The core idea of cross-border e-commerce copywriting is to extract selling points, attract consumers’ attention, and stimulate consumers’ desire to buy. The expression of excellent cross-border e-commerce copywriting should achieve the following points.
(I) Basic requirements
The most basic requirement for cross-border e-commerce copywriting is logical coherence. It should express the core appeal of the product in a concise and vivid way, tell consumers what the product can bring to them, and attract customers with a strong visual impact, so that they can continue to look down and finally buy the product.
(II) Highlight product selling points
Cross-border e-commerce copywriting should be combined with professional, multi-angle, and multi-scene pictures to highlight the selling points of the product in detail and stimulate the customer’s first impression. The pictures can be divided into product renderings, product details, and product physical pictures.
(III) Use good reviews
User good reviews are the most direct cross-border e-commerce copywriting. User good reviews can be displayed on the website or store page, which can increase consumers’ recognition and acceptance of the product. Therefore, a series of activities can be used to encourage users to write story-telling good reviews, which can further increase consumers’ trust.
(IV) Follow the marketing strategy
Enterprises need to adopt a variety of marketing strategies according to different products, such as related sales, bundling sales, and sales promotion, and cross-border e-commerce copywriting should be written according to different marketing strategies. For example, cross-border e-commerce companies can add “what users who bought this product also bought” and “ranking of products popular with customers” in product copywriting to improve the related sales of the entire website or store.
(V) Understand consumer psychology
Excellent copywriters of cross-border e-commerce are often “psychological experts”. These excellent copywriters stimulate consumers’ psychological needs or expectations through the combination of “text + pictures + colors”, so they can easily increase sales.
Therefore, cross-border e-commerce copywriting should be heartfelt. It is not the pursuit of beautiful words as always, nor is it a simple explanation of product information, nor is it a pile of countless promotional information. It is based on consumer psychology, consumer needs, and consumer expectations, and interprets product information, displays promotional information, and announces activities in a humorous, poetic or creative way.