Pop quiz! What’s the most important part of writing Amazon product listings that convert? The title? The bullets? Actually, it’s knowing your customers. That’s because the information you discover about your shoppers will influence everything else you do, from evaluating keywords to crafting conversion-worthy titles, bullets, and descriptions.
Before we get into actually writing Amazon descriptions, let me show you what I mean.
Step #1: Know Who Is Buying Your Product
By my estimate, this is where 92.6% of all Amazon sellers fall flat on their faces when beginning to build their Amazon product listings. I can tell you from professional experience that the majority of Amazon sellers do the bare minimum of research to discover who — specifically — the customer is for the specific product they are selling.
For example, let’s look at office desk sets.
During a webinar that I hosted with Amy Feierman and Kristin Ostrander of The Amazon Files, an interesting side-discussion took place. It began with Amy showing an example of a couple of desk sets. Immediately a competition broke out with Kristin versus Amy.
You see, although the examples they showed were both desk set products, they were very different in design. Amy loved one and Kristin couldn’t stand it. Kristin loved the other and Amy thought it was too fancy-shmancy.
Who was right? They both were!
Step 2: Know Why Customers Are Buying Your Products
While customers may start out searching for a term such as “office desk set,” they will quickly refine that search based on function, fashion, price, or other criteria. Just because shoppers want a desk set doesn’t mean they all want the same desk set.
All products, even similar ones are not identical, and they don’t have the same audience.
Amy points out that the common black wire office desk set is functional and less expensive. It gets the job done and saves money compared to other desk sets that she feels are too foo-foo. Great benefits! Who wouldn’t want a dependable desk set that works as promised for less money? Well, Kristin, that’s who.
Kristin is the polar opposite from Amy when it comes to office décor. She wants the foo-foo. Kristin craves a little glam to balance out the function. And, if it costs a little more, she’s willing to fork over some extra cash to get her flash.
If you created a high-profile desk set Amazon listing that focused on how well the set worked instead of how smashing it made your office look, you’d lose the interest of some shoppers.
Likewise, if you took a plain mesh office desk set listing and tried to describe it as fashion-forward with innovative office décor trends, nobody would believe you. Because it just isn’t.
Let Your Customers Write Your Amazon Product Listings
Step 3: Use Their Information to Create Your Titles
Yes, you want keywords in your title. That’s a must. But that’s not all you want. Think about the differences between Amy and Kristin. Adding just a few words that can speak to the needs or personality of the shopper (cute vs. practical, décor vs. sturdy, glamorous vs. durable) can mean the difference between customers who click to your Amazon product listing and those who keep scrolling.
In addition to keywords such as office desk set or desk organization (these have not been researched), include something for the person him/herself. You might write a title like:
Unique Office Desk Set, Cute Desk Organization Solution That Reflects Your Personality,
3 Rose Gold Shelves & 2 Upright File Holders Offer Trendy Décor & Functionality,
14″W x 16″D x 14″H
Step 4: Connect Through Your Amazon Key Feature Bullets
Don’t stop there! Carry that connection through to the 5 feature bullets.
Here’s a really good example. Look at the phrasing. They make a solid point of including words that connect with a business woman who wants her office to be attractive and represent her style.
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Compare that to this basic desk set. There’s nothing wrong with this one at all! Many people have something similar to this on their desk because they are sturdy, durable, and affordable. These customers are more about function than fashion, and are more cost-conscious shoppers.
These bullets get straight to the point. The no-nonsense approach caters to business people who want something useful and low-price.
How long should Amazon bullets be? That depends. This post explains.
Step 5: Expand the Conversation and Conversion in the Description
This glam desk set uses the description section to further connect with the shopper on her level. With copy like “transformed into a mirrored rose gold finish” and “function meets stunning elegance,” plus the clever additional uses included, this Amazon description reminds the customer that the desk set was made just for her.
The basic model also has a clear handle on the focus of its customer. Get the job done. Clean up the mess and get organized. Plain and simple.
Using copy like “desk messy and unorganized” and “reduce the amount of clutter,” this Amazon description lays it out clearly, so that those who only need basic organizational help know this is for them.
Amy/Kristen’s webinar where they compare the desk organizers — see time mark 35:00. Upsell to their bundle course.
Is this approach only specific to desk sets? Absolutely not!
No two products are the same… even ones that might seem the same upfront. Take, for example:
- Chocolate Chip Cookies – National brand, bagged cookies you can buy at the grocery store or gourmet cookies baked fresh daily with cage-free eggs and unbleached flour?
- Fingerless Gloves – Woven cotton yarn made for warmth or thin nylon gloves for people who work on computers and need maximum dexterity?
- Kitchen Griddle – Single surface for everyday cooking needs or lay-flat panini-style that can also fold over to grill foods on both sides?
Getting to understand your shopper makes all the difference in converting him/her into paying customers. The next time you need to write or revise an Amazon product listing, take time to thoroughly investigate who is buying and why, so you can build a product page designed to convert.
Ready to master the creation of conversion-worthy Amazon product listings? My Amazon Product Description Boot Camp will get you there.
In just 4 video sessions, you’ll watch as I walk you through the steps the Marketing Words’ team takes with every listing we develop.
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