Six Common Copywriting Mistakes Might Cost You Sales

Written by Mohammad Khaled

Photo by Matthew Henry from Burst

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You’re writing, and writing, and writing. You’re polishing your category pages. You’re toiling over countless product descriptions. You write for humans, while always keeping one eye towards search engines.

But let’s admit it: Sometimes you marvel, is your copy working onerous sufficient? Are you persuading internet guests to purchase?

Let’s look at six eCommerce copywriting mistakes that might be costing you business and explore how you can fix them.

Mistake #1: Too much product focus

This mistake is definitely made. Even experienced copywriters make it.

As a salesman and business owner, you’re excited to share how particular your products are (of course!). You wish to speak about unique features and splendid specs.

But what? Your buyers aren’t interested in all these features and specs. Buyers want to know what’s in it for them. Each time you list a feature such as a thread count of 400, pair it with a benefit such as for an opulent feel that gives higher sleep.

A product feature is a fact about your product, while a benefit explains what’s in it for the buyer. A profit explains how your product increases pleasure or takes away the pain. And that’s exactly what your customers are almost interested in.

Your oven, for example, may need a quick preheat system (function) which makes you more relaxed about getting dinner prepared in time (this profit is a rise in pleasure—feeling extra relaxed) and it makes cooking much less anxious (this profit is taking away the ache of stress).

Before you start creating your product pages, define a complete record of features and benefits. Consider advantages that improve pleasure and benefits that take away issues, ache, and trouble. Planning what that you must write helps you write extra persuasive copy, and it lets you write quicker.

Mistake #2: Meaningless drivel is soiling your pages

Formerly top-shelf words like “world-class”, “market-leading”, and “innovative” are used so frequently they’ve lost a lot of their impact. Now they’re simply filler—taking on the area without including which means.

Put in your satan’s advocate hat, and ask your self for every sentence and every phrase: what does this imply? If you possibly can’t provide you with a particular reply instantly, then lower or rephrase till your textual content is concrete and significant.

Meaningless drivel: “Innovative office chairs from a world-leading manufacturer.”

Try instead: “Office chairs with lumbar support used in over 150,000 offices in the US.”

Meaningless drivel distracts and wears your reader down. In distinction, info and figures improve your credibility. Where possible, include numbers and write them as digits (7) rather than words (seven) because numerals stop wandering eyes

Mistake #3: You’ve taken an adjective overdose

Adjectives assist us to elucidate what our merchandise seems like (appearance), what they do (features), and the way they make our patrons really feel (benefits). In moderation adjectives are helpful, however, an overdose offers your reader a headache as a result of it makes your content material onerous to learn. An instance:

This relaxed, romantic collection of beautiful cookware has a unique look, up-to-date but fully basic with a result that’s perfect for your kitchen.

The drawback with so many adjectives is that it slows your reader down and confuses them. What about merely saying:

This romantic cookware collection suits most kitchen styles.

When using adjectives, follow these essential best practices:

  • Use only one adjective before a noun. Rather than relaxed, romantic collection, go for romantic collection.
  • Don’t use adjectives to state the obvious. Don’t simply describe what a product looks like if you’re showing it on a picture.
  • Choose sensory or emotional words. They make your reader feel something. Words like nice, good, or effective are rather bland. Opt for delightful, dazzling, or tantalizing instead.

Too many adjectives make your copy slurred and incomprehensible, however moderately, adjectives make your copy compelling and magnetic.

Mistake #4: Over-reliance on factual information

When potential buyers read stories, they forget they’re being sold something. Their barriers to your sales messages go down and your content becomes more engaging and persuasive.

People don’t assume in summary phrases and info. Our brains are wired to assume in tales. Stories make your content significant as they assist your readers to visualize using your product.

“Facts give stories substance. Stories give facts meaning.” —Lee Lefever

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A story can be ultra-short. Imagine you’re selling an office chair with lumbar support. You can tell a simple story about a buyer who tries different chairs and continues to suffer from back pain. Meet Sarah. Sarah finds it hard to focus on her work. She paces around during meetings. She’s grumpy.

Then sooner or later Sarah buys your chair and after simply 1 month her again ache is lastly gone. Her colleagues discover she’s extra cheerful at work. Her boss remarks she’s extra productive. And when she will get home, she’s not as tired and cranky as she was once. Even her canine notices it.

A simple story can help potential buyers to visualize the benefits of your products—particularly if they’re complicated, but tales also add persona. You can tell stories about the development, testing, or sourcing of your products to make your products more fascinating or to increase the perception of quality.

Follow these tips to apply the seductive power of mini-stories:

  • Learn from investigative journalists. Dig deeper to uncover fascinating details. Talk to your suppliers and customer service representatives. More importantly, talk to your customers. The more you learn the more stories you have to tell.
  • Keep your stories concise and concrete Focus your story on just one easy idea.
  • Avoid the obvious. Tell unexpected stories to engage, entertain, and sell.

We’ve all been educated to focus on data, figures, and facts. Facts increase the credibility of your product description, but facts on their own don’t make your content persuasive. Facts are cold. Facts don’t have a soul or personality.

The most persuasive product descriptions include both story and fact. Stories engage with your reader, whereas info help justifies their purchase.

Mistake #5: A complete lack of personality

Many big-box eCommerce sites sound like what they are: huge corporations without a soul. They don’t connect, they don’t have interaction, they hardly promote the value of the products they offer. They simply provide bread, butter, beer, and toothpaste.

But nobody likes chatting with a faceless corporation. Nobody likes ringing a soulless call center. So why create a text that sounds like a dull corporation?

To join with your readers, you need a dash of personality on your eCommerce site. Think about your tone of voice—if your website was a real salesperson talking to a customer, how would you like her to sound? What stories would she tell? What jokes would she crack? Which words would she choose

“Copy is a direct conversation with the customer.”

—Shirley Polykoff

Before you define your tone of voice, think about who you’re writing for. Try to visualize one buyer and consider how you’d talk to her in real life. Don’t sound like a big corporation. Be human. Because that’s how you engage potential buyers.

Mistake #6: You edit in less than 5 minutes

Professional copywriters can’t write in a single go. They plan. They write. They edit. Unless you’re superhuman that you must rigorously edit your content material.

Imagine you’re talking with your favorite customer. Now, learn your copy aloud. Is your favorite customer laughing at your bombastic phrases? Does she start to look at her phone because you’re boring her?

Re-write and polish your text until you’re able to persuade your favorite customer to buy your product:

  • What objections does your favorite customer have to purchase your product? Have you addressed each objection?
  • Price can often be an issue, so be sure to justify your price by explaining how much value your customer will get.
  • Check your engagement level. Is your content material targeted to your customer? Count the variety of times you’ve used “I”, “me”, “we”, and “us” versus “you.”
  • Ensure you’ve included a profit for every characteristic.
  • Cut unnecessary words. Reduce the number of adjectives. Kill adverbs like “just,” “really,” and “actually” because they don’t add meaning.
  • Read your textual content backward as this makes it simpler to identify spelling and grammar errors. Even higher: ask a colleague or skilled to proofread your textual content for you.

Whether or not you’re a writer doesn’t matter. What matters is that you’re an editor and that you perceive the differences between crappy, good, and nice copy. Once what makes copy good, you can get to work to improve yours over time.

The truth about eCommerce copywriting

Many big eCommerce sites treat their web visitors like numbers. You have a huge opportunity to be different. To be human. To have a personality. To engage and delight potential buyers.

Your starting point should always be your ideal customer. Sell the benefits he enjoys. Always remember who you’re writing for. And don’t speak at him. Instead, try to have a conversation. Give advice. Be helpful and engaging. Customers will reward you for it.

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About the author

Mohammad Khaled

I am Mohammed Khaled, I studied law, and I have been working as a lawyer since 2002.
My passion for eCommerce never stopped, so I read a lot of books and studied some courses about e-commerce and from here I started my journey as an eBay seller since 2016, and during that trip, I did not stop learning, hence I decided to create this blog to share my knowledge with beginners and professionals entrepreneurs.

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