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Copywriting Tricks to Improve Your Ecommerce Content

Last Updated on Feb 11, 2013 by Jenna Scaglione

KeyboardYou can’t escape copywriting… even as an Ecommerce store site owner.

Typical Ecommerce sites may not include pages and pages of copy like other sites, but every word still counts. Great copywriting is an essential component of a successful Ecommerce marketing campaign.

Unfortunately, too many Ecommerce sites fail to make an impact with their copywriting and they could be throwing away sales as a result. The good news is that with a few simple tweaks they can recover and enjoy increased conversions.

Have you heard about any of these copywriting tricks?

1. Sell the REAL benefit; not just the feature…

You can sell vacuums and list all of the amazing features like…

  • Lightweight
  • Maneuverability
  • Quiet motor
  • Strong suction

On the surface, the above refer to great benefits, but they are not as effective as they could be. The trick is to garner an emotional reaction from your potential customers. The above features may seem like REAL benefits to you, but they are not.

Here are the real benefits…

  • Light enough to carry up and down the stairs without a struggle
  • Vacuum around couch corners and tables with ease
  • Quiet enough for a sleeping baby
  • Strong enough to handle the toughest jobs, kid-tested

As you can see, I am actually stating the same thing in both iterations of benefits, but in the latter, I am stressing the TRUE benefit or something with which the customer can connect.

Dig deeper with your product features/benefits and discover what problem you solve, and feature those benefits in your copy.

2. Using the word “New”

There is something about the word “new” that entices people to take a closer look. Customers like new and exciting products and they generally feel positive when thinking about purchasing a product that is hot off the presses.

Even though iPhone comes out with “new” versions more than it probably should, the upgraded versions are touted as “new” even though the phones are similar to their predecessors. Consumers line up out the door to get their hands on these new devices before anyone else.

If you do not sell any “new” products, consider periodically adding some to your inventory. Create a special category entitled “New Products” and use the word “new” in your promotions whether email messages, social posts, blogs, videos, etc.

3. Talk Directly to the Customer

This trick is vitally important and it can positively affect your conversions quickly. When creating your product descriptions, remember to involve the customer directly. Don’t simply list the features as mentioned in the manufacturer’s description. Address customers directly. Engage them in a scenario about how they can use and enjoy the products.

Example without customer in mind: The Vacuum 500SL is a state-of-the-art machine, lightweight and has many useful attachments.

Example with customer in mind: The Vacuum 500SL is a state-of-the-art machine you will come to value. It is so lightweight your kids can use it and with its robust attachments, you won’t need to buy another vacuum device.

It’s OK to list the features since consumers like a bullet point list they can quickly access. But, for the description, appeal to the customer’s senses and take them on a journey. Address them directly and they will feel more connected to the product so they can see themselves using it.

With these few simple tricks, you can drastically improve your copy and connect more with the customer which results in increased engagement and sales.

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