The rapid development of the Internet has promoted the continuous progress of e-commerce. In this process, e-commerce copywriting has emerged and gradually developed into an emerging position. It is based on the broad platform of e-commerce, inheriting the characteristics of traditional copywriting and extending its own characteristics.
With the development of economy and culture, the meaning of copywriting has evolved from the original table for placing books to articles created for publicity purposes in companies or enterprises. It uses words to express the creative strategies that have been formulated, and it is mostly found in advertising promotion, corporate publicity and news planning. With the vigorous development of e-commerce, cross-border e-commerce copywriting serving e-commerce has also emerged and become a way for various businesses to publicize and promote enterprises and products.
The connotation of e-commerce copywriting
Traditional copywriting refers to all the languages and words in advertising works, that is, all the languages and words in advertising works published in mass media. With the advent of the new media era, copywriting has gradually developed and spread through online platforms; this type of copywriting is based on commercial purposes and is published through communication platforms such as websites, forums, Weibo and WeChat to achieve the purpose of consumers trusting and arousing their desire to buy.
E-commerce copywriting not only includes text, but also can enrich the content of the copywriting through network elements such as pictures, videos, hyperlinks, etc., making the copywriting more attractive. In fact, e-commerce copywriting is more like a kind of marketing copywriting. It can not only show the writing skills and creativity of copywriters, but more importantly, communicate with consumers and impress and persuade consumers through the displayed copywriting content. The promotional cross-border e-commerce copywriting in Taobao is mainly based on text and pictures. It highlights the preferential conditions of goods through information such as flash sales, full reduction, and discounts. Coupled with beautiful product pictures, it can quickly make consumers have a very intuitive impression of the goods, and stimulate consumers to click on the promotional advertisements, and then browse the goods and finally generate shopping behavior.
E-commerce copywriting serves the field of e-commerce. Whether it is the expression of the copywriting theme or the dissemination of specific product information, it is to promote the generation and completion of transactions. It usually uses an interlocking expression method to connect the content. Different links will have different focuses. Each part of the copywriting expression has a clear division of labor, allowing consumers to go deeper and deeper, and gradually form a more comprehensive understanding of the content expressed by the copywriting, thereby arousing consumers’ desire to buy.
Based on the characteristics of the Internet, e-commerce copywriting is more free and fashionable, and new words and hot words popular on the Internet can be used at the first time to attract consumers’ attention. At the same time, positive opportunities can be used to turn Internet hot words into event marketing. In this regard, Bestore has set a good example. In the 2019 Double Eleven promotion, Bestore grasped the emotions of fans and, from the perspective of fans, further fermented the popular hot word “I am lemon” into an event marketing, setting off a wave of discussions such as #吴亦凡贰叁冰淇淋了# and #凡事贰叁，幸有良伴#, and transformed itself into a “little sun”, showing that it stands on the front line with fans and expressing a high degree of empathy with fans. Bestore leveraged traffic to turn sales and fought a beautiful marketing battle.