When customers make purchases, they do so to fill a need. That need could be anything from the need to eat to a desire for peace of mind. Whatever it is, consumers want to feel confident that their need will be met by the purchase they’re about to make. So how do you, as a business, boost their confidence about a purchase?
Write Appealing Product Copy
Consumers need to know what they can expect from a product before they purchase it. Your product copy is a crucial part of the selling process because it serves that exact purpose. It should provide an accurate product description that is short and sweet, and formatted for quick reading. For best results, frame your pitch in terms of how the product solves the problems facing the consumer. Don’t be afraid to appeal to consumers’ emotions. Remember, emotions sell.
Gain Positive Reviews
Reviews are another tool consumers use to figure out what to expect from a product and business. Around 86 percent of consumers read reviews before they make a purchase. Because reviews are typically written by previous customers, they are often perceived to be less inherently biased in favor of the company and are therefore more reliable than a business’s promise about how a product will perform. If you want your customers to feel confident about purchasing your products, it’s imperative that you have positive reviews, specifically ones that discuss your products and how they work.
Have a Return Policy
Few things give consumers pause and reason to think twice about making a purchase than having a no returns policy or a lack of a policy altogether. The risk level increases, especially as the price tag increases. A good return policy should balance the interests of the consumer with that of the business. Having a return policy helps to mitigate risk for consumers. They are far more likely to feel confident about making a purchase if they know they won’t be left high and dry if the product doesn’t perform as advertised.
Being able to make a customer feel confident about a purchase can be what makes the difference between them choosing to buy from you or moving on to your competitors. If you want to boost their confidence, write appealing product copy, gain positive reviews, and reduce their level of risk with a return policy. Consumers will feel more confident in choosing your products and supporting your business.
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