When looking for help writing your product description, beware of the “minor logic” principle. Minor logic can mean different things to different people, so let me explain how it relates to writing sales content online.
What is Logic Minor?
Harry Beckwith, in his book selling the invisibleit talks about people who are experts in an area, and by “minor logic” are assumed to be experts in subset areas as well.
Examples:
- If an executive successfully ran a complex Fortune 500 company, by minor logic, that executive could successfully run a small franchise.
- If a skilled mechanic is adept at fixing trucks and cars, that mechanic can fix a bike.
- If someone can build a house, that person can remodel a kitchen.
The dangers of minor logic
We make such assumptions all the time based on this kind of logic. But we have to be vigilant. It’s fallible and common sense tells you that assumptions based on lesser logic can lead to problems.
We all know stories of people who hired friends or family members assuming they had the skills to do something, and disaster followed. This is especially true when it comes to seeking advice on creating content online.
Beware
Almost everyone in the website building business considers themselves an expert when it comes to writing content, especially creating product descriptions.
If you have any doubts about this, call some companies that create websites. Before you continue, ask them if they could write their product descriptions. They will most likely tell you that they can.
What is your reaction? Be honest. Are you tempted to believe them? Most people would. After all, the person is a professional website builder. He or she is in business. Minor logic would lead one to assume that he or she would be an expert, or at least knowledgeable, in creating the written content.
Professional content must be made by professionals
In reality, it’s doubtful that the person knows more about what makes a winning product description great than you do. In my experience, most product descriptions created by website professionals are nothing more than boring lists of specs and features. Descriptions are treated as a mere formality and are not designed to generate sales.
To their credit, some website building professionals will tell you to find a professional to write your content. But many will claim to be experts when they are not. You have to take care of those people.