- Writing about clothing requires creativity and imagination.clothing girl image by Frenk_Danielle Kaufmann from Fotolia.com
Online clothing stores are an attractive option for aspiring entrepreneurs, as they're relatively easy to set up. Since it's all online, however, the website copy must not only describe the product, it must also motivate customers to buy, and provide them with peace of mind about completing a transaction entirely online. To get the most out of their website, many online entrepreneurs hire copywriters, but even professionals may find the job challenging. - A large part of deciding to buy clothing is how it feels on the person's body. With an online clothing store, the customer only has photographs and the copywriter's description to help them decide. Your words must not only list the price or features of the item, they must also describe the piece in a way that allows reader to imagine how it will feel when he wears it. Writers may use descriptors like "lightweight fabric" or "wrinkle-resistant," for example. You may also want to specify what situations the clothing is appropriate for, such as black-tie or professional attire.
- In a brick-and-mortar store, customers can both browse clothing online and visit the location in person. There's less risk involved for them, because they know they can examine the clothes and try them on to make sure the size, style and color are flattering. They also have the security of knowing there's someone at the store to talk to if they have questions, instead of waiting on hold or waiting for a reply to an email. An online store, though, can feel anonymous and impersonal, so your copy needs to ease customers' minds, inspiring confidence both in the products and in the retailer.
- As marketing expert Allen Moon advises in the "Entrepreneur" magazine article "How to Start a Business Online," Internet sales copy must not only describe a product, it must also tell customers how the product will improve their lives, and establish why they should buy from that retailer over others. Moon also advises that copy must offer a strong guarantee and provide testimonials from others who have purchased from the site.
- While all effective copywriting is based on basic principles, such as correct grammar and using language the target audience can relate to, the structure of copywriting for the Internet is different from print media. Web copy must be even more concise than print copy, because Internet customers have more options and will quickly go to another site if the copy is boring or confusing. Internet copy often uses shorter paragraphs and more visual language.
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