Comments on: The 4 Pillars of Ecommerce Copywriting

By: Jeff

Jeff — Sun, 05 Dec 2010 15:50:54 +0000

Hello Linda,

thank you for your answer, I’m grateful for your recommondations. I will try them.

Sorry for my seemingly delayed answer. But I already replied to your post the next day. Because I can’t find my answer on your website now, so I send you this message again.

Keep up the good work, Linda.

Jeff from Germany

By: Linda Bustos

Linda Bustos — Wed, 17 Nov 2010 06:34:13 +0000

Hi Jeff, I haven’t read any others on the topic but found these (with great user reviews) on Amazon.com

The Persona Lifecycle: Keeping People in Mind Throughout Product Design (Interactive Technologies)
The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web [Paperback]

Actually, I would like to read those so if I get my hands on one I’ll review it on this blog.

By: Jeff

Jeff — Mon, 15 Nov 2010 19:58:57 +0000

Hello Linda,

I love your articles.

I enjoyed the book “Waiting for Your Cat to Bark“. You called the publication of the Eisenberg Brothers “a great primer on developing personas“. I want to get much better in creating personas for marketing purposes. The kind of personas you and the Eisenberg Brothers are writing about, i.e. not another kind like user personas. Please name me books which teach the creation of these personas on a deeper level.

Thanks from Germany

By: Linda Bustos

Linda Bustos — Fri, 16 Jul 2010 16:36:50 +0000

Yes I believe Land’s End was one of Future Now’s clients at one time, perhaps they still are. LE’s online store has long been a customer favorite. Perhaps they’ll divulge their secrets at an e-tail conference one day

By: Linda Bustos

Linda Bustos — Fri, 16 Jul 2010 16:31:42 +0000

Thank you for sharing that, Christian!

By: Christian Watson

Christian Watson — Sun, 11 Jul 2010 15:00:18 +0000

Enjoyed this article a lot and it got me thinking about how different retailers approach writing copy about a product that they all sell. Turns out there’s quite a range in the quality of their approaches, which I wrote about on my blog: http://www.smileycat.com/miaow/archives/002014.php

By: dianeski

dianeski — Fri, 09 Jul 2010 18:16:04 +0000

Hate to keep harping on tabs … but, well, I’m a huge fan of Lands’ End, and I love the way they do tabs. They don’t use the second tab for tech specs (obviously there’s no need for that); instead, they use it for a more detailed narrative-form product description. (The outer tab provides the quick bulleted summary.)

I wonder how many customers click on that second tab. I always do, but that’s partly because (a) I’m in the business; (b) I love Lands’ End; (c) I love to read; and (d) I love to see what other copywriters are writing.

So, I obviously can’t go by my behavior…. I wish I knew what Lands’ End customers in general do. I’m thinking there must be a fair number of LE customers who do click on that second (narrative-copy) tab. Otherwise, Lands’ End would not continue using that format…right?

I’m guessing that those LE tabs appeal to different personas (per the Eisenbergs’ model). The spontaneous and competitive personas would tend to scan only the first (bullet-copy) tab, while the methodical types would also read the second tab. Still, I would be very interested in learning what percentage of LE customers read only the first tab vs. what percentage of customers also click and read the second tab. Of course, there’s no way to get this information without plying the LE marketing department with lots of liquor … oh well!

By: Web Self Service

Web Self Service — Fri, 09 Jul 2010 06:00:24 +0000

Great points we must consider. Nowadays, SEO is what businesses prioritize but usability, persuasion and building trust are also important. Serious businesses that like to build their business must interact with consumers at the same time have quality content.

By: Wil @ Supplies Guys

Wil @ Supplies Guys — Thu, 08 Jul 2010 14:49:26 +0000

We have found success using copywriters to re-format the “stock” descriptions for our targeted and or high-level products. Another focus from an SEO perspective is keyword cannobilization audits to make sure we aren’t targeting identical keywords on different pages. Thanks for the tips as usual!

By: Alan Perkins

Alan Perkins — Thu, 08 Jul 2010 09:58:28 +0000

Hi Linda

I like the tabbed approach.

> The downside is, however, tabs can appear so subtle your customer might not notice them

One way to counteract this is to replicate the tabs using text links at the bottom of each section – I’ll make an attempt to draw this in text:

That renders OK in a monospace font so copy and paste to Notepad if you are having trouble reading …