How to write e-commerce texts that sell. Part three: Recommendations and templates for persuasive texts
And here we are, at the concluding part of the Trilogy on texts for an online store. Therefore, it's time to wrap up our topic.
In the previous articles, we discussed the general requirements for text and what needs to be written on each e-commerce website page. This part will be dedicated to valuable tips that will help polish your content to perfection. Additionally, we will provide some formulas suitable for both online stores and brand promotion.
Let's go!
Tips for writing e-commerce website content
Despite being familiar with what and how to write for an online shop, difficulties may still arise during the process. To minimize their occurrence, follow our simple recommendations:
- Rely on the buyer persona: Identify the segment of the audience your client belongs to, the websites they visit, their needs, and the best way to approach them.
- Formulate the purpose of the text before writing: Determine what you want to achieve from the customer, what they should feel, and what you, as the author, need to do to achieve this.
- Remember the Unique Selling Proposition (USP): Align your unique selling proposition with the audience's needs and demonstrate the benefits of purchasing the product.
- Address hypothetical objections: By providing answers to potential questions in the text, a hesitant buyer may change the decision and purchase on the e-commerce website.
- Add a call to action: Motivate the customer with key phrases such as "only today," "register now," or "learn how."
- Structure the text: Keep in mind that a large block of text is difficult to read, so incorporate eye-catching subheadings, informational blocks, lists, and other techniques to simplify reading.
- Strive for a consistent style: The brand's tone of voice is essential for smooth communication.
- Don't confine yourself to strict rules: The key to a good text lies in capturing the excitement of the work rather than memorizing rules.
These tips will help you start the process of composing text for an online store and navigate through it. Refer to them whenever you feel the need for a push for further creativity.
Formulas for persuasive texts
There are several formulas designed to help create persuasive texts for an online store, including landing pages. You can also use them for email marketing, social media, brochures, and more.
AIDA — Attention, Interest, Desire, Action
AIDA is one of the most common formulas for marketing text used in e-commerce. Here's how to work with it:
- Grab attention by describing the valuable proposition, and highlighting the most important features and characteristics.
- Build interest by showcasing the product's advantages over competitors.
- Create a desire to purchase by explaining how the product satisfies the customer's needs. If you have a special offer, this is the right time to introduce it.
- Prompt action by concluding the text with a call to action.
If you feel that motivation is insufficient, you can add a bit of "Confidence" to the formula. AIDCA = AIDA + Confidence is enhanced by including a positive usage example or other evidence, like a quality certificate.
PPPP — Picture, Promise, Prove, Push
A bit more e-commerce classic:
- Paint a picture of a happy customer or an ideal life situation.
- Add a promise that the picture is achievable with the help of the online store product or service.
- Provide proof of the promise.
- Encourage the reader to purchase.
This formula works well for landing pages, advertising texts, social media posts, and accompanying product photos.
PMHS — Problem (Pain), More pain, Hope, Solution
- Start by describing the customer's problem, preferably the most significant one.
- Amplify the pain by illustrating unfavorable situations in the present and the consequences of inaction in the future.
- Then change the approach, offering hope that things are not as bad as they seem with a Solution.
- The Solution is your product, which helps in a certain way and allows the customer to forget about the pain for a long time, if not forever.
It is crucial that the problem is genuine and the solution is effective and worth considering.
ODC — Offer, Deadline, Call to action
A classic formula for various promotions and special offers. It's quite straightforward:
- Present the offer.
- Set the deadline.
- Make a call to action.
Tip:
If you are new to the business, starting with this formula is a good idea. It allows you to test your skills, and what you write will be useful in the future.
ACCA — Awareness, Comprehension, Conviction, Action
This formula is somewhat of a hybrid between AIDA and PMHS, but still slightly different:
- Attract attention by highlighting a particular problem.
- Deepen the "pain" by offering solutions through your product.
- Convince the customer of your expertise and the effectiveness of your product or service.
- Encourage action.
This option is suitable for sellers who want to address the audience's pain points in the text without being overly aggressive.
BAF — Before, After, Bridge
A simplified version of PPPP. It doesn't require such a detailed description of the "ideal picture". Simply present the problem, then the solution, and tie the relief of "pain" to your product.
FAB — Features, Advantages, Benefits
- Name the key features of the product or service.
- Describe the advant ages over competitors.
- Highlight the benefit for the customer.
Tip:
This formula's application is not limited to e-commerce website content. Try using it for text on product packaging.
The list of formulas could go on, but essentially, they all boil down to one thing: the text should describe the product's benefits by fulfilling the audience's needs. So, let's stop here.
And with this, we conclude our Trilogy on texts
We've covered everything needed to create high-quality text for an e-commerce website and even a bit more. Now it's up to you! Don't be afraid to try and make mistakes. The path to perfection may be challenging, but by walking it, you'll achieve high sales and lead your business to success.
And to make thriving in e-commerce a bit easier, create an online store on the Sellavi website builder platform! We have everything you need for successful sales: internet acquiring, delivery services, a free mobile version of the website, and much more!
