I have always been fascinated with those advertisements on television and the selling channels (yes as sad as it may seem, although I DO have a good reason for doing it that I will explain in just a moment!).
You see, most people will flip those advertisements over to the next tv channel although by studying tv advertisements you can get a good understanding of what is actually going on behind the scenes.
The reason I watch those advertisements or corny selling channels is because I wanted to see what product or service was being advertized and more importantly how it was being sold.
When you study ‘sales’ and know what’s going on behind the scenes of those selling channels on satellite and cable TV or behind the advertisement, you’ll see that there’s a lot more to those advertisements than first meets the eye.
They’re not just thrown together with a list of facts about the product. There’s an actual tried and tested ‘system’ for presenting products and services to potential buyers to receive the most amount of sales possible.
Some of these ‘selling’ methods have been around since before you and I were born (I’m talking more than a hundred years!) and they’ve remained unchanged in principle except for modernization of the media used to get the ‘sales message’ across.
You could say that the principles for making a sale are the same when selling on Amazon.
Sellers who simply throw together any old item description are missing out on sales. Sure there will always be people who want to buy your product regardless what the item description says.
Products like big brand TV’s for example sell mainly on the price and trust of the brand and the distributer. These are not the best products for regular Amazon sellers to try to sell because of the competition and low profit margins on those products.
If you’re in any other Amazon market then you might need a little more persuasion in your item descriptions than relying on the big brand name that you won’t have behind you. Simply listing the facts and features of your product doesn’t cut it.
Yes you do need to include the ‘technicalities’ of your product although your descriptions need to include hooks that grab the reader’s attention and don’t let go until that reader has purchased your product.
Your Amazon product descriptions need to describe your product effectively but to make a listing great they also need to be killer sales letters!
You may or not think that writing a description can ultimately pursued your browser into purchasing although your product description is actually ‘salesman ship in print’, i.e. words on paper (or in this case words on a computer screen).
To master the art, you need practice although you can start with a very basic sales letter – its easier to edit a first draft than thin air.
First write a headline, then a write a short paragraph that tells a story about the product, then list a few bullet points, and present your offer.
If you’re a perfectionist, get your product to sell FIRST before you go back and spend hours creating the perfect sales letter – its better to get something out there first in draft, you can always edit it later.
The key to writing Amazon product descriptions that sell is doing your research beforehand. If you actually hired a professional sales copy writer to write a sales letter (these can be the same people who write sales copy for those TV ads that convert like crazy), they would ask you questions like..
• Can you show me some examples of sales copy for similar products, in the same way you want them sold?
• Do you want the letter written in an informative or sales tone?
• Do you want long or short letter?
• Describe the product for me in one sentence.
• What is your unique selling point?
• Share some testimonials or feedback your customers have given you about the product.
So, in our case of selling products on Amazon, you’ll need to check other sellers listings and even other websites to see how similar products are being sold. If you do your research thoroughly, you will simply be able to plug in all the parts in this book to create a killer Amazon product listing that sells:
• Plug in #1 – Proof and benefits into your headlines…
• Plug in #2 – Selling points into the bullet points…
• Plug in #3 – Your unique selling point into the story…
• Plug in #4 – Your call to action into an offer.
To be an effective wordsmith ‘salesman’ you’ll also want to gather a collection of powerful ‘selling’ phrases that you personally like.
Every time you read an e-mail, or view an advertisement whether it be on the internet or in a magazine, and something GRABS YOU… write it down.
A collection of powerful phrases is sometimes called a swipe file . You can copy and paste these power phrases into text files and save them in one place. My swipe file contains items like this:
• “Listen closely…”
• “As you may already know…” “Now, I don’t know about you…”
• “Well, I’ve got news for you…” “Let me explain…”
• “And best of all…” “In fact…”
• “Here’s the bottom line…” “Quite frankly…”
• “Now, I know what you’re thinking…”
• “Take a deep breath and relax…” “The answer is yes…”
You can begin your research by looking at other Amazon sellers. Find listings that already sell the same or similar product to your product. Look at the best sellers and see how they are writing their product descriptions to get the reader to buy.
Are there any particular benefits and features that they are highlighting or leaving out even?
You can be extra sneaky and see the reviews the seller has received for the product. What are buyers saying in their feedback? What did they find pleasing and what didn’t they like?
These are all things you can point out in your product description.
If buyers thought the lamp they purchased was ‘stunning’, use the same or similar language in your item description. Use the same language happy buyers use because those are the people you are targeting – we all like happy buyers right!
Did a buyer say the product was a good quality item? If they did, reiterate that benefit in your Amazon product description for your product, ie, ‘A Stunning Lamp that will Brighten Up Any Living Room’.
Encompass all the benefits from other sellers feedback and reviews for the product. So instead of writing something boring and unimaginative for a heading like this..
