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Part II: Building Your Store > Creating Retail Content Without Spending a Fortu...

Chapter 9. Creating Retail Content Without Spending a Fortune

Anyone can put price lists and order forms up on the Web and call it a store. That would be like a clothing store stacking its items on the floor and sticking someone behind the cash register to ring up orders. Neither works. Nothing to attract customers, no help for them, and before long no store.

As an online retailer, unless your prices are far lower than those of the competition, you need something to attract customers to your site and to keep them coming back. Even low prices aren't always a compelling draw. The content you provide (news, reviews, product descriptions, pictures, and so on) can be done to fit your budget. Few businesses have the revenue necessary to license and maintain the enormous state and national park database that outdoor clothing and gear giant L.L. Bean provides its customers. What good content does require is a little time and creativity, the ability to write coherently (you needn't be Ernest Hemingway), and in some cases, the help of your loyal customers.


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