{"id":391,"date":"2011-07-26T07:09:05","date_gmt":"2011-07-26T11:09:05","guid":{"rendered":"http:\/\/www.floristseo.com\/?p=391"},"modified":"2011-07-22T17:14:09","modified_gmt":"2011-07-22T21:14:09","slug":"stop-selling-bouquets-and-start-selling-moments","status":"publish","type":"post","link":"https:\/\/www.florist20.com\/blog\/business-tips\/stop-selling-bouquets-and-start-selling-moments","title":{"rendered":"Stop Selling Bouquets (and Start Selling Moments)"},"content":{"rendered":"<p>Your customers aren\u2019t coming to your site to buy\u00a0<em>flowers.\u00a0<\/em>They\u2019re not coming to purchase\u00a0<em>quick delivery\u00a0<\/em>or a\u00a0<em>red rose bouquet<\/em>. <strong>Your customers aren\u2019t coming to your site to buy keywords<\/strong>. Don\u2019t let your product descriptions focus on the literal bouquet; instead, make it focus on the moment surrounding that bouquet.<\/p>\n<p><strong>What Product Descriptions Should Be<\/strong><strong><\/strong><\/p>\n<p>We\u2019ll readily admit that keywords are essential to your product descriptions. Well-chosen keywords ensure your customers can actually find your site and start buying your products. However, a keyword-stuffed description will scare your customers away faster than a picture of a dead bouquet.<\/p>\n<p>Keyword stuffing isn\u2019t effective; rather, it indicates to the customer that your only objective is to sell as many bouquets as possible. It\u2019s not enough to get your customers to your page. You\u2019ve got to\u00a0<em>move<\/em>\u00a0your customers, too.<\/p>\n<p>Unfortunately, to write a killer product description you\u2019ve got to figure out how to tug your customers\u2019 heartstrings while still putting in all your keywords.<!--more--><\/p>\n<p><a href=\"http:\/\/www.floristseo.com\/wp-content\/uploads\/2011\/07\/rose-in-hands.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-392 alignnone\" title=\"Rose in Hands\" src=\"http:\/\/www.floristseo.com\/wp-content\/uploads\/2011\/07\/rose-in-hands.jpg\" alt=\"\" width=\"454\" height=\"360\" srcset=\"https:\/\/www.florist20.com\/blog\/wp-content\/uploads\/2011\/07\/rose-in-hands.jpg 454w, https:\/\/www.florist20.com\/blog\/wp-content\/uploads\/2011\/07\/rose-in-hands-300x238.jpg 300w, https:\/\/www.florist20.com\/blog\/wp-content\/uploads\/2011\/07\/rose-in-hands-400x317.jpg 400w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/><\/a><\/p>\n<p><strong>Tip #1: Before You Write Your Description<\/strong><strong><\/strong><\/p>\n<p>Before you choose your keywords, think about your audience.\u00a0<strong>Don\u2019t think about your target audience\u00ad yet\u2014<\/strong>think about the customers behind the screen.<\/p>\n<p>Think of the shy-eyed teenager about to buy his first boutonni\u00e8re for a prom date.<\/p>\n<p>Imagine the teacher picking out a goodbye bouquet for her first-ever student teacher.<\/p>\n<p>Picture the husband agonizing over which flowers best say\u00a0<em>I\u2019m sorry I mowed your prize tomato plants.<\/em><\/p>\n<p>You\u2019re not selling flowers: you\u2019re selling a romance. A bittersweet farewell. A sheepish apology.<\/p>\n<p>In short:\u00a0<strong>think of the person first&#8211; and the search engine second.<\/strong><\/p>\n<p><strong>Tip #2: Push, Don\u2019t Shove<\/strong><strong><\/strong><\/p>\n<p>Lead your customer to the idea of buying your product. Don\u2019t shove him off the cliff. Your descriptions should\u00a0<em>tug<\/em>\u00a0heartstrings, not yank them. Here are some things to avoid when writing your product descriptions:<\/p>\n<ul>\n<li><strong>Too many adjectives.\u00a0<\/strong>Enough with the\u00a0<em>brilliantly elegant displays<\/em>\u00a0of\u00a0<em>rich crimson flowers\u00a0<\/em>with\u00a0<em>pristine snow-white baby\u2019s breath.