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Online Store Fundamentals: Copywriting - “What”, “Why” and “How”

“Copywriting is the art and science of writing a words that sells your product/service and convinces the customers to take action.

16 Apr 14

Online Store Fundamentals: Copywriting - “What”, “Why” and “How”

Now that your product is set for sale on your online storefront, you should next focus on creating the right product description. Considering your content as the most valuable business asset or the ultimate selling point, you would likely want to come up with all the technical jargons that constitute the product and puff up your copy with flowery language. But, this might not end up providing fruitful results and there could be chances that your product remains shelved. A better grip on copywriting can address your concerns and also brief your customers about how your product will fulfil their wants or needs. Good copywriting is not only about capturing the visitors’ attention with an expressive language, but also about conveying your business message and creating effective calls for action. So, every word and sentence in your content should mean something to your site visitors to keep them engaged. In short, it is a message that touches the deepest desires of your customer.

“Copywriting is the art and science of writing a copy (words used on webpages, ads, promotional materials, etc.) that sells your product or service and convinces the prospective customers to take action.

It is about understanding the customers’ needs and what they want from your product. It is about helping them envision their desired results and explaining why they should buy”. In simpler words, copywriting is a marketing strategy of creating worthy and relevant content to attract and engage your site visitors, with an aim to persuade them to perform a desired or induced action on the web page.

Customers often tend to make instantaneous assessments in their subconscious mind while reading through your web content. It is a general behaviour of the customers to question how your products would benefit them. Hence, your web copy should be essentially compelling and meaningful enough to answer the customers’ big query “What’s in it for me?” Unfortunately, most of the small businesses often fail to craft such effective content and lose out on customers.  Instead of boasting about your products or services, it is more profitable to create a copy that would tell your site visitors what exactly they’d get if they purchase from you. A good web copy should provide a clear picture of what you’re offering the customers, and how they would benefit from it. So, prioritise your customers’ concerns and needs first in your content through these effective components of copywriting:

  1. WHAT: The big ‘WHAT’ answers all the questions related to your products or services. This includes “What is your product all about?” or, “What are its features?” and so on. Think from the customer’s perspective and think what more or additional data you could provide about your products and services, apart from basic information. One thing to be noted is that if the customers do not find adequate product information on your website with minimal clicks, you may become history.

  2.  WHY: The next big question ‘WHY’ describes the benefits that your product or service would offer your customers. This is again reading your customers’ mind and persuading them to make a purchase from your storefront. In simpler words, a marketer, through his/her effective web content, needs to provide a rough idea to the customer about the product and how it would match up to the latter’s choice?

  3.  HOW: This is one area to prove the uniqueness of your products or services and to make your customers realize the need to possess them.

  4. ADDRESSING CUSTOMER CONCERNS: Customer concern or complaint is a natural part of the sales process. But, most of the big as well as small enterprises often tend to ignore customers’ service-related questions posted on their websites and other social media sites. The customers might have issues over the product quality or functionality. So, eliminating or giving a cold shoulder to these concerns isn’t an advisable option. Instead the businesses should train their staff on how to handle the customer complaints and concerns quickly.

Go through the below links to learn about some of the examples of good and effective copywriting: 

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Posted by: Chaitra Vedullapalli

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How to take Perfect Product Photos

How to take Perfect Product Photos for your Online Business

03 Apr 14

How to take Perfect Product Photos

One major drawback in online shopping is that the customers don’t have the luxury of the touch and feel of the products they choose to buy. Here, ‘seeing is truly believing’ and the customers’ decision is mostly driven by the images you have provided of your products. A good photograph speaks for itself and the sale is directly proportional to the visual appeal of the products displayed on your online storefront. Hence, coming up with the best way of photographing your products is critical to your business.

Professional photographers are way too expensive and that too when you have only a handful of products, hiring a pro is not feasible. You can be your own master photographer. All you need is a decent camera, appropriate lighting, classy background and a few tips. You can get the first three with little trouble and here are the tips you need.

Camera

If you want to, you can even use your Smartphone camera, though it is not advisable. If you know how to use a DSLR or an SLR camera, that would be really good. It is still fine even if you have a 12 megapixels or more point-and-shoot digital camera. Nikon, Canon and Sony are some of the best brands. Buy one that comes between $300 and $500. This will have optimum features to fulfill the product photography needs. An important thing to remember is to use a tripod or a gorilla-pod. Without a tripod, even the minute hand tremors can blur the image. While using the tripod, it’s better to set the timer so as to remove any chances of blur.

Lighting

Remember, the flash on your camera does not take care of all the lighting aspects! It is perfect for everyday use, but not for product photography. Mere flash will not provide adequate lighting and hence the end result could be mediocre. So, keep your flash off. The best option is natural light, i.e. sunlight. If it is possible organize the shoot in your backyard or balcony, this will let you capture the products in their original color. You can even setup a table near a window during the daytime and use the natural lighting. If it is not possible to bank on the natural light, then you can other lighting arrangement that can be got on rent. Remember to use soft light while shooting indoors. When the size of the light is larger than the size of the products, it will cast soft shadows. This gives the photographs the professional look that you crave.

Color

Capturing the right color of the product is very important and rather difficult. When you are selling clothing and related accessories, this is even more important. In the US, about 25 percent of the clothing and accessories sold online is returned. In this, about 7 percent are returned because the color of the product does not match the color it had in the image. Improper light used during the shoot and the shoddy photo editing are the main reasons for this. Be particularly careful about color. While taking the photos and while working on them in photo editing software, keep on comparing the actual product with the photo. Make sure you have captured the right color. Refrain from artificially enhancing the color in order to make it more visually appealing. Before uploading the image do a double or triple check to make sure that the color is spot-on.

Background

White is the perfect background for product photography. With a few paper clips and craft papers you will be able to create the background of your need. Put in a little more effort and you can even create the ‘infinity curve’. This is not a guideline to live with, if you feel your product requires a different color background then feel free to try. While taking product photos you need nothing else in your frame but the product. But the concept photography requires a little more creativity and there will be other things in the frame. Still, keep the background distraction-free. Avoid things that do not really enhance the look and feel of the featured product. The focus of the buyer has to be on the product. No background accessory should standout or pop out and grab attention more than the product.

General

Take a lot of photos, way more than you think you will ever need. Experiment with all angles and options. You never know how useful and creative those extra photos can be. Also, close-ups and micro shots will help your customers better absorb the details while improving the aesthetic quality of the images. You can use software like Adobe Photoshop to give the final touch to your images, but for an amateur designer they are as complicated as a DSLR to an amateur photographer. You will end up spending hours figuring it out. Better use software like Adobe Photoshop Elements, which is much easier to use. Keep the final touch minimal and always keep the color original. Misleading the buyer about color and feel of the product has to be avoided.

So, how amazing are your photos going to be?

 

Related articles:

How to take great pictures for your online store

How to use daylight and flash to make your products stand out

 

Image source: Jen Badalamenti

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Posted by: Chaitra Vedullapalli

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