Hi everybody. Welcome to today’s episode, appreciate you being here. Today we’re going to talk about how to get more sales through through better copywriting. Before we do, a couple of odds and things that are coming up on the agenda in the not too distant future.
Got a couple of events going on that I invite you to join me on. One, I’m actually going to the next Canton Fair in China. We call that event Private Label Canton. We’ve got Private label Canton Four coming up. If you’re not familiar with that event, we take buyers there. We do a couple days of intense training, and group coaching, everything that helps you prepare you to find products at the fair.
If you’re interested in that, go to MarkScottAdamas.com/Canton-Fair.
The other even that we have is going to be held here in the United States. That will be Private Label Live. That’s event we’re going to do in Orlando here. I don’t quite have the date yet, but that’s either going to be the end of September or early October. We’re going to go in for a weekend, put some really smart people in a room, do some coaching, some teaching.
Do some things having to do with everything we can to help everybody grow and build their Amazon businesses. We did that last year, a lot of fun, so we’re going to do it again this year. All the details should be at PrivateLabelLive.com. Depending on when you’re watching this or hearing it, I’m putting all the details together now. It’s not quite finished but it will be up there soon.
With that said, let’s go back and let’s talk a little bit about copywriting. One of the things is I coach some Amazon sellers, I see that they just missed some things with copywriting. I think one of the things that on my personal products, that allows me to get better listings, and in many cases what my sales deserve, is because I think I get this part right.
I think if you start out with copywriting. Copywriting is something where you should tell a story about your product. If you saw the episode I did about better product photography, I encourage you to go back and listen or watch that, because that’s really the first part of almost this two part type of episode.
I think the concept’s the same. We can tell a story, we can picture it or we can also do it with your writing. With your pictures, you’re just trying to do the emotion. In your copy, you’re trying to not only have Amazon find you, but help the human reader convert to buying or want to buy your product.
Really it’s hard to do, because it’s really two very different and very select skills. Let’s start out with the premise that if you’re not found, you’re never going to be able to sell anything. Let’s start out with and say, what is it that Amazon is really, really looking for?
I believe the most important part of the page is the wording that you put in your title. Some categories they make you put your brand name first, some they don’t. If you don’t have to put it first, I would encourage you not to put that in your title at all, because in reality, nobody’s searching for it.
I think Amazon places importance on the words that are in the left part of the title. Then they go from left to right with importance. Whatever your main keyword phrase is, I think you should have that at the beginning of your title.
One of the things too, I think if you think of you see so many listings of people who’s terminology and the keyword stuff. They put every keyword that they can in your title. Really what I think that does to a certain extent, is that dilutes what you’re trying to tell Amazon that you want to rank for.
If you put your main keywords in your title, and more importantly, turn it into a sentence that the human can read, Amazon will be able to find it and show it, and the human buyer will want to be able to read it. When you are setting up your keywords, think through this.
You’ll notice that the next part of this, of course are your bullet points. In your bullet points, you’ll notice that there are five lines that you can put words into. You’ll also notice when you’re setting up your product inside of Amazon, there are five lines that you can put keywords in. I don’t think this is any coincidence.
As you go through and put those keywords in, make sure those are important keywords. Recently Amazon has allows you to have … I can’t remember off the top of my head but I think it’s a thousand characters, that you can put in those boxes. It used to be much less than that.
Again, I found in my own personal testing, is that I tried in the very beginning to put more in additional words, and really all it seemed to do was dilute my message. It was almost like it was too broad. You want to be able to focus on what’s you’re being able to do, to be able to put those words in that area.
Again, the next thing you want to be able to do when you’re writing your copy, is take one of those words, each of those five keywords, for instance the one you put on your first line, you write that in your first bullet point. For instance, our … Let me look at my desk here.
Our ABC calculator, calculates at X speed, whatever it is and include that keyword towards the beginning of your sentence. Again remember, I think Amazon puts importance on the words closer to the left in the beginning of the sentence. Then you repeat that five times through going forward. There are people that believe that Amazon doesn’t search the product description. To me it makes to sense that in that case, I don’t see why they wouldn’t.
I think too, what you want to do in your layout of your product description, is use simple basic HEM bowing. Things like that, just different bullet points to be able to show what you’re trying to accomplish.
If you start out with a foundation of understanding that you’re trying to keep this simple, you’re trying to keep it to the point where you trying to use the right keywords. If you’re not using the right keywords, no amount of copy is going to ever make up for that, because it won’t be shown.
That’s assuming that you set everything up well, you’ve got the right keywords. Again, I go into keywords in another episode in much more detail. If you want to take a look at that. Here, assuming you’ve got your keywords, you want think of this as something called commercial intent. You’re trying to decide on keywords, when somebody’s searching, it could be maybe, multi tools.
Maybe that’s what you got in your keyword. Maybe you realize, people are truly searching and you can get ranked more importantly for multi tools for camping, for bicycling, for hunting, for whatever for automobiles. Whatever somebody is searching for, that’s what you’d want to put in there.
Again, you want to keep it short and you want to keep it simple. I think people progress on the page from the picture, to the title, down to the bullet points. It’s your job as a merchant to be able to move them from step to step, to where they ultimately buy your product.