‘Lamp with Shade, Made in Italy’
Instead you could use the line..
OR, something along these lines..
” Sit Back, Relax and Enjoy the Craftsmanship of this Fine Quality, Italian Marble Lamp with Hand Stitched Shade”
See what I mean.? It makes it a little more attention grabbing and exciting to read don’t you think!
If you’re still stuck with writing your first line, dig a little deeper and research websites that sell a product similar to your product. Simply go to Google and type in the product you are selling or type ‘buy’ before the product to see a result of websites offering that product.
Get a feel for what kind of person is reading the offer and buying the product from those websites and understand the types of customers you will be selling to – you’ll have a lot better idea of how to write your first line and get their attention.
I’ve also found magazines and catalogues can be useful. Check out those advertisements and offers for similar products in a magazine related to your niche. Again to get a sense of whom the buyers are and what they ‘smell like’.
Once you have an understanding of who will be buying your product you will be in a better position to ‘hook’ that person into buying YOUR product instead of someone else’s.
It is time to apply this to a system that spits out Amazon product descriptions that sell.
First, you need to figure out a headline for your product description. I don’t meant the Amazon listing title because that needs to be written totally differently with selected keywords so it can be found in Amazon’s search results.
The headline for your item description will be the first line of your actual description and it can be anything you want it to be, it doesn’t have to be the same as the Amazon listing title.
It’s a good idea to write a draft headline first and then go back to it AFTER you have written your bullet points and you can always improve it later.
The only job your headline has to do is grab peoples’ attention and get them to continue reading your description.
You grab their attention with benefits and curiosity in the headline and get people to read the next line of text in your item description.
That line of text gets people to read the NEXT line… until they want to click the buy button.
Don’t worry if you have to put a lot of thought into it, the more you practice this skill, the better you’ll become.
You can also use a striking colors for your headline text or when using Amazon you can only use black so you could instead italicize, underline or BOLD certain words to emphasize the benefits. But don’t go over the top with these extras. The headline needs to be easy to read and flow with the reader.
A few tricks for using these fancy HTML tags in your Amazon listings..
For example, If I had a title for my Amazon listing that reads..
‘Amazing Grass Seed’ that Literally Grows Anywhere, Regardless of the Conditions.
If I wanted to make the main benefit stand out and I wanted to make the words ‘Literally Grows Anywhere’ in BOLD you would simply put the following tags around your words like this..
‘Amazing Grass Seed’ that <b>Literally Grows Anywhere,</b> Regardless of the Conditions – Guaranteed!
When you save your Amazon listing the end result on the product page will be displayed like this..
Can you see how the main benefit jumps out to the reader in BOLD.
You can also use similar tags in Amazon listings for italicizing and underlining words as follows:-
<em>Literally Grows Anywhere,</em> would display.. Literally Grows Anywhere <u>Literaiiy Grows Anywhere,</u> would display.. Literally Grows Anywhere
You can also put line breaks in your Amazon product description using the <br> tag.
After writing the headline the next part of your description should include a story. You transition from your headline into your story and introduce the problem that your product will ultimately resolve. Stories are great because it will grab the reader’s interest and gets them to keep reading…
..because they need to know how the story ends.
When your readers understand and relate to the problem, you then resolve the problem with your offer and the benefits and build desire for the product. Your item description will get readers hungry to buy your product.
There’s no point in writing an attention grabbing headline and great story unless you then get your prospects to take action and actually buy your product.
This is where your ‘offer’ comes into play.
What I’ve described above is a proven sales copy formula and that is the AIDA formula, (Attention, Interest, Desire, and Action).
Here’s how it works…
Attention – Choose the headline style you want from the Plug-in headlines section and create an attention grabbing headline. Use the plug-in headlines as a basic template then tweak and twist the words and include phrases from your own ‘power phrase’ list (swipe file).
Interest – Choose one of the Plug-in story opening lines and write a VERY quick paragraph with just a few sentences so your reader can relate to the product metaphorically. Stories create interest.
Desire – List three to five important features your product has. Then generate a desire for the product by rewriting those features into benefits using the
Plug-in bullet points.
Action – Present an offer that can’t be refused and back it up with a no risk Plug-in guarantee. If you have a few minutes to spare, tweak and rewrite the headline and add a sub-headline, again include some of your power phrases.
To select a suitable headline you can choose and relate different styles of headline that you think will relate to your potential buyer the most.
“How To” – Attention grabbing and tells the reader they are about to learn something that will benefit them
“Magic” – Using this in your headline captures attention because people want benefits with as little effort as possible and this tells the reader you have the product that will magically deliver the benefits on a plate
“Guarantee” – This tells the reader they have nothing to lose by reading the rest of your item description. They will become more interested simply because this headline allows the reader to perceive a no risk offer.
