Topics: Marketing, Advertising Copy

Q.
I heard somewhere that people will not read long amounts of advertising copy about a product. I'm concerned that the descriptions of my jewelry on my website might be too long. Should I edit them down?
- Myrna
A.
Generally speaking, people will read hundreds of words about product if they're interested in it. This is human nature; we keep reading about a subject of interest to us. Stephen King writes novels that have more than seven hundred pages, and his readers don't ask if he'd write shorter books. Your online copy (or your brochures, advertisements, etc.) are an important way that customers get to know you. So use as much space as needed to describe each piece and what inspired you to make it. Take your time explaining who you are and what you're passionate about. Use real examples in your writing and describe your thoughts and feelings about jewelry, life and how they interrelate. Prospects will get to know you better that way and they will feel more comfortable buying from you.
- Dr. David Weiman
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com

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