Sales copy is mostly universal.
This is true even when you consider the variety of industries out there.
Whether you’re writing for financial services or pet toys, the underlying strategies and techniques are virtually identical. Only the jargon changes.
But some applications of copywriting requires slightly different skills.
Ecommerce copywriting, for example, takes a little more internet intelligence than old-fashioned sales letters… but not very much more.
Here’s what makes ecommerce copywriters special.
1: Keywords.
This is a given.
Keywords and meta tags are necessary for effective ecommerce copywriting because you need to maximize the primary benefit of the internet: search engines.
Even if these keywords only bring a few extra customers to your website, you’ll want to be sure they’re included (but not stuffed).
2: Appropriate linking.
Good links can improve your SEO and help direct the customer to the right place.
Bad links can distract your customer and send them down the wrong path (away from the shopping cart).
Knowing when to link another page and when to leave the text alone is a skill in its own right.
3: Understanding the format.
Amazon users shop differently than people who come directly to your website.
Applying the same strategies to both will result in lower sales.
For example, Amazon users have thousands of options to compare to your own product. On your business’s website, the customer doesn’t have that luxury.
That means Amazon descriptions need to spend more time differentiating the product than is usually required on an independent website.
Amazon listings can also take advantage of reviews, ratings, and the built-in search engine.
To see how you can get more out of your ecommerce listings, contact me today.