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5 Copywriting Strategies For Your Ecommerce Store

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01/03/2022 | Share:

Copywriting is the craft of written text for marketing or advertising services. The main objective is to increase brand awareness and encourage potential consumers to act – whether this is to enquire, subscribe, or make a purchase.

Ecommerce copywriting refers to the content written specifically for the online store. This could be landing pages, product descriptions, category pages, blogs, or even simple headlines. There are two main goals of ecommerce copywriting; to help the site rank more highly on search engine results pages and inform potential consumers of the benefits of your products.

In this feature, you’ll learn some of the most effective methods of copywriting for ecommerce and how to implement them into your site.

#1 Problem-Agitate-Solve (PAS)

In copywriting circles, Problem-Agitation-Solve (commonly known by the acronym PAS) is a widely-used ‘go-to’ formula, and this is because it is so simple yet so effective. PAS is about identifying the problem of the consumer, agitating this problem, and fundamentally solving it.

To implement PAS, you must first identify your target audience’s problem, which will vary greatly depending on your sector.

For example, an ecommerce shop selling natural beauty products may latch on to the fact that some all-natural shampoos don’t have a strong or long-lasting smell. To agitate the problem, use emotive language to paint a clear picture of the disappointments, hassles, and inconveniences that coincide with a bland odoured shampoo.

The fact is, however, that people are already feeling this way (which is why they’re checking out your store); your job is to validate the problem. And, maybe poke it.

Once you have identified and empathized; it is time to solve.

How is your shampoo different? What makes the scent stronger? How long does it last? Can you verify this?

#2 Keep it Simple, Stupid (KISS)

Keep it simple, stupid (or, KISS) is a design principle that was first used in the US Navy, when the importance of straightforward was officially recognised as essential. This is now an integral part of marketing today and boils down to the importance of avoiding complexity wherever possible.

In advertising, simplicity and transparency guarantee the greatest levels of interaction and acceptance.

You don’t need to avoid writing about complicated matters, but you must write about them in an uncomplicated way for the benefit of every reader. Here are a few pointers for using KISS in your copywriting strategy:

1. Delete Unnecessary Words

Here’s an example of a business explaining what they do:

Working directly from our capital city headquarters, our team are able to help you to set up your very own business within your sector and provide all of the necessary services you require to start this business up from the beginning, right through to the end.

What is the real message?

Delete the unnecessary words, and we have a company that helps business start-ups.

2. Avoid Long Sentences

Long sentences are visually intimidating, hard to understand, obscure the writer’s intent, and quite simply, are grammatically incorrect (most of the time!). Copywriting experts recommend that the average sentence length should be between 15 and 20 words.

Shorter sentences are easier to follow. They’re more successful at retaining a reader’s interest. And, there are many tricks – such as starting a new sentence with ‘and’ – to keep the content flowing naturally.

3. Swap Long Words for Short Ones

Most people speak in shorter words; it is a much more natural way of communicating. While we’re not suggesting to be condescending to an audience or dumbing things down, we are advising to steer clear of unnecessarily long words – especially when there are more common shorter alternatives.

Often if you write as you talk, you’ll come across more human on paper (or screen), which is a great way to engage potential consumers.

#3 Attention-Interest-Desire-Action (AIDA)

The AIDA formula is a hugely effective copywriting strategy that is perfectly suited to ecommerce stores. It is a way of guiding a potential consumer through an experience that leads to your desired action; enquire, subscribe, or make a purchase.

Here’s how it works:

Attention: Use something relevant and catchy to get a consumer’s attention.
Interest: Inform them of an interesting fact or stat.
Desire: Stir their desire through emotional language about the benefits of your product or service.
Action: Encourage them to take action.

The greatest way to gain your audience’s attention is first to identify them, and this will happen if you take the time to tap into your customer research.

When you’re more knowledgeable about your customers, you’re able to come up with a much more compelling attention-grabber; provocative question, clever headline, funny meme, compelling image, or a combination.

Once you have your audience’s attention, the next step is to interest them to deepen that connection. And you can do this in several ways:

  1. Give fresh, new information
  2. Provide an interesting fact
  3. Tell an emotional story
  4. Reveal a surprising statistic
  5. Share an entertaining insight

The next step is the ‘desire,’ which is closely related to interest – so much so the reader will rarely notice to move, yet they’ll switch from thinking something is interesting to something desirable. Naturally, the final step is the action.

#4 Awareness-Comprehension-Conviction-Action (ACCA)

ACCA is a very useful approach for a range of ecommerce owners. Here’s how it works:

Awareness – Show your awareness of the potential difficulties your consumer is facing. For example, ‘You have so many things to do and nowhere near enough time,’ ‘you’re becoming overwhelmed, stressed, tired.’

Comprehension – Explain how the problem affects your consumer and that you have a solution. ‘You’re not alone,’ ‘We can help.’

Conviction – Reassure the reader and encourage them to act. ‘It doesn’t have to be this way!’

Action – A clear direction to the desired action, for example, ‘Let today be the start of a new you.’

#5 Clear, Concise, Compelling, Credible (The four C’s)

Although this heading doesn’t need much explanation, the importance of the four C’s may do. For copywriting to be effective, it must adhere to every C.

Clear writing, free from ambiguity with a transparent message that is straightforward to grasp.

Concise and to the point – give the information to the reader quickly; internet users are an impatient lot!

Make it compelling, exciting, and engaging, or there is little to encourage the reader to remain focused on the action point – or, even on your site.

Finally, ensure the information is credible and steer clear of making false claims. For example, has your product really changed the life of 99% of consumers? Can you verify your content? If so, do so. If not, change the wording.

The Bottom Line

The truth is that you can have the best products out there, the best web design, and offer the best value for money, but if you don’t have the right written content, none of this matters. Persuasive content is undoubtedly the best way to gain site visitors, customers, and a following.

Whether you choose to use all five strategies listed here today, or a combination, each one is a great starting point for effective content creation for your ecommerce store.

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