Time for a pop quiz! Name three products that sell better when a facts-based approach to copy is taken. Just off the top of my head I'd say computers, fax machines and microwave ovens. Now, name three products that sell best when the copy is romanticized. Travel, fur coats and jewelry are good examples. Knowing when to use facts and when to use fantasy was a problem JuliesJewels.com had on one particular website page. Let's see how approaching the copy differently brought this e-commerce company greater success.
Before an individual gets started, there are a few steps that should be followed first. These cooking tips will prevent most disasters from happening. Always read through the entire recipe before beginning. This ensures that all necessary ingredients are on hand before starting. Check expiration dates on all non perishable supplies, so that running to the store happens in the middle of baking. Preheat the oven and check with an oven thermometer. Most ovens can run anywhere from twenty five degrees to cooler to twenty five degrees warmer. This ensures that the proper temperature is obtained for the recipe. Follow directions on adjusting oven racks, prepping baking sheets, and using the right baking pan. Measure ingredients accurately this means holding it up to eye level especially with liquids. To measure dry ingredients over fill then level off with flat edge of knife. Finally bake with love, if an individual is angry or rushed the recipe may not turn out right.As I clicked from page to page, I took notes about what I saw, what I felt and how I reacted to the pictures of the jewels. I also went to various diamond websites. Since Moissanite is almost as hard as diamonds and since it so closely resembles the characteristics of diamonds, many of the adjectives used to describe diamonds would also be applicable to Moissanite stones.To prepare myself for writing this page, I looked over the various other pages of the Julie's Jewels site. I wanted to dream a bit about the earrings, rings, necklaces and other pieces I that included Moissanite stones.8. Appliances6. HeatingMicrowave ovens reduce cooking time by 15% to 20% and save energy. When boiling vegetables, use just enough water to keep them covered. Use a jug kettle that has a water level gauge to ensure you only heat the amount of water you need. Cover saucepans with lids whenever possible to reduce the cooking time.Make sure your refrigerator and freezer door seals are airtight. Let hot foods cool before placing them in the refrigerator. Defrost refrigerator regularly - when about 1/4 inch of ice has formed. Place your refrigerator in the coolest part of the kitchen - away from cookers, heaters and out of direct sunlight.Cooking tips for handling chocolate are important. First there are different types of chocolate. Unsweetened chocolate is chocolate liquor that has at least fifty percent cocoa butter and no added sugar. Various amounts of sugar added create bittersweet, semisweet, and dark chocolate. Milk chocolate is dried milk powder, cocoa butter and added sugar. White chocolate is made with cocoa butter instead of chocolate liquor. Unsweetened cocoa is made from chocolate liquor with seventy five percent cocoa butter removed and then dried and ground into a paste. When melting chocolate it is easy to burn, so always melt it over very low heat. Individuals can choose the double boiler method, the direct heat method, or the microwave oven method.Turn off electric water heater when going away for vacations or weekends. Turn your heating down rather than opening a window to reduce the room temperature. Never cover radiators with curtains or furniture as this reduces their efficiency and wastes valuable heat. When going on long holidays, remember to switch your water heating off.The key points that needed to be made on the Moissanite jewelry page were these:4. Home Laundry & Dishwashers3. Cooking5. Fridges & Fridge FreezersNow, the guideline goes: If you have a product that is unfamiliar to the marketplace, you will want to educate your site visitors while you sell to them. However, sometimes "educate" gets confused with "provide facts." This was one problem Julie's page suffered from.10. Insulation & Air conditioning
In Part Two of this series, you'll see how the rewrite unfolded and what those changes accomplished for Julie's Jewels.
Author: Karon Thackston
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