Pimpin’ Your Products: Rob Snell’s PubCon ‘07 Presentation
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Friday, January 11th, 2008
Long-time Yahoo! merchant and marketing guru Rob Snell recently presented on a panel at PubCon 2007, the WebMasterWorld convention. He graciously provided a copy of his presentation in PDF format for other merchants to read. And while there is no audio, and therefore you’re missing out on all the great “Rob-isms” (and a huge helping of his Southern “gravy”), merchants can still glean the most important points from just viewing the slides.
Rob emphasizes the following:
- how to stand out from the crowd by providing original content for products in the form of videos, additional product images, and product guides.
- how to capitalize on new products entering the market by using any and all manufacturer content and your own to grab search share and press coverage.
- how to increase conversion and win loyal customers by providing product opinions to help shoppers differentiate between products.
I highly recommend reading through the slide deck and seeing what lessons you may be able to apply to your own site.
Paul Boisvert
Yahoo! Small Business
Comments
Original content is great but sometimes its a lot of work and if your competitors steal it because they are incapable of doing it themselves you wonder if it’s worth it. Ya ya I know it’s illegal and send a letter or have your attorney send a letter but sometimes it feels like trying to plug a dam with bubble gum.
Comment by allan — January 28, 2008 @ 3:30 pm
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Paul & Rob -
Thanks for that great post and PPT production. Wish I could have heard Rob’s take on it, but the slides are at least a start!
I think your point comes through loud and clear and it’s something we tell our clients time and time again… sell your site, your knowledge and your content. Copying and pasting a manufacturers description is only creating a “me too!” site. That’s certainly important to include, but it needs to be supplemented with real words.
Bravo for exposing the Yahoo Store community to those thoughts
Matt Sampson
Colorado Web Solutions
Comment by Matt Sampson — January 23, 2008 @ 7:57 pm