To keep up with shifting consumer appetites, less brand loyalty, fleeting trends and seemingly infinite choice, you need retail copywriting that finds your audience wherever they are, whether in store or online. More than any other sector, consumers read retail content and product descriptions before they purchase. Adding some personality to your retail copywriting can increase customer interest, trust and loyalty, and increase conversions by as much as 30%. But when you’re invested personally and financially in a product or service, it can be easy to fall into the trap of feature-laden retail copy. Instead, focus on the benefits – things that will resonate with the consumer.
Whether writing or reviewing retail copywriting, don’t just consider what will motivate them It’s just as important to think about what is likely to deter them. Our brains instinctively look for reasons not to buy – spending money, fear of making mistakes and so on. A good retail copywriter will identify those underlying anxieties and use words to overcome them, putting the consumer’s mind at rest and inching them towards the checkout. Every purchasing decision we make is emotional and as an experienced retail copywriter, who has worked with international brands, boutique stores and independent retailers alike, I believe in making an emotional connection with the buyer.
People don’t get excited about owning a new car because it contains 557 differently shaped pieces of metal. They get excited because of the emotional value they attach to it – the feeling of power, success and status. Whether in a brochure or a catalogue, on a website, in an advert or a product description, use retail copywriting that are distinctive and memorable (artfully weaving SEO into the content for optimal online impact) – words that speak directly to the customer to unlock their emotions. Tell them a story that paints a picture of how your service solves a problem or your product makes them feel, and takes them on a journey that guides them towards purchasing.