When writing e-commerce copywriting, the first thing you should do is to clarify the purpose of writing the copywriting, which is also the standard for judging whether the e-commerce copywriter is professional. In other words, before writing the copywriting, the copywriter must first clarify: whether the copywriting is to promote the sales of goods or to promote the brand; whether it is to interact with consumers or simply promote activities. Different purposes will lead to different writing ideas and methods used in the copywriting.
If the purpose of the copywriting is to promote the sales of goods, then you need to think about how to make the goods more competitive and how to make consumers feel that the use value of your goods is higher than that of other competitors’ goods; if the purpose of the copywriting is to promote the brand or company, when creating it, you need to think about how to reflect the object to be promoted in the copywriting without causing disgust among consumers, and how the content of the copywriting can be closer to the overall style and image of the brand or enterprise; if the purpose of the copywriting is to interact with consumers, it is necessary to fully arouse the interest of consumers and mobilize their enthusiasm for interaction; if the purpose of the copywriting is to promote activities, then the copywriter needs to think about how to make people feel that this activity is attractive and worth participating in.
Case
A review of Christmas e-commerce copywriting
On Christmas, clothing stores and milk tea shops are all decorated with colorful balloons and Christmas trees, and the shop assistants wear cute little red hats, which is full of Christmas atmosphere. In this romantic and warm winter day, many brands use holidays to promote their brands, which is in line with the festive atmosphere and interesting to the audience. Most brand-designed copywriting chooses Christmas cartoon images or a slightly warm style to match the festival.
These Christmas copywritings warm people’s hearts. Only by seizing hot spots can we better achieve the purpose of marketing. Among some hot spots, festivals are an eternal topic. For cross-border e-commerce marketers, how to use copywriting to attract users is a compulsory course.