Before someone buys, they're asking: "Why would this work when everything else I've tried has failed?"
Source: Cody Plofker, Operators newsletter
A lot of brands do think about this. You probably know exactly why yours is different! So the job is making sure your product page says it clearly, and says it UPFRONT, where a shopper sees it before they've scrolled away.
It's a wording add, so there's nothing to rebuild.
Answer these on your product page
Behind that one big question are a few smaller ones:
What is the cause of my problem?
Your page says the real reason they have the problem your product solves.
Why have past solutions failed?
Your page says why the usual fix didn't work for them.
Will this new solution work?
Your page says what yours does differently.
A real example Grüns
Take Grüns, the greens gummy brand:
- The causeA daily greens powder means scooping, mixing and cleaning up.
- Why the usual fix failedAll that prep gives you plenty of chances to skip a day.
- What theirs does differentlyThe whole thing is in a gummy pack, so the prep is gone.
And Grüns says it in one line on its own site:
"No shaker, no water, no routine overhaul required." (gruns.co)
THAT is what clear and upfront looks like. You don't have to hunt for it.
Is it clear, and is it upfront?
You may already have these answers somewhere on the page. So before you write anything new, open your bestseller on your phone and check:
Have a think about your own answers and write them down. Then move them up the page, or add them in.
Read it back as a customer who has already been let down by something similar. Does the page give them a reason to believe this one's different?