Ultra Long Life Flash Light Batteries Last 10 x Longer than a Regular Cheap Flash Light Battery, Guaranteed!
“Finally” – This tells the reader that in despite of similar products they have tried before that didn’t fulfill the exact benefit they wanted, you have the perfect product to offer
“Treat Yourself” – Using this power phrase in your headline will make the reader think that they need a treat once in a while.
“Are You Still” – Will grab attention because it will make a reader stop and think if they’re still getting all the benefits they want from their older existing product.
“Warning” – This grabs attention because people have been told all their lives to take notice of warnings.
“Everyone Knows” – This gets attention because it makes the reader think they should know something that they don’t and that everyone else already does.
“Save Money” – Most people want to save money and this grabs their attention.
Metaphor – the “metaphor” headline grabs your readers attention because it suggests your product performs like or better than something they already know. It helps people relate to your product and gets them to read the rest of your description.
Everyone can at least tell some kind of a story. How do you write a story? Well, firstly stop thinking too much about it and begin writing as much as you can about the story in your head. It can be based on something you did today, something you saw someone else do or something you heard about.
Just write about 2 to 3 lines telling the story. You can always go back and revise it later.
Tell a story that will relate to the readers experiences in a way that hits home with truths or facts . Choose from one of the plug-in “S.P.L.A.T.!” opening lines and expand it with your own story;
1. School: My favorite subject at college was…
2. Pursuit: The (hardest / easiest) thing I’ve ever done was…
3. Learning: The most difficult choice I’ve made was…
4. Ascension: My biggest (accomplishment / failure) was…
5. Time: I am more mature now than I was (10 years / 50 years) ago because…
Present: Add “F.L.A.V.O.R.” to your copy by mentioning something everyone understands.
1. Fear: Are you afraid of…?
2. Location: I’m writing to you from…
3. Associates: Let me tell you about my (best friend / worst enemy)
4. Visualize: Imagine the following…
5. Outrage: To my surprise…
6. Recap: You wouldn’t believe what happened today…
Current Events: “F.I.N.D.” something that’s happening now (a TV show, celebrity gossip, a chilling news report) and relate it to your product.
1. Favorite: One of my favorite (movies / TV shows / songs) is…
2. Issue: The most common problem people face today is…
3. News: I was watching the news yesterday and I saw…
4. Dialectic: What do [pop culture item #1] and [pop culture item #2] have in common?
There is no replacement for a collection of good ‘power phrases’. When you have a good range of power phrases you can knock out killer Amazon Product descriptions in 5 minutes flat.
Here are some examples of power phrases that you. DO NOT use these phrases exactly as they are in your Amazon Product descriptions. Rewrite a phrase twice to get some potentially winning bullets. A good style for writing bullets is to emphasize a problem in one sentence then quickly solve the problem with a problem solving power bullets;
Use these bullet openers to describe a problem in one sentence..
Did you notice that when ..
• Why your_is..
• Warning: Do NOT buy unless..
Why is it that..
• Don’t let
• If you think_are_, you are right!
• Why should you settle for_?
• Read this before you_.
• Ten things that could ruin_.
Have you noticed that when
Use these power bullets to provide a solution to a problem with benefits..
• Fights Regulates
• Kills Helps
• Stylish Proven
Example 1, Selling a chair using problem and solution bullets
Why is it that when you sit at your office desk all day your back hurts like crazy?
• Helps you relax when sitting at your office desk
• Advanced ergonomic design
• Reduces stress on the lower back
• Provides extra back support
• Effective solution for your back pain
Example 2, Selling headphones using solution benefits..
Why should you settle for headphones with poor sound quality?
Our headphones use..
• Stylish looking colors, look cool wearing these
• Advanced technology specifically designed to enhance sound
• Improved sound quality when listening to your favorite tunes
• Advanced variable frequency selection for personal choice
• Guaranteed to increase sound quality, or your money back
You have your headline, bullet points and your story. Now all you need is to bring all that together and give your readers a compelling reason to buy now… this is where your item description can ‘make or break’ the sale.
Your final offer needs to be impossible to refuse and totally truthful. It must instill 100% total T.R.U.S.T.
1. Turn the table on your potential buyer by asking the questions that any potential buyer would want to ask if they were thinking about buying your product.
–then answer those questions in your offer. Look at it from their perspective and ask questions like..
• Can it really do what it is claiming..?
• How can it be so cheap..?
• Why is it expensive..?
• How can I be sure it works..?
Then answer the questions in the offer with facts and truths about the product and any proof you might be able to get your hands on.
Include anything and everything that will answer any questions the reader might have.
2. Reverse question your reader with an “IF” phrase. Using this phrase reassures the reader of your claims by telling them HOW they will benefit from the product once they try it.
