Purposes of copywriting (for ecommerce and business)

What is copywriting?

Copywriters want to get readers to make a commitment, a purchase, or any other action through good content. Whether it’s a TV commercial or online content, the text plays a very important role. Even the most emotional images in television advertising don’t have the desired effect without the right dialogue.

Well-Done Ecommerce Copywriting Has Its Benefits

What happens when you nail your copywriting? Expect to see your online store increase conversions, get more sales, help more customers, rank higher on search engines, and build a stronger brand.

1. More sales 

The words you choose to promote your online business and products absolutely have an impact on your bottom line. This is why so many small businesses are investing in conversion optimization — rather than pay to bring more visitors to your site, you can convince more of your visitors to become paying customers.

2. Informs customers 

In the most basic sense, ecommerce copywriting is about telling customers the important information about your products. You can be strategic about which information you highlight for customers, when to surface it up to them, and how much detail they need.

3. Improves site’s SEO 

To compete with other online stores (like the ones on Amazon and Shopify), you need your ecommerce business to rank higher in the search engines. Weave in select keywords and SEO copywriting to come out on top of your competitors and be first in the minds of your customers.

4. Defines your brand 

Every touchpoint a customer has with your online store helps to define the brand for them, and your copy is a big piece of that. Use high-quality copywriting and a consistent tone to create memorable experiences that visitors will remember long after they checkout.

What does a copywriter do?

 Fact!

The term “copywriting” comes from the marketing industry and describes the professional writing of advertising texts. The aim of copywriting is to attract attention, arouse interest, ignite new desires, and trigger an action. Depending on the target group, this can be achieved with different types of copywriting.

First things first: copywriters are not content writers like journalists. In contrast to content writers, whose aim is to inform the reader with their texts, copywriters aim to elicit a response from their readers. Nevertheless, both text forms tend to mix together, as companies increasingly prefer informative content over simple advertising messages as part of their content marketing strategy.

As a copywriter, you write a wide range of texts: from blog posts and web articles to social media content and product descriptions. The potential fields of application for copywriters are not limited to the internet. In addition, copywriters are responsible for implementing various marketing measures. This applies, for example, to the following offline marketing measures:

• Direct e-mailing
• Postcards
• Product advertisements in newspapers and magazines
• TV and radio advertising
• Brochures for trade fairs
• Posters
• Coupons
• Product packaging and labels

However, copywriters today mainly write texts for online marketing campaigns. Examples of these online marketing measures include:

• Product descriptions
• Product ads for online platforms such as Google and Facebook
• Demo videos
• E-mail marketing
• Case studies highlighting the benefits of a product
• Articles and blog posts
• Articles about customers and testimonials

It is particularly important that you as a copywriter can easily reach your target group. Whether online or offline: advertising texts are addressed to potential customers and should open up a dialog. If you use the direct contact correctly, new customers can be acquired or existing customers can be retained.

Depending on the type of product or service being promoted, copywriters often create several posts as part of a marketing campaign. They must know which content and which tonality are interesting and appropriate for the target group and which aren’t. In addition, the overall message of the text and graphics must remain consistent. Being creative and willing to deal more closely with a possibly new, unknown topic are advantageous characteristics for a copywriter. Depending on the respective product or service, the copywriter must be able to adapt the tone of their text, e.g. to sound more serious or funnier.

How to elicit an action

A copywriter’s success can be measured by the number of actions (so-called conversions) that are triggered by the corresponding marketing measure. If you want to explicitly make a potential consumer complete an action, you should include commands such as “order now” or “visit our online shop.” This is called a call-to-action (CTA). Note the following three points to generate a response from the reader:

• Determine in advance who you want to reach with your content and actively address your target group.
• Convince the reader of how good the product or service is by highlighting the USP (unique selling proposition). Here, you should answer the question of how the product or service differs from the competitor’s products.
• Performing an action should be made as simple as possible for the reader. If you would like the reader to watch a video of the product, then write: “Click on the video to see the unique range of functions.”