What should I say? How much should I say? How much is too much? Or, for that matter, too little? Who’s my audience? Will they understand what I’ve written? What format works best?
But, wait, I’m not a creative writer! Help!
If you’ve ever muttered these questions to yourself while pouring over your eCommerce product descriptions, than this article is for you. If you’re struggling to write copy that converts, this post is also for you.
Let’s discuss 10 copywriting tips and techniques for eCommerce product pages.
Your job is to create a vivid picture in the shopper’s mind. Your picture must be tantalizing and clear, so much so that the shopper imagines holding the product and using it.
Take a step into the multi-faceted world of creating writing. You are equal parts prose writer (vivid descriptions) and journalist (just the facts, please). A combination of the two creates winning product pages that convert.
Wow. Great way to communicate several different ideas in one headline.
1. Adds F.U.D. (Fear, Uncertainty, Doubt). The reader now is going to question themselves, “Is my mechanic lying? Is he over charging me?” It’s a great way to help the prospect be more open to what you’ve got to say.
2. Implied Credibility. Asking tough questions make you look like the good guys just trying to look out for the little guy, “We just want to make sure you’re OK.” If we’re asking if your mechanic is honest, then we must be honest. They are now positioned as the “Consumer Reports” of auto repair.
3. On “my side”. The fact that this company is asking this question, puts them on the same side of the table as the prospect. Now their mechanic is the “other guy” and is now on the other side. We’re now buddies locked arm-in-arm to double check to make sure “those guys” are honest.