Convincing people to buy is the single most important thing you need to do to succeed. And it can only be achieved with great copywriting.
The advantages of e-commerce are obvious in the digital age. It’s easier, faster, and overall more convenient. However, as revolutionary as it was a few decades ago, online shopping still lacks one significant attribute – the physical feel.
Online, consumers can’t touch, smell, taste, try out or see the product in the flesh. And most of the times, these are exactly the qualities that drive the purchase decision. Think about the way a cozy sweater touches your skin or a floral perfume smells. One way or another, you’ll want to ‘feel’ these features before buying.
So, to compensate, consumers rely on two things.
First, visuals. That is, images and videos which showcase the product and its underlying characteristics. High-quality images, product close-ups and if possible, 360 views are all crucial for influencing a viewer to purchase.
Second, and perhaps most important, is copy, i.e., the product descriptions, titles, marketing messages, or simply put, text customers read about your products across every touchpoint, from social channels to product pages and via email.
Persuasive e-commerce copywriting is the most powerful way to help your customers understand your product features, the problem it solves, the benefits it brings, how it makes them feel, convincing them to purchase and ultimately boosting sales.
If we were to guess, mastering copywriting was not your priority when you started your e-commerce business – you had a ton of other worries and problems to solve. While that’s understandable, convincing people to buy is ultimately the single most important thing you need to do to succeed. And it can only be achieved with great copywriting.
So, without further ado, let’s have a look at 3 e-commerce copywriting tips to help you sell your products by highlighting their true value.
1. Focus on benefits rather than features
Which one of the descriptions below makes you want to buy more?
The Pendulum necklace features a 14k gold chain with a diamond pendant weighing 0.2 carats.
Make a statement with the luxurious Pendulum necklace, featuring a stunning diamond pendant that catches the light and adds a touch of elegance to any outfit.
You’ve guessed it.
We know, the temptation to shout out about your products’ features is huge. After all, you’ve worked hard and you’re proud of them, as you should be. But unfortunately, the harsh reality is that people don’t care about the product itself.
The only thing consumers care about is how that product makes them feel, what problem it helps them solve. Every purchase is ultimately based on emotion. Impulse and emotions sell, not brainy arguments.
There’s already a famous quote from Harvard Business School marketing professor Theodore Levitt that greatly summarizes this:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
If you’re having a hard time coming up with copy focused on benefits, there’s a simple trick you can follow: add a ‘How to’ before it and see if it makes sense.
This leather jacket is made from high-quality genuine leather, features a zip front closure, and has two front pockets with zipper closures.
Stay stylish and warm with this leather jacket, made from premium genuine leather that is durable and long-lasting.
You can’t say “How to this leather jacket is made from”, but you can say “How to stay stylish and warm”.
It’s important to stress the end result, the feeling – “Stay stylish”, “Experience this”, “Make a statement”, and then mention the mean to achieve that result – your product.
And if you’re still unsure how to approach it, tools like eyeris.io use AI to automatically generate powerful marketing copy for social media posts, advertising creatives, and product pages.
Check out these examples. Notice how they all emphasize a final activity, solving a problem, or feeling a certain way? What they say is: if you buy these bags, you will travel with ease / be ready for anything / stay stylishly organized. Or “How to travel with ease?”, “How to be ready for anything?”, “How to stay stylish?” …with our bags!
Try it for free and you’ll see how easy, yet powerful it is.
2. Know who you’re talking to, and be genuine
Knowing your target audience is key to writing compelling copy.
You’ve probably spent some time defining your buyer persona. If not, you should pause everything and go do that.
How old are your customers? Where do they live? What’s their lifestyle? Answering all these questions will help you tailor your messages to your audience, making them feel understood.
Adapt your speech to their way of talking, their idioms, slang. Check out their comments on social media, their reviews, try to internalize their vocabulary and use it to your best advantage. And when you can, tell a story. Our brains are wired to think in stories.
Finally, keep it genuine, fluff-free, and easy to read. Copy that is written at a third-grade reading level receives 36% more responses.
And watch out for grammar mistakes. 74% of website users pay close attention to the quality of spelling and grammar.
3. Be consistent across all channels
Copy is a crucial aspect of your entire digital presence.
After you’ve decided on your magic formula, that focuses on benefits rather than features, is genuine and audience-centered, it’s time you apply it across all your digital channels. Such as:
- Homepage - The homepage is often the first point of contact with potential customers. It's crucial to create an excellent first impression, establish your brand voice, and convey your unique selling proposition.
- Product pages - Product pages are where customers go to learn more about the products you offer. The copy on product pages should communicate the features and benefits of your products, answer any questions customers may have, and address any concerns or objections.
- Social media and advertising - Social media and advertising are powerful tools for reaching new customers and driving traffic to your website. Captivating copy on social media and in your advertising can grab people's attention, communicate your brand message, and persuade them to click through to your website. It's essential to stand out in a crowded marketplace and create a sense of urgency or excitement that encourages people to take action.
- Email - Email is one of the most effective ways to communicate with your customers and build relationships with them over time. Great copy in your email campaigns can help you grab people's attention, communicate the value of your products, build trust and keep your brand top of mind with your customers.
To wrap up, it’s clear that in the digital age e-commerce businesses need to rely on visuals and persuasive copywriting to convey the benefits and values of their products.
The most effective copy focuses on benefits rather than features, speaks directly to the target audience, and is genuine and easy to read. It's also important to maintain consistency across all digital channels to ensure a cohesive message that resonates with customers. By incorporating these tips into your e-commerce copywriting strategy, you can enhance the user experience, build brand awareness, and ultimately drive sales.