8 Shopify Copywriting Strategies You Must Know - The Ecom Growth Newsletter #51

The Early Checkout

The Ecom Growth Newsletter #51

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Copywriting is not just about writing catchy headlines or using persuasive language. It's also about understanding your audience and knowing how to structure your content to appeal to them.

If you're running your business on Shopify, you need to know these essential copywriting strategies. From writing compelling product descriptions to creating effective calls to action, these tips will help you boost your conversion rate and drive more sales.

This week we have a new contributor Carmine Mastropierro, who will show you eight copywriting strategies that will move the needle for your store.

Let's Get Into It...

A MESSAGE FROM ZACHARY J RADFORD

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Copywriting

It's the art of writing compelling copy that convinces readers to take action.

Want access to a free copywriting course? (Click Here)

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As a Shopify store owner, you know that copywriting is key to your success. You need to create compelling product descriptions, catchy headlines, and persuasive calls to action in order to convince customers to buy from you. However, it's tough! Not everybody is blessed to be a talented writer from birth.

That’s not to mention that the global e-commerce industry is going to hit nearly $7.4 trillion in sales by 2025! With all of that money flowing around, you don’t want to miss out on your slice of the pie.

That's why in this email, I will discuss some of the best copywriting strategies that you can use to increase your sales and conversions. I've been copywriting for 10+ years and have driven millions of dollars for my clients. I will summarize what I know about Shopify copywriting so you can start driving more growth today.

Let's get into it!

Why is copywriting important for Shopify and e-commerce?

Copywriting is important for Shopify and e-commerce because it allows you to make a connection with your customers. When you write something, you are creating an opportunity to communicate your brand's values, mission, and voice. With effective copywriting, you can help create a positive user experience that leads to conversions.

Moreover, when done correctly, copywriting can play a significant role in your overall SEO strategy. By using keywords strategically throughout your product descriptions and website content, you can improve your search rankings and visibility on Google. This will result in more traffic from organic searches which could lead to more sales down the line.

More on that later, though!

Shopify copywriting strategies

Alright, let's get into the meat and potatoes of today: writing better sales copy on your Shopify store.

1. Focus on benefits, not just the features of a product

Copywriters need to focus on benefits more than features. Features are important, but they don't tell customers what they’ll actually get out of the product.

Instead, you should write about how your products will help customers achieve their goals or solve their problems. By focusing on benefits, you can create an emotional connection with your customers and persuade them to buy from your store.

Check out Bruvi, a company that sells its own brand of coffee machine and pods. They keep the benefit of their product short and sweet: tastier coffee!

2. Include customer stories and testimonials

People love reading stories, especially when it comes from real customers who have used the product themselves. In fact, 92% of customers read online reviews before buying!

Including customer testimonials in your copywriting can give potential buyers a better idea of how the product will benefit them. Even if writing isn't your forte, you can still create a compelling copy by leveraging real-life experiences from past customers.

That's why we recommend that Shopify owners include stories and testimonials in their copywriting. It will help to provide a more detailed look at the product and how it can benefit your customers.

Look how this thrift brand mentions they have “7,000 5 Star Reviews” in the top bar of their store.

3. State the unique value proposition

What makes your product different and unique? What makes it better than something customers can get from a competitor? Don't worry if you're blanking. Try to think of your unique value proposition (UVP) as the "elevator pitch" for your product.

In other words, it should be a succinct statement that conveys what makes your Shopify store and products special. It's important to include this in your copywriting because it helps customers understand why they should choose you over the competition.

This shoe brand uses sustainable products and manufacturing as a part of its value proposition, as you can see in the product description here:

I recommend stating something that's truly proprietary about the product, like its design, materials, or another feature. Nothing like that? No problem. Take a feature and blow it up to be the main focus of the sales copy. Even though other brands have it as well, by positioning it in a unique way, you stand out.

4. Create an emotional connection with the reader

Copywriting isn't just about selling products. It's also about creating an emotional connection with the reader. You want them to feel something when they read your copy, whether it's curiosity, joy, or excitement.

You can see how Bruvi, a brand I previously mentioned, creates a deeper relationship with customers by elaborating on their values and how they better the world.

To create an emotional connection with readers, focus on telling stories and painting vivid pictures in their minds. Use adjectives to describe the product and add sensory details that make it more real for readers.

Additionally, use language that speaks directly to customers and makes them feel like you're talking directly to them, which can help build trust and credibility.

5. Target your customer's pain points

Why do customers buy products? To solve challenges and problems they have. Think about the pain points that your customers have, and make sure to address them in your copywriting.

Kulala, a brand that sells red light lamps to help you sleep, executes this elegantly with their title, “Tired of being tired? We got you.”

This communicates to people that have trouble sleeping and are tired the next day that Kulala has a solution.

You can do the same by researching the common challenges or problems that people run into when using or buying similar products. You should also be aware of trends in the industry and what customers are saying on social media. This will help you understand exactly what they're looking for and how your product is different from the rest.

By understanding customer pain points, you can create copy that speaks directly to them and addresses their biggest concerns. This will make them more likely to purchase from your store as they know that you've taken the time to understand their needs.

6. Have bold calls to action

At the end of every piece of content, you should have a call to action (CTA). This is crucial for boosting conversions as it encourages people to take the next step: make a purchase. Make sure that your CTA is visible and clear so that readers know exactly what they need to do after reading your content. Some examples of CTAs include "buy now," "add to cart," or "learn more."

Check out this fashion Shopify business for illustration. As soon as you land on the website, it has calls to action to “Shop Womens” and “Shop Mens” to push users down the funnel.

7. Optimize your sales copy for search engines

Last but not least is search engine optimization. After all, who doesn't want free traffic and sales coming in every month? To get your copy found in search results, begin by researching and including relevant keywords throughout the content. SEMrush and Ahrefs are great SEO tools to help you find profitable search terms.

Also, use natural language and avoid keyword stuffing, as this will decrease the quality of your content. Place the keywords in the H1 tag, alt text of images, and metadata of each page. The main metadata to clean up is the title tag, URL, and meta description.

You can take your online store's SEO to the next level afterward by:

• Building authoritative backlinks to your website.

• Applying the proper schema markup.

• Adding open graph data.

• Increasing your page speed and user experience (UX) metrics.

Wrapping up Shopify copywriting

Phew, that was a lot to take in. I know. However, copywriting is absolutely essential for e-commerce entrepreneurs that want to drive more conversions and revenue. Here's a recap of what I covered today:

1. Focus on the benefits of your products.

2. Write engaging headlines and titles.

3. Leverage social proof.

4. State the unique value proposition of the product.

5. Create an emotional connection with the reader.

6. Address your customer's pain points.

7. Use calls to action.

8. Optimize your sales copy for search engines.

Want to learn more about copywriting? Check out my online courses.

Copysmith is an AI content creation platform that simplifies the art of creating content by offering you an AI assistant to help with all kinds of copywriting.

It can create content for your e-commerce store, blog posts, headlines, social media posts, rewritten content, email subjects, taglines, and Google ads.

With Copysmith, you can brainstorm, manage, and evaluate copy all in the same place.

Are you ready to use AI Copywriting to grow your store?Sign up for Copysmith Starter or Pro plan today and save 50% off your first three months with the coupon code BFCM50. (Click Here)

Today's email was written & edited by: Zachary J. Radford

Today's expert contributor: Carmine Mastropierro

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