If you create new product page listings or revise poorly composed listings – this guide is for you. I have read the entire guide and give you a break down right here.
Right off the bat, Karon get’s right to the meat of the problem with selling products on Amazon.
How Do We Compete On Amazon?
I’ve been talking a blue streak, about offering your own products on Amazon lately.
In fact, I recently talked with Brett Bartlett on the Thrifting For Profit podcast about the “Future On Amazon” and the discussion hit this main point. Start NOW to create your own “assets” on Amazon and it will pay off in a big way.
Amazon Assets are products that WE control. We own the buy box because the product is ONLY sold by us. These products can be sold over and over – without competition – without dropping your price.
Brett is very focused on creating his own Power Brand and offering what is called, Private Labels products. Private Label products are a bit over my head at this time, but I came up with an alternative with my Advanced Bundle Strategies.
The problem with all new products on Amazon is this: how do we get them In Front Of Customer Eyeballs!
With more and more sellers coming into the Amazon marketplace, the competition is only going to get more fierce and frustrating.
“Amazon, by their very own admission, is keyword based.” -Karon Thackston
BUT – How does Amazon choose what products to show the customer when they perform a search?
We – as sellers – need to know WHO are customer is before we can start selling to that customer. We need to know how to talk their language and then help Amazon offer our product as the perfect choice.
- What is the customer looking for?
- What do they need something to do for them?
- How will your product solve a problem?
More customers are coming to Amazon and asking questions in the search box than ever before:
For instance: ” What is the best drill for xyz”? Many customers don’t know if they want a Black and Decker or a Ryobi… they want someone else to tell them which to buy.
Then – once the customer finds your product – how do you win them over to choose YOUR product instead of something similar?
Chapter 3 rocks. It’s all about positioning your