When buying goods in a physical store, the salesperson will introduce the functions, properties and characteristics of the goods in detail to the consumers, and even let the consumers experience them in person. The purpose is to let consumers feel the benefits and interests that can be obtained after purchasing the goods, so as to encourage consumers to buy. Online stores can also use text, pictures and other elements to show the full appearance, performance and characteristics of the goods in a flexible and creative way, so as to facilitate consumers to identify and select the goods, and thereby arouse consumers’ interest in buying. This requires online store sellers to fully understand their own goods and be able to reasonably display the characteristics of the goods.
1. Preliminary preparation
As a cross-border e-commerce copywriter, it is very important to fully understand and be familiar with the goods of cross-border e-commerce. Not only should you be familiar with the materials, functions and types of the goods, but you should also know the instructions for use of the goods like the back of your hand, so that you can skillfully organize the language to introduce the goods and make the copy of the product details page leave a good impression in the minds of consumers.
For some goods that need to be introduced with professional knowledge, cross-border e-commerce copywriters must not describe them arbitrarily based on their own understanding. They must consult relevant experts or suppliers on technical issues in a timely manner, and must not make basic mistakes such as incorrect explanations of terms and improper use of professional vocabulary.
2. Design the display page
The product display description is the most important content of the product details page. Cross-border e-commerce copywriters should design the product display page with a cautious attitude, grasp the preferences and requirements of consumers, and plan creative display description methods.
3. Ensure the integrity of the product
When introducing the product, cross-border e-commerce copywriters should pay attention to the complete introduction of the product. No matter the internal quality, external packaging, accessories and appearance design, there should be no negligence, so as to attract the attention and interest of consumers and stimulate their desire to buy. Otherwise, it is easy to cause consumers to doubt the quality of the product, resulting in the failure of copywriting.
4. Emphasize the characteristics of the product
The biggest difference between online stores and physical stores is that online stores are not affected by factors such as environment, location, time and consumers. They can display their products to any consumer on the Internet and have a wide customer base. Therefore, when cross-border e-commerce copywriters display products to consumers, they should focus on displaying the characteristics of the product, reflecting the advantages of the product among similar products and the difference from other products.
At the same time, cross-border e-commerce copywriters should also optimize the products reasonably and improve the quality of the products through text descriptions. For example, if the product style is exaggerated, it can be emphasized that it is novel, individual, unique and upscale; if the product is small, it can be emphasized that it saves space and is easy to carry; if the product is large, it can be emphasized that it has a large storage space and multiple uses. In short, according to the performance of the product and the service object, the key points should be emphasized and introduced in a targeted manner, so that better results can be achieved.
5. Pay attention to the copywriting language
When writing the copy, pay attention to the order of product display. Generally speaking, the specific parts or characteristics of the product should be shown to consumers first, and then the basic performance and function of the product should be introduced to consumers. The language of description should also be from shallow to deep. Cross-border e-commerce copywriters should not write some profound professional words or brag about themselves at the beginning, and make some “professional” descriptions that they think can promote the product, but not from the actual needs of consumers. This will cause consumers’ disgust and lead to customer loss. Good copywriting should use simple and vivid language that is easy to understand, introduce the product from shallow to deep, and achieve a fascinating effect.