`"Use her [Tracey of Kingfisher Copy] — you won't regret it..."

Creating copy that converts for e-commerce, mail order & multi-channel retailers

Ordinary writing vs copywriting

Copywriting is no 'ordinary' writing. The latter merely informs and can sometimes put off readers, whereas copywriting is about carefully selecting the right words and putting them in the right context. Copywriting can be persuasive as well as convincing and tends to convert more sales. Here are four examples of both types of writing. Decide for yourself which has more impact.  (You can also see a sample product description by following the link at the bottom of this page.)

  • getting the words right makes a big difference

Ordinary writing:

Freshly-ground, premium-blend Colombian coffee. 

Copywriting:

The first thing people reach for in the city that never sleeps... Start your day on a brighter note. Have a coffee break. 

  • getting the words right makes a big difference

Ordinary writing:

Pre-owned 2006 Aston Martin DBS V12 Volante for sale. 

Copywriting:

Once you've taken it for a test drive, there will be no way you'll want to return it (sadly, you must, unless you want to own it. Which you most definitely will).
  • getting the words right makes a big difference

Ordinary writing:

Eclat du Romance, £49 for 50ml.

Copywriting:

With prices starting at just £49, it’s a small price to pay to re-discover the romance that brought you together.
  • getting the words right makes a big difference

Ordinary writing:

Organic strawberries, £2.65 per kilo.

Copywriting:

Just two of Mother Nature's proudest moments. Nothing added. Nothing taken away. Just fresh, delicious strawberries that are highly nutritious and have a naturally sweet taste.


Strawberry photography by: Riza Nugraha

Better communication. Better response.
We'll help you find the right words.



  • Click here to find out where to go nextWhat next?

     See a detailed example of catalogue/e-commerce copy that turns on the reader's toggle switch and sells.  Alternatively, learn about the biggest problem facing e-commerce sites.