numbers.
[00:06:32] You’ve got to do that work upfront. So, three parts that really three PPPs called it, the person, the problem, and their psychological drivers. So more and more the demographics. How old are they? Are they may or FEMA? Yes, of course. You’ve got to know that, but you’ve got to get under their skin and think about what stuff they love and what stuff they hate.
[00:06:47] And if you haven’t nailed that, it’s going to be very hard to, to build any solid marketing efforts on time.
[00:06:53] Jason: Yeah, totally agree. This is a central idea for your brand positioning. And so your, your, phrasing here is the customer avatar get very clear on your customer avatar. Yeah, I totally agree with that.
[00:07:06] The psychological drivers is an interesting, issue to resolve, and some people call that psychometrics. And that’s the. The piece that I think a lot of smart marketers spend a lot of time thinking about what is behind people’s desire, and, and need. And, and it’s, there’s a lot of nuance there.
[00:07:24] And how you serve that is, is critical, but, but getting a basic understanding of who that is, a lot of people will create a literal. Avatar by name, like, you know, my, my core customer is, you know, Wanda so-and-so and this is all about Wanda. And they’ll make like a little story book narrative of who that person is to help them and to help their team get clear on what they’re targeting, you know, and who they’re trying to set their site up or their products up.
[00:07:52] For ideally. And so, you know, that’s, I think that’s a great first step for sure.
[00:07:57] Michael: And one little hint, if you’re a person that prefers facts to made up stuff. And when I quite like making things up, so this is my comfort zone, but I would say it’s really simple if you’re a Shopify store and I’m very jealous as a, an Amazon focus guy, and that is talk to actual customers and find out who are the people.
[00:08:11] If somebody keeps buying a load of stuff from you, it’ll show up. Talk to them, get in touch with them, offer them, you know, build a relationship and have conversations. Literally, however brief it is, whether it’s a one sentence email all the way through to a zoom chats, and just, just talk to them and find out about them.
[00:08:26] And I think basing it on an actual real person can sometimes feel a lot easier, but people who don’t like that sort of empathetic, imaginative leap in. So this one, one hint I would have though.
[00:08:35] Jason: Yeah, totally agree. Okay, great. So that’s the first, the first step in really getting your visual photography, image marketing, right?
[00:08:41] What’s the second.
[00:08:43] Michael: Well, the, the next few things really aren’t actually imaged driven. It seems, but they’re really getting clear in your mind. Very, very, very clear. I think clarity is the number one virtue of all good marketing. It’s not really cleverness it’s clarity. The second thing is really, everyone who’s selling stuff thinks about com competition, but what your customers.
[00:08:59] Alternatives. In other words, for example, I’ve got back pain. I might look for another back brace and if you’re selling a back brace on Amazon, by the way, don’t do this, but everyone else is selling a back brace, but they might be thinking in terms of surgery, they might be thinking in terms of books and exercise regimes, they might go to physiotherapists.
[00:09:14] They might want a pill. So you need to be aware of, of the alternatives in the customer’s universe. That was quite a broad universe, but you need to be thinking about, how you, your offer is going to stack up against that alternatives, including. You know, surgery or something. So you might have to sell them into the idea of a back Raceway, physical type product, for example, as distinct from an exercise regime.
[00:09:35] And so you just got to bear that in mind in Amazon, you don’t have a lot of space to deal with that in Shopify. You’d have more, more room to do that, but either which way you need to think from your customer’s perspective, what are their alternatives and start thinking about. Why they would choose you instead of the alternatives.
[00:09:50] Jason: This is interesting. I, I totally, I get that. I thought where you’re going with this, when you were talking about, looking at your competitors, was looking at your competitors images and just seeing what they do. Visually with the product, with the lifestyle shots, the different types of photos. Both I would assume are the appropriate action here.
[00:10:11] Yeah,
[00:10:11] Michael: that’s definitely what I would say is you should gather examples from your competitors and related brands, but I would do that later because the danger is you go very literal. You go, they’re showing this image. Do an image very like that. But what you’re not thinking about is what’s behind that image.
[00:10:25] What are they trying to communicate to the customer and always come back to the customer’s viewpoint and looking at the world from their viewpoint start with, and then approaching the specifics of the images so that the first four, points on this really are not actually directly image focus. And that’s for good reason, because in the end image is a way to communicate a message to somebody and it’s psychology that we need.
[00:10:47] Base it on him, in my opinion. What are your thoughts about that?
