Experiential copywriting is a style of copywriting that involves involving the customer in the process of selling a product or service. The sales copy or elevator pitch for a product or service should be concise, easy to understand and memorable. It should include evidence of consumer research and be formatted to maximise readability on a digital screen.
Experiential copywriting involves taking the customer on a journey, rather than just plugging products and services into the wall of text that is traditional business copy. The style is most commonly associated with ecommerce websites, but can be applied to any type of marketing material.
Why Should You Use Experiential Copywriting?
Experiential copywriting is ideal for converting website visitors into buyers. The key to effective experiential copywriting is to involve the reader mentally and emotionally in the process of purchasing your product or service. This can be achieved through a combination of various techniques, including using visual aids, interactive elements, and testimonials from satisfied customers. The following are a few examples of effective experiments in experiential copywriting:
Product Discovery Tour
The first step in the conversion process is often determined by the behaviour of the customer on your site. If a visitor comes from a curated shopping bucket – that is, if they arrived at your site via an organic search result and then decided to shop – you can assume that they have an interest in buying the products that you offer. A good experiential copywriter will often start with a hook that draws the reader in, followed by supporting evidence and detail that elaborates on the benefits of the product or service.
Product Comparison
One of the most difficult challenges facing any business, whether you sell consumer products or corporate services, is convincing the customer that your product or service is the best on the market. Building on the product discovery tour analogy, if a reader finds several products that match their requirements exactly, you can assume that they will have trouble deciding which one to purchase. A good copywriter will prepare a comparison table and organise the content into benefits, comparing your offering to those of your competitors, presenting the advantages of your product or service over those of your competitors.
Product Review
Product reviews give the customer the opportunity to read an independent opinion of the product or service in question. These opinions can either be crafted by a reputable brand, using a company review website such as Yelp or Google Reviews, or written by a third party, in which case they become opinion articles and can be found across the major social media networks.
Sales Chat
Sometimes it can be difficult to determine a customer’s interest in purchasing a product or service. What if you could directly engage with the customer and get an idea of whether or not they’re interested in your offering? A good experiential copywriter will often include call-to-action or “buy now” buttons, which can be found on almost all ecommerce websites. Additionally, many businesses have Customer Care channels, either through live chat or email, which allow them to interact with each customer individually. A reputable brand that embraces this style will often include a “click to live chat” button near the bottom of their web pages, providing a direct option for consumers who want to speak with a rep or learn more about the product or service.
Product Trials
Getting the word out to as many potential customers as possible is one of the most important aspects of any marketing strategy. The unfortunate reality is that sometimes, despite our best efforts, not everyone is going to hear about our product or service. One way to combat this is through product trials, which are sometimes known as beta testing. In product trials, customers get the opportunity to use a product or service, free of charge, prior to the general public being aware of its existence.
If you’re reading this blog post, there’s a good chance that you’ve heard about product trials and want to try them out for yourself. Perhaps you’re looking for a new mattress topper or a luxury skincare product for women who want to treat themselves. You can purchase any product you desire, with the exception of food and drink, and you’ll have the opportunity to review it, in detail, prior to deciding whether or not to buy it.
Why Should You Avoid Using Busy Or Confusing Words?
We have all been there. We’re browsing through social media, skimming the headlines, or reading an article about a product or service we’re not familiar with, and before we know it, six synonyms for “buy now” have passed through our heads. Congested spellings like “buyodws” or “budosp” may feel like an adequate substitution to the “buy now” button on your product page, but they’re actually making the reader work that little bit harder to figure out what you mean.
A frequent offender when it comes to overstuffing articles with unnecessary synonyms is the New York Times. Despite its well-deserved reputation for being the “premier newspaper of the planet”, the Times employs a writer on its Business desk who occasionally pushes the envelope when it comes to headlines and fizzy words.
If you’re reading an article about a product or service you’re not familiar with, you may not know how to go about finding the right information. One of the most effective ways of navigating a sea of unfamiliar words is by using an AP or PA generator (more on these acronyms below). These generators will often translate commonly used words and phrases, helping you find the right information with minimal effort. Additionally, you can use tools like Word Meaning to look up the definition of any unrecognised word, which can then be opened up in a new tab, for easy reference during your exploration of the product or service.
What Is an AP Or PA Generator?
If you’re reading an AP or PA headline, you’re probably interested in the subject matter contained within. These are the articles that appear at the top of trending news articles on social media, as determined by various algorithms that measure the popularity of content across various platforms.
An AP or PA headline provides a concise summary of the content contained within. While you may know what an AP or PA article is, you may not know how to properly pronounce or define a few of the words and phrases used within. Fortunately, there are tools available that can translate unfamiliar words and phrases, helping you get the most from your research trip to Wikipedia.
How Do You Navigate Wikipedia?
Wikipedia is an encyclopedia that is the grand daddy of all online encyclopaedias and a source of endless reference material for both casual and professional researchers alike. If you’re looking for product or service information, the first place you should visit is Wikipedia. Encyclopaedias are built on en cyclopedias, and Wikipedia’s encyclopedia is built on encyclopedias, allowing you to explore virtually any subject matter you could desire, with just a few clicks of a mouse.
To access Wikipedia, simply head to
- www.wikipedia.org
- / en
- /
- wiki
The previous link will take you to the Wikipedia homepage, which will then direct you to a search bar, where you can type in any word or phrasing you’re unable to define, or alternatively, which doesn’t appear within your own personal vocabulary. When you browse through Wikipedia’s massive collection of articles, the English version of the encyclopedia, you will often find multiple meanings for the same word, indicating that while the definition you may learn via a single article can be an informative excerpt, the word may also have more than one meaning, depending on the context in which it is used.