{"id":1878,"date":"2014-03-11T09:40:02","date_gmt":"2014-03-11T09:40:02","guid":{"rendered":"http:\/\/www.repricerexpress.com\/?p=1878"},"modified":"2024-12-16T13:54:47","modified_gmt":"2024-12-16T13:54:47","slug":"why-good-ecommerce-copywriting-matters-to-product-listings","status":"publish","type":"post","link":"https:\/\/www.repricerexpress.com\/why-good-ecommerce-copywriting-matters-to-product-listings\/","title":{"rendered":"Why Good Ecommerce Copywriting Matters to Product Listings"},"content":{"rendered":"<h4>For the non-writing inclined, the notion of excellent ecommerce copywriting may seem antiquated in today\u2019s digital age. After all, aren\u2019t images and keywords enough? The answer is a resounding no, and this post uncovers the nitty-gritty of good copywriting.<\/h4>\n<p>Copywriting for ecommerce has four main purposes: inform, engage, persuade, and build trust. How the writing is done differs from product to product, but there are common elements that should and should not go in each category. And remember, if done correctly and coupled with <a title=\"Competitive pricing on Amazon and Rakuten Play\" href=\"http:\/\/www.repricerexpress.com\">competitive pricing<\/a>, you don&#8217;t have to be the cheapest to win the buyer&#8217;s attention.<\/p>\n<h2>1. Inform<\/h2>\n<p>Your buyers need to know what you\u2019re selling, so don\u2019t be shy about the details! Start off with a short sentence that describes the product (e.g. \u201cWomen\u2019s black cashmere-lined leather gloves\u201d), a secondary sentence that goes into more detail, and then a features list with a brief description of what each one means or does.<\/p>\n<p>A bad example would be:<\/p>\n<ul>\n<li>Black leather gloves<\/li>\n<li>These black leather gloves are for women and lined with cashmere<\/li>\n<li>Colour: black; Fabric: leather exterior, cashmere interior<\/li>\n<\/ul>\n<p>That sort of gives the buyer an idea of what you\u2019re selling, but not a great one. Let\u2019s take a look at a much better description:<\/p>\n<ul>\n<li>Women\u2019s (brand) elbow-length black cashmere-lined gloves<\/li>\n<li>Make your Friday nights more sophisticated events with these women\u2019s gloves, styled in a classic black colour on the outside and lined with premium cashmere for a soft, luxurious feel. The elbow length instantly elevates any outfit to movie-star glamorous, giving you the accessory that\u2019ll turn heads every time.<\/li>\n<li>Colour: midnight black; Fabric: 100% imported Italian cashmere exterior, 100% premium cashmere lining; Length: 14\u201d; Size: small, medium, large (see sizing chart for details).<\/li>\n<\/ul>\n<p>The second example tells the buyer <em>exactly<\/em> what you\u2019re selling, making them more likely to stay on your site and find something they need.<\/p>\n<h2>2. Engage<\/h2>\n<p>As informative as your description may be, if it\u2019s not <em>interesting<\/em> to read, you\u2019ve lost your buyer. Grab their attention by speaking their language\u2014the terminology that\u2019s used in association with a particular product, even if it breaks traditional rules of grammar.<\/p>\n<ul>\n<li><strong>Bad:<\/strong> High-performance sound system with two speakers<\/li>\n<li><strong>Good:<\/strong> Put the concert in your home with (brand) sound system, which comes with an analogue\/digital amplifier, two (brand) floor speakers, and a sound you\u2019ll never forget.<\/li>\n<\/ul>\n<p>This is a bit of a generalisation, as describing a sound system takes more words than listed above. But speak to the customer in a way that reflects the product they\u2019re looking at, such as using highly technical terms for \u201cexpert\u201d products, semi-technical for the hobbyist or enthusiast, and casual language for the casual shopper.<\/p>\n<h2>3. Persuade<\/h2>\n<p>An ecommerce site that doesn\u2019t persuade shoppers to buy is little more than a glorified blog about various products and those selling on major marketplaces can be as guilty of this as anyone. Good copywriting achieves this through consistent language that\u2019s free from spelling or grammar errors\u2014there\u2019s a difference between making grammar errors and intentionally breaking the rules\u2014and lends itself much more to increased purchases.<\/p>\n<p>Further, you need to be a little blatant about your needs and goals. Insert calls-to-action throughout the page, tweaking the sentences so it doesn\u2019t appear formulaic. However, two places where you should <em>never<\/em> alter the language are \u201cadd to cart\u201d and \u201ccontact us\u201d. Buyers want consistency and clarity here most of all and, to borrow from Churchill, there\u2019s a time and a place for dressing up a sentence. Your calls-to-action should be written in simple language so there\u2019s no mistaking their messages, while the rest of the copy can be adorned more fancifully.<\/p>\n<h2>4. Build Trust<\/h2>\n<p>Lastly, the previous three elements\u2014when done correctly\u2014all work together to build trust on your part. Buyers want to know that they\u2019re not about to enter into business with the Joker, but that what you\u2019re saying is the truth. It may be appealing to stretch the truth for a quick and easy sale, but that\u2019ll only harm you in the long run. And reasons like \u201cI\u2019m busy\u201d or \u201cI\u2019m terrible at spelling\u201d just don\u2019t wash\u2014customers will simply move onto sellers who make them priorities.<\/p>\n<p><strong>Remember: good copywriting may not always lead to more sales, but bad copywriting will certainly eliminate any possibility.<\/strong><\/p>\n<p>Subscribe to our newsletter for pro tips for selling on Amazon.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For the non-writing inclined, the notion of excellent ecommerce copywriting may seem antiquated in today\u2019s digital age. After all, aren\u2019t images and keywords enough? The answer is a resounding no, and this post uncovers the nitty-gritty of good copywriting. Copywriting for ecommerce has four main purposes: inform, engage, persuade, and build trust. How the writing [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,7,8,9],"tags":[],"class_list":["post-1878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon","category-fba","category-news","category-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Good Ecommerce Copywriting Matters to Product Listings<\/title>\n<meta name=\"description\" content=\"Although images and keywords are important to getting your products found, good ecommerce copywriting could be area that secures the sale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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