Our guest writers share 4 Tips to Transform Your Fashion Copy…
Writing content that does your brand justice takes time, effort and training – luxuries you may not have when you’re busy running your own label. It’s hard, but it’s not your fault. Writing copy that sends the right message requires a trained eye. That’s where a copywriter can help. Lucky for you, I have leaned on Avion Communication’s experienced writers to lend their top tips to keep your copy on-point.
The first in a series of guest contribution posts, this collaboration will have you writing stylish copy that actually sells. The copywriters at Avion have worked with big-name brands, including Adidas, Levi’s and Myer. They know how to write copy that drives sales and inspires readers. Here’s what they have to say about creating stellar fashion pieces:
1) Use the right words for the right audience
Many online stores don’t take to time to customise content, and as a result, their open and click rates suffer. Addressing each candidate by name when sending emails is a simple way catch their attention. Another way to make your messages more relevant and thoughtful is to use data to segment your audience. It seems obvious, we know, but actually organising your databases means you can deliver content your customers care about. For example, your male readership doesn’t need to know about the new line of women’s swimwear you’ve just received!
2) Look at who’s shopping and speak their language
Any marketer will tell you that empathising with the needs and behaviours of your customers is the key to sales. In writing, the answer to this is perfecting your tone of voice to suit your store. By comparing Bardot and Country Road – two of Australia’s leading fashion brands – we can immediately see how they use language to differentiate themselves:
3) Keep your fingers on the pulse of celebrities and fashion happenings
Inspire your customers by showcasing your best products in the best possible light. A great way to do this is through your blog. Blogs allow you to express your fashion tastes while strengthening your brand image. Your customers will love reading your fresh takes on seasonal trends. Plus, you’ll also have an unrestricted platform to boost your SEO.
Consider the following when writing your next blog:
• Who’s wearing it? Celebrity references are a great way to influence buyer behaviour. As seen below, ASOS has written a blogpost on actress Yara Shahidi’s outfit style and choice, speaking to their young audience in a laid-back and conversational tone.
• Which designers showcased relevant items and trends in their latest collections.
• How customers can incorporate these items in their own wardrobes.
• Other related products that can complement your customer’s purchase. Suggestion boxes featuring related items can trigger an upsell and improve user experience.
4) Use the right lingo to set the right tone
The quality of your content has the power to impact your sales – correct grammar, spelling and terminologies go a long way.
Ensure your product descriptions are clear and error free. A well-defined explanation of your stock allows customers to form accurate expectations and sets them up for satisfaction when they receive their purchase.
ASOS shows us how it’s done by distinguishing between two similar looking items made from completely different fabrics:
Could you tell the difference between these two pictures alone? The image on the left is made from “faux-leather” and the one on the right, from real leather. The copy you choose will directly influence your customers’ decisions, so being transparent and informative is key.
Good fashion writing isn’t just about distinguishing kick pleats from knife pleats. In fact, your website’s best accessory is well-written, impactful content. By using effective techniques and posting the right content, you can build an empire of loyal followers.
To find out more about tailoring your messages while expressing your unique flair, contact Avion Communications today.