It's the part about the story. I signed up for David Weiman's free Jewelry Seller Newsletter a few weeks ago and on the 10th he did an article about telling the story of your product.
Etsy sellers tend to keep their listings short, because people sometimes don't even read the entire listing! Me, I'll read the listing, the profile, the shop policies, their blog, the listing next to the one I'm interested in, the shop announcement . . . You get the idea!
When I had my 100th post giveaway and asked for comments to improve my blog, one commenter said that I wrote too much. On some front I'm sure they were right, and yet, I find myself on blogs where each post is a paragraph long wondering why people bother to blog if they aren't going to blog. I've already resigned myself to writing for readers, people who, if they weren't reading my blog would be reading someone else's, or the news, or a treasured story or the back of the cereal box. You know who you are . . .
I've found with friends that they want to know the story of a piece. They want to know what the beads are and where they came from, even if they'll forget 80% of what I tell them, they'll pass 20% on to everyone who admires the piece.
I frequently compliment people's jewelry because that's what I notice. When I do, I pretty much expect them to tell me that they inherited it from their mother who was a great beauty with classic 20's taste, or from their mother-in-law who was born in India or that they bought it on a cruise and it was the only opal piece the store had that would fit. I like knowing these things. It interests me.
Weimen says that when people are really interested, they'll read long copy and if they'll read long copy, surely they'll listen to the story at a show. He goes so far as to claim that the story makes the piece special, enhances value. He says, "Given several similar alternatives, the story behind your products and services may make all the difference to a prospect."
Perhaps, but I have an issue with discerning who is open to listening and who isn't. It's embarassing to start telling someone something you think they're interested in and they cut you off . . .
So what do you think? How big a selling point is a story when you shop? How much is too much? When you're selling how do you play it? Does it make a difference if your selling in person vs. on line? Or to friends?