eCommerce copywriting is similar to copywriting in general but has additional twists and turns. It is not enough to write about your products; you must deliver them in a way that is quick, concise, and compelling.

In this post, I have covered 10 steps you need to take to learn all the “ins” and “outs” of eCommerce copywriting.

One of the best things about the Search Analytics Dashboard is providing us, sellers, with a wealth of anonymized data to better understand customers’ interests and shopping choices for our products.

The data shows metrics of your products, covering all stages of a customer’s shopping journey (i.e., impressions, clicks, shopping cart adds, and purchases), helping you understand your sales funnel at the product level.

What is Copywriting, and Why do We Need it?

According to good ol’ Wikipedia, copywriting is writing text to advertise or market a product, service, business, person, or idea.

Written text is how your buyers will first experience you. You have a specific action you want them to take, and copywriting is how you get them to buy it from you.

Use storytelling to connect your audience emotionally and make your product more relatable.

Below are universal motivations that you and I can relate to. We want to be:

Wealthy
Popular
Good looking/beautiful
Love/relationships/intimacy
Security
Freedom / free time
Healthy
Have fun

Which one of the above applies most to your product/targeted buyer? Identify and incorporate that into your copywriting.

10-Part Copywriting Strategy

Let’s dive into the 10 parts of crafting an excellent copy that converts shoppers into customers.

Part 1: Big Idea

The big idea is something grand that grabs the attention of potential buyers. It is 90 cents on the dollar! Your big idea needs to make shoppers want to read on and ultimately make a purchase.

For more ideas and additional resources, you can ask good old Google to search for “great advertising headlines.”

Part 2: What’s Changing?

3 types of market forces give your potential customers a sense of urgency and make you stand out from your competitors, so you get the sale.

Economic: These are the financial circumstances that have become optimal for what you are selling. Changes in inflation and other financial forces have a significant impact on business opportunities. For instance, the cost of raw material required to make this leather shoe has increased by $1 per unit hence the price surge.
Social: These trends indicate shoppers are ready for what you are selling. For instance, if you are selling shirts made out of ground coffee waste or plastic bottles, you could leverage recent trends such as environmentalism and sustainability.
Technology: These are trends in the world of technology that make it feasible for you to sell your products: For instance, selling magnetic portable charger that sticks to your phone instead of using a cable and portable charger for charging.

Part 3: The Problem

This is where you describe the main problems that customers can immediately relate to. You want to address customer pain points that competitors are not solving so you have the extra edge.

A great way of finding out what customers love and hate is through Amazon product reviews. You can leverage tools such as ZonGuru’s Love Hate tool to help you scrape reviews of the top 25 products based on keyword search so you understand what customers love and hate most about those products.

Part 4: Generic Solution THEN Your Solution

In this part, you need to state the generic solution that competitors provide, then make your product claims. This is how you paint a picture in customers’ minds explaining how your product provides a better solution.

You need to state that your product will solve the problem. For instance, “our iPhone 14 case protects your phone and saves you $997 phone loss.”

Check Amazon advertising regulations and guidelines, so you don’t use prohibited words or claims such as a baton, cure cancer, etc.

Part 5: Benefits THEN Feature

Once you have stated the solution to customers’ problems, you need to list all benefits your product can provide.

Then only after that do you state the product features, so they know what they are buying. A common mistake that a lot of sellers make is focusing too much on product features and neglecting the benefits part.

For instance, when choosing a dress to buy, most customers want to know if they will look good in it instead of where the cotton material comes from.

Part 6: Social Proof

Social proof is vital when it comes to selling. Ask any sellers, and they will tell you that Amazon reviews are an important credibility factor. Customers also check product reviews before making a purchasing decision.

You should include social proof in your description. For instance, the number of happy customers after using your products increases the conversion rate.

Part 7: Offer

This part focuses on what you have to offer. What will buyers receive when they make a purchase? For the product price, there’s no need to mention it in the description again but keep it in mind when crafting your copy.

Any bonuses that come with the purchase? It would be best to differentiate yourself from competitors when possible to capture customers’ attention and make the sale.

Part 8: Guarantee

Everybody loves a great guarantee because it removes all risks from buying. This is especially true for online shoppers; their no.1 fear when shopping online is getting ripped off.

In this part, incorporate your strongest guarantee in the description and make it irresistible for your customers.

Part 9: Scarcity

We live in an ever procrastination society, and people are very motivated by “fear of loss” and “fear of missing out.” You need to tell customers that they shouldn’t wait any longer to buy from you.

Below are a few examples you could mention in your copy:

A limited supply of bonuses is available
Bonus expires in 30-days
Limited time pricing – promotional offers.

Part 10: CTA (Call to Action)

End your copy with a clear call-to-action that tells customers what to do next, such as “buy now” or “try our product today to get rid of your problem.”

Final Thoughts

You can use this copywriting structure to write your product description for Amazon’s A+ content, your Shopify product listing page, or any other platforms you sell on.

Remember that your eCommerce copywriting should be tested and refined continuously to get the best results.

Drop us a comment below should you have any questions.

eCommerce Copywriting: 10-Step to Craft Words That Sell