Your product listings are the frontline soldiers in your battle for buyer attention.
Welcome to boot camp.
Of course, the first mission of your products listings is to sell your product. But if you want the person who you sold that product to to come back and buy more, you need them to leave with the knowledge of who you are, what kind of products you make and how your other products complement the one in the single listing.
This is where your brand comes in as the reinforcements for your first wave of attack. Here are our best thoughts on how to turn your product listings themselves into branding elements that people will remember you for.
“Every picture tells a story,” “A picture is worth 1,000 words,” “Show me, don’t tell me”…how many cliches and bumper sticker wisdom do you need to understand the importance of a single image?
Your product photography is like a mini-ad unto itself. Gone are the days when you could snap a pic of your product sitting on a table or windowsill with your phone and consider the job done.
Yes, it’s a lot easier with today’s resources, but you still need to cultivate the mindset of the product photo as your visual signature, and not just showing what’s in stock.
If the above tips seem daunting, perhaps it might be easier to point out what to avoid when you’re developing your product photos. Driving school teaches good driving habits as much by showing how to avoid accidents as much as instructing compliance with the rules of the road.
Again, limits spawn creativity. Start building your sandbox with the below tips, then you can build the sandcastle of your dreams within it.
Although there is certainly a longer story behind the creation of the “brand,” it should be remembered that brands were applied to cattle specifically so they can be identified if they wandered off the farm. In the ranch wars of the American West, brands unmistakably identified whose herd belonged to whom.
Your photos can also “wander off,” but for you it’s not a bad thing. Your photos could land in an Etsy ad, a spotlight or promotion or even if a shopper takes a screenshot and sends it to someone to gauge their interest. Brand your photos and you dramatically decrease the likelihood of potential future customers not knowing where to find the product.
Even art needs a little science once in a while, and the science here is strictly file format. What are the right dimensions to prevent image distortion? What is the ideal PPI so it is a light enough file to download but still be sharp?
Your lead photo is your first date with your customer. Make a good first impression (but be true to your authentic self).
Videos is the new black.
Yes, we’ve focused mostly on product photos, which is still the meat and potatoes of product listings. However, data shows that people are exponentially more likely to buy something if they see it incorporated into a video.
So, lights, camera, SELL!
As always, we say there is nothing wrong with imitation so long as it is not outright theft or copyright infringement (looking forward to seeing all your Steamboat Willie merch).
Notice how the best listings are more than just sales pitches; they’re experiences. Pay attention to their photo styles, their use of graphics, their video content. What makes them pop? How do they tell their brand story? Take notes, get inspired, get creative.
Remember, your listings are more than just a means to an end; they’re the building blocks of your brand story. Experiment, innovate, and watch your brand come to life.
If you learned nothing new from the above, that’s great! Show us how you applied the knowledge, or even improved on it! Or maybe you’re still trying to figure out which end of the camera to use? Let’s turn this from a lecture into a discussion.