Do you need to have product texts written? Then you’ve probably already noticed that there are tons of copywriters out there. Choosing the right one for your project can turn out to be a time-consuming task.
Writing for e-Commerce: Easier to sell than to write?
It is clear that you offer top products – but not only that. In addition to the top products, there are certainly a few not-so-spectacular products. They also have to be skillfully captioned so that the customer becomes aware of them. But there is usually not enough time for that. So what is the best way to fill the whole shop with appealing texts?
A clear text concept, a structure, and a grid are suitable for this! With such a method you make sure that you don’t forget anything and that the texts will eventually write themselves! The following elements should always be part of such a grid:
• Product designation/product name
• Benefit formulation, benefit promise (consumer benefit)
• Mention characteristics that underpin the benefits
• Proper names of materials or patents, which usually need to be translated for the reader
• Product information (sizes, colors, price, etc.)
Optionally, you can also add:
• Concrete naming of the target person or target group
• Reinforcer at the beginning of the text (prefix or introductory sentence)
• Downturn, strong exit, direct prompt
So get to the text! Grab a grid that includes all of these points and start writing! Your shop is just waiting to be filled with new, fresh, informative, and appealing texts!
eCommerce Copywriting: Optimization Steps
1. Pick up your audience properly!
There are also simple principles in eCommerce as to why people deal with information: fear and pressure, the search for advantages, what is known, curiosity, and the ability to quickly evaluate it. Do you serve them? At least in part? In headlines, text, images?
For example, with red eye-catchers (-20%), crisp headlines (how you are guaranteed to find the right bag for your outfit…), with a prefix that says straight away what is coming or has advantages (practical: the new high-speed package). That puts readers on the right track and sells.
2. “Buy me!” Don’t just whisper!
If you want someone to buy you have to say so. Clearly. Not too shy. In the right places. A positive example is the Cyber Monday week at Amazon, with constantly new items at bargain prices. A counter shows the remaining number of pieces and a countdown of the remaining time. This is gentle pressure on the customer. Because the brain says: “Buy it while it’s still cheap”.
This must also be said specifically for the product in the online store:
- Order
- Put in the shopping cart
- Download immediately.
Such leadership phrases are a language barrier to buy.
3. Offer more than just product features in the shop!
An online shop lists a boot with a photo. Next to it is Marks Sergeant Paul Blue Suede. Article number and text below: upper material: suede; inner lining: textile; Sole: rubber. Thousands of companies build their online shop texts according to this knitting pattern. It’s a pity that it doesn’t address the customer’s all-important question: what’s in it for me?
Listing only features invites the reader to draw their own conclusions. Spare your reader this mental work. Customers want to know that a shirt makes you slim, a shoe gives you a firm footing, a book makes texting easier and faster. Not necessarily with every product in the shop, but again and again. Ideally for every product group.
Tip: Think of two components for your online shop texts: quantity and quality. After all, what’s the use if you fill in a template for the search engine, but the text that is then there has the charm of chewing gum that has been chewed several times?
How to find an e-Commerce copywriter
We will help you find a great e-Commerce copywriter and give you tips on how to recognize a good product writer who best suits you and your project. Here are the top traits of the best eCommerce copywriter.
Content writing competence
A copywriter who is suitable for your product descriptions impresses with linguistic skills. This not only includes a good knowledge of grammar and faultless spelling. A good text reads fluently and is round in itself.
Every copywriter writes differently and has his own personal style. As a client, you need a copywriter whose style suits you, your company, and your products.
Through a brief or an introductory call, your copywriter should know which direction his texts should go in and misunderstandings are avoided. A brief informs your copywriter clearly and precisely about your specifications and ideas. Do you expect short, crisp sentences? And a humorous throw-in every now and then? Can the texts be easy and casual, or do you prefer seriousness? All of this can be clarified with your copywriter before they start writing.
Relevant experience
Whether it is about advertising letters, website texts, product descriptions, or press releases, copywriters work in a wide variety of areas. But each text category requires a different approach. Press releases are characterized by their neutral style, while advertising letters, on the other hand, address customers emotionally and can be linguistically innovative.
If your copywriter has experience in similar projects, his product texts come across more naturally, he knows the tonality and knows which style works well to appeal to your customers in the best possible way.
Text uniqueness
It goes without saying that a good copywriter creates unique content that does not appear on other websites. Rehashed, poorly rewritten content will not do your product justice and in fact, will decrease your rankings.
As always with writing, there is no single formula, but an infinite number of ways to express the same thing. A good copywriter does not rewrite content – not even sentences or parts of sentences – but always comes up with something new.
Copied texts damage not just your reputation and sales, but your search engine rankings, too, because search engines like Google, Yahoo, and Bing want to provide their users with as much unique content as possible. If you use texts for your website that already appear in a similar way on other websites, this will have a negative effect on your ranking in the search results.
Unique web content is essential – and a good copywriter knows that.
The copy should not lose sight of your target groups. As everywhere in marketing, the following applies: Your product writer can only optimally address readers if you have a clearly defined target audience. A target group analysis helps to find the right customers for your products. Once the target group has been determined, a good copywriter puts himself in the position of the respective groups of people and creates appealing content.
Copy that adds value
Optimal eCommerce content offers your online store visitors added value. A good copywriter should not just list the facts, but also highlight the advantages of product characteristics for the reader. This is especially important for customers who are not very familiar with the relevant area.
If you work in the pet nutrition industry, you know that biotin in dog food contributes to the health of your four-legged friend’s skin and coat. But does your customer know that? Or if you work in the fashion industry, as an expert, you know which cuts and colors discreetly hide unwanted bumps and emphasize beautiful shapes.
Such information in the eCommerce copy is often helpful for your customers who are not that well versed in your field. Overall, it will have a positive influence on the purchase decision.
Creating eCommerce content that sells
Good eCommerce content is not only there to fill your website visually, but also serves a specific purpose: They increase your sales. On the one hand, more visitors come to your online store, as customers can find your products more easily thanks to search engine optimized (SEO) texts. On the other hand, eCommerce texts help convince customers who are already in your online store to buy.
Ideal product descriptions address the readers emotionally and inform them at the same time about all-important product features. In contrast to offline shopping, where your customers can see the products themselves, touch them and, depending on the product, also test or try them on, this is not possible online. That’s why your product texts have to replace the sensory perceptions of your customers.
However, this does not have to be a disadvantage: With eCommerce texts, you can skillfully guide customers and draw their attention to special details that set your goods apart from the competition.
Importance of soft skills
Last but not least, a good eCommerce copywriter convinces with interpersonal qualities. He reacts promptly to your inquiries and orders and delivers the finished texts as agreed: on the right date and in the agreed format.
Good communication is essential for a smooth project flow and optimal collaboration. A good copywriter is not afraid to ask questions, even if things are unclear.
If you want to have excellent eCommerce product texts for your online store, use the criteria mentioned as a guide.
One more tip at the end: Have you already found a suitable eCommerce writer and benefited from the advantages of appealing product descriptions? Then think about a translation too. Because the translation of product texts has further advantages for you.