[00:10:50] Jason: I love it completely, right? Sure. I think that makes a ton of sense. Okay. So that’s number two. Keep let’s keep going. What’s the, what’s the, third concept. The
[00:10:59] Michael: concept is, is benefit sell, features tale, I think is the, the old marketing phrase, which is to say, you need to be clear what outcomes or results people are going to get from using your product and by the way, your product, as opposed to somebody else’s or.
[00:11:11] A different solution. So why stay use your back brace, but also why should you use a back brace and not just go and see my GP as we call it him a doctor. And so you need to be very, very clear what outcomes your product is going to deliver for, the person, which is then linked to the fourth step, which is link those to Bennett features.
[00:11:26] So it’s not like you can just claim anything with anything to back it up, but features would be there to back up your claims. In my opinion, particularly American style marketing. If you’re selling to Americans, you need to really bang people over the head really strongly in a way that’s British people might.
[00:11:39] Kind of odd, but then Amazon is basically a marketplace where you’re shouting. That would be anyway. But if you’re in America, you have to shout extremely loudly and very, very clear is the best way you can put it to British kind of shy. Marcus’s really got to get the benefit nailed and then back it up with the features in my
[00:11:55] Jason: experience, I love it.
[00:11:56] What did you, what was your first, first sentence here? You said it was the difference between images. So I don’t know what you said
[00:12:05] Michael: and if it’s sell and features tell. So in other words, if you say, you know, our brace has made a neoprene, that is a 3.5 millimeters thick excepted, the waste where it’s 4.5 millimeters thick.
[00:12:16] Cause it rips people that just their eyes are going to glaze over. If you say this thing is practically on referrable. And then people like, okay, the first thing is you got to make some kind of implicit promise. It’s going to get you this result. The second natural thing, if somebody actually cares about that is that they, their next response is why should I believe you?
[00:12:33] And at that point, that is good to bucket with features. So you’ve always got to link the two, but I think it has to be benefit led. What results was this going to do for me? And bearing in mind people shop on Amazon, they’re sort of flip, flip, flip on the phone and it’s done. You have to be so clear. So in your face with that, that you need to spend a lot of time home.
[00:12:52] Jason: That’s interesting. That’s interesting. So, so in your image marketing, using your images to clarify. Benefits. And can you do that? That that’s, that’s very, very interesting thinking.
[00:13:06] Michael: Good ideas. I think that the idea of that is just image or just text is also an artificial thing. I’ve sort of talk about it later, but I would pretty much always, if you’re trying to get a very specific cross.
[00:13:17] Points across, think about putting some text on as well, which is kind of easy once you’ve clarified what it is you’re trying to communicate. Sometimes you don’t need texts, but either which way your picture is always there to communicate. In my experience, in my opinion, in the product detail page, have very, very specific results.
[00:13:34] But your customer will get, maybe it’s just feeling relaxed in a bath. In which case you may or may not feel the need to say relaxing the path. It might be obvious. It may not be necessary to say have a good time with your family. If you’re sitting around near a barbecue and you’re sending barbecue tongues or barbecues, and you have your family sitting around drinking glasses of wine, looking happy.
[00:13:51] I mean, maybe you don’t need to say it, but you need to be clear what it is. You’re trying
[00:13:55] Jason: to say. Sure. Love that. Okay. So that’s the third idea. What’s the fourth idea.
[00:13:59] Michael: The The fourth idea is basically linking the features to the benefits. So just once you’re clear about, what it is, your results, that your product is going to give people, you need to be very clear, which part of your products are going to deliver that result.
[00:14:11] So if it is, you know, some kind of a product like it holds your iPhone really steady, you need to hone in on the feature itself. And that’s often where you’ll use things like infographics or whatever. A little bit of tax can help clarify things. The hint there is, it just makes sure you don’t overwhelm with science that you don’t try and show three or four features in one go because people will not absorb it.
[00:14:32] And if you’re going to use words, just keep it very minimal. And the final thing is, you know, just make sure whatever you do. It looks good on mobile and it’s easy to absorb instantly on mobile. That’s the, the key sort of filter in my mind.
[00:14:44] Jason: I love this one, link with features. The idea that you just mentioned as a photography, concept that I think is really important here.
[00:14:53] And that’s that your, your photography, if done well, has a singular object. In every photo and the real powerful product photographers are masters at, you know, creating images that really do a good job. Laser beam focusing the customer’s eye and mind on specific, feature or specific element of the product.
