The modern consumer exists in a saturated, competitive marketplace. One breeze through the Amazon app or any major online marketplace will reveal the mind-boggling number of brands that sell the same or similar products.

That means there’s a lot of noise. One way you can cut through the clutter is by focusing on a tried-and-true element that’s been a key to great marketing since, well, forever: the words you use.

New York City allowed brick-and-mortar retail stores to open back up at the end of June. As the month went on, more and more shoppers ventured out, masks in place, to see just what it is like to shop in-person in these (still) uncertain times.

Enhanced Product Content (EPC) is a big deal.

Many brands and online retailers have mastered it. Others, hoping to jump into the mix—and capitalize on an ecommerce industry that has seen several sectors spike during the COVID-19 pandemic—have done so without a proper strategy.

EPC is no different than any other marketing tactic: you’ve got to do it right. No cutting corners. No “hoping.” The preparation is equally as important as the execution, but we’ve seen too many examples of businesses not taking the necessary time to nail it.

Spoiler alert: it doesn’t end well.