Anyone who sells anything on Amazon is familiar with the many rules, guidelines and, peculiarities of writing their product listing page. It can be very confusing and sometimes sellers can have their pages suspended if they do something wrong. Often it takes a while to sort out exactly what the seller did wrong and ends up costing her sales.
Over the last 2-3 years I’ve written hundreds of product listings for clients and have developed a list of best practices when approaching a listing. If your page isn’t doing well or not converting the way you would like perhaps these tips will be helpful.
Follow the rules. This means character limits, formatting, verboten words, and promises. Did you know that the only punctuation allowed in bullets and titles are commas and semicolons? Or that you aren’t allowed to put sales and/or discount information in bullets or titles? While you may flaunt the rules and seem to get away with it, eventually the Zon catches up with you and you risk having your listing suspended.
Reduce your keywords to 5-7. The urge to want to use as many keywords as possible is often irrestitible, but you should try to resist anyway. The truth is, if you have narrowed your focus to your ideal customer, you shouldn’t need more than 5-7 keywords. And no matter what anyone tells you, consumers do not read keyword stuffed copy. For good reason, it usually makes no sense.
Search reviews of your own product and competitors with similar or the same product for benefits, phrasing, and language that will resonate with your prospect. You may even find inspiration for an awesome headline. Look for phrases, features and, benefits that come up repeatedly in the reviews – these are the things that are resonating with the consumer or your product. Also, check the headline on the reviews, they may spark a great idea for an awesome headline.
Never, ever, ever, ever pay for reviews. This includes review swapping (I’ll review yours if you review mine), hiring ‘services’ that will do reviews, etc. Amazon has really cracked down on phony reviews in the last couple of years and in fact are suing several parties who were selling Amazon reviews. If you have fake reviews on your account you risk being banned from Amazon. They are that serious about it. This article about paid reviews you may find very illuminating.
Don’t waste bullet points on guarantees or bonuses. I can’t tell you how many times I’ve seen bullet points that talk about bonuses, sales discounts, and guarantees. It’s a waste of a bullet. There is ample room elsewhere in the listing to mention these items. And if you can’t come up with at least 5 benefits of your product perhaps you are selling the wrong product.
Stop using ALL CAPS. Ditto on stars, check-marks or other fancy symbols that you think will make your copy stand out. In fact, ALL CAPS when used in the Internet means you are yelling at a person. Do you really want to yell at your prospect? Honestly, these marks and symbols don’t do anything to highlight your product and it looks amateurish.
Don’t waste your product description. Many sellers spend all their time on titles and bullets and then just toss a generic paragraph of unimpressive sales copy down in the product description. It’s an absolute waste of space to do that. Your product description gives you the most room to really regale your product and speak directly to your prospect. Use your product description to take your prospect through the sales cycle, all the way to the call to action.
Ideally a product description should have: An attention getting headline that speaks to the prospects problem; A second para with appropriate subhead that regales the features and benefits of your product and how it solves the prospects problem; A short bullet list; Your guarantee and bonus (if you offer one) and; A call to action.
Educate yourself on copy writing. Whether you write your own copy or hire someone to write it for you, you should know the basics and understand the elements that need to be in your copy to be effective. An excellent (albeit huge) reference on copy writing is Breakthrough Advertising by Eugene Schwartz. It is available for purchase and though the price is prohibitive I highly recommend it. If your funds are limited you can probably find a used copy or even check it out at the library.
Stop making your copy about you. I hate to break it to you but there isn’t a prospect anywhere on Earth who cares about you—they care about themselves. They are considering your product because it will potentially benefit them. Your copy has to be about them, their problem, their pain and a solution to said pain or problem. Your product listing has to clearly show your prospect what’s in it for them.
Slant your copy toward your ideal customer. No matter what your product is, there is NO product on Earth that is for everyone. While everyone may be able to use your product it doesn’t mean they are looking for it or want it. You need to do your research and determine who exactly does need and want your product. Kitchen gadgets are for people who love to cook, entertain and nurture others. Health products are for people who are health conscious or are trying to solve a health issue. The bonus here, is that the more specific you are in narrowing down your ideal customer, the more you will sell and the more your listing will appeal to those people.
How about you? Have you had a hard time figuring out how to write your listing? Did you eventually learn what worked and what didn’t? Feel free to tell us your story or share your successful tips in the comments below.