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The aim of your enhanced content should always be to help shoppers. Your enhanced product pages should merchandise your product, not market it.
What’s the difference between marketing and merchandising copy? Marketing copy creates awareness and desire around a product; it’s the realm of billboards, clever one-liners, and Super Bowl ads. If you’ve gotten the online shopper to your product page, marketing had done its job. But once they’re at the product page, marketing alone can’t get online shoppers to hit the “Buy” button.
Merchandising should rule over every aspect of your product page. To close the sale, you need a product page with informative, shopper-focused copy. You need several images including lifestyle photos that show your product in action. And you need it designed and coded to meet the specific needs of each of your online marketplaces. Merchandising content should look different on Amazon than it does on Walmart.com or the online site of Babies R Us.
Think of your enhanced content as a well-informed, helpful salesperson. A good salesperson doesn’t shout advertising slogans at you. A good salesperson helps you hone in on the product’s most important features and makes sure you understand the benefits of those features. You’ve spent a lot of money to market your products, let merchandising close the sale.