The eCommerce copywriting basics you may not know about


The aim of the game here is simple.

How long can you keep visitors engaged with your content?

Of course, there are numerous ways to accomplish that, but the following one is the most important:

Writing persuasive copy.

The truth is that you can have the best products, best value proposition, and best website design in the world. But none of the aforementioned matters if your product copy is weak.

In this article, I'll demonstrate how many of the top online retailers engage customers and persuade them to buy using tried-and-true copywriting techniques. And most importantly, how you can, too.

Know who you are writing to

You need to be aware of your audience if you want to write copy that is compelling.

Your company's personality (and, if necessary, humour) will naturally render your copy once you understand who you are serving.

It's effective to position your product with puns, spoonerisms, and other unusual words that only your ideal customer would understand.

Searching a subreddit related to your keyword is one way to write copy that appeals to your ideal customer. These groups give you a wealth of knowledge when it comes to the behaviour of and the languages used by the specific audience.

Tell Stories

We are moved emotionally (often to the point of taking action) by narratives, which do more for us than just amuse us.

That’s why businesses weave stories into customer testimonials. What better way to prove your product than have real people tell a story about it?

In product descriptions, compelling copy draws a picture of how the reader's life will change if they take the suggested action. That is the sweet spot.

Use Magnetic Headlines

Writing magnetic headlines from the offset is more important than ever.

While good headline writing goes beyond this article, there are a few things you can do to quickly and easily improve their effectiveness.

Make sure your headlines are:

When you combine these four elements, your headlines will grab readers' attention and the reader will inevitably read your product copy.

Verbs Over Adjectives

Keep in mind that we are not writing to amuse. We’re writing to sell. Thus, fewer adjectives and more verbs are required.

Due to their ability to guide the reader toward the intended outcome, verbs perform better than adjectives.

The key here is to address the needs of the buyer, which verbs help do.

Instead of “This watch is perfect for your fashion taste.”

Try “ This watch will satisfy the desires of the fashion-conscious man in you.”

Benefits Over Features, Always

While it may be tempting to go on and on about a product's finer points, the majority of people aren't interested in what your product is or does.

They are more interested in how what you have to offer can help them get from where they are to where they want to be.

So, a good rule of thumb when crafting product descriptions is to connect each feature with a benefit.

Your product descriptions will evoke more emotion in your ideal buyer when you combine best practises like playful humour, brand storytelling, and benefit-driven copy—and your bottom line will reflect it.

Sell, Don’t Tell

E-commerce copywriting takes a LONG time to master, just like any worthwhile skill.

But that doesn't mean you can't start getting better right now.

Some of the aforementioned guidelines are simple to apply. Others call for more training. But each one enhances the reading experience.

You have a distinct advantage over your competitors because so few marketers use compelling copy.

So, what are you waiting for?

Go and sell.

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