For cross-border e-commerce sellers and operations, in addition to grasping the pain points of buyers, it is also necessary to create differentiated descriptions in product copywriting. So how to create copywriting differentiation?

Let’s take a look at a case study of a product.

This is a partial detailed description of a headset product. The description logic is very clear, including the basic parameters and main selling points of the product.

Relatively speaking, the description of this product is very complete, but it also has shortcomings – the description does not compare with other products of the same type, and does not describe the pain points of consumers.

In fact, an excellent product description should have the following points.

1. According to the buyer's psychological understanding of a commodity, show the advantages of the store's products, and give consumers a reason to be willing to place an order.

2. The information that consumers want to know must be available, and at the same time, the keywords of the product should be extended to improve the cognitive boundary of buyers.

3. The overall English description must be concise and clear. Some words can be searched for by Southeast Asian consumers, and the description should be more readable. The product introduction must be clear and classified and described, and the selling points of the product must be comprehensive.

As long as the sellers do the above three points carefully, the product details page description can easily stand out. In order to better highlight the characteristics of product detail pages and make consumers more inclined to choose their own products, it is necessary to create differentiated copywriting.

How to create product differentiation through copy description? There are five main suggestions:

1. Highlight the advantages of the product

When you don’t know how to describe the product value, you might as well take the initiative to understand the difference between your own and your competitors’ products. Through comparison, the product value will be clearer, which can greatly save buyers’ time for product selection and judgment, thereby improving the conversion rate.

The product value copy can not only be described on the detail page, but also on the main product image. There are many cases to learn from on Taobao and Tmall. Taking the Bluetooth headset as an example, you can write the battery life, wearing feeling, weight, compatible devices, whether it is easy to slip off, and send supporting products.

These are the pain points that buyers pay attention to. The main picture can be the most direct and prominent description, and the details page can introduce details, so that the advantages of the product are obvious, and the buyers feel that the price is very high.

2. Enhance buyer trust

Buyer trust comes from many aspects, which can be store decoration, consumer reviews, or the number of store fans. Based on this, in the product description, the seller should reflect the characteristics of the product with a wide audience and high sales, and guide buyers to purchase through herd mentality.

At the same time, sellers should do a good job in after-sales service, and try to make consumers who have received the goods give praise. If the sales and popularity of the product are good, the seller can write information such as platform hits and Internet celebrity recommendations in the description to improve consumers' credibility of the product.

3. Describe the healing properties of the product

The copy can also highlight the disadvantages of not using the product. This description is more useful than just stating the advantages of the product, and this type of copy is more suitable for home, beauty and fitness products.

Take sofa covers as an example. If people do not have the habit of using sofa covers, sofas are more prone to damage and stains. When the seller does not use a certain product, the seller describes the problems that consumers are likely to suffer when they lack a certain product, and consumers will compare the gap between before and after use.

4. Create compromise options

When there are too many products of the same type in the market, buyers will choose between "meeting demand" and "affordable highest cost", that is, many buyers will choose the middle-priced product when faced with the highest and lowest price products. product.

Therefore, in the product description, the seller can describe the price, explain the moderate price of the product, and explain the good quality of service. This type of copy can increase conversion rates.

5. Highlight the added value of products

How to highlight the added value of products? This is a great consideration for a store operator's attention to details and the ability to pursue high-quality details. For example, the product packaging is exquisite, with descriptions such as extra gifts and coupons, which can be reflected in the copywriting. These additional values ​​are equivalent to increasing the premium space of the product, and buyers will feel that it is very valuable after purchasing.

The above copywriting description methods are not only applicable to the detailed description of the product, but also the main image and sub-image of the product, hoping to bring help to sellers on e-commerce platforms such as Amazon.

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