If getting visitors to find your products upon a vast sea of competitors is half the battle, the other half is persuading them to buy right now. And that’s where Amazon Product Copywriting skills come in to play!
This is the style of language, words, phrases you use to connect with visitors and influence their buying behavior. Much like a mythical dark art, great copywriting effectively manipulates people’s purchasing decisions in your favor.
As ambitious FBA sellers, knowing how to write powerful Amazon product descriptions and copywriting skills are a huge asset. You’ve worked so hard to get your product seen, don’t those let potential buyers slip away now!
Preparation For Writing an Amazon Product Description
From doing product research several times over, I’ve noticed that many, many sellers do not put much effort into their product descriptions. This is a mistake. You could be walking away from valuable sales by not making the most of every pixel of Amazon Listing real estate possible.
So let’s dive into some of the best approaches to writing that perfect, converting product description.
1. Know Your Customer
How can you expect to connect deeply, build trust and convert visitors into customers if you don’t know exactly who they are?
Before you can even start writing, it’s critical you gather enough data on your target audience. If you can identify and understand your buyers you can speak to them more effectively. Start by considering the following:
- Demographic Trends: Gender, income, interests, lifestyles etc – Search Google for websites, blogs, forums and Facebook groups
- Customer Reviews: Wants, concerns, what they like/don’t like – Look at the reviews from your competitor’s product listings
- Customer Experiences: How do people use these products? – Search Youtube and blogs
The information you gather here will be reflected in every section of an optimized Amazon product listing. It’s hands down the best way to build trust, overcome objections and ultimately, convert visitors into customers.
2. Get Into a Buyer’s Frame of Mind
As marketers and sellers, it can be difficult to see things from a consumer’s point of view ever again. That’s why this is such a valuable exercise to do before crafting your Amazon product descriptions.
If it helps, actually go shopping on Amazon then reflect back on the following factors:
- What did you like, why did you click it?
- What things attracted you, what stood out from the rest?
- Why did you end up buying it?
The chances are, your buyers will be going through a very similar experience when browsing your products. So this insight will help you understand their exact buying process and decisions.
3. Don’t Be Fooled By Your Competitors
Even if other products appear to be selling incredibly well, this does not actually mean they must be the most profitable listings.
In fact, many of the apparent “best sellers” or highest reviewed products could be losing lots of money every day with crappy conversions.
Consider the fact they could be running massive discount coupons behind the scenes, giving away products for reviews and just about to completely fizzle out of after their launch campaign.
You always have the opportunity to stand out amongst the crowd with an outstanding product listing. Improving your description could be one huge step towards taking sales away from those competitors.
4. Keyword Research
Keywords are high-volume, relevant search terms visitors use to find products they want to buy. Thorough keyword research is important because you will need to weave them into your product description too.
Check out our Amazon SEO Guide where we cover Amazon Keyword Research in detail.
Best Practices For Writing Amazon Product Listings
The key purpose of your Title is to get attention and clicks from visitors. Remember this needs to be written for humans and not just for robots!
Don’t Stuff Keywords: Creating a messy title that’s stuff with keywords won’t help much with SEO and it will reduce your Click-Through-Rate significantly. It’s not a smart play. Focus on creating an attractive Title with 1-2 top keywords.
Consider Title Length: Titles will be viewed by visitors on different places and devices and they will appear at different lengths. Ensure your title catches attention at all lengths and placements: 35, 76 and 155 characters.
Follow the Rules: Amazon sets out a style guide for each category. Make sure you are not breaking any of the rules (even though many do seem to contradict each other at times).
2. Bullet Points
Bullets points should provide strong features/benefits in quick-fire succession. Try to focus on unique advantages and don’t be vague.
Create Powerful Bullets: Bullets need to be as specific as possible. Quickly state your products key features and benefits without too much hype. Depending on the category, between 150-200 characters is a good length to aim for.
Appeal Directly To Customers: Craft bullets to quickly overcome visitor’s objections. If other models or similar products have problems, call them out and explain why yours is better or different.
Relate To Their Lifestyle: Another trick that works well is getting personal. Consider using the language they use and showing how your product would fit in their lifestyle perfectly.
3. Product Description
The product description is where we go deeper, overcome any last objections, entice visitors and tell them to buy now.
Live the Experience: Think of the best infomercials you’ve seen. They are the ones that take on through the experience of a customer using an excellent product or suffering from an inferior one.
Show how your product is different or better than the others. But do this as the form of a narrative, take them by the hand and help them imagine the experience of using your product.
Note: Amazon only allows 2000 bytes of data, about 300 words, or 1,900 characters with spaces to do this. Tell a story, but be concise and hustle your main points and keywords within this limit.
4. HTML Formatting
When it comes to formatting your product description, Amazon is quite restrictive and doesn’t offer much help. You’ve even got to enter the HTML code manually, otherwise, you’ll end up with a big block of text that’s not reader-friendly at all!
TOS disclaimer: Technically, Amazon state that you are not allowed to use any HTML to format your product description like this. However, many sellers do this (including me) and it’s never been an issue. It simply makes your description easier to read for shoppers, and that improves their overall experience.
Here’s a quick glossary of some of the HTML codes you can use to make your description stand out and easier to read:
Bold Text Style:
Bullet Points (this is actually a workaround):
• Insert Text<br>
Copyright Symbol ©:
Trademark Symbol ™:
Registered Trademark Symbol ®:
HTML Restrictions: Amazon has further restricted the use of paragraph styling including italics, text color, centering, font sizes, font family, background images.
If you attempt to add any restricted HTML, you’ll be shown an error when you try to save your listing:
The Product Description you provided was invalid. Please verify that it does not contain any special characters.
The easiest way to write out your HTML description is to:
- Write your description content first
- Add in your HTML tags and code
- Then remove all spaces and line breaks between your copy and HTML, in order to keep your description within the character limit
So the final article that you paste into Seller Central would look something like this:
Amazon Copywriting & Product Description Template
When you finally sit down to write your product description you’ve to be in the right state of mind.
Think about the buyers, how will this product make their life better, easier or more pleasurable? Think about how their futures will be brightened by this product!
Get excited and let some personality shine through your writing. Having energy behind your words is more important than your word choice. Remeber, visitors will buy products from people they like and trust!
- Identify target customer by relating to them in a personal way
- Highlight key benefits and expand on each point using real-life situations
- Overcome their main objections directly by calling them out and proving yours is different
- Address their final objections with your money back or satisfaction guarantee
- Close with a strong call to action, tell them to buy
Combine this with our downloadable Amazon Product Listing Template and you’ll have an awesome listing in no time.
So there you have it! Everything you need to get crafting a great Amazon Product Description that easily converts visitors into customers. Just remember, always focus on talking directly to YOUR visitors and addressing their interests or concerns. Now go get writing!