You may think selling products online is an easy job, but that is not true. It can be very tricky and requires a lot of experience. Why? because the products that you are selling to customers are far away from them. They cannot touch, smell, or see those products; they can only rely on the copy. The copy is the text that is written about the products, their features, pros, and cons. The better the text, the more likely they are going to sell your products. In the following article, we will explore a few potential ways in which you can produce a better copy. But before that, you need to know what e-commerce copywriting is.
If you are in the e-commerce business or want to join it, you should focus on copywriting. It will give you an extra edge over your competitors. If you have strong and convincing writing, more and more people are going to click, sign up, and buy your products. Copywriting is a skill in which you convince your customers through writing. And that is easier than ever if you have strong e-commerce copywriting skills.
Now the question is: what is good copywriting? How do you write in a way to convince customers to buy your products? What to add and what to exclude from your copy. If you are looking for answers, you are in the right place.
What is e-commerce copywriting?
E-commerce copywriting is a type of writing in which the writer tries to convince the reader to buy the products, visit a particular website, join an email list, or sell your products in a particular place.
How can you do e-commerce copywriting better?
There are thousands of e-commerce sites and thousands of copywriters who write to sell their products. You need to write in a more unique way so that the audience buys your products instead of any other copywriter’s. Following are some of the tips that you need to apply to your writing.
Know the tone of your customers
There is nothing better than knowing your customers’ minds. The better you know them, the more you will sell. You should see customer reviews, interviews, or surveys to know more about the language your customers are using. When you write to them in their language, they feel a sense of ownership, which helps you sell them as much as you like. You should make a list of all the vocabulary in your writing that the customers are using in their reviews, interviews, or surveys.
Appeal to emotions
People do not buy things because their features are incredible; rather, most purchases are emotionally driven. So you should write in a way to make them want to buy the things you want them to buy from you. Write about emotions rather than facts. For instance, write whether your product will make them happy or not; will it bring satisfaction or make the customer more relieved? This is the most effective way to arouse people’s emotions and persuade them to buy your products through your writing. Make a list of all of your product’s features and then compare them to the emotions. Additionally, you should write in bullet form so that customers do not feel bored.
Provide social proof
Let’s consider two scenarios or two pieces of writing. One is full of facts and figures and features of a product, and the other writing piece has these things alongside positive reviews from the customers. Which one will you take more seriously? The latter, of course. It is because the human mind is designed in such a way that it trusts all those things that are trusted by other fellow human beings. So when you are writing about a product, try to add reviews, testimonials, and user-generated content to your copy. This will increase the trust of customers, who will be more likely to buy your products.
According to a research paper, pages that have reviews and testimonials increase sale conversion rates by 34%. However, you should keep in mind that the reviews should be positive, based on true feelings, and provide more happiness to the customers.
Avoid meaningless words
People do not want to use dictionaries while reading something. So you do not need to use ambiguous or flowery words. Use simpler and more to-the-point words. One way to find out about the words you are using is by asking what exactly these words mean. If you can answer it easily, go with it; otherwise, cut or rephrase that word. For instance, if a writer is using words like “world-class,” “market-leading,” and “innovative,” he will lose the value of his words because these have become too common in the market. The writer can come up with more unique and relative terms that can explain the product more effectively.
Additionally, you should use digits (8) instead of words (eight) because numerals stop wondering eyes. Furthermore, the writer should use facts and figures rather than ambiguous or flowery language. The more facts and figures a copy has, the more likely it is to attract and convince customers to buy products.
Use adjectives more effectively
Adjectives are the most important thing if you want to attract more and more customers for your products. It helps your customers to feel, smell, or look at products. It is one of the best ways to market your products. However, using too many adjectives can make your copywriting harder to understand. It gives the reader a headache. Additionally, do not use many adjectives before a noun; one adjective before a noun is enough. For instance, rather than “relaxed, romantic collection,” go for “romantic collection.” Similarly, you should use words that are more emotional and appeal to the senses. For example, use words like delightful, dazzling, or tantalizing instead of “nice,” “good,” or “effective.”
Be a storyteller
Facts and stories complement one another. Without one, there is nothing. When you only provide facts to your customers, they are cold. And a story without facts looks like a scam. That is why you should tell a story about your products and include facts and figures to justify your position. This significantly increases your customer base. The human brain is wired for storytelling, so including stories in your product descriptions can be a powerful tool. A simple story that highlights the benefits of the product can be especially effective, such as a story about a customer who suffered from back pain until they found the perfect office chair.