Talking points vs. Selling points

The need for us to differentiate the two

To get ecommerce sales conversions a business has to go through the following:

1. Understand who the key target audience is

2. Find ways to reach the target audience in a cost effective way (good quality hunting) if we may call it that

3. On getting the attention of the consumer communicate in a way that encourages the consumer to make a purchase

Consider ourselves as the consumer. How often do we visit a webstore with a clear intent and understanding of what we want to buy?

If we are clear about what we want to buy, which brand we want to buy, and at what price we want to buy it then we are a consumer who is far down the funnel. One who needs very little convincing to convert.

If our products and brand are relatively unknown we have to work hard to educate consumers and win them over.

In every marketing communication its important to have selling points and to be able to differentiate talking points from selling points.

Some of our talking points can be selling points. But most talking points are only to support the selling points or to give consumers additional information that they may or may not need.

Here are some tips to sell better to ecommerce consumers:

1. List out all your product or service propositions

2. Identify how you are different from competition on these propositions

3. Based on your knowledge and understanding of the consumer create your selling points

4. Your hypotheses of best selling points and arrive at your unique selling points

Since consumer attention is limited and so are marketing budgets, avoid stuffing your website and marketing communication with talking points. Focus on promoting your selling points.

The author is an entrepreneur based in Singapore and with ecommerce business interests in India and China. To know more about brand ecommerce visit www.tigerpug.com.sg