IF, you want the ultimate golf swing then you’ll love this new ultra gripping golfing glove
IF, you’re ready for a ‘factory fresh’ clean carpet, then this carpet stain remover if for you!
3. Unite the reader with the product by reiterating all the benefits of the product. This is different from the ‘bullet point benefits’ because the bullet points are big impact one-liners, you now want to explain exactly what they will get when they buy the product and how it will benefit them. Keep the sentences concise and to the point but be totally truthful and write as many as you can.
4. Switch. This is where you list the negatives that will ensue or continue if the reader doesn’t buy the product. You can use a phrase like, “Don’t buy if the following is true…”
• Don’t buy if… you’re happy with the harsh skin damaging chemicals in your daily moisturizing cream
• Don’t buy if… you want to put up with cheap tools that break after one use
Don’t buy if… you plan on letting that shiny new guitar you always wanted stay in your dreams and never materialize
5.Train your buyer to expect what you’re offering. Describe exactly what will happen when they click the buy now button and buy your product. Describe exactly how and when they will receive it and what happens when they do receive it.
As soon as you place your order your new factory sealed juicer will be picked, packed and shipped directly from the Amazon warehouse closest to your shipping address and delivered usually within 2-3 days. As soon as you receive your package you’ll be able to use your new juicer to create fresh, healthy juices that taste delicious.
You can “copy-and-paste” these Guarantees and insert words or phrases that relate to your product.
If you’re offering a quality product and it does what you are claiming it will do then usually you can expect less than a 2% return rate. The return rate will easily be offset by a greater number of sales your Amazon product description closes. Since your Amazon buyers cannot feel, touch or try the product before committing to part with their cash, offering a guarantee gives your buyer a reason to trust in the product that you are offering and you as a seller.
Copy and paste one of these plug-in “H.A.L.B.E.R.T.” guarantees…
• Have Fun: Have fun using_and you’ll have a full 60 days to decide
whether this product is for you. If it isn’t, you can get a prompt and courteous refund, and you’ve lost nothing.
• Abridged: With a 100% money back guarantee, you’ve got absolutely nothing to lose! It’s a no brainer to simply give this product a good try out.
• Every Penny: If you feel that for any reason_does not
over-deliver every single benefit you have read on this page, then simply return it within 30 days and I will promptly refund every single penny of your purchase price. No questions asked!
• Risk Reversal: 100% Money-Back Guarantee: Try_for 4 weeks. If
you are not satisfied with_in any way within those 28 days, just
let me know. I’ll send you a complete refund, no questions asked. The risk is on me to deliver, all you have to do is try it!
• Thrill: Use it for 4 weeks. If you aren’t overjoyed with the results, and don’t feel it’s worth more than what you paid, I’ll refund 100% of your money for any reason, no questions asked.
You might be asking yourself why should I even bother taking the time to write a long winded item description for products I list on Amazon? Like I mentioned before it depends on the type of product that you’re selling but this product description builder can be applied to any product you can sell on Amazon.
The difference of having a short, poor written product description to having a description that lures the reader further down the train of thought to actually make them take an action and buy is this..
If you currently sell one product from one Amazon listing each and every day then your product is doing ok. Now say that you do nothing else except add a killer product description.
Now say that your product makes an extra sale every day and you make two sales from that Amazon listing every day instead of one. You’ve just increased your profits by 100%.
If you’re listing currently gets 100 views per week and you sell 2 items that generate 50usd profit. You now make 100usd dollars per week. Over the course of a year that’s 5200usd profit in total just for spending about 30 minutes writing a good item description for one of your Amazon listings.
Now say you write a killer product description for 10 of your products and imagine how much additional profit you could be leaving on the table at this very moment just because your current item description is poorly written.
It’s no use knowing how to write brilliant product descriptions if you don’t actually do it yourself. But getting it done is sometimes more difficult that it sounds. You say to yourself yes this is great stuff and I will do that tomorrow, or next week or later on today.
Busy schedules and procrastination make the best laid plans never materialize. To make sure you actually benefit yourself from knowing how to write item description that sell, consider these points..
Chose one thing every day and concentrate only on getting that one thing done. Only focus on one product at a time. If you can do more in one day fine but set a realistic goal for one day and just get that one thing done first. That way you get to benefit from your work whilst you go onto doing other things.
Oh and if you find your product isn’t selling like you expected in spite of good pictures, killer item descriptions, optimized titles, category testing and offering value for money then maybe its the wrong product!
If you think you have a dud, then bin it and go onto the next one. Don’t spend months trying to get one product to sell because it might just be you’re trying to sell the wrong product to the marketplace. But first you have to try to sell it the best you can.
Its now time to research your product market and start gathering power phrases and to get those product descriptions selling!