9 ways to use Copywriting on Amazon Listings
The lifeblood of your FBA business are your Amazon listings. They need to get as much organic traffic as they can and convert as much of it as feasible.
The key to writing persuasive, strong content that converts is to understand how to provoke the proper emotions. Doing this will cause a potential consumer to want to buy from you as a business owner.
The great majority of today's consumers make purchases without speaking to a human being. Today, everything is automated, and you have to know how to use that to your advantage.
This is the reason we will be tackling how to properly utilize copywriting to convert general traffic to your Amazon listings into regular customers.
What is Copywriting?
Copywriting is all about building connections and increasing conversions. It aims to persuade and entice using your writing on your e-commerce site by utilizing sales pages, product descriptions, and social media material.
With that out of the way, let's jump right into the grit of the topic. How do you use copywriting for your Amazon listings?
1. Who are Your Customers?
You must first get to know your target consumer in order to engage them with the material you publish on your website. Suppose you have no idea what audience you're aiming for, what they want, or the reason your product is relevant to them. In that case, it's impossible to write a copy that will resonate with them. To connect your audience and the relevance of your business to them, you must establish audience or customer profiles.
Start by finding out who views your listings the most. Identify their demographics, general location, income level, and other related information. By doing this, you're building the foundation for the type of copy you want to implement on your Amazon listings.
When creating customer profiles, you can determine if this persona reflects your major or secondary audiences. Include the persona's objectives and how he or she might achieve them. This data demonstrates how to communicate with and persuade your target audience.
2. Use Your Copy to Stand out From Competitors
Why should anyone in your audience pick your brand and product over a competitor's? Prospects won't stay loyal to your company until they have a compelling reason. To genuinely make your product stand out, buyers must be able to see reasons and ways it differs from the competition immediately. You can tell prospects what makes your company special and unique after knowing what it is.
3. Stories that Draw out Emotions
In marketing, storytelling engages prospects, draws them in, and takes them through their customer journey. It allows customers to associate your business with comfortable and positive emotions. Emotional Targeting is one of the most effective methods for accomplishing this. How do you want satisfied customers to feel about your product? How do they feel when they buy a competitor's product, and it doesn't work the way they expected?
It's not all about selling products; you're creating a brand. With that in mind, you must explain your company's story through storytelling. That way, you can explain why you started your business and what your company's objectives are. You can include how your products can improve the lives of those who buy them.
4. Say no to Jargon
Your audience is unlikely to use industry jargon or marketing terms like "unlock," "supercharge," or "unleash" in daily conversations. It's more likely that they'll speak in a casual, conversational tone. If you want to connect with them on a personal level, you should use the appropriate words and style in your copywriting.
Here are a few tips:
- Make your sentences as short as possible.
- Don't solely emphasize your product features. Include the benefits your customers can gain by buying and using your products.
- Make it sound more like a conversation than a presentation.
As much as possible, make your product pages and other materials concise, simple, authentic, and non-technical. The idea is to entice your prospects to buy your items by making it easy for them to connect with your brand.
5. Optimize Your Headlines
The title is the primary tool you utilize to grab your visitors and urge them to continue reading. If you lose them at the headline, it's likely they won't return to your Amazon listing in the future. The title is your content's primary call to action. It should be written with the purpose of having every one of your readers want to read the rest of your post.
In addition to enticing readers to continue reading, headlines should boost search traffic and referrals. However, if the headline isn't obvious and people can't understand what the copy is about based on the headline, it has already failed to do its job.
Keep in mind that your target audience no longer consumes all of your website material from beginning to end. They are unable to do so because there is simply too much of it available everywhere else. Instead, customers have become experts at scanning and skimming content.
Your audience will instantly start to look for specific keywords in your headline, so they can determine if you have what they want. With that in mind, it is a good recommendation to optimize your headlines with keywords and specific search terms. Make meaningful, clear, and relevant headlines for a particular audience. Instead of aiming for a witty title, focus on clarity.
6. Make Your Copy Scannable and Skimmable
After constructing your headline, concentrate on creating a scannable copy that helps the reader swiftly find what they're looking for. Consider short, condensed paragraphs with numerous bold headings and bullet points. Long, dense paragraph blocks should be avoided.
Competitor research, market research, and a profound grasp of why people love your product are all necessary steps in determining the top benefits of your product. Make them obvious, engaging, and skimmable once you've chosen them.
7. Use Images That Capture Attention
For Amazon listings, images are essential.
They let customers examine the product up close and in detail before even considering whether or not to buy it. This is especially true for visually appealing products such as apparel, shoes, and electronics.
It's also why you should make time to search for high-quality photographs for your Amazon listings. You want to show customers multiple perspectives of a product while highlighting any essential design characteristics.
8. Use Customer Feedback and Reviews
In order to consistently optimize your copy and conversions, you must study your reviews and those of your competitors. Make your clients' favorite features stand out in your product description. Take their pet peeves and explain how your product addresses and improves on them.
Chances are, consumers will buy your products if they see other people who are happy with their purchases from you. Amazon's Early Reviewer program is the greatest approach to start getting reviews on your listings.
The way it works is Amazon will send an email to previous customers asking them to post a review in exchange for a gift card. Also, you can ask family and friends who have previously made a purchase from you to leave honest feedback based on their experience.
9. Make Your Audience Feel That They Must buy Your Product
Invoke a sense of urgency. That's how you persuade people to buy now rather than later. There must be a strong desire, either a current one or one that you create. Customers will not respond to what you say if they have no desire to do so.
So, you might be thinking that the best way to do this is by outlining all the reasons why your audience should buy your product now. Well, it's a viable strategy, but you should not be solely focused on that.
Your goal should be to enhance desire while simultaneously lowering the amount of work required by the client to fulfill that desire. To put it another way, make the customer's trip as simple as possible.
The ideal technique for generating a strong desire for your content and product as a business owner is to emphasize the most important benefit rather than the features. You can use bullet points and subtitles to make the benefits obvious, easily seen, and perceived as something essential.
Conclusion to Using Copywriting for Your Amazon Listings
Today's audience is not some mindless robot that you can expect to read through every bit of text you give. Customers want to be educated, inspired, and satisfied.
All of these should be provided via copywriting. It must, however, not only educate but also persuade the prospect to buy. It should also provide a social experience, making it simple for users to exchange helpful website content. This is why you should always add social media sharing buttons in a prominent location where readers can readily locate them. You'll get more social media shares if they're more noticeable.
To summarize, here are a few key points:
- More favorable reviews, sales, and a better user experience will result from cleaning up product pages.
- The headline is the area you should start. To increase click-through rates, use benefits, keywords, and the character restriction.
- The product's qualities and benefits must be explained in detail in the description. The benefits should evoke an emotional response, whereas the features should state facts.
- Use high-resolution photographs, show the product from all angles, and show it in use. This promotes transparency and builds trust in your products.
We’re co-sponsoring a significant eCommerce event–Helium 10’s first ever SELL + SCALE SUMMIT happening on September 19-22, 2022, at the Virgin Hotel. We’re not going alone. Here are some friends who’ll be there with us: Walmart, Amazon, Assembly, Pacvue, and so much more.
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