Crafting the Perfect Product Title

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A top notch product title can help you generate tons of keyword traffic sales and set your product up for high conversion success.

If you’re waiting on inventory but know what product you’ll be selling, you can create your title right now. You can either save it to your computer as text or edit your Amazon listing, if you’ve already created that.

Your Amazon product title is important because it is:

■    A HUGE driver of keyword traffic and relevancy for your Amazon product. “Relevance” is the default search setting on Amazon. When you search for something on Amazon there are different ways for products to be sorted. “Relevance,” meaning how relevant a product is to the keyword that is being typed in, is the default search setting.

■    Your product’s most visible headline (attention-grabber). Generally, people are going to look at your product’s image and headline to decide whether or not to click on your product.

■    One of the most under-utilized Amazon promotion tools. Most people do not put a lot of thought into their title. By doing what you will learn in this lesson, you’ll be ahead of a good chunk of your competitors.

Product Title Formula:

Main Keyword + Other Keywords + Benefits then Features + Call to Action

■    Put your top keyword phrase at the beginning of your product title, because that is what people are searching for. Do not put your brand name right up front. When your brand name becomes more popular later, then maybe they’ll be searching for your brand name, but at this point, they are not searching for the brand name since you are new.

■    Include as many keywords as possible, but make sure the title sounds nice and does not repeat any of those words. For example if your keywords are “shower mirror” (primary) and “fogless shower mirror” (other), do not use both phrases. You already have “shower mirror” as your primary keyword, so you can simply add “fogless” somewhere in the title to keep it relevant for a keyword search on “fogless shower mirror.” This also saves you space for additional keywords and keeps your title from looking cluttered.

■    Include your brand name in your title (after your keywords). You do want to start building a presence for your brand name so people will start recognizing it and use it in searches later on. You also want to differentiate yourself from others who are selling the same or similar products.

■    Make sure the title flows and sounds good to the human ear. Don’t stuff in a lot of keywords that don’t make sense. Your product title will be seen by real people like you and me, so while you’re trying to gain a lot of keyword traffic, remember that your ultimate goal is to get humans to purchase your product when they see the title in search results and other listings.

■    Limit punctuation and unnecessary words. You only have a certain amount of characters to work with, and you want to make sure you’re getting the maximum benefit for your title.

■    End with a call to action. When someone clicks on your product, they are going to see your full title. They will typically look at the beginning and the end. Putting sales copy at the end helps get them to read the rest of your product detail page.

■    Do NOT include guarantees or special sales. That is against the Amazon terms of service.

■ Limit your keyword title to 250 characters or less. Some categories have limits as low as 100. You will see the limit for your specific product in your Amazon Seller account when you go to list your product.

keywords-benefitsHere is a product title example that shows you how to write your title:

This title starts with the main keyword phrase, “fogless shower mirror.” It contains other keywords, but still sounds good when read aloud. You’ll notice both the words “mirror” and “mirrors,” because the second keyword is “shower mirrors for shaving” Just be sure to use variations on words in a way that flows nicely, in this case “easy to install shatterproof mirrors protection designed not to fall”

In addition to keywords, this title has the brand name, Luvable Bath, written with a “u” to stand out from other brand names.

It also has features and benefits. People often ask about the difference between benefits and features. Features are surface statements about your product, such as dimensions and specifications. Features describe what your product can and can’t do. Benefits show the end result of how those features are of value to the customer. For example, features of the shower mirror include “razor hook” and “squeegee” while benefits include “shatter-proof” “fog-free” and “easy to install.” Features and benefits are equally important for effective advertising copy, but benefits are what help you convert prospects to customers.

The call to action here is: “enhance your shave experience now!” Be sure you write something relevant that inspires your customers to click on the buy button and purchase your product.

To check the character count of your title, use: http://charactercounttool.com

To make sure your are in compliance with Amazon terms of service, read the Amazon Selling Policies:

http:/www.amazon.com/gp/help/customer/display.html?nodeId=200267770

If you make a mistake, Amazon will give you a warning and a chance to fix it. But if you blatantly keep breaking rules, you will lose your seller’s account.

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