Have you ever been to Mall of America in Minnesota? According to their website, “Mall of America features 520 stores, 50 restaurants and attractions galore, including Nickelodeon Universe®, the nation's largest indoor theme park, and the new American Girl store. Plus, there's no sales tax on clothing or shoes!”
Can you imagine?! Average malls have about 100 stores. That means the Mall of America has five times as many stores. Does this remind you of anywhere else? Maybe somewhere in Cyber Space?
According to Export-X, “Today Amazon sells over 200 million products in the USA, which are categorized into 35 departments.” It's the virtual equivalent to Mall of America… possibly bigger. And this is why so many sellers get excited about listing their products on Amazon.
But the size of Amazon is a double-edged sword. While this ecomm giant brings in millions of visitors a day, it also attracts a ton of competition for the products you list. How do you stand apart from all the rest? Be different!
Learn From The Best:
Today, Karon Thackston, a professional copywriter is bringing us 3 tips on how to make Amazon product descriptions that generate more sales! Enjoy 🙂
Tip #1 - Differentiate Your Product
When you go to the toothpaste aisle in a grocery store or drug store, what do you see? Dozens of different products that each have specific purposes. One is for kids and tastes like bubble gum. One is for people with sensitive teeth. Another is for those who want whiter teeth. Some offer a combination: sensitive, whitening with tartar control, etc. It's easy to find which toothpaste you want because each one caters to specific needs.
This is what your product listings should do.
If you're bundling, ask yourself what the benefit of the bundle is. Why did you decide to put that particular bundle together? What is the advantage for the customer if s/he buys your bundle instead of the individual items?
Private labeling? You may have the same, exact product as many other sellers. If the rest of them are saying that their silicon spatula set is heat resistant, you could mention a different benefit that others aren't talking about to set yourself apart. (Perhaps that these are more durable than rubber, they don't crack or chip, etc.)
Don't follow the crowd! If you position your items to seem just like all the rest you will make it extremely difficult for customers to make a buying decision. They'll be stuck looking at a screen and thinking “All these looks just alike. Which one should I buy?”
Tip #2 - When It Comes To Titles; Longer Isn't Necessarily Better
There is a growing trend that says product titles should be enormously long. I disagree. Not only are 500-character titles against Amazon's terms of service, but they are also difficult to read. As someone who buys a bunch-o-stuff on Amazon weekly, I can tell you that, when I see a huge title (that is more like a paragraph), I skip it. All the capital letters and pipes and stars and commas… yuck! They all make the title difficult to understand so I just don't read that part.
Instead of just being long, titles should be clear and enticing. This doesn’t take more characters… it takes talent and skill to think like your customers. Sometimes attracting customers can simply be done with a couple of words. In addition to the things Amazon suggests you include (a brand name, a model number, color, etc.) choose a few handpicked adjectives to differentiate your product such as premium, elegant, 100% natural, etc.
As I said earlier, you want to highlight something that you offer that your competition doesn't.
Tip #3 - Bullets Should Describe Features & Benefits
Just like with titles, the power of effective bullet points does not lie
in their length. In fact, as I mentioned before, when you create bullets that are too long, the strategy can backfire on you. It becomes a huge blob of text that's intimidating for shoppers to read. It's all lumped together (because that's how Amazon formats things) so when the customer scrolls down, they are faced with nothing but words and very little whitespace. Here's one example.
Yes, bullets are designed to offer features and benefits. My suggestion is to do that as effectively and concisely as possible so you don't force customers to weed through a boatload of copy that isn't necessary to make the sale.
Now that you have some ideas going, take a look at your product listings that you have created and see if they need some work? Sometimes going back with a fresh set of eyes will really help you to see it how the buyer would see it. Are you confused? Does your listing look cluttered? If so, take some time and fix it up. Better listings equal more sales and often higher prices!
Keep in mind you want to be:
1. Differentiating your products
2. Creating enticing titles
3. Generating benefit-rich bullets that quickly let shoppers know why yours is the option they should buy
… Then you'll be set to position yourself as the obvious choice and that always leads to more sales!
If you would like even more information about fixing up (and creating new) Amazon detail pages make sure to check out Karon's ebook “Amazon Advantage: Product Listing Strategies to Boost Your Sales” for even more techniques for making more sales. Use my coupon code JESSICA20 (no spaces) and save 20%.
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