I’ve you’ve got something to sell… there’s someone on Amazon looking for it. Guarantee it.
The problem is, if the thing you sell is even a remotely popular product, you’ve probably got some serious competition on Amazon… you may even be even competing with Amazon itself for sales to your target market.
So how do you break out of the competition and make lots of sales for prices that you’re happy with… without having to run all kinds of steeply discounted sales just to get attention to your products and your Amazon store?
If you guessed that I’m clever/obnoxious enough to tell you that the answer is copywriting, you guessed right.
The thing is so many sellers on Amazon only concern themselves with writing out specs in their product descriptions… not even realizing that writing just a few sentences of copy that invokes feelings and emotions can do so much more for boosting sales—even on a platform with stiff competition.
In this video, I walk through three different products (personal hygiene, gift jewelry, and outdoor gear) and re-write them “live” so you can see how I decided what to write… and how what I wrote instantly boosted the likelihood of a shopper adding that particular item to their shopping cart.
Hey guys, thanks for coming by to watch today’s video.
I’m really excited about what we’ll be talking about today, because there’s just so much potential to really stand out as an Amazon seller if you do your copywriting correctly.
And it’s easy to do.
Because when most people list their products on Amazon, all they talk about in the description is their product’s specs.
And while specs are important to include because you don’t want a customer disappointed in the size of something they order, they’re totally secondary to the REAL reasons people are shopping for your product on Amazon.
And as cliche as I know it sounds, what you really need to do to get more people to add your products to their shopping carts is to tell a story with your product descriptions.
So in this video we’ll look at three very different products being sold on Amazon and work on improving their product descriptions that display in the “above the fold” sections, which is where most of the inertia towards actually making a purchase is built up after someone clicks through to check out your product.
I chose this because it’s a brand I actually use, and while I like their lip balms and the fact that they’re vegan, this product description is incredibly underwhelming.
But Hurraw isn’t an underwhelming brand. In fact, if you scroll down a little bit, you can see they’re totally on the right track.
That’s pretty good, isn’t it?
It gets you to imagine using the product, and I already feel a sense of ease as I imagine laying in my bed with perfect soft lips, a soothing scent under my nose, and drifting off to a long night of good sleep.
The problem, though, is that people have to scroll down and “dig” through all of this other text above this box to get to it.
(Which most people won’t bother doing.)
So, in order to really SELL this lip balm with this description, we need to bring it up here. (Point to bullet points.)
We can keep these specs, there’s nothing wrong with them.
But above them we need to put an enticing description like the one below. We need to get shoppers to imagine themselves blissfully happy with this lip balm so they’re more likely to add it to their cart.
So let’s add a line of text above these specs.
“Our soothing Moon Balm formula made extra thick & creamy to soothe your lips (and your nostrils) as you drift off into a long, soothing night of sleep. The Vanilla and Peru Balsam scent lulls you to sleep while the Azulene packed Blue Chamomile soothes your lips for eight hours… or more. Sweet dreams, sugar pie.”
You see how that instantly makes you more interested in this specific lip balm in your search for the most soothing vegan lip balm on Amazon? And how placing this description above the fold instead of buried below it would draw you in to make a purchase decision faster?
Now most likely, people would be shopping for this necklace as a gift for someone they love. And that person probably likes elephants.
This person has already pulled on the shoppers heartstrings enough to want to buy a sentimental gift, so this is a perfect place to get even more sentimental and talk about what the product you’re selling (in this case, an elephant charm) means on a sentimental level.
When you look up elephant symbolism, [show Google tab], you get recurring words like:
strength
power
longevity
stability
patience
loyalty
luck
And as you can see here, those symbols are pretty consistent regardless of culture—these first two are talking about African & Hindu meanings.
These are perfect places to start with an emotion-invoking description that will make shoppers feel good about buying this gift for someone important in their life.
But as you can see in this description… this seller has fallen into the specs-only trap of a product description.
Again, we’ll leave the specs because they are important, but we’ll write something better above it.
“The elephant is a symbol of quiet, cooperative strength and power. This is an animal native to both Asia and Africa, and even though their cultures vary widely, they both agree on the gentle, loving power of this large, majestic animal.
Elephant charms, like this gold-plated one we’re selling are often given as tokens of security, longevity, protection, and luck between good friends and loved ones.
Customize this beautifully cute pendant with a meaningful letter or lucky number for a lovely birthday, anniversary, congratulations, or ‘just because’ gift for someone who means a lot to you.”
Notice how the last paragraph is a call to action prompting the shopper to act now, and for sentimental reasons.
And looking at this new description as a whole, you can see the impact this type of product copywriting has, can’t you?
Alright, and for the last product, we’re selling a camping grill.
This is not exactly a product most people are in the market for often, so it’s even more important to make a great first impression on shoppers… especially when they’ve got all of Amazon to choose from.
So you can see in these bullet points that they’ve kind of started selling for what people are actually shopping for—easy to grill outdoor feasts, cooking over an open fire, and the legs folding for easy storage.
The second & third points are important, but I think we can move these to the bottom.
“Food just tastes better surrounded by the beauty of nature… but not when your flimsy grill topples over, spilling your baked beans (which are better than Bush’s) into the soot.
This grill is sturdy, made of heavy-duty welded steel, and has the space to cook an entire meal over an open fire worry-free.
The legs fold up for easy storage and transport too, so it’s easy to pack and isn’t a total pain to deal with while you travel to your favorite camping spot.”
And with this, now, we can delete some of these boring spec bullet points, because the information is provided in a more engaging way.
So I hope those three walk-throughs have helped you out and given you some ideas of how to improve your own Amazon copywriting to make more sales and beat out your competition.
Remember: specs are important, but they aren’t the end-all, be-all. You want to make sure shoppers who come across your products on Amazon can easily imagine themselves happy with your product, and the copywriting of your product description acts as a hand-holding device to make sure their imaginations soar in the right direction… which is towards adding your product to their shopping cart.
If you liked this video, it’d be great if you could share it on LinkedIn or Twitter.
You also want to make sure to hit “subscribe” because even though this video is for people selling products on Amazon, I’ll have other videos coming out that will help you with more specific things for your online presence—no matter what your type of business is.
And if you want even more tips on how to improve your on-site conversions now, I’ve got a link to my free e-book in the description below. It talks about five hacks I use on the landing pages I write to decrease bounce rates and increase conversion rates, which I think is something we all want from our websites. So thank you for watching! See you around!
