The Ecommerce Copywriting Bible

The eCommerce Copywriting Bible 2018

Hey there, I'm Devin Zander, CEO of SMAR7 Apps and I'd like to give you a huge congratulations on picking up our SMAR7 Apps eCommerce Copywriting Bible

I'd also like to give you a welcome to our SMAR7 Family, yeah you're a member of it now. We're a like minded group of individuals who have two goals #1: Build life long friendship and partnerships #2: Do all we can to help one another succeed on our eCommerce journey We believe that having a place where you belong and can find help is so important... And that's why we're here... We're family Join our Facebook group here: https://www.facebook.com/groups/smar7apps/ Now, back to your brand-spanking-new Bible... This bad boy is going to save you tons of wasted time and ad spend on what we call "Poor Ads & Product Description" You see, we have spent well millions of dollars on Facebook Ads across a variety of niches AND industries and have generated almost 8-Figures in sales on our eCommerce stores And we've come up with a proven-to-sell formula for our eCommerce Copywriting that you can use on your stores to... Well... Sell! With this bible we'll get your product descriptions up, running and making some serious sales for you :) Your success is important to us See you in the Facebook Group! Cheers, Devin Zander Co-Founder & CEO SMAR7 Apps

INTRODUCTION A whopping 96% of all Americans who are on the Internet prefer to shop online over visiting physical stores.1 It’s true: Your site visitors want to give you money. They’re visiting your eCommerce shop because they have an interest in your company and its offerings. Your site visitors are so motivated, in fact, that they may even have their credit card already in their hands! This sale is yours to lose. That’s the good news. The bad news? Well, you know how it is. The Internet is full of distractions. From cat videos to social media notifications to browsers that let you keep dozens of tabs open at a time -- there are a lot of things competing for your customers’ eyeballs. Your eCommerce descriptions need to capture your customers’ attention quickly -- or you’ll lose them forever. We’ve compiled this handy reference guide to help steer you in the right direction. We’ll discuss best practices for writing eCommerce descriptions that sell. We’ll show you how to subtly and not-so-subtly signal the key features and benefits of your products … without veering into that icky sales tone. We’ll talk about how to bring your brand to life with stories, not statistics. This guide will teach you how to make sure your product descriptions do two things: convert browsers into buyers … and convert buyers into brand loyalists.

1

https://www.springbot.com/blog/ten-2017-ecommerce-stats-learn-use-2018/

Example: ModCloth

TIP 1: WRITE FOR (NOT AT) YOUR CUSTOMERS

Vintage-inspired women’s clothing retailer ModCloth is all about “real people.” The company -- owned by Jet.com since 2017 -- has made a mission of not using Photoshop to enhance the physical features of its models.2 Notice how the description for these casual shoes describes key features and benefits of the product (“constructed partially from faux leather and flaunting delicate perforations atop a black-and-cream color scheme”)? The florid writing style helps ensure that the blurb reads cleanly while subtly selling the uniqueness of the offering. More importantly -- this description does a fantastic job of speaking to customers in a language they understand. A quick scan of the description shows a powerful sprinkling of keywords -- “Oxford-inspired,” “Bettie Page” (it’s the shoe brand, but the name itself evokes a wonderful image that’s totally on-target), “your date with the library.” This is a description that knows exactly who its target customers are. That’s why it feels like this blurb is written to a friend, not to a customer.

2

http://www.adweek.com/adfreak/modcloth-signs-pledge-avoid-retouching-photos-its-models-159689

Example: Zappos

TIP 2: CLEARLY DEFINE YOUR BUYER PERSONA

Online shoe retailer Zappos is famous for its commitment to customer service. As the legend goes -- Zappos call center employees don’t have scripts, and one call reportedly went on for 10 ½ hours!3 Observe how the company uses slang and humor to speak directly to its customer in a non-pretentious tone. Further, the blurb begins with a compliment that’s specific enough to be flattering, yet general enough to feel universal -- “Your style is on point (yo, all the time) …” It’s important to include factual details and technical specs for credibility and SEO purposes. Zappos keeps it fresh with in-the-know terminology (“superior grip and boardfeel”; “signature waffle tread”) -- ensuring that this listing builds trust immediately.

3

http://econsultancy.com/us/blog/4912-q-a-zappos-jane-judd-on-customer-loyalty

Example: Dollar Shave Club

TIP 3: CREATE A COMPREHENSIVE LIST OF FEATURES AND BENEFITS

Dollar Shave Club went from scrappy indie startup to overnight icon with its March 2012 YouTube promo video, “Our Blades Are F***ing Great.” The off-the-cuff, irreverent style was a hit with customers looking for a no-B.S. shaving solution. The industry took notice, too: in 2016, Unilever acquired the company for a reported $1 billion.4 DSC maintains that legacy of silliness and memorability with its online copy. Check out this listing for its “Butt Wipes” -- a new vertical that the company entered recently. Notice anything? The sentences are short. Lots of “you” in there. And while the description contains plenty of colorful imagery and words that paint a picture -- there are also some great memorable phrases (“#1 way to clean up after #2”) to drive the point home.

