So you have a new product that is unlike anything else on the market. Your competition doesn’t really have the kind of product or technology you have and you want to shout it from the mountaintops. That is great, isn’t it? Yes it is. When I have customers who are fortunate enough to be in this situation, I often find that their enthusiasm for pitching their unique product overcomes their ability to see the product from their customer’s point of view.
Don’t get so caught up in how amazing you think your product is that you glaze over the importance of practical product naming and description creations. Think like your target customers and take them into consideration at this pivotal point in your business.
Mistake #1: Product Title or Name
Because your product is so unique, there is a tendency to give it a unique name. That’s fine, but often it comes at the cost of not allowing your customers to understand what your product does. Moreover, when customers try to search for your product, they won’t be able to find it because it’s named something different than what your customer is searching on.
Good product naming is a mixture between originality and common sense. Here are some tips to get you started:
- Test out several (I’m talking 100s here) of possible brand names
- Make sure your product naming has meaning
- It needs to stand out from competitor products
- Is it memorable and easy to pronounce/ say?
For example, many of our customers and site searchers wonder about our company name “Cazbah”. We get the question so often, that we created a page on our website to address it. Follow this link to get the full backstory on it! There was a lot of decision making, scrapped ideas, and research that went into the product naming of “Cazbah”. Ultimately, “Cazbah” was chosen because of it’s uniqueness and it’s meaning.
Mistake #2: Product Description
This is really the place where you can use some unique language to describe why your product is special. You can even use your unique product name here, but put it in context. It is important for people to know what the product will do for them, and then tell them why it is so different than your competitors.
Here’s an example of a sunscreen retailer:
The product category title “Biodegradable Sunscreen” is great. It tells the searcher exactly what they are selling. The product names and descriptions are not so great. “SolGuard” is an ok product name but but there is very little beyond that that describes the product. So something like “SolGuard Biodegradable Sunscreen – SPF 30 (6oz)” would be much better instead of “SolGuard SPF 30 (6oz)”.
If you take a look at the product page, (see below) there are some mistakes here too. The product name doesn’t make any mention of Biodegradable Sunscreen. The special product name is ok, but with “Sol” and “care” spelled with a K, it really doesn’t help the searcher find this product. “SolGuard KidKare Biodegradable Sunscreen – SPF 30 (6oz)” would be a better option.
The description is pretty good, but again we are left wondering what “SolGuard” is and why it is so great. Is it a unique blend of natural ingredients that all their products have? If it is, they should be telling us about it.
Naming and writing about your products is always a tricky business. It is fun to be creative and it is great to let the world know why your products are so special. The trick is to also tell your customers in their own words what your product does so they can find you on the internet and then learn why your products are better. In turn the search engines will crawl your product pages and have a much easier time figuring out where they belong in the search results.
Reviewing your most important product pages with your Internet Marketing Consultant can be a good use of your time to increase qualified traffic to your site. If done properly, it could increase sales in a relatively short period of time.