5 stories that an e-commerce marketing strategy alone is only half the battle
Do you have a marketing strategy for your e-commerce business? Congratulations! But wait a…
September 30 2022
If you run an online business, you certainly pay attention to what your customers notice first. Visual identification, modern website design, impeccable product presentation. Behind all of this, however, there are words that reach the minds of people visiting your website. How you tell them about your brand can have a significant impact on their purchasing decisions and more. This is where the person who can help you comes to your aid. However, finding a good copywriter may not be that easy.
When looking for the right person for your team, think about what features an ideal copywriter should have.
This is a basic and obvious feature – a good copywriter writes with ease. Has a wide range of words, does not make spelling or stylistic errors. He can quickly compose a catchy slogan and write content that is pleasant to read.
It’s not enough to write well. Creating relevant content is primarily about knowing where it will be used. This is another skill of a good copywriter. So-called SEO writing differs significantly from social media content. Describing products is also governed by different laws than slogans for popups or banners.
Another talent that characterizes a good copywriter is matching the language to the recipients. Example? A group of young girls will be happy to identify loose and direct phrases that will not be relevant in the case of a copy on the lawyer’s website. If you invest in a good copywriter, you will notice that this is a person who reads and analyzes data about the target group. Determining who you are writing to should be an absolute priority here.
Good copywriting is certainly a skillful use of words and associations that evoke appropriate emotions in the reader. However, it is not poetry in which the recipient has to wonder what the author meant. Form over content, looking for flowery epithets, an excess of complex sentences – these are all sins that still too many writers commit. Therefore, it is worth finding a person who can maintain a balance between the so-called flow, and a substantive “meat”.
Empathy is the key word, also in copywriting. A good specialist will first of all answer a few questions: what is bothering my target group? What amuses them and what upsets them? What keeps them awake at night? What do they need to feel better?
One of the techniques that can be useful here is letting the audience speak by skillfully asking questions. Internet users love to talk about themselves, their health problems, small failures or successes. Therefore, each interaction post should end with a question.
Another way is to anticipate potential customer questions. On the basis of correspondence with the customer service department, you can easily pick the most popular questions and refer to them in the content, using phrases such as: “you do not know how to use our supplements?”, “Do we have delivery to parcel machines?” Or “if you want to join to the loyalty program… ”. Thanks to this attitude, you will inspire greater trust and also provoke recipients to ask more questions.
It is also worth getting interested in what storytelling is and how it influences the strengthening of ties between the writer and the reader. Arousing the recipient’s feeling “I have it too” is already half the battle.
Is selling a good copywriter? Partly yes. A well-structured text followed by an appropriate CTA can and should bring your customer closer to the purchase. This is where specific linguistic techniques come in handy, such as the “rule of inaccessibility” – that is, creating the feeling that the product is limited and it is really worth buying it now! However, remember not to require your copywriter to write only for sales. Such attempts must fail.
Have you ever been accosted by an intrusive salesman? Do you care about similar emotions in the recipients of your brand? Exactly.
Online positioning is a completely separate field that we wrote about in one of our articles. Writing according to its rules requires specific skills, which is why many entrepreneurs employ an additional person for this type of task. Creating product descriptions or categories must meet the requirements of Google robots, but it is still intended for people! It is worth remembering about this before your copywriter publishes a text in which only… keywords appear.
Is looking for a really good copywriter like looking for a needle in a haystack? Oh yes! Copywriting seems to be a relatively “easy” job these days, so you have a large resource of freelancers to search. Platforms associating such people may be useful, you can also use the services of a specialized agency. Here, however, another question arises: how to find a good e-commerce agency? But this is a topic for a separate story.