The purpose of writing cross-border e-commerce copywriting is to convey the benefits of the product in the “most easily understood way”. After attracting and guiding through the title and the beginning, the body of the copywriting needs to describe the product in detail. Of course, there are many ways to describe, and the techniques are also different.
(I) Simple and direct
The purpose of cross-border e-commerce copywriting is to improve the page communication effect, enhance user experience, and convey key information to consumers, so the content of the copywriting should hit the heart of consumers directly.
Most cross-border e-commerce copywriting is combined with product details. Surveys show that consumers’ patience for browsing product pages does not exceed 2 seconds. If the copywriting is not clearly expressed, it is easy to lose potential consumers within 2 seconds. Therefore, “fast”, “accurate” and “ruthless” communication is extremely important. Consumers need to rely on copywriting to understand the product, so the simpler and more powerful the description of the product in the copywriting is, the easier it is for consumers to have a deep impression of the product.
(II) Create suspense
Suspense marketing can use suspense to trigger attention and maximize market benefits. For cross-border e-commerce copywriting, creating suspense means refining 1~2 core selling points and slowly showing the selling points at a certain pace. Simply put, suspense is the strategic conception process from setting doubts to pushing doubts and then to solving doubts. To create suspense, you must learn to “keep the secrets”.
(III) Gift promotion
Nowadays, the common practice of online stores is to give consumers various “gifts” – using the biggest promotional discounts to stimulate consumers to place orders in the shortest time, thereby increasing the overall sales of the store. The annual “Double Eleven” shopping festival is the best example. When writing this type of copywriting, just indicate the content of the promotion in the body of the copywriting.
(IV) Touching emotions
“Words are finite but meanings are infinite” is the highest realm that the language description of ancient poems and cross-border words can reach. The same is true for cross-border e-commerce copywriting. Cross-border e-commerce copywriting should use concise language as much as possible to meet the inner needs of consumers, so as to achieve the best marketing effect. Therefore, the most important thing in creating the body of cross-border e-commerce copywriting is to be attentive. As long as you are attentive, even simple words and sentences can be deeply rooted in people’s hearts and move consumers.
(V) Taking an unconventional approach
There are many different types of goods. Some copywriting methods can be applied to all types of goods, but some special types of goods may require special copywriting methods. How to create copywriting for special goods requires taking an unconventional approach and interpreting from another angle. For this type of goods, copywriting can often be done by telling stories, or by using various means to package the story. When telling stories, you can be a little humorous and witty to attract consumers. “Buy rice well, and your husband will come home early!” This advertising copy describes the deliciousness of the product from a side perspective in a humorous way.
Easyness, jokes, pleasure, rhyme, parallelism, pun, personification, metaphor, etc. are all common ways of expression for this type of copywriting. As long as the angle is novel and the intention is clear, it is easy to attract the attention of consumers.
(VI) Progressive
Cross-border e-commerce copywriting is as important to goods as the signature dishes in a restaurant. If you want your product to stand out from many competitors, the description of the copywriting must be different and contagious. The relationship between copywriting and product description is like blood and flesh. Therefore, the description of copywriting must be logically clear, progressive, and interlocking, from small tricks to big tricks, and each layer must have substantial content to attract consumers, so as to arouse consumers’ desire to buy.
(VII) Humor
Humorous copywriting can retain consumers and turn target customers into consumer customers. In this society where everyone faces various pressures, humor is one of the best ways to relieve stress.