Ecommerce Copywriting Tactics: How Language Differentiates Your Brand

In the age of digital shopping, an unforgettable ecommerce presence is the holy grail for brands seeking to create a lasting impression. At the heart of this virtual showmanship lies a craft that is often underestimated but can turn the tide in your favor – ecommerce copywriting.

The Power of Ecommerce Copywriting

As straightforward as it may sound, ecommerce copywriting is about much more than just stringing together persuasive sentences. It’s a harmonious mix of marketing wisdom, psychology, storytelling, and brand philosophy.

Whether you’re a start-up or an established brand, your written copy is like the oxygen of your ecommerce universe.

It breathes life into your products, creates relatable narratives for your audience, and establishes an exclusive brand voice that can stand out in the sea of monotony.

It’s the unspoken dialogue that you initiate with your potential customers, engaging them subtly, and compelling them to embrace your brand.

Ecommerce copywriting can set your brand apart, helping you tell your story, express your values, and show your unique character in a crowded marketplace.

This post unpacks some of the most effective ecommerce copywriting tactics. Use it as your guide in creating captivating, actionable, and brand-differentiating content. Let’s dive right in!

Keep Your Primary Message Short

In an era characterized by information overload and short attention spans, brevity and clarity can be your secret weapons.

Succinct copy is powerful. It helps to deliver your message effectively and retain your reader’s attention.

By maintaining clarity, you reduce the risk of misinterpretation and enhance the comprehension of your message. A clear, concise primary message is like a lighthouse, guiding customers through the ocean of information.

Examples

FOCL is an excellent example of a brand that uses brevity and clarity to great effect. The brand sells premium CBD and plant-based wellness solutions.

Instead of being cluttered with technical jargon or long-winded descriptions, the homepage states, ”Feeling better is everything.”

This short, punchy statement encapsulates their entire brand philosophy. It’s a promise to their customers, assuring them that the brand’s main goal is their well-being.

The simplicity of the message makes it easy for customers to understand what the brand is about. This in turn helps FOCL stand out in the crowded wellness market.

Source: focl.com

Another example is the Dollar Shave Club, an online razor delivery service. They employ the power of brevity and clarity to convey their value proposition: “Get the ultimate shave.”

This short, straightforward statement encapsulates their core offering – convenient, quality, all-in-one shaving solutions delivered right to your door.

Their statement’s simplicity and directness sets them apart, helping potential customers understand their unique selling proposition.

Source: dollarshaveclub.com

Let’s also take a look at the clothing brand Everlane. Everlane conveys messages that match the season or ongoing campaign, while staying true to the brand’s essence. In the example below, their primary statement reads, “Your vacation starts here.”

While it’s a departure from their usual messaging around transparency and ethical production, it communicates the brand’s current focus. Specifically, their focus is to provide customers with vacation-ready apparel.

The sincerity of the message effortlessly communicates what the brand is currently offering. This helps them stand out and resonate with customers planning their vacation wardrobe.

Source: everlane.com

In all three examples, these ecommerce brands have honed in on their unique value proposition. They focus on short, impactful messages that immediately convey what they stand for and what customers can expect.

This approach delivers a clear brand identity that stands out in the crowded ecommerce landscape.

Create a Logical Narrative

Engaging your audience isn’t only about catching their attention but also about guiding them through a coherent journey. In ecommerce copywriting, this tool can help make your product or service more relatable, understandable, and captivating.

By weaving a logical narrative into your copy, you can help shoppers visualize themselves using your product or service.

This storytelling approach makes your brand more than just a seller. It becomes a guide, a partner, and even a hero in the customer’s journey.

Examples

One brand that embraces this strategy is Bay Alarm Medical, a company that sells America’s top-rated medical alert systems.

They break down the function of their product into a clear, easily digestible three-step narrative. Here is what you can find under the “How Do Our Medical Alert Systems Work?” section on their website:

1. Push Button
   Need help? Push your emergency medical alert button and remain calm. Help is on the way!
   
   This first statement sets the scene, putting the customer at the heart of the narrative. It initiates a sense of action and creates anticipation about what’s to come.
   
2. We Answer
   A trained USA-based 24/7 live operator will initiate a 2-way conversation with your loved one.
   
   This sentence adds depth to the story, providing reassurance and showing empathy. It moves the narrative forward by introducing a supporting character – the operator, who is always ready to assist in a crisis.
   
3. We Send Help
   We’ll contact friends, family, neighbors, and if necessary, your local 911 emergency services.
   
   The story concludes with a resolution, as the brand takes action to ensure safety. This final statement reinforces the idea of the brand as a reliable, caring entity that will do whatever it takes to secure the well-being of its customers.

With a logical narrative in its copy, Bay Alarm Medical differentiates from brands that merely list features and benefits.

They position themselves as a helpful companion in emergency situations. This stance makes their product more relatable and their brand more trustworthy.

A clear, engaging narrative ensures that potential customers can easily understand and relate to the service being offered. This makes any brand more memorable, and also makes their offerings more enticing.

Source: bayalarmmedical.com

Let Your Customers Create Copy for You

Not all authentic and impactful forms of copywriting come from brands themselves. In many instances, it will come from their customers.

User-Generated Content (UGC) is a powerful tool for ecommerce brands. With UGC, real customers can share their experiences, insights, and perspectives.