[00:15:21] It’s very subtle work, but photographers who can do that really have power. Photography, you know, sets of photos that then help sell the items. And I think that’s an important piece is what, you know, what other features that need to be pulled out in the images. And how do you get really clear on that?
[00:15:37] Visually? I think that’s really, it’s important work. If you say, Hey, I’m good with a DSLR, I can just take my own photos. You kind of, you know, miss some of that stuff sometimes. I mean, maybe sometimes you get it right, but I think having a singular image, or focus on every image is, is a key. Yeah. Yeah,
[00:15:53] Michael: by the way, I could not agree more with you.
[00:15:55] I bullied my clients relentless, or if they bring a listing to me and they’ve got three features or three points they’re trying to make in one image, I always say, look, you have to split that three images. And if that means you’d end up in, in the arms and university are very artificial constraints, but there are lots of physical constraints for reason when Amazon gives you nine places, sometimes it give you 10 images.
[00:16:13] Sometimes it’s seven, but they’ve done it through just a months from over testing. So there’s a good reason because straight sometimes you will have to. Harden your heart and not show a feature that you spend months developing, because it is just not as important as the other features, but it’s better to communicate a really killer feature really clearly than to try and communicate three things.
[00:16:30] Very unclear. And I see that a lot and I understand psychologically why you have to, it’s a bit like that. Hold writing a cliche Murray or darling. So in other words, you could spend ages developing something. You have to be hard-hearted clarity, I think is more important than, than, you know, getting up.
[00:16:47] Jason: Sure. Yeah, no, I totally, totally get that. Okay. So, moving on what’s point number. So
[00:16:52] Michael: point number five at this point, as you referenced earlier, yes. We can go back to the competitors and related brands now and start to gather actual image examples, but the reason we’ve left it that late is because I believe that the structure that should underline all good marketing, particularly direct response marketing is psychology is not.
[00:17:10] Superficial similarity because otherwise what happens on Amazon, it’s a disease, but it’s true everywhere is that everyone copies everyone else, the photos look indistinguishable from each other. Their products are fairly indistinguishable. There are the very similar price point. I mean, the consumers are just going to end up basing things on.
[00:17:27] Numbers of, they understand like this one’s 4.5 saw average review, and this is four. I’m going to go for the 4.51. Yeah. If you do that. So it’s very dangerous to just copy your competitors. The other hint from that is don’t just stay on Amazon. That’s just a terrible disease. You must forget about Amazon and go and look on Google sometimes.
[00:17:44] And also don’t just obsess with the same types of products. If your consumers are, if they love, for example, beautifully produced stuff and they’re buying, I don’t know, table lamps, maybe they also buy Aston Martin cars. Maybe they holiday in beautiful hotels, go and look at those websites and look at this with color palette and the look and feel, and try and learn from that marketing as well and, and bring some of that into your own marketing as well.
[00:18:06] Yeah.
[00:18:07] Jason: That’s such a great idea. The, the thinking there is that you’re really appealing to the specific avatar again, and you’re wanting to do it in a way that they like, and that they’re comfortable with. And so you do obviously want to look outside your product. Niche, to do that. So I love that idea. I think that, you know, that’s, that’s a really powerful concept.
[00:18:28] I would also just pull one thread here on this topic, which is the analysis of your competitors. Visual work is not done in a way so that you can be similar. It’s done in a way so that you can. Opposite or, you know, you can really stand out against them. If what you do is, as on this step is go see what others are doing and do it.
[00:18:53] You are literally becoming indistinguishable, which is a huge mistake. So what you want to do is find an angle or a way, or, you know, a vision. Device if possible to stand out. And that means doing something differently now people will copy you. And then in which case, you know, they’ll still be similar, you know, items that, look the same as yours, but you’ll have at least distinguished yourself in that process.
[00:19:21] So I think that’s the important nuance there is. You’re not looking for, things to copy. You’re looking for the lay of the land and finding a place where you can visually be differentiated
[00:19:32] Michael: absolutely. Couldn’t agree more on Amazon again, it’s kind of simplistic. So you have to be pretty, pretty cutthroat in your approach.
[00:19:39] If everybody’s, Brian Johnson said to me, look, if everybody’s product photo posts, the product to the left is pointing us to the right, just to be different. You have to stand up on the search results page is just so critical when people scroll so fast on their mobile devices. Now at can’t. Afford to be anything except very clear about that.
