When most people think about eCommerce stores, copywriting probably isn’t the first thing that comes to mind. They probably picture a storefront with beautiful product images, a few bullet points about features, an eye-catching price, and a nice big buy button.
But copywriting is a requirement at every stage of an eCommerce conversion. From the Facebook ads that drive awareness, to the on-page copy that inspires a purchasing decision, to the abandoned cart emails that convert customers who were previously on the fence. Copywriting can quite literally be the difference between a sale and a missed opportunity.
That’s why we sat down today to talk about the most common copywriting mistakes that Store Builders make and how you can amend or avoid them in your own work. Get your notepad ready, because this one is full of insights!
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It’s All About Perspective
Far too many stores approach copywriting from an “inside out” perspective. That is to say, they use the knowledge that exists inside of their organization — things like product specs, features, and awards — to sell their products to customers on the outside.
Instead, we advocate for a model where Store Builders find where their customers are congregating and listen to what they are saying about the product and the problems they need solved. Then, produce copy that speaks directly to those needs, wants, and pain points and eventually tie it back to your product as the solution.
People Buy From Other People, Not Brands
We cover several tips that center around the core concept of injecting personality into your marketing copy. Since the dawn of time, people have been engaging in exchanges of currency, goods and services in a face-to-face setting — the bazaar, the marketplace, or the port.
Technology has enabled use to exponentially increase the frequency and volume of these exchanges, but it has also forced us to lose our grip on the personal touch along the way. There are several ways that you can make your copy more personable and increase conversion in the process, and we walk you through each of them.
Copywriting Is Not A “One and Done” Initiative
Most Store Builders look at copywriting as an item on a to-do list that exists solely to be checked off. Taking that stance will almost certainly ensure that you leave money on the table.
Instead, marketing copy is something that should be drafted and revised frequently when new information becomes available. This includes both pre and post-launch for individual product, collections, categories, or stores.
Failing to seek out new insights about your customers and leverage those learnings to continuously iterate on your marketing copy is a fast track to sub-optimal store performance.
Resources and Recommendations
- Significant Objects – An experiment where people are taking low value items and selling them for large multiples online by adding an emotional story to the listing.
- MailChimp Style Guide – An example of a corporate brand that provides guidelines for injecting personality into copywriting throughout their organization.