Do I need a copywriter for my eCommerce store?

There are secrets to creating copywriting that converts. The wrong information (including info that’s missing) does nothing to lower the risk of buying a product online.

The actual products themselves are irrelevant. The buying psychology that must be utilised is the same no matter what. Great copy must:

• Engage

• Connect

• Build trust

• Establish customer needs/problems

• Provide solutions

• Anticipate and overcome objections

• Persuade to act

Effective copywriting is, essentially, effective communicating. It’s understanding the demographic, their lives and interests, and communicating the right information in the right tone. The reader should feel a sense of desperate longing for the product because of how it will solve their problems.

Higher price point products especially need to work harder. While they do have a dedicated demographic who understand why something is priced the way that it is, there is a massive part of the market who, with a little education, would be persuaded to pay a price for something they’d otherwise not considered.

For products like clinical skin care, education is going to be key to persuading the reader. Educating them about their skin and their body is going to open a realm of problems they didn’t realise they had. A person then goes from just contemplating a moisturiser, to realising that they would also benefit from a serum and a mask.

Finally, with products that complement each other, the right copy can easily upsell or add-on. Buying a moisturiser? Highlight how it’s cheaper in a gift pack. Considering a serum? For the full benefit, it needs to be used with the right moisturiser.  

At the end of the day, words are free; it’s how you use them that can cost you.

Written by The Whimsical Wordsmith