4

http://fortune.com/2016/07/19/unilever-buys-dollar-shave-club-for-1-billion/

Example: Amazon Kindle

TIP 4: USE A SCANNABLE FORMAT

For the past 14 years, the Amazon Kindle has been a flagship product in the eBook space. Its very name came about because the product developers wanted to suggest the explosive excitement of reading.5 Interestingly, Amazon takes the same tack for its Kindle listing as it does for its other products. By mixing in a combination of stats and facts with eye-catching words like “free” and “unlimited” -- the eCommerce giant creates a product listing that’s easily scannable and info-packed. Hey, you don’t get to be the largest Internet retailer in the world6 by using fluffy descriptions.

5 6

http://nancyfriedman.typepad.com/away_with_words/2008/12/how-the-kindle-got-its-name.html http://www.ft.com/cms/s/0/61828252-ac1d-11e0-b85c-00144feabdc0.html#axzz1RxkefD8m

Example: Uniqlo

TIP 5: BRING IT TO LIFE WITH SPECIFICS

Uniqlo is a made-up word derived from mashing up the phrase “Unique Clothing Warehouse.” It’s that combination of utilitarian simplicity and futuristic hipness that makes this eCommerce brand stand out. As you can see by this listing, that winning combination extends to its product descriptions. The words perfectly echo the pictures -- we see a piece of outerwear with a flattering silhouette, and the blurb describes the “slim, fitted cut.” In fact, in this description, we get great insight into why specific design and tailoring decisions were made. We know why the hem is longer, the collar shorter, and why down stuffing was chosen over other alternatives. The result? These specifics not only paint a vivid picture; they also counter any price point objections by subtly emphasizing quality and product superiority.

Example: Apple

TIP 6: DON’T BE AFRAID OF FRAGMENTS; USE SHORT AND BROKEN SENTENCES TO STIMULATE ATTENTION.

Ah, Apple. The Cupertino-based consumer electronics behemoth has been pushing the boundaries with its advertising since its groundbreaking “Think Different” campaign in the late ‘90s and early ‘00s.7 It isn’t surprising, then, that the retailer has done so well with its short and punchy copywriting style. Think of it as writing to make your grammar teacher blush. This description is full of fragments, sentences that start with conjunctions and hip acronyms -- a laundry list of proper English no-nos! It all adds up to make this blurb feel memorable and urgent. Even just the experience of reading this description makes you feel energized -- a feeling that Apple’s artistic customer base really connects with. 7

http://www.theinspirationroom.com/daily/2005/apple-think-different

Example: Negative Underwear

TIP 7: CREATE MEMORABLE SOUNDBITES

Negative Underwear’s mission statement is as skimpy as its garments. “We’re firm believers that less is more,” it states unapologetically.8 This eCommerce startup believes in quality over quantity, and that’s why every single one of the words in its short description packs a punch. Negative plays on its own irreverence with silly imagery -- “whipped cream cloud” and tongue-in-cheek boasts -“unscientifically proven to help you sleep better.” Its copy is memorable, unique and brand-defining. We bet these soundbites will stick with you even after you’ve clicked to the next page.

8

https://negativeunderwear.com/pages/about

Example:Kharakapas

TIP 8: CREATE A CLEAR VISION OF HOW YOUR PRODUCT WILL IMPROVE YOUR CUSTOMER’S LIFE. BE SPECIFIC AND ASPIRATIONAL.

Kharakapas is a lifestyle and luxury eCommerce retailer -- meaning, among other things, that it can easily charge a premium for doing things like “deriving inspiration from local artisans” and “preserving and honoring Indian crafts through [their] work.” It’s a sweet spot for sure: the designs are spare and minimalist, but the feel-good factor is high. That’s why Kharakapas’ product descriptions are evocative and aspirational. From their titles -- things like “The Birthday Dress,” “It’s Pouring Elephants,” “Rainbow Eater,” etc. -- to their care instructions -- these listings paint a vivid picture of exactly the type of customer who wears these clothes. The result? By niching down with hyper-specific descriptions, Kharakapas paradoxically broadens the appeal of its products drastically.

TIP 9: THROW IN A FEW TECHNICAL DETAILS TO HELP FACILITATE APPLES-TO-APPLES COMPARISONS -Example: ColourPop

WHERE YOUR PRODUCT WILL CLEARLY COME OUT AHEAD

Product descriptions should be just like skirts: long enough to cover the subject, but short enough to generate conversation. For ColourPop, a mid-range cosmetic e-tailer offering affordably priced hip lipsticks and eye makeup, the descriptions need to hit on all of the company’s brand values without appearing to ramble. ColourPop markets its products to several, not-necessarily-overlapping customer target groups -- fashion-forward people, cost-conscious consumers and customers who care about keeping cosmetics cruelty-free. So, this description sets up subtle comparisons and highlights value. It talks about what the company could have done -- “We didn’t just give you neutrals” -- and reiterates superiority over competitors’ products without coming off as mean or vicious.