[00:19:55] If everyone’s going to black products on the white background, make sure you within terms of service, building some red, so it could be simply put it in a red drawstring bag or an orange while you have some, a splash of purple on your packaging, whatever it is that you can legitimately put in. And I would reverse engineer.
[00:20:10] The main photo is so critical to get the click. I would reverse engineer the whole product design around the. Part of it is visual differentiation. So as you say, if everyone else is doing, you know, Zig when these Argus that you’re absolutely bang on and thank you for pointing that out because copying is the disease on Amazon and it gets you nowhere already.
[00:20:29] Jason: Yeah. And I, I just, you know, one other thing to layer on there is some sellers have the wonderful advantage of selling in niche categories, where they’re just competing with what you might call. Non-interesting product sellers who don’t have a passion for the product. Maybe it’s a part of a big company.
[00:20:52] Maybe it’s just a widget. And, you know, it’s just sold kind of by, you know, resellers who get stuff from manufacturers. And it’s just a kind of perfunctory item, those items when they exist in those categories, when they exist are ripe for disruption, by someone who. Goes completely OCD over the visuals and turns the boring, you know, old looking kind of mundane.
[00:21:21] Item into the star of somebody’s show and really obsesses. So just, you know, it’s not just about what type of photo it’s also about the caliber of photography and the intentionality. And in some niches that by itself will completely and totally, you know, set you up. And that’s a fun thing to behold when you see a bunch of just ridiculous looking, 1990s photos in a niche, and then you see somebody who makes it look like a, you know, like a whiskey commercial, or like a, you know, something that looks like it’s right off of the Superbowl commercial or something like that.
[00:22:01] That’s a fun idea.
[00:22:03] Michael: Yeah, absolutely. So I would say that there’s, I would flag up an opportunity and threats. So the opportunity is the fun bit, which is what you just mentioned. That quite a few very major companies, I won’t mention for fear of that, their legal departments getting in touch selling. For example, headphones have a boring product photo on white that doesn’t even give you enough information.
[00:22:22] For you to make a purchase. For example, that I was recently looking pair of headphones. I couldn’t see whether the ending was like an iPhone adapter when I could plug into my computer. So I could literally not buy it based on the photos that were that terrible. That’s a wonderful opportunity, as you said, a lot of them.
[00:22:36] Yeah. The flip side of that is I think the, the great threat is aggregators particular on Amazon, but I don’t think it’s going to stay limited to Amazon. And e-commerce generally the world in 2020 workups. The fact that there’s value there and, Made available for that has been accident lutely, extraordinary, you know, literally getting on towards the trillion dollar mark in America.
[00:22:53] I think what that means is that people are now applying really grown up marketing in the e-commerce space specifically at Amazon, but not only. So I think that there was a wave of buying it extraordinary multiples in January, February, March, April. There’s not going to be a wave of people. Really overspending on photography and great marketing.
[00:23:09] So if you’re not, you know, if you’re not walking up a down escalator, if you’re standing still, you’re moving behind. So I think even if you got away with it until now, we’re having mediocre photography, that isn’t going to be the case by the end of this year. I think so that, that’s the sort of reason you’ve got to keep moving.
[00:23:24] Jason: Yeah. That’s a good point. You know, the more, and I guess I’ve seen this actually as you point that out, I have seen this where. Somebody has a brand. It does good. You know, they’ve done well with it, maybe, but they bootstrapped it and then they sell it to somebody else. Well, that new buyer comes in and they just want to spin, spin, spin to generate more sales.
[00:23:42] And so they will invest in better image marketing. And so, yeah, I mean, and the more that that happens. E-commerce brands change hands in different niches or categories. The more people are like, whoa, who just took over, you know, that company
[00:23:57] Michael: on how much money you may be taking a, can you the war chest of a few hundred thousand dollars, but you don’t have a billion dollars behind you.
[00:24:04] And if you’re up against something that thrusts you has bought, they’re now a $6 billion company. Well, that’s the last time I looked the last time I bought, I got a valuation for the first year and the next time I spoke to somebody who’d gone up six times. So these guys. Pots of money. And, you know, rather like with the Chinese factories, the Chinese factories will pump out products.
[00:24:21] These guys pump out marketing. So it’s a similar threat, but at a different end of the game, if you like. So I think we have to be very willing to embrace this brave new world if we don’t have a choice.
[00:24:31] Jason: Yeah. I love it. Okay. So what’s the, what’s the next step in our process? I think we’re on number six here.
