You’ve done all the work – found the product, done the packaging, had it shipped to Amazon, got it listed, run some ads – and now people are actually coming to your product page on Amazon.
But what do they find? We’ve covered elsewhere ways to improve your overall listing quality, but in this article let’s dive into basic copywriting skills to make that product description the best it can be.
Reign in the Tech Speak
Yes, people want to know that your socks are the best at keeping them warm. No, people do not want to know the thickness of the thread used in making those socks.
Learn to distil down the technical details into what people want to know versus what facts and figures you have available.
Specs and Sizes
No, this does not contradict point #1! 😉
Amazon gives you space to list 5 features of your products. Use ONE of those slots to explain the technical aspects of your product (if necessary).
Do not look at these tech specs as selling points, but purely informational and a great way to back up any claims you may make elsewhere in your listing.
Write to the Audience
We here at Zonmaster believe in the concept of creating a ‘customer sketch’ and using that to inform your marketing. So, pick who you want to buy your product and write your copy to that person!
Know what they want. Look at how your competition addresses the audience too. And look at reviews! Customers will tell you exactly what was good and bad about a product and often it will be a description of what they wish they’d known before buying.
Find Your USP
Your USP is your Unique Selling Proposition. Find a way to set your product apart from the competition. That can be key benefits or unique features.
Steve Jobs famously believed in selling experiences rather than products. That approach was Apple’s USP.
Keyword, Keyword, Keyword
Check our other article about finding keywords, but here let’s just say that it is vital that you weave the keywords that people are searching for into your descriptions.
We can’t say it enough: keyword research can make or break your Amazon selling experience.
Be Yourself, Be Honest
90% of customers have a pretty good BS meter. They know – and have probably heard before – any outlandish claims that you might make about your product. They won’t fall for it and forever they will lump you into the BS Artist category.
Treat people like you would want to be treated (why this one simple concept is so difficult for people to follow is beyond us!)
No product is infallible. Your customers will appreciate your honesty if you point out some things that your product WON’T do for them!
Call To Action
Without being overly spammy, urge your buyers to actually BUY! If your product is limited, tell them it’s limited. Tell them to buy 2 if it really will be out of stock for a month or so. Also, consider bundles. They motivate people.
At the end of your features list, make sure the customer knows that now is when they are supposed to buy.
If you are selling on Amazon you really should be using Zonmaster – the Leading AutoResponder Tool for Amazon Sellers. It’s much more than an autoresponder tool – it’s a customer contact system, a review, product and order manager as well. It even can track your true profits.
Sign up today for your free trial! Subscriptions start at just $6.99 a month.