Amazon isn’t simple anymore; or should we say it never was?
Well, either way, one thing that’s clear is: Amazon has never been a walk in the park. You might be working day in, day out, and still, your products won’t fly off the digital shelves or you might be working fewer hours and still enjoying greater profits.
What does this mean? Is it luck?
Well, some of it might be but the larger portion is to keep your visitors engaged until they become buyers. The good news is: there are multiple ways to do that but there’s one that’s more effective than any other: writing persuasive, compelling Amazon product descriptions.
As put by Justin Ford,
“Every successful business person must be able to sell through the art of the written word.”
The truth is, you can have the best site design in the world, the best products, the best value proposition but none of it will matter if you don’t have a persuasive product copy. In this article, we’ll discuss some proven Amazon copywriting tips, used by some of the reputed Amazon brands, to engage and entice their audience. So, without any further ado, let’s begin with the basics.
What is Amazon Copywriting?
In simple words, Amazon copywriting refers to writing content for an online store. This can include:
- Product descriptions
- Ad copies
- Category/landing pages
- Product guides
When you leverage Amazon copywriting services, you take the first step to convincing customers to either buy your product or try your product.
Amazon Copywriting Made Simple
It wouldn’t be surprising if you are like most online retailers who use email marketing to convert visitors into customers (and customers into repeat customers). Indubitably, it is one of the validated conversion methods but not the only one. Often, a good product copy also works wonders in convincing visitors and turning them into buyers. But now the question is how to write descriptions that sell?
Below, we’ve outlined six copywriting practices that will not only help you in drafting good descriptions but improving your bottom line while nurturing a better relationship with your potential buyers.
6 Product Description Writing Tips to Boost Conversions
Know Your Target Audience
Before you write down anything, determine your target audience to deliver a personalized experience. Know your target audience, their preferences, requirements as well as pain points to know and deliver them better. This can be done through:
- Online surveys: Conduct some engaging online surveys and ask your audience to participate to learn about them.
- Social media contests: Run engaging contests to create brand awareness among people and now about their preferences.
- Incentives: Offer discounts, promotions, or free subscriptions to persuade customers for a survey.
Once you have collected useful insights about your target audience, use them in your descriptions and write copies that relate to your audience. Most of your visitors won’t even know they have an issue until you make them understand. Thus, your objective is to inform, educate, persuade, and entertain your audience by using copies and phrases that tell them about the problems your product can solve.
Craft Catchy Headlines
A headline is the first thing that your target audience looks at as soon as they land on your sales copy. Therefore, it is quintessential to write a catchy, informative yet precise headline. Remember, this is the gateway to your copy; a poorly-written headline can instantly turn off the audience. As product description writing experts, we have mentioned some tips to craft your headline and improve your click-through rate:
- Know your target audience
- Analyze how your competitors are writing
- Create rough drafts (3 or more) and choose the one that aligns with your subject line and audience
- Mention a significant product/service benefit
- Convey a sense of urgency
- Put your mind on creative mode
- Make sure you don’t copy
- Keep it original and authentic
Pro-tip: You could play around with different headlines over time and see what works to improve your conversion rate.
AIDA (attention, interest, desire, action) is one of the proven methods for product description writing. When implemented properly, it can help you in moving your customers from the awareness stage to the conversion stage and finally make them buy from you. However, before you implement it, make sure you have conducted thorough research about your audience’s interests, requirements, and challenges.
Attention: First things first grab your audience’s or reader’s attention via catchy headlines/titles. You could also start by asking a question to jog the reader’s mind.
Interest: Build interest by giving your prospects a reason to continue reading your listing; pique their interest with something they can relate with. Arouse eagerness by offering solutions to their problems to keep them stuck till the end.
Desire: At this stage make them want what you’re offering by either stating your product’s benefits or the uses.
Action: it’s time to convert by creating a sense of urgency. You can either include a CTA, ask them to subscribe to your newspaper, contact your customer care team for more information, or simply place an order
Focus on FAQs
No wonder, people have several questions in their mind, related to your product, services, or brand in general, when they visit your page. Your job is to address their questions by giving them satisfactory answers via a FAQ section. This not just resolves customer queries but saves your customer support team from endless calls. When done correctly, FAQs can enhance conversions, rankings, and ultimately revenue. Here are some tips to create exceptional FAQs:
- Stick to the point: Customers want short and precise solutions to their queries – ones that are to the point and easy to read. Make sure you don’t write long paragraphs; keep your answers short.
- Prioritize commonly asked questions: Customer queries change from time to time. However, have a look at them and place the most asked questions at the top.
- Regular Updates: in case you have changed any of your policies such as returns or delivery, make sure you update the same in your FAQ section to avoid any misinformation.
- Classify: In case you have multiple (more than 10) questions to answer, you can categorize them for easy understanding and readability.
Focus On and Engage with Benefits
Sellers, usually, get excited when it comes to selling their products. They want to mention everything from benefits, features, and other specifications forgetting the fact that potential buyers are only interested in things that serve their purpose. They don’t want to read through the entire list of your product’s features and specs, instead want to know how the product will benefit them and solve their problems.
Your job is to highlight the benefits of each feature. Consider questions like how does your product make your customers feel? which problems does it solve? Or how will it impact their day-to-day life? and include them in your description. Remember, you don’t have to just sell a product but an experience while building a long-lasting relationship.
Use Social Proof to Build Trust
Copywriting for Amazon listing optimization service providers is all about building trust among your visitors and giving them a reason to buy from you. However, it’s easier said than done – thanks to the cut-throat competition and cybercrimes. Therefore, you must do everything it takes to convince shoppers and make shopping easy, fruitful for them. Adding social proof is one of the few effective steps that can give consumers what they need to overcome their own fears of shopping online.
- Use customers’ feedback, reviews, ratings, and comments
- Use testimonials on the product page and include them in your ad campaigns on social media platforms
- Provide links to customer queries that have been resolved
- Include product tutorials
- Conduct a quiz or a poll
Over to You
Whether you are selling clothes or furniture, copywriting for Amazon is something you can’t escape from. You need compelling sales copies in the form of Amazon product descriptions to keep your business running. By following these catalog copywriting and product description writing tips, you can get closer to your audience as well as your goals. You could also hire Amazon product content writers for exceptional outcomes, without any hassle.