Running out of new ways to describe yet another version of the same item? Let's talk about ways to cope with repeating inventory.
One of the most common complaints I hear about e-commerce sites is: "I can't stop saying the same thing over and over again. There are only so many ways to describe a sterling silver bracelet!"
One way to approach this challenge is to consider it an organizational issue rather than a copywriting one. For example, instead of listing several nearly identical items individually, consolidate them in a way that makes sense and present them as one item with variations. Write one longer description, and add a drop-down menu for choices.
Also try reimagining your existing inventory. Discard old assumptions about what your work means to customers, how it's used, what it "says." Instead, let your brain expand into new territory. Put yourself in your customers; shoes, take a few steps outside your comfort zone, and see if you can visualize other ways to approach your work. Open your mind to different situations, occasions, environments, age groups, social settings, and so on. Adding new concepts from the marketing side will automatically generate new options from a copywriting perspective.
Keep in mind that language has limits. It isn't just in your imagination that there aren't more synonyms for "silver." All the other sellers in your markets are facing the same issue. Do bookmark an online thesaurus. Do brainstorm with friends and family. Do look at other e-commerce sites for ideas. But in the end, do resign yourself to having to work within set boundaries.
Have you developed any successful techniques for widening your e-commerce copywriting vocabulary? Please share below! And feel free to check through the blog for more tips on copywriting, SEO and social media.
Barbara Clavan provides copywriting, coaching and consulting services to high-growth businesses, high-profile individuals and creative entrepreneurs.
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