It brings out the individuality of each product so it can connect with buyers in its own special way.
We’re not gonna lie. This is a tedious and time-consuming process, and successful ecommerce entrepreneur Tze Hing Chan will be the first to vouch for that.
Tze spent two to three whole weeks just on crafting customized descriptions.
“Product descriptions were hell. I spent so much time thinking of descriptions for each and every product,” says Tze.
It didn’t help that his product, Boba plushies, were targeted at the opposite gender. That meant a lot of “brain-bending” to write copy that resonated with them.
“My goal was to speak like my customer, have the same tone of voice to the people that I’m appealing to,” says Tze. “Because I don’t speak that way, I just had to do a lot of market research and just scrolling through Facebook groups, and stuff.”
But Tze knew that it was what it took to get it right. For him, the effort was well worth it.
“It paid off.”
4. Make Sure It’s Grammatically Correct
If you’re sourcing dropshipping products from AliExpress, it may be tempting to simply copy the descriptions on there and plonk them onto your product page.
But this would be a costly decision because most of them are laden with grammatical and spelling mistakes.
And as the building blocks of any language, grammar and spelling are copywriting essentials that need to be 100 percent right.
This was something that entrepreneurial duo Andreas and Alexander learned the hard – and expensive – way.
With just one single typo in their copy, their conversion rates tanked.
“We wrote ‘tipe’ instead of ‘type’ for a custom field. All the American people were seeing this and nobody wanted to type in their data there! Because they thought if they aren’t even able to write this correctly, it looks fishy,” says Andreas.
Such mistakes are more common when writing copy in a language that you don’t have a good grasp of, which is often the case if it’s not your mother tongue.
As native German speakers from Austria, this was something that the pair knew they needed to pay extra attention to.
“If English is not your mother tongue, like mine or Alexander, it’s very important to have not one typo. Nothing,” says Andreas.
Copywriting isn’t a hard science. But it is a creative art that requires skill.
Get it right and you’ll be forming meaningful and lucrative connections with your buyers, which is one big stride closer to business success.
Lots of time and effort will need to be spent in perfecting it. But it will all be worth it.