[00:24:36] Number
[00:24:36] Michael: six. Yes. And the next thing we finally getting, you know, the rubber hits the road and, you know, might people might be thinking by this stage, I’m just desperate to grab my DSLR. Yes, you can do your own photography or you can hire a photographer. As you say, the ability to operate your camera is, you know, I’ve got one right in front of me right now.
[00:24:49] It does not qualify me to do this, but I think your job as the marketer is to be super, super, super clear. I’ve I mentioned clear about what your prospects, your customers want to get across, how that matches with your plan. And have some ideas by how visually that might be put across, but the photographer needs to have that eye and that perfectionism, and then something of lighting, most importantly, pressing a button on a photographer.
[00:25:12] So what you need to do is create a very, very clear brief. So your job is communication. Not doing this is you need to be very, very clear about that..
[00:25:21] Wrapup: Hey folks. Thanks so much for listening to another edition of the e-commerce leader today. I think a very sort of straight down the middle topic that everyone needs to think about, but nevertheless, worthy of conversation and deep dive, I think, which is pictures for Amazon listings or Shopify product images, whichever platform you’re on, and whether it’s Shopify, WooCommerce, BigCommerce, let’s not get hung up on that.
[00:25:42] Any kind of direct to consumer marketing. Great images really drive conversions and conversions drive your profits. So that’s always the place to start, not with the traffic, as we said up front. So we need today. We’ve got a template framework. We’ve covered the first part of that. And the, the main things I’ve put across the customer, avatar, the importance of understanding who you marketing to, what problem you’re solving for them and their psychographics there, or psycho psychological drivers.
[00:26:09] Phrase you want to use? What makes them tick? What do they love? What they hate? And the hint there, as I’ve already hinted is to think about other brands they consume unlike or the brands they dislike. Not necessarily just competitors directly for that particular need. But for example, if they’re buying homeware, what kind of computer do they buy?
[00:26:26] What kind of car do they drive? What kind of holiday do they go on? What kind of holiday destination do they go on and look at the branding. Those kinds of products that will give you a nice hint as a sort of look and feel that appeals to them. And we also talks about comparisons with computation or looking at alternatives.
[00:26:44] And why, how are you going to sell your customer, not just on your product, as opposed to other people’s products, but sometimes your product as a type of product. For example, if you’ve got a back pain using a back brace rather than, you know, using, pills or, you know, some kind of, surgery or, or that sort of thing.
[00:27:01] The other things really, that I think were important to clarifying benefits, results that people get from using a product and only then talking about features as product developers, ourselves, or as people responsible for getting products developed on our own behalf, we can get very obsessed with the features of products, which sometimes taking months of back and forth and work with sometimes a product designer and certainly with the manufacturers.
[00:27:24] And the trouble is those only matters of consumer insofar as they produce a result for them. So never just talk about your features. You need to always link it with what’s in it for me. That’s the question. Remember that your consumer is always geared to, we F what’s in it for me, FM. In other words, they have limited time and energy.
[00:27:45] And you’ve gotta be super clear about why it’s worth even taking a second to stop scrolling on Amazon or Shopify or whatever it is. We’re commerce listing. So this stuff is. Somewhat nev never what’s the word, nebulous is what I’m trying to pronounce. It’s hard to pin down sometimes, and that can be frustrating for people who like nuts and bolts and numbers.
[00:28:06] But I promise you if you’re that kind of person that you will just find better results and better profits. If you go through this process, Regulus rigorously. And if you’re a person who likes this stuff, then you know, some people love marketing and the more nebulous stuff, then this is going to be your comfort zone.
[00:28:20] But either way, it’s a trade skill to hone and Jason’s always taught. Abs, absolutely rightly about the importance of honing a train skill. So your trade skill of image marketing needs to be better than ever, in the modern world where things are getting more competitive than they used to be. But on the other hand, there is still very lazy competition out there that you can beat hands down.
[00:28:38] So. Very worth for a defensive against the competition, but also beating the competition for either of those reasons, really worth honing, stay tuned for the rest of our list of 10 basic steps to get great image marketing done. And in the meantime, thank you so much for listening. If you feel able to give us a rating on apple podcasts out of five stars, that would be amazing.
[00:29:00] And if you are listening to the show regularly and you haven’t subscribed yet, then that’s wrong. Go subscribe. We’re going to work really, really hard to give you the best possible value we can have for you there to make you the best e-commerce leader. You can be.
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