Modern sales or service industries adhere to the concept of consumer-centricity, so cross-border e-commerce copywriting should reflect the needs of consumers and give consumers psychological or spiritual satisfaction. Cross-border e-commerce copywriters can conduct some targeted research before writing, collect the issues that consumers are concerned about, and write the solutions into the copy. The focus of the copy is different for different consumer objects.
1. Pay attention to the affordability type
When housewives or older people buy household daily necessities or very practical goods, they focus on the cost performance of the goods. They need economical and affordable goods, and these goods are all popular brands. In view of this purchase motivation, the focus of the copy design of the details page can be to increase the quantity without increasing the price, large quantity, buy two get one free, etc.
2. Pursuit of individuality
This type of consumer is generally dominated by young people who pursue fashion. They usually only care about the uniqueness of the goods and the difference of the goods. They will not choose hot-selling goods. Therefore, only personalized product descriptions can attract the attention of this type of consumers. Copywriting that highlights individuality and limited sales will have a strong appeal to them.
3. Seeking convenience
This type of consumer will pursue the convenience of the entire purchase process, hoping to save time and effort, and be able to complete the transaction as simply and quickly as possible. They also hope to buy all the goods in one store or platform to achieve the so-called one-stop business. Therefore, for this type of consumer, the copywriting needs to show as much information as possible about quick shopping, quick payment, and easy use, such as free door-to-door installation, extremely fast delivery, and one-to-one customer service guidance for assembly. For example, when buying furniture, services such as installation videos and free online installation guidance can encourage consumers who pursue convenience to make shopping behaviors.
4. Focus on appearance
This type of consumer is mainly female. They have romantic feelings, pay attention to spiritual life, like to beautify the environment, and pay attention to color, shape, etc. Generally, for this type of product, the scene-based picture design and copywriting design should pay more attention to aesthetics, so that consumers feel like they are in it.
5. Enjoy quality
This type of consumer pursues famous brands and high-end products to show their identity and status. Most of these consumers are in the high-income class. They pay more attention to elements such as quality, status, nobleness, and handmade originality. Cross-border e-commerce copywriting should be created for these elements.
6. Curiosity-driven
Everyone is curious, and consumers’ curiosity can be used to drive them to shop. For example, mosquito corpses and ridiculously expensive underwear were sold on Taobao.
7. Consumption herd type
This type of consumer is the most common on the Internet. It is precisely because of this type of consumer that a hit product has been achieved. Consumers’ herd mentality generally comes from two aspects. On the one hand, it is worship herd mentality. For this kind of herd mentality, the most common copywriting or description is xxx same style, and then show the same scene. On Taobao, the same style of a certain star and a certain film and television drama are both popular, which takes advantage of consumers’ worship herd mentality. Another kind of herd mentality is to stimulate the public to follow, for example, XX pieces are sold best on the entire network, the first sales volume on the entire network for three consecutive years, and the choice of xx star.
8. Repeated Habit Type
This type of consumer buys mostly repetitive consumer goods, such as milk powder, rice, cooking oil, etc. Once this type of consumer is familiar with a store and brand, they will naturally choose the same product next time they buy it. When creating the copy for the details page of this type of product, you should often remind consumers to buy it.