For those of you who are not aware, we’re going to take a group of buyers, Amazon buyers back to the Canton Fair for the next fair. You’ll see the link here on the page if you’re interested in joining me on that trip.
Also, too, we’re going to do Private Label Live in Florida, and that’s an event I did last year in the fall. It depends on when you’re watching this or listening to this recording, but we’re going to get people together as a group of Amazon sellers to go over some very intense Amazon training.
As I record this, I don’t have all the details yet, but we’re going to have that available soon. It’s going to be late October … Or I’m sorry, late September, early October, so if you’re interested in that, I have a link here in the notes, as well.
Back to the topic at hand, and that’s one of the most, I think, important things on an Amazon page is the pictures. I think the way people go through this is once you look at pictures, if you decide that pictures look good, then you go onto the title, then to the bullet points, and the product description.
You decide to buy it or not. You then look at the reviews and confirm your decision, or you eliminate the decision. I think as I coached so many people through their products and their processes, and putting things up, I think the thing where people miss the biggest opportunity is their pictures.
I think what people do so many times is they’re all set on taking good product pictures, but you have to go back and really think of pictures, I think, as an opportunity to market your idea. If you look at the typical Amazon seller, even who typically would have good pictures, what they’ll have is they have good product pictures.
Pictures that show the products just functioning, but I think you can be more elaborate than that. I think you can touch on more of the emotional issues of photographs. Let me just give you an example. The last time I went to the Canton Fair, I was walking around, and I was just looking at certain items, and I use tools to build things myself, drills, power tools, et cetera, and a lot of things, and not in that area, but just looking at it out of curiosity.
I walked into this one booth that had a power tool, had a drill. The guy hands me the drill and he says, “This is a really, really strong drill. It’s got all these brushless motors and stainless steel, and all this strong casing,” and went into every feature of the product. Yeah, that’s fine, thank you, and I handed him the drill back. Okay. That’s fine.
I walked a couple feet down and went into another booth where somebody else was selling a power drill. The guy hands me the drill and says … And you got to imagine this, I guess, in Chinese, but … I can’t even do it in Chinese actually, but the guy was saying, “This is a very strong and powerful drill. It drills great holes. It drills fast holes.”
He had a piece of wood there, like on a display, and he handed the me the drill, and the drill had a drum in it, and says, “You try.” He handed me drill, and I drilled the hole. It did, it worked really fast, and you could tell the drill was very strong and very powerful.
He smiled. Then he said, “Here, it also drives in screws really fast. It good at screwing.” I kind of like, “Okay. I think something got a little lost in translation there,” but I think, “Oh, shoot. I’ll take two.” The concept is good. He meant to say, “I was just good at screwing in screws,” so I kind of kept a straight face, and I took the drill.
This one had a drill bit that had a Philips head screw head on the end of it, which not that matters or anything, but it’s what you drive. It’s like the end of a screwdriver, what you use to drive in a screw into wood.
He had some screws that were already kind of started in the wood, and you’re supposed to drill on the screw, and it screwed the screw into the wood. It did, it worked really strong. Was powerful. It felt good in the hand and everything else. I said, “Thank you,” and I went on my way. I wasn’t looking for drills, but I thought about that for a second.
I thought, well, here’s two extreme examples. Here’s how people mostly convey their products on Amazon. They talk about all the features or the benefits of the product, which are fine, but the smart people understand that when you’re trying to sell a drill, you sell the hole. You’re not trying to sell the drill.
When you want a hole, you’ll buy a drill, or you want to screw in screws, you’ll buy a drill. If you show the end result in why somebody’s doing something, you could almost tell a story in your pictures, and obviously try and do sell the hole as opposed to just the features and the benefit, I think you’ll come out farther ahead.
I think really what you should do is that as you go through this, you want to touch on some of the emotional issues, and depending on what your product is ask, “Why do people really want your product?” I mean, for instance, if a mother is trying to buy a minivan, or a company trying to sell a minivan to a mother. Car company.
They’re not selling it for anything other than the convenience to the mother and the safety of her children. All right. If you’re trying to sell a sports car to a 45 year old person whose having a mid-life crisis, you’re talking about how good they’re going to feel, how they can reclaim their youth, how the opposite gender will be more interested in them, and you just talk about the excitement of being in the car, reclaiming what you have lost.
You have to sit there and really, I think, spend a lot of time asking yourself, “Okay, why is somebody buying my product? What emotional issues can I touch on, and then what story can I tell with my pictures?” Then if you look at the left column of pictures where it starts out the main one of your image, and then it goes down, I think there should be a progression, and then go through and show and try and tell that emotional story with pictures.
I’m not saying it’s easy, it’s certainly hard to do. However, if you can have more live shots with people using the product, people showing smiles, that type of things, where if I were selling drills, I would show an emphasis on how quick the holes are, how strong, how easy it is to make the holes or screw in the screws into the wood. That’s really, again, why somebody’s buying the drill.
The other thing I think you can do pictures, now we’ll put a little disclaimer here. Amazon says you’re not supposed to put wording on your pictures. Now it’s something that right now they’re really not enforcing a lot, so I don’t want you to hear me say, “Put wording on pictures,” but until they start enforcing it, I think you could put wording on pictures that help phrase some of the things that you’re doing.
Because if you look at a lot of pictures, you see a lot of space in the background, digital real estate if you will, that’s not being used. If you want to put on things of size dimensions of your products, or testimonials, or other things that help move that story along,
I think that’s okay, but again, realize Amazon may make you take those pictures down because everything is subject to interpretation, and they write things differently so they can be interpreted differently, but my interpretation is you’re really not supposed to have wordings on pictures, but like all things, you can beg forgiveness versus ask permission type of scenario, if that’s how you feel to go about and do that.
However, just think through your pictures, and I don’t want to long on this, but I really just want to tell the story about the drill and the hole, and then have you think a little bit about, and ask yourself a really good question, “Are your pictures telling a story?”
I know you understand it, you see it from different terms, you know every little thing about it, but as you’re picturing that ideal buyer in your mind, are they really understanding your story? Are they really becoming emotionally attached to your item? Is there a reason for them to buy your item over your competitors, who were just doing simply good product pictures?
With that said, a little bit of a short one today, but just wanted to plant a seed of thought, and ask you to go back and take a serious look at your pictures, and see if you are touching the emotions of your item. With that said, I appreciate you stopping in, and look forward to talking to you next time. Thanks.
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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