This can take various forms, like product reviews, social media posts, testimonials, blog comments, and more.

UGC is incredibly effective for several reasons:

1. First, it offers genuine insights into customer pain points, preferences, and experiences that a brand might not be fully aware of. These real-world perspectives can help the brand improve its offerings and align its messaging with customer needs.
   
2. Second, UGC is highly relatable. Customers tend to trust and value the opinions of other customers more than the brand’s own claims. Reviews or content from other customers who have already used a product or service can give potential buyers more confidence in their purchasing decision.
   
3. Lastly, UGC creates a sense of community and engagement around your brand. When customers create content about your products or services, they’re not just buying from you – they’re becoming advocates for your brand.

Examples

Dress Forms USA sells professional dress forms and sewing mannequins. They showcase the power of UGC by featuring customer reviews prominently on the homepage.

Their homepage features a Reviews flyout button that reveals user reviews on both their products and the brand itself.

Instead of burying these reviews on individual product pages, Dress Forms brings them to the forefront. This way, customers can see real feedback before they even begin shopping.

This approach demonstrates trust in their products and respect for their customers’ opinions.

Source: dressformsusa.com

Another example is Maybelline, an established cosmetics brand known for its savvy use of UGC, particularly on social media. They regularly share user-generated images and reviews on their Instagram account.

This not only provides them with authentic content. It also incentivizes customers to post about their products for a chance to be featured, creating a virtuous cycle of engagement and promotion.

Source: instagram.com

GoPro, the action camera brand, has built an entire community around UGC.

They encourage users to share their own videos captured on GoPro devices. The company, in turn, often features these submissions on their website / social media platforms.

They even go so far as to offer awards and prizes for particularly interesting or unique video submissions.

This UGC strategy effectively turns their customers into brand ambassadors. By showing the potential of their products in real-life scenarios, GoPro creates an engaging, user-driven narrative.

Source: instagram.com

Use Persuasive Techniques and Cognitive Biases

The human mind, while incredibly complex, is also predictably biased.

Ecommerce businesses can strongly influence customer behavior by employing these cognitive biases and persuasion techniques.

This is one of the most effective ways to and encourage prospects and customers to take action.

Rooted in psychology, these strategies can make your copy more compelling and persuasive:

• Scarcity and Urgency
  People value things more when they perceive them as being scarce. Limited stock alerts, countdown timers, or phrases like “only a few items left” can create a sense of urgency, encouraging customers to act quickly.
  
• Social Proof
  As mentioned earlier, customers trust the opinions of other customers. Ratings, reviews, and testimonials can serve as powerful indicators of the quality of your products and your brand’s credibility.
  
• Anchoring
  This cognitive bias refers to the tendency to rely too heavily on the first piece of information we encounter (the “anchor”) when making decisions. For instance, showing the original price next to a discounted price (for example, “Was $50, now $35”) can make the deal seem more attractive.
  
• Reciprocity
  People have an inherent desire to return a favor. Offering something valuable for free (like a helpful guide or a discount on the first purchase) can make customers more likely to make a purchase or leave a review.
  
• Authority
  People tend to follow the advice of experts. By citing endorsements from professionals or influencers, you can boost your credibility and persuade customers to trust your products.

Examples

Nike is a global brand selling athletic wear and shoes. Their ecommerce strategy is a masterclass in capitalizing on cognitive biases and persuasive techniques.

They frequently release limited-edition sneakers that tend to sell out fast, creating a sense of scarcity.

They also include “Only a few left” messages for items with low stock levels. This type of message induces a sense of urgency, motivating quicker purchase decisions.

During sales, Nike displays the original price alongside the reduced price. This tactic makes customers anchor on the higher number, perceiving the discount as a significant saving.

Source: nike.com

Additionally, Nike offers a membership program, where customers get access to exclusive products, free shipping, and other perks.

By receiving this type of value, members are more likely to reciprocate via repeat purchases or brand advocacy.

Ultimately, Nike often collaborates with professional athletes and influential figures to endorse their products. This techniques taps into the principle of authority.

What is this principle? Simple — When customers see endorsement by experts, they are more likely to trust a brand’s quality.

Source: nike.com

With these cognitive biases and persuasive techniques, brands can create compelling, persuasive shopping experiences that encourage engagement, trust, and, ultimately, conversions.

This approach differentiates them by crafting an ecommerce experience which is not just about buying products. It also builds a comprehensive, psychologically engaging journey.

Final Thoughts on eCommerce Copywriting

In the increasingly competitive landscape, you can greatly benefit from differentiating your brand with impactful, compelling ecommerce copywriting.

With it, you’re not only describing your products or services but also creating narratives, fostering trust, and making your brand more engaging.

Remember to keep your primary message clear and concise, allowing your brand’s unique selling proposition to shine through. Narrate a logical, captivating story that allows customers to visualize their journey with your product.

Embrace the power of user-generated content, harnessing the authentic voices of your customers to enhance credibility and relatability.

And don’t shy away from using persuasive techniques and cognitive biases to encourage action and engagement.

Whether you’re just starting out in ecommerce or looking to boost your existing strategy, these tactics offer a roadmap to help you stand out, engage your audience, and succeed in the bustling digital marketplace.