Copywriting is an essential component of your Electronic Marketing strategy, particularly in relation to retail e-commerce. Using the ideal words and communicating with customers effectively motivates users to navigate your site and even come back for more later. Better still, the perfect copy persuades them to buy.
In regards to the fashion sector, providing insightful, catchy and search-friendly descriptions — as well as amusing articles — will get customers hooked in your store and products, and help you drive sales, with content meaning so much, you can understand the importance of investment.
Please be aware that even though the four hints below are centred around the fashion business, the principles still apply regardless what business your organisation is in.
1. Remember to talk to your perfect customer
From a mere subject line through to elaborate feature article titles, every form of communication you have with your customer needs to be properly categorised. Regrettably, not many online stores make a bid to optimise their copywriting. By means of example, stores can send gender-specific content to their entire database (your male customers don’t have to hear about new arrivals in women’s shoes!). Such tactics only lead to high bounce rates and reduced earnings, personalisation goes a long way.
2. Understand that language differs from store to shop
Empathising with your client’s needs, thoughts, behaviours and tone of voice is the crux of successful sales, this principle very much so applies to the e-commerce atmosphere. By means of example, Net-a-Porter and Nasty Gal are two renowned aces in the online retail world. But both sites harbour very different clientele. Nasty Gal provides cheap speedy fashion to young women; Net-a-Porter is a luxury-goods retailer comprising everything that’s trending in the fashion scene.
If you choose two similar (or even identical) products featured on the opposing websites, you will find a significant difference in the content writing style.
Some shoe firms embrace a casual way of describing their merchandise; this type of speech gels more to a low end market. On the other hand, other companies describe detail in a manner that matches more sophisticated, premium online shoppers.
3. Be sure to apply the correct fashion terminology
Not giving proper attention to the quality of your content — whether it’s grammar or punctuation or the incorrect terminology — negatively affects earnings and significantly reduces worker productivity as their copywriting efforts are wasted.
ASOS and Topshop are excellent e-commerce content pioneers in reference to accurate and error-free product descriptions, site-wide. Take an ASOS product for example. ‘Leatherette’ (or ‘faux leather’) and ‘leather’ are just two similar looking yet completely distinct fabrics. The copy that you decide on will radically influence a customer’s decision to buy or not to buy — and affect their expectations/satisfaction the moment they receive their delivery from the email. If you are not entirely certain about the ins and outs of your goods and materials, locate a tactical copywriter who can write compelling content for you that’s factual.
4. Get connected with fashion trends and celebrity happenings
Speaking about your products in the context of fashion trends will help to build a community of fashion fans. In Avion, they think a blog is essential, not only does a site construct advocacy (we all know readers enjoy flicking through content related to their specific fashion preferences), but blogging also enhances your visibility online and SEO (Search Engine Optimization).
When next copywriting content for your site, consider the following:
- Who is wearing it? Celebrity references always have an impact on buyer behaviour. The Mr Porter website copywriter has written a post on shoes which references classic Hollywood icon Steve McQueen. Likewise, ASOS has produced a fashion file depending on the look of rapper Little Simz.
- Which designers showcased those shoes online in their hottest collections?
- How can customers integrate that trend in their normal style?
- What other related products do you provide? Another landing page and call-to-action tab/button constantly activates the capacity to up sell and enhances the consumer experience.