\u00a0<\/em>Not only does this sound like a ninth grader\u2019s poetry journal, it\u2019s plain bad writing. Adjectives act like pepper on your steak: they enhance the meat. Your nouns are your meat. Use plenty of them\u2014and go easy on the pepper.<\/li>\n<li><strong>Empty promises.\u00a0<\/strong><em>She is guaranteed to love this amazing gift basket!\u00a0<\/em>Do you know what this says to your customers? Nothing. If you told a person to draw an \u201camazing gift basket,\u201d could they draw one? Give your customers\u00a0<a href=\"http:\/\/www.writeshop.com\/blog\/2010\/04\/08\/concrete-writing-descriptive-feast-for-the-senses\/\" target=\"_blank\">concrete ideas<\/a>, not empty promises.<\/li>\n<\/ul>\n<p><strong>Tip #3: Write First, Then Place Your Keywords. Carefully.<\/strong><strong><\/strong><\/p>\n<p>When you\u2019ve written your description, look for places where you could naturally place your keywords. \u201cThese flowers\u201d could easily become \u201cThis red rose bouquet,\u201d couldn\u2019t it? When you\u2019ve outfitted all your nouns and pronouns with your killer keywords,\u00a0<strong>read your description out loud.\u00a0<\/strong>What sounds forced? What sounds overtly sales-y?<\/p>\n<p><strong>Tip #4: This Counts for Social Media, Too!<\/strong><strong><\/strong><\/p>\n<p>You\u2019re practicing your best\u00a0<a href=\"http:\/\/www.copypress.com\/\" target=\"_blank\">SEO copywriting<\/a>\u00a0skills, you\u2019re picturing your audience, you\u2019re finding those keywords, and you\u2019re writing to sell. Good. Great. Fantastic\u2026but you\u2019re not done yet.<\/p>\n<p>We live in the age of social media\u2014if your Aunt Mildred recommends a flower company, you\u2019re going to go with Aunt Mildred\u2019s florist over a search ranking\u2019s recommendation. Sell to Aunt Mildred\u2014and everyone else on Twitter, Facebook, and Google+. Use that social media muscle to your advantage: utilize these tips\u00a0<a href=\"http:\/\/www.floristseo.com\/social-media\/integrate-twitter-daily-routine\" target=\"_blank\">when you tweet<\/a>\u00a0your featured product of the day or post your weekly special on Facebook.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: arial, helvetica, sans-serif;\"><em>Nicki Porter graduated summa cum laude from Old Dominion University with a B.A. in English and her writing has appeared in publications like The Albion Review and the Wildwood Journal. When not writing for\u00a0<a href=\"http:\/\/www.copypress.com\/\" target=\"_blank\">CopyPress<\/a><\/em><\/span><span style=\"font-family: arial, helvetica, sans-serif;\"><em>\u00a0(or otherwise), Nicki can be found wandering through farmers\u2019 markets, making a mess of her kitchen, or snapping photos with her trusty camera.<\/em><\/span><\/p>\n<p><strong>Image Source:<\/strong>\u00a0<a href=\"http:\/\/www.flickr.com\/photos\/pinksherbet\/1535619818\/\" target=\"_blank\">Pink Sherbert via Flickr<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your customers aren\u2019t coming to your site to buy\u00a0flowers.\u00a0They\u2019re not coming to purchase\u00a0quick delivery\u00a0or a\u00a0red rose bouquet. Your customers aren\u2019t coming to your site to buy keywords. Don\u2019t let your product descriptions focus on the literal bouquet; instead, make it focus on the moment surrounding that bouquet. What Product Descriptions Should Be We\u2019ll readily admit [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-391","post","type-post","status-publish","format-standard","hentry","category-business-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stop Selling Bouquets (and Start Selling Moments)<\/title>\n<meta name=\"description\" content=\"Your customers aren\u2019t coming to your site to buy\u00a0flowers.\u00a0They\u2019re not coming to purchase\u00a0quick delivery\u00a0or a\u00a0red rose bouquet. 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