Online brands struggle most when they can’t communicate the value of their products. If you’ve been trying to figure out how to increase sales on your e-shop, you might be in the same situation. The browser that doesn’t feel like a product is worth it will never become a buyer.
And in e-commerce, the problem is pretty straightforward: no buyers = no business. So how do you create desire for someone shopping online? How do you bridge the gap for the person that can’t walk into a physical store to see the product for themselves? The answer is copywriting.
Writing copy that sells is based on using key principles that personalize the brand to a customer. A resonant copy is the first step in creating a customer relationship.
Here are a couple of things to keep in mind when writing product descriptions:
How can it help them?
The most effective salespeople know how to create a context for their customer: using a language that they use. And the most important thing to remember is that you’re not selling a product but an outcome.
Customers only care about what your products helps them accomplish: to feel better, more confident, or more capable.
Make them feel understood!
Making a sale online is like trying to spark a conversation with a stranger: they only start to care when they feel understood or excited. Capturing those emotional motivators is a great way to retain their interest. You can’t sell something to someone who isn’t interested.
One of the biggest barriers to online sales is trust. Working to foster a deeper connection, making your emotional mark, means that you’re one step closer to what you want: more sales.
Once you’ve made a connection, now you want this prospect to realize on his own the need for a solution, to start to see the value for himself. Establishing this type of confirmation, especially when self-motivated, is a powerful exercise in choice.
You want customers to choose you. Choice reinforces your importance to them.
And with so many options online, it’s your job to make sure that you’re on their shortlist, if not at the head of the list.
Online shopping is motivated by convenience. How easy can you make it for your customer? This is where desire meets value.
What are the benefits?
Your product will only be well-received after you’ve established context and desire. Once those are in place, a direct, benefit-driven introduction will get a clear path en route to check out.
This is when you depict exactly what makes the product valuable and deserving of their hard-earned cash, with relevant details.
Customers need to be reassured that the exchange will actually result in the outcome that’s most important to them. Amplifying this crucial step in relation to your product forges a connection that customer relationships are built on.