Now, when you’re writing your copy, I think from a copywriting standpoint, you want to all capitalize the bullet points of your five product description lines. You’ll see so many people write big blocks of text there. I think in that context, people just kind of get lost in big blocks of text. They don’t read it. They shut it down and they go look at another product. I’d say two or three lines per bullet point in your bullet points is ideal to do that.
From a copy standpoint, what do you want to put in there. It’s a story and you’ve got to think of it as like five chapters of a book. You’re trying to have somebody progress from beginning to end. The end being how they buy your product. If you go back and the story I told before in the photo video, was about when I was in China. I was looking at drills.
The first guy hands me a drill in a booth and talked about the brushless motors, stainless steel. It’s all these wonderful things. He’s listing all the characteristics of the drill. Well that’s good and fine. I think fine and hand it back to him. I went to another booth and the guys says, “Our drills great. It drills great holes. You try it.”
I took the drill and I drilled a hole with it. It was really, really good. If you think about it, one guy really understood marketing and copywriting that he was speaking, as opposed to the first guy. If you’re going to buy a drill, you’re buying a drill because you want to make a hole. You’re not buying it because you want all the feature of a drill.
In the context of copy, when you’re describing your product, in those five bullet points, you want start out and touch on the emotional aspects of why your product makes a great hole. That’s the example of the drill. Whatever that product might be, you don’t want to put in wonderful features, thirty quality construction. Okay fine, those things are important but that’s not really not helping convince anybody because people have become so immune to those things.
If you’re selling the drill, you’re talking about … Drills, you might say drills, a certain depth hole is a certain speed. You talk about no tear out at the back of the hole. Again, I’m getting specific on things. You’re talking about a drill that is so strong and so smooth that it will bore holes without tear out. That’s what you want, a good quality hole in the wood, the metal, or wherever you’re drilling a hole. That’s why you’re ultimately there to buy the drill.
What I would encourage you to do, is move somebody through the progression of maybe the first one is, why it drills a great hole in wood. Maybe the next one’s why it’s best for metal. Maybe why it’s going to save you time, because you can change bits much easier.
Whatever all those things are, that’s what you write in your copy to be able to tell your story and make somebody think who’s interested in a drill. They understand a drill. They understand some of the features. They wouldn’t looked for drill or your type of drill, if they didn’t understand it. You don’t necessarily have to explain the product, but you’ve got to use your copy to show them the benefits of why your product is better than a competitors.
In reality, ninety-eight percent of all the copy on all Amazon products are really, really bad. If you can be one of the people who take what we’re saying into thought, and improve your copy, I think you’ll come out way ahead versus other Amazon sellers. One of the ways I think you also do this and truly try and sell the whole, is to sit here and think for a second who was real…
You’ve heard this a thousand times before, but who’s your ideal customer? What’s the demographic? What’s the avatar of that person? When I’m doing a product, I go everything down to the age, the gender, the job they may have, their income, are they married, do they have kids, name the person.
I sit here and I know this sounds crazy, but I have an imaginary conversation in my mind with that person. I give them so many characteristics, that they almost come to life for me. If I can have that conversation with them, I get a much better feeling of what that person wants to hear in the copy that I’m writing for what I’m doing.
Again, all marketing is, all copywriting is, is telling somebody what they want to hear, when they want to hear it. Again, you’ve got a good product. Most people have good products. Where I think the opportunity is, is to get the balance of having Amazon find it, but also to have the human reader recognize that’s the product that’s designed for them.
That’s where showing up at the right time and the right wording comes into play so much, and why you can outdistance your competition, if you will get this. Again, the product descriptions are just you typed in, they look like they were written on a typewriter. It’s four or five lines long, put you in some descriptions. Once if somebody makes it to the product description, they’re very interested in your product. That should be more reinforcement of why your product is pretty good.
Then if they’re really just deciding they want to move forward at this point, then they’re going to go back and look at the reviews. If you’ve got good reviews, it’s going to seal the deal for your product. If it’s not, maybe it makes it a lot harder for you to sell.
From a copywriting standpoint, that’s how you’re doing it. You’re telling a story. You’re keeping it simple. You’re keeping it short. You don’t want to put zillions of keywords in there and make it look like you’re just trying to set it up for the Amazon algorithm. You have to also set it up so the human being can read it and want to buy your item.
Some simple things today, just some general topics on copy. I see so many people do this wrong. I think if they would get it right, or at least improve what they were doing, I think you’d see a tremendous increase in your listings.
I think you’d show up with more keywords in more places. Ultimately, you’d have buyers that want to buy your product, which is going to give you better conversions and ultimately better sales, and often more money in your pocket. Hope that helps, what we talked about today. I appreciate you being here. See you next time.
Already an Amazon Seller? Interested in a little help, maybe validation of your product and market or need some marketing direction? Then take a look at my 1 on 1 coaching. I accept a limited number of people into my coaching program. Click here to learn more
Mark Scott Adams is a serial entrepreneur who has started, built and sold six businesses. He has sold millions of dollars of physical products on and offline over the last two decades. He is currently a speaker, author and successful Amazon Seller. To take his free amazon sellers training click here. To Get his free product checklist list click here