Example: Lush

TIP 10: TELL STORIES

Lush -- a 22-year-old UK-based natural hair and beauty retailer -- has made great inroads into the international eCommerce marketplace by honing a very specific and appealing brand voice. Brilliant colors. Flashy labels. Irresistible propositions. Those are just a few of the techniques that Lush uses to keep your eyes moving all over its product pages -- and your fingers hurtling toward that “Add to Cart” button. And the smartest thing Lush does? It uses its product descriptions to tell stories where you -- the reader and prospective customer -- are the hero. For example, this Mother’s Day-themed bath bomb is “irresistible” and “incredible” -- and when you presented it to a special mom in your life, you’ll be honoring not only her super powers … but your own, too.

Example: MeUndies

TIP 11: PAINT A PICTURE OF APROBLEM AND APPEAL TO IMAGINATION

MeUndies -- an exclusively online direct-to-consumer eCommerce company -- gained notoriety for its novel approach to underwear sales. The company lets consumers buy its products one of three ways: individually, in a value pack or via subscription. This is a company tasked with targeting a tough-to-reach population: Those who seek to buy undergarments for fun rather than necessity. To do this, the company appeals to its targets’ imaginations. Using enticing phrases like “How Boxers Should Be,” it sets up the idea that an activity as mundane as buying underwear could be the gateway to an exciting transformation. The product copy drives the promise home: These are “the ultimate undies for when you want to feel naked, but not actually be naked.” Who wouldn’t want that?

Example: CB2

TIP 12: MAKE HIGH-END COMPARISONS AND USE ASPIRATIONAL ANALOGIES

CB2 -- the offshoot of houseware giant Crate & Barrel designed to appeal to young adults -- has the desirable task of marketing to a hip, well-funded customer base with plenty of future buying potential. Rather than act as the “little sister” of its parent company, CB2 forges its own path. It must strike a balance between offering value, promoting style and providing uniqueness. In this product description, easy conversational phrases like “no two are exactly alike” and “do the math” promote a seamless connection between browser and brand. It’s the next best thing to an in-person connection, such as the one that would happen in a showroom.

TIP 13: ANTICIPATE OBJECTIONS AND COUNTER THEM ORGANICALLY -Example: Urban Outfitters

GIVE PEOPLE A REASON NOT TO EXPERIENCE BUYER’S GUILT

Been inside an Urban Outfitters brick & mortar store? If you have, you know they’re a treasure trove of knick knacks -- from clothes to shoes to vinyl records to furniture. The brand faces a challenge in uniting all its offerings under one general theme. It doesn’t want to appear to be a random clearinghouse of “stuff”; therefore, its eCommerce product pages must all support and promote a narrative of funky hipness and casual cool. Nowhere is this need more apparent than in this listing for a $300 pair of roller skates. “But I am older than 9 and I have no need for roller skates!” you might reasonably say. Never fear: these premium suede beauties are a marvel of modern workmanship. With their soft-brushed printed lining and premium finish and bearings … to invest in these babies would be more functional than frivolous. Sound like a stretch? It is. But that’s the beauty of great eCommerce product description writing: It seamlessly neutralizes mental objections while describing the specifics of the product in question.

Example: FAB

TIP 14: USE HUMOR

Nobody has ever opened a Web browser with the thought: “I really need a hot pink gorilla head for my wall.” And yet, Fab -- an eCommerce company selling cheeky homewares and outrageous novelty gifts -- has been able to move this and similarly frivolous-sounding products, mainly on the power of great eCommerce product listings. Let’s examine the skill on display in this one. There’s sarcasm (“Modern problems: You love the regal visage of a gorilla …”). There are punchy acronyms (“you also love nature IRL”). Finally, there’s an abbreviated overall style that makes this description feel urgent and fun. In place of the usual calls to action -- “Try one now,” “Grab one for a friend,” etc. -- this listing boldly urges the reader to “Make your wall ferocious.” Humor is an excellent sales tool. That fact is no more apparent than on a listing for an $85 pink resin gorilla head.

CONCLUSION Congratulations on your commitment to creating winning eCommerce descriptions that sell. The way you implement these tips will be dependent upon your brand voice, your personal preferences and your own unique business objectives. In general, keep the following in mind:

• Tell stories. As the saying goes: “Facts tell. Stories sell.” • In general, keep things short and light. Promote visual interest with brief sentences and surprising word choices.

• Let your eCommerce description act as your salesperson. Think about how your customer would move

through a physical store, and mimic that journey in your writing. For example: Your customer is likely to experience uncertainty, distraction, buyer’s guilt and more. Counter those negative, sales-stopping feelings with positivity, apples-to-apples comparisons, and feel-good metrics.

• Use the 3 H’s to your advantage: Humor, Humanity, Happiness. You’re writing for a website, but you never want to lose that human touch -- it’s the bedrock of your customer loyalty.

• Know how a picture is worth a thousand words? Make sure your images pop, and be mindful of the compara-

tive value of your blurb content. Nobody wants to read a wall of text, so keep your copy specific, visually oriented and unique.

• Your product has a number of features that set it apart from your competitors. Make sure your customers know this! But by the same token -- don’t bore people with long, dry blocks of product stats. Use statistics sparingly, but don’t be afraid to tout the superior features of your offering.

2018