Looking to write product descriptions that sell? Read on…
Many sellers write product descriptions that ‘describe’ their product. For example, give the dimensions and general information.
That’s a weak strategy.
As a seller you need to SELL your product. This is your chance to create the impulse buy.
The following are the summarized points in how to write to persuade your visitors with product descriptions that sell:
1. Focus on Your Ideal Buyer
Answer questions that your ideal customer has in their mind.
2. Entice with Benefits
Consider the benefits of each of your product features. Sell an experience.
3. Avoid Yeah, Yeah Phrases
Instead of using “excellent product quality”, be specific in describing it.
4. Justify Using Superlatives
If your product is really the best, provide specific proof why this is the case.
5. Appeal to Your Readers’ Imagination
Let your reader imagine what it would be like to own your product.
6. Cut Through Rational Barriers With Mini-Stories
When it comes to telling a story about your products, ask yourself:
- Who is making the product?
- What inspired creating the product?
- What obstacles did you need to overcome to develop the product?
- How was the product tested?
7. Seduce with Sensory Words
Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power.
8. Tempt with Social Proof
When your web visitors are unsure about which product to purchase, they look for suggestions what to buy.
9. Make Your Description Scannable
Here’s some areas to focus on when designing yours:
- Entice your web visitor with headlines;
- Use easy-to-scan bullet points;
- Include plenty of white space;
- Increase your font size to promote readability;
Need a professional to write your product descriptions? Click Here to learn more.
The article being referenced is here.
The following is a summary of the key takeaways from a blog post about the shopping experience of an actual Amazon customer.
Meet “J” a health-conscious mother of three (and closet chocoholic) who agreed to document her every move and thought while in search of a bread/loaf pan. Here’s her enlightening journey highlights:
I clicked on the more popular one first, but the bullets and description weren’t impressive. It basically just told me the dimensions. It didn’t include any features, benefits, or uses, so I didn’t stay on that page long.
I went back to that first pan and noticed the highlighted “Product Features” right there on the search results page.
It caught my eye because it said “extra large loaf.”
Seeing those words under “Product Features” made me click.
Continuing the search, I came across one that had little grooves along the pan’s interior.
Having never seen that before, curiosity once again got the better of me. I clicked on it, primarily, to see what those grooves were used for. The bullets and description didn’t provide any explanation. The whole reason I clicked was to learn about those dimples, and they didn’t even mention them. Were they for cooking evenly? Easier release? Texture? Had they explained their purpose and/or benefit, I may have considered this pan.
I almost always look at the pictures first.
I noticed the reviews next. They have a 5-star rating with over 900 reviews. Impressive! The bullets were well-written and informative.
I read the description, which explained the purpose of the lid in creating perfectly shaped sandwich bread.
The line about peanut butter and jelly sandwiches sold me. The whole reason I’m looking for a bread pan is to make healthy bread for my kids, who just happen to devour PB&Js like they’re going out of style. I scrolled back up and added to cart.
I’m pretty sold on this pan, but I always like to look and make sure it’s not being sold cheaper by another seller.
I don’t usually go past the third page of results.
I clicked back over to the USA pan and read some reviews before making my final decision. They were overwhelmingly positive, and dozens of them included pictures of beautiful, just-like-the-store loaves.
At this point, I purchased with confidence and am looking forward to our house smelling of fresh-baked bread!
As you can see there’s several factors determining the buying behaviour.
- I clicked on the more popular one first, but the bullets and description weren’t impressive
- I noticed the highlighted “Product Features”
- I almost always look at the pictures first
- I noticed the reviews next
- I read the description, which explained the purpose
- The line about peanut butter and jelly sandwiches sold me
- The whole reason I’m looking for a bread pan is to make healthy bread for my kids, who just happen to devour PB&Js like they’re going out of style. I scrolled back up and added to cart
- I’m pretty sold on this pan, but I always like to look and make sure it’s not being sold cheaper by another seller
- I don’t usually go past the third page of results
- I clicked back over to the USA pan and read some reviews before making my final decision
For info on optimizing your product listing click here.
The convergence of two of the worlds continues with Amazon acquiring Whole Foods and Walmart acquiring Jet.com and Bonobos.
What does this mean for Private Label Brands?
There is now plenty of potential that brands could be dis-intermediated, if you will, from the retail position that they have helped defined over the past century.
These major online companies now have a presence in offline stores, where before they didn’t. Now they can promote their own private label brands.
Imagine the convenience of Amazon leveraging their Alexa products (the wireless dot and echo speakers and dash button):
An example of this is that Amazon has used their own position as the starting point of shopper-consideration to push their own private labels through the Amazon website and through their Alexa products.
We’ve already seen it with batteries:
As Whole Foods private labels enter the fray, it’s possible that products such as cereals and cookies could be subjected to the same fate as battery companies. Battery companies were left completely battered following the loss of Amazon as a key e-commerce foothold once the company debuted their own product line to rival the battery companies.
Jet.com is already doing it after being acquired by Walmart:
Jet.com has also been phasing out any Costco private label products following the takeover by Walmart, so there is certainly precedent to suggest that Amazon could do the same with Whole Foods.
So get ready, if you have a great product that sells well on Amazon, you could have the opportunity to get product placement in Whole Foods and drastically improve your brand exposure.
Referenced Article: https://www.forbes.com/sites/steveolenski/2017/07/21/what-the-amazon-and-walmart-acquisitions-could-mean-for-retail-brands/
Nike just partnered with Amazon to sell their products. WOW…
Not too long ago Birkenstock decided to remove their products, and now Nike is partnering with Amazon.
Because Nike know’s the future of retail is in a massive shift…
Amazon has mastered the new internet retail distribution channel like WalMart did the discount retail channel. As a result more and more buying activity is associated with the Amazon brand than the manufacturer brands. This means that customers are now associating more brand equity to Amazon, and not the major brands. If you have an optimized listing with images, copy, reviews and everything else, you can bypass the traditional big brands and piggy back off Amazon’s brand.
If you have an optimized listing with images, copy, reviews and everything else, you can bypass the traditional big brands and piggy back off Amazon’s brand.
If Nike is not on Amazon, it risks its customers losing interest and them ‘seeing’ the brand.
Nike has to be constantly in front of where the shoppers are, and with over 40% online buyers shopping at Amazon, big brands know Amazon is where they need to be.
The companies that don’t adapt to Amazon and learn how to leverage it will eventually ‘fall’ to obscurity. As FBA sellers selling private label brands, now is one of the best times in history where you can compete with big brands. Time to crush it 🙂
Here’s the original article: https://www.forbes.com/sites/quora/2017/07/19/amazon-and-nikes-partnership-could-mean-the-end-of-big-brands/
Managing inventory is critical to the success of an FBA business.
Forecasting reorder times, reorder amounts, gauging sales velocity, seasonal periods, competition and other factors are all important metrics to evaluate.
Here’s the main takeaways from a good article I read:
They have a system
- Top sellers have a daily system of which they’re checking inventory levels
When is more important than “how much”
- Think more of when than how much. Evaluate your sales velocity, and lead time. Put an extra buffer on lead time to be safe
- Things can and do go wrong with shipments. It’s better to have a safety stock for when your shipment can get delayed. General rule is go with 2 – 3 times the stock for the lead time.
Do homework on your first order
- When launching new products consider promotions, giveaways, lead time, and sales velocity. Using tools such as Jungle Scout and Camel Camel Camel
Don’t give away money
- See if there’s any money you can save on missing shipment reconciliations and Amazon fees
For more info here’s the original article: https://www.forecast.ly/top-fba-sellers-manage-inventory/
Amazon just launched it’s own shoppable app called Spark. It’s an Instagram like app that scrolls through picture posts featuring Prime product deals.
As a seller, this is an upcoming channel where you can feature your products.
If you want to post to Spark, you need to be a Prime member and make a “minimum amount” of Amazon purchases. What that minimum is, I’m not sure, but it’s worth keeping an eye on this program and testing it out for traffic.
Maybe take you’re best lifestyle pictures and submit them for posts, linking back to your product. Or use your best converting/engaging posts from your Instagram, Facebook, Pinterest accounts and test them on Spark. Leverage what your existing content to see if you can get traffic.
Let us know how it works for you! Got questions? Comment below…
Here’s 2 articles talking about the Spark program:
Amazon launches Spark, a shoppable feed of stories and photos aimed at Prime members
How Amazon Spark Social Network Works