The Blog of Scott Chapman
Copywriter & Sales Conversion Expert

Copywriting for your products, or copywriting for your business?

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When writing website sales copy for an e-commerce store, most people focus on selling the benefits and features of the products themselves.

However, this isn’t always the best course of action. Often it’s equally important to focus the copy on your business and why they should buy the product from you alone.

Choices, choices, choices…

If someone already has their mind set on a product, they don’t need much further convincing to buy it. They want it, so that’s settled. However, what isn’t settled is WHERE they’re going to buy it from, and unless you have a truly unique product, there’s likely to be a number of other e-commerce websites stocking the same item as you.

In this situation, pushing the benefits of choosing your business can tip the scales in your favour. It differentiates you from your competition and gives them more reasons to buy other than price alone.

This is particularly important, as price is far from the only deciding factor. Even if you’re slightly more expensive than your competitors, you can still persuade them to choose you if they feel like they’re going to get a better service and generally feel more confident in using your business.

What’s the difference?

Here are some examples of product-specific and business-specific selling points. The product points in this example are more about the broader types as they can vary considerably depending on the product range:

Products:

– Features
– Benefits
– How they work
– Why they’re useful
– How they satisfy the needs of the prospect

Business:

– Free UK delivery
– Same/next-day dispatch
– Favourable returns policy
– Money-back guarantees
– Added accessories
– Friendly and approachable tonality to build rapport and trust
– Quick customer service by telephone (accessibility)
– Point reward systems
– Security
– Payment options
– Warranties

Now you may already offer benefits in some or even all of these areas. However, what’s important is how strongly they’re promoted on your website. In a highly-competitive marketplace, they need to be pushed hard in noticeable locations instead of being buried on some auxiliary page or flung up in the top right corner of a header.

Sure, product-specific sales copy should take priority on most pages, but the salesmanship of your online business itself should never be too far behind. It might just make all the difference when a prospect has your website and a competitor’s website on display and is humming and hawing over which one to buy their product from.

 


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