Pierre Marcolini: Sicilian Orange Jam
When what you’re selling is on the pricier side for its category of products, you will have to do some extra convincing to get consumers to choose your product. After all, there may be other equally great but cheaper alternatives available.
So why should shoppers splurge on such a product? Well, the answer has to be evident in the description.
A great description doesn’t have to be a long description – it just has to contain all the key points that matter to consumers. Remember that your choice of words will go a long way in conveying the essence and quality of the product so choose wisely!
This jam’s description is a stellar example. Here’s why:
- It’s instantly clear that this isn’t your regular supermarket jam. It’s a “handcrafted Sicilian orange extra jam” and it’s “for a moment of indulgence”. In other words, this jam is different; it’s special; and it’s for people who want a superior product.
- The brief product introduction is then followed up with a more detailed description that uses specific words thoughtfully chosen to reinforce the idea that this is a premium jam.
- “Carefully selected”, “exceptionally high fruit content” (it even tells you the percentage, in case you were skeptical), “naturally low in sugar”, and “no additives or artificial flavourings” creates a certain perception in readers mind.
- Finally, to really drive that idea home, there’s the ingredient list: 87% orange and yuzu pulp let you know that they didn’t skimp on the fruits to create this jam.
Takeaway: If you’re marketing a premium product with an equally premium price tag, then the reason it’s worth buying at that price has to be quickly evident in the description.