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!
Don’t make the same copywriting mistakes that most Store Builders fall victim to: #StoreBuilders #WooCommerce" Click to Tweet
Key Takeaways
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.
