If you have a drop shipping store and import products from Aliexpress to Shopify with an app like Oberlo, you have to pay close attention to the images, titles and descriptions and re-arrange most of it.
Most Aliexpress suppliers don’t speak proper English and they don’t put any effort into writing high quality product titles and descriptions.
In marketing and advertising there’s something called “copy”.
Copy, and copywriting, is the strategic use of words to sell, advertise and market your product in a compelling and high-converting way. And as the e-commerce store owner, you are responsible of the marketing, which also means writing sales copy that converts.
When you import a product from Aliexpress to Shopify with Oberlo, the product listing is raw. The titles are usually stuffed with keywords and the product description focusses on features and not benefits.
All of this will kill the sales on your store unless you edit it.
Basically, the easiest way is to completely re-write the product title and description from scratch. In most cases not a single word of the Aliexpress product listing should be used. It’s better to delete the title and description of the imported product and create new ones.
Here are a few copywriting tips:
1) Turn the product title into a headline
Instead of just using a generic and boring product title like “Cute Bracelet”, use that space to write an attention-grabbing headline that reinforces the benefits of your offer and creates buying intent.
For example: “Short Time Only! If You Snatch This Bracelet for 50% Off Today We’ll Ship It To You For FREE!”
That’s a much more compelling headline than “Cute Bracelet”.
2) Focus on benefits and not on features
Make sure you don’t focus too much on the features of your product and instead focus on the benefits. Nobody is interested if the thing is three inches thick or what type of cotton it is made of. Focus on the benefits of the product and what it will do for the customer instead.
For example: The features of a car include a radio, four wheels and a bunch of windows. The benefits of having four wheels is to get you from one place to another in a very short amount of time.
The benefits of a radio in your car is that you can relax and unwind on your way to work or kill boredom when your stuck in a traffic jam.
Can you see the difference?
Implement these two copywriting tips on your drop shipping store and see if your sales increase. But under no circumstances use the raw, low-quality copy provided by the supplier when importing products.
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