Pro tips for the perfect product
As the world of online retail increases and traditional retail decreases, gaining the knowledge on how to sell your product online is important. Consumers are rapidly turning to online mall-like platforms; Amazon being the obvious example. Online shoppers are generating keywords to find their perfect product online, rather than spending hours scowering the mall.
Although we won’t focus on keywords in this blog, make sure to watch in the near future for our creative strategies blog. In this blog, we take an in-depth look regarding how product copy plays role in converting keyword searches to sales.
As a customer, what motivates you to spend your money and make a purchase? It is most likely the product’s description.
When writing remarkable product copy for the Amazon platform it is essential to understand the concepts of
- Product to Customer Review (PTCR)
- The logistics and characteristics of exceptional product copy
- How to appeal to specific target audiences. Yes, research. Research is critical.
Keep in mind, not all product types are always online, but not to worry, similar products will do the trick.
First things First: Product to consumer review
The first step into producing excellent product copy is conducting a Product to Customer Review, or as we call it, a PTCR.
The first step is to gather as much as information on the product as possible. Then perform in-house research on its features and benefits along with its’ competitors. Conduct keyword research on words and phrases to determine what the target audience is specifically seeking to acquire. Next, read product reviews to gain an in-depth outlook on the customer’s perspective.
Performing these simple, yet significant and effective tasks will ensure that your product copy is both factual and impressive.
Now, with a conclusive understanding of what your target audience is demanding you can focus the attention on the logistics and characteristics of noteworthy product copy.
When producing copy for the Amazon marketplace we have three basics we like to consider.
- Character Count/Buyer Type
- What are the guidelines
- Top 5 Selling Points
Furthermore, understanding your ideal customer is critical for many reasons.
Your product copy voice
First, depending on the product, knowing your consumer market and average customers tremendously helps when determining how to position your product copy. Before writing, you should understand and strategize your intended voice, which will generate your product copy direction.
Here at ASDAL, we have three categories for direction and recommended using something like this when planning.
Informative and in-depth
Simple and straightforward
Persuasive and engaging
For example, If your average buyer cares about small features, your character count should be short, simple, and straightforward. However, if your average buyer cares more about safety and product details, it is best to maximize your character count with an informative and in-depth voice.
On another side of the spectrum, if your product is used for some event or season, then your product copy should have a medium character count with a persuasive and engaging voice.
Overall, the goal is to be profoundly detailed and/or not to overflow the audience.
Regarding your product title
- Always capitalize the first letter of each word
- Include the brand name, product type, keywords, benefits – if applicable, color, and sizes.
When writing product copy, Amazon grants up to 500 characters per bullet and 2000 for the product description. Depending on the product, aim for 300-400 characters. However, 325 characters per bullet are standard. There should always be five bullet points per listing. Bullet point titles should be ALL CAPS. And, to immediately grab the attention of the shoppers, be sure to include your top five selling points in the bullet headings.
Appeal to the 2
There are primarily two types of buyers in the marketplace today
- punctilious shoppers
Instantaneous shoppers like to “skim” through details looking for the major points to make a decision.
Punctilious shopper tends to be more analytical and detailed oriented. The actual product description is for the punctilious buyer and should truly highlight the features and benefits that the product has to offer.
Furthermore, acknowledging how to appeal to specific audiences while also appealing to broad shoppers ensures you convert both types of buyers to purchase.
Of the five bullet points:
- the first one should have an emotional appeal
- the second bullet should be fact-based
- the third bullet point takes a more humorous approach while
- the last two speak to the company’s warranty, reputation and/or customer satisfaction.
If you keep all of these factors in mind when writing your product copy for Amazon, you are sure to stand out from the crowd with a distinguished and meaningful voice.