The role of copywriting in marketing:
(i) Promote the accumulation of brand assets
With the continuous intensification of market and commodity competition, the competition between enterprises and commodity brands has been increasingly valued by merchants. At the same time, consumers are more likely to choose to buy goods due to the influence of brands. Generally speaking, brand assets include brand awareness, brand image, brand association, brand loyalty and other assets attached to the brand.
(ii) Gain the trust of consumers
E-commerce copywriting is a kind of copywriting with sales nature. Its main purpose is to make consumers trust the goods described in the copywriting and generate a desire to buy. Therefore, e-commerce copywriting can also be regarded as a sales behavior. Sales are based on trust, and copywriting can just establish a trust relationship between merchants and consumers. The detailed product information display, third-party evaluation and certification of authoritative institutions in the copywriting are all good copywriting promotional materials.
Not only that, copywriting can also be based on a more accurate understanding of consumer psychology, starting from multiple aspects, to move consumers with emotion and reason, stimulate consumers’ potential needs that they usually don’t pay attention to, arouse consumers’ emotional resonance, and encourage consumers to have a desire to buy.
For example, the copywriting of Head & Shoulders, “For me, a clean shoulder for her to lean on at any time is my support for her” and “Dandruff removal brings you closer”, not only illustrate the super strong anti-dandruff function of shampoo, but also can cause consumers to associate with the problem of dandruff, deepen consumers’ attention to this problem, and then generate demand for products.
(III) Integration and interactive role
On the network platform, e-commerce copywriting can be everywhere, and consumers can see it as long as they have the conditions to go online. Merchants can also promote and publicize copywriting through various platforms to expand the scope of the copywriting, such as web pages, emails, Weibo, forums, QQ and WeChat, etc. can all be promoted and integrated marketing. Merchants can also obtain public opinions and replies in a timely manner, increase interaction between each other, and start discussions. If the scope of interaction and the topic of discussion are of a certain topicality, it can effectively carry out publicity and marketing, and achieve twice the result with half the effort.
Copywriting is a means, and sales are the ultimate goal of advertising. The purpose of e-commerce copywriting is to attract the audience’s attention to the product, effectively convey the product information contained in the copywriting, and enable the audience to associate their needs with the product and brand after interpreting this information, thereby playing a role in promotion. Therefore, the writing of e-commerce copywriting must be sales-oriented.
(IV) Increase external links and clicks
One advantage of e-commerce copywriting is that it can add external links to bring more external traffic and increase the PR value (page level) of the website. First, consumers can visit more web pages by clicking on these external links to learn more about the company or product. Secondly, from the perspective of search engine optimization, the more external links a web page has, the more likely it is to be discovered and included by search engines, which means that the more web pages can be searched by consumers, the more traffic will be generated.
When consumers’ needs are met, they will feel happy and have a good impression of the products or brands that meet their needs. On the contrary, if their needs are not met, they are likely to reject products or brands. Copywriting is created to achieve good communication with consumers, change their inherent concepts, encourage them to make purchases, and establish a good image of products and brands. Long-term sales of goods require companies to effectively shape their brand image, and excellent e-commerce copywriting must take on the responsibility of shaping the brand or corporate image. This requires e-commerce copywriting to accurately and effectively display the unique personality of the product or company, and through long-term communication, ultimately sublimate this personality into brand connotation.