By Welcome to the world of catalog products for global business—the place where even the smallest details can make a world of difference in attracting international buyers. Think of it as your brand’s passport to different markets. Here, we’ll go through some practical strategies to help your catalog shine, connect with the right buyers, and expand your brand reach.
Make Your Product Descriptions Universally Engaging
Crafting product descriptions isn’t just about listing features—it’s about making those features feel valuable to anyone reading, whether they’re in New York or New Delhi.
- Be Specific, Yet Simple: Avoid technical jargon. Focus on universal terms that communicate what makes your product stand out without over-complicating.
- Highlight Unique Benefits: Instead of saying, “This watch is waterproof,” go with, “Keeps ticking, even if you’re caught in a downpour in Tokyo or splashing by the Mediterranean.”
- Use Localized Examples: If your catalog lists different products, add relatable, locale-based examples to help buyers imagine using them. For example, a folding bike might be “perfect for quick commutes through Parisian streets or exploring the narrow alleys of Bangkok.”
Keyword Research with a Global Lens
Using the right words goes beyond typical search terms. Global business audiences have regional preferences, and even small adjustments make a huge impact on visibility.
- Use Regional Variants: For example, terms like “sneakers” versus “trainers” or “flashlight” versus “torch.” Find out what your target country prefers and weave those words into your catalog.
- Layer in Related Terms: Rather than just focusing on “laptop,” include words like “portable computer,” “notebook,” or even specific descriptors like “travel-friendly work laptop” to catch more attention.
- Stay Authentic: Use keywords naturally. A listing should read like a genuine conversation, not like a word-stuffed ad.
Pro Tip: Product Categories Matter
The way you categorize your products affects everything, from online visibility to how users navigate your catalog. Use intuitive, easy-to-understand categories that feel familiar to international buyers. Try grouping products by intended use (e.g., “Everyday Essentials”) or benefits (e.g., “Eco-Friendly Choices”) to make browsing seamless for anyone, anywhere.
Visuals: Language-Free Selling
While words are powerful, visuals go the extra mile, especially when targeting multiple languages and regions. A single image can communicate quality, usage, and appeal without a single word needed.
- Highlight Diverse Use-Cases: Show your products in different scenarios that resonate with various cultures. For instance, a backpack might be pictured on a hiking trail, at a bustling metro station, and in an office setting.
- Quality Matters: High-resolution images aren’t just nice to have—they’re a must. Ensure each product photo is clear, detailed, and easy to view from any device.
- Add Visual Aids for Size and Functionality: If you’re selling furniture, showing a scale with a human silhouette or including dimensions in context helps global audiences visualize the fit in their own spaces.
Use simple Yet Powerful Product Titles
Your product titles need to convey the essentials quickly. When a title is too long or too vague, international audiences are more likely to scroll by.
- Focus on Essentials: Keep titles straightforward. A good title for a travel mug could be “Double-Walled Travel Mug – Leakproof & Lightweight.”
- Avoid Overuse of Adjectives: Terms like “amazing” or “unbelievable” don’t mean much to buyers across different cultures. Stick to functional, factual language.
- Add Locale-Specific Terms: If a product is especially popular in one region, consider adding that to the title. Something like “Japanese Style Chef Knife” speaks directly to global buyers looking for that specific style.
Telling Product Stories for Global Audiences
Everyone loves a good story—even in product descriptions. Stories build trust, showing real-life applications and benefits that customers can imagine themselves enjoying.
- Show Real-World Scenarios: “Imagine enjoying your coffee still hot after a long commute” paints a picture. Instead of just stating “This mug retains heat,” this makes the benefit come alive.
- Cultural Touchpoints: Include elements that connect with specific cultures when possible. A reference to enjoying tea on a chilly London morning or a durable travel bag perfect for long European train rides helps create relevance and connection.
- Include Customer Experiences: Sharing genuine feedback adds credibility. A quote like, “One user shared how their travel bag withstood a full month of adventures across South America without a scratch,” builds trust.
Practical Examples of Catalog Language by Region
| Region | Example Product | Localized Title | Description |
|---|---|---|---|
| Portable BBQ Grill | “Portable BBQ Grill for Tailgating” | Perfect for game day parties or a quick family cookout in the backyard. | |
| Europe | Compact Espresso Machine | “Italian Espresso at Home” | A simple, stylish machine for your daily espresso fix, just like the cafes of Rome. |
| Asia | Travel-Friendly Laptop Stand | “Ergonomic Laptop Stand – Compact Design” | A lightweight, foldable stand for work or study in coffee shops or on the go. |
| Middle East | Water-Resistant Prayer Mat | “Portable, Easy-Clean Prayer Mat” | Compact and durable for outdoor use, designed to fold and fit easily in your bag. |
| Australia | UV-Protective Outdoor Canopy | “Sun Smart Canopy for Beach & Backyard” | Keep cool and stay protected, whether it’s for backyard BBQs or a day at Bondi Beach. |
Why Highlighting Sustainability Matters Everywhere
Consumers globally are becoming more conscious of their impact on the planet. Emphasizing eco-friendly aspects in your catalog isn’t just trendy; it’s good for business.
- Use Clear, Universal Terms: Terms like “eco-friendly,” “sustainable,” and “biodegradable” are widely recognized.
- Explain the Impact: Adding a line like, “Our packaging is 100% recyclable, helping reduce plastic waste,” isn’t just informative—it resonates with environmentally conscious buyers.
- List Materials and Origins: Knowing a product is “crafted from renewable bamboo” or “made using recycled aluminum” adds value and differentiates your catalog.
Connect Through Localized Customer Support Options
One often overlooked aspect of global catalog success? Customer service options. Listing customer support channels or contact details relevant to specific regions builds trust and makes international buyers feel valued.
- 24/7 Online Chat: Offer chat support options that are accessible to users in multiple time zones.
- Email and Phone Support Options: Even in catalogs, listing support channels gives potential buyers confidence. Consider including a regional email contact if feasible.
- Local Return Policies: Outline clear return policies for each region. Including phrases like, “Free returns within the EU” or “30-day return policy for U.S. buyers,” helps avoid confusion.
