Four ways to better showcase your products

Great product presentation conveys quality, attracts customers and builds trust.

If you want to showcase your products effectively – whether online or in-person – investing time in the proper marketing strategies can significantly increase sales.

In this blog, we reveal four key tactics your small business can use to showcase its products and create displays that truly connect with its audience.

1. Why great photos matter when showcasing products

Photos are the first thing prospective customers notice when they shop online.

Since customers can't touch or interact with your products online, your images must speak for themselves.

To showcase your products effectively through photography, here's what to do:

• Provide context: Show products in their true environments. You could feature a hiking backpack against a vista of the Brecon Beacons, while a child's toy might show up in a cosy nursery scene.

• Use models: Make your brand relatable for potential customers. Models' demographics and style choices should reflect the audience you're targeting.

• Feature real customers: Showing actual buyers rather than perfect stock models can help your businesses stand out.

• Use high-quality images: These days, smartphone cameras can produce excellent photos. Capture a range of different angles, close-ups and colour variations to highlight your product's key features.

2. Craft product descriptions to support the buying experience

A picture may catch the eye but a compelling description closes the sale.

Once they've noticed your images, customers will turn to product descriptions for vital information before they make a buying decision.

When writing detailed descriptions for products, do the following:

• Answer common questions: Think about what your customer base will need to know to make informed decisions. Then satisfy their queries.

• Highlight your unique selling points (USP) early: Price, sustainability, craftsmanship – whatever sets you apart.

• Use descriptive titles: For SEO, opt for clear titles like "Small handheld torch with rechargeable batteries" rather than ambiguous brand names.

• Tell your story: If your products are handmade or ethically sourced, incorporate your brand values into the description.

This approach helps to present a product in a way that improves the customer experience while engaging people and making an emotional connection.

3. Promoting products at markets: How to make your stall stand out

Setting up a market stall and displaying your products is a brilliant opportunity for personal engagement.

This is especially true when you're trying to showcase products online and offline simultaneously through real-world events.

Little Hungarian Hearts, a business selling hand-embroidered textiles, is a great example. Founder Christina Pengelly emphasises authenticity:

"The money these artists earn helps them stay in their communities and pass down embroidery traditions to the next generation."

Her tactics for showcasing products at market stalls include the following:

• Curating displays: Too much clutter confuses the eye, so Christina highlights a few key items.

• Using signage: Eye-catching roller banners and information cards share the business's story.

• Starting conversations: Christina models products herself – which draws people in naturally.

• Offering treats: A bowl of chocolates can serve as an ice-breaker!

Effective product showcasing in a real-world setting allows customers to connect emotionally with your brand story – a key factor in developing loyal customers and boosting sales.

4. How to showcase products through social media profiles

Your social media platforms serve as virtual shop windows. To effectively showcase your products online, treat them with the same care as your website or market stall.

Here are some helpful pointers for showcasing products on social media:

• Keep branding consistent: Update your bio, banners and profile pictures.

• Use high-quality visuals: Try out smartphone photo and video content while maintaining good aesthetic standards.

• Tell mini-stories: Post customer reviews, behind-the-scenes videos or steps you follow to create your products. User-generated content is equally as useful here.

• Act with authenticity: Talk to people, don't just sell to them. People prefer brands that show personality.

Final thoughts

To successfully showcase your products, you need strong visuals, compelling descriptions, real-world engagement and an authentic online presence.

These four strategies – great photography, strong copywriting, curated stalls and effective social media – work together to elevate how you're showcasing products to your audience.

Start using these tactics today and build a brand that customers love and trust.

Relevant resources

• How to launch a physical product without investors

• Lunch and Learn: How to improve your packaging's shelf impact

• Lunch and Learn: Driving sales and profit for your product-based business