There are many types of e-commerce copywriting, and different copywriting is suitable for different scenarios and achieves very different results. E-commerce copywriting can be roughly divided into the following four categories.
(I) Banner cross-border e-commerce copywriting
Banner ads are the most common form of advertising on the Internet. They usually appear on web pages in the form of image files in jpg, png, gif and other formats to express the content of the advertisement. Banner ads are usually placed in a more eye-catching position on the web page, such as the top of the website homepage.
Banner cross-border e-commerce copywriting is generally a short title plus a logo or a simple signboard, which mainly serves as a prompt, suggesting that consumers click on the picture to open other pages to learn more detailed advertising information. For copywriters, to create banner cross-border e-commerce copywriting, they need to combine certain creativity to express it, and try to express the originality and novelty of the advertising theme.
(II) Online store internal page copywriting
The internal pages of online stores contain many pages, such as product list pages, search pages, product display pages, etc. For copywriting, the copywriting of the inner pages of online stores is mainly created to describe the information of product display, which is often manifested as product title copywriting, product promotion cross-border e-commerce copywriting, product description copywriting, etc.
(III) E-commerce brand copywriting
E-commerce brand copywriting is mainly used for brand building and accumulation of brand assets. Generally speaking, e-commerce brand copywriting mainly establishes and spreads brand image through stories. The quality of the copywriting content directly determines the quality of the brand story. Therefore, it is necessary to pay attention to the shaping of the story and the ideas to be expressed. A good brand story can reflect its core brand culture and achieve a popular and long-lasting effect.
The focus of brand story copywriting is “story”. Through certain descriptive techniques to create an infectious story, let consumers integrate into the story plot, generate self and bring in emotions to better infect consumers, impress consumers, and make them recognize your brand. Brand story copywriting should not be too imaginative. You can choose more representative events, brand leaders, corporate origins, etc., which are easier to touch consumers and facilitate consumers to remember and spread. The brand story copy should clearly describe the time, place, characters, causes, processes and results of the story. The brand’s origin, concept, value and other information should be integrated into the development of the story. Only in this way can the brand’s popularity and influence be improved through the story. For example, the brand story copy created by La Mer Essence Cream from the perspective of the source of raw materials and production process of the product reflects the high quality of the product and leaves a good brand impression on consumers.
(IV) Online Promotion Copy
E-commerce copy serves the entire network platform. In order to promote and publicize their own products, brands or services, merchants can promote through various network channels (such as the currently more mainstream Weibo, WeChat, information websites and communities). Accordingly, copywriters must write and publish promotional copy for products, brands or services on these platforms. Due to different promotion platforms, the writing methods and forms of online promotion copy are also different, but the same thing is that they all attract consumers by writing attractive content, increase consumers’ attention to the topic, and guide them to actively participate in the topic discussion, and invisibly tell consumers in detail the characteristics and functional demands of the product to stimulate their attention and desire to buy. For example, the following two advertisements take advantage of Women’s Day to integrate brands, products and hot topics, and use hot topics to promote products. This is a common technique used in online promotion copywriting.