E-commerce copy: how to create excellent business copy?

An excellent e-commerce copy contains four elements: defining the target orientation of e-commerce copy; Show the elements that consumers want to see; Persuade consumers to make a purchase decision as soon as possible.

First of all, we must clarify the target positioning of e-commerce copywriting.

When writing any copy, we must first consider several questions:

(1) Who is our copy for?

(2) What is the positioning of our platform or store?

(3) What do we want to express or solve in the copy?

For example, we are a Tmall store that makes children's toys, so the copy we wrote is for Ma Bao, targeting at babies aged 2-4. The copy should show that the toy is helpful to the baby's intellectual development.

Second, the most likely element is what consumers want to see most.

If you want to present what consumers want to see, you must first understand the needs of consumers. A good e-commerce copy needs to present a complete purchase path:

(1) Complete consumption path

(2) Clear search path

(3) the path chosen by consumers.

Third, persuade consumers to make a purchase decision.

There are many stores selling the same type of products on various e-commerce platforms. Why do consumers choose to buy your products? At this time, the planning and packaging of e-commerce copywriting is the key. For example, the same product, the same price, your store has gifts, or there is a chance to win the grand prize in the lottery. These are all things that e-commerce copywriting needs to plan.

Finally, the matters needing attention in planning and writing e-commerce copywriting include the following points:

(1) Copywriting needs to be straightforward, simple and rude. Don't beat around the bush or use complicated modifiers and words.

(2) Highlight differentiation and give consumers a refreshing feeling.

(3) Prepare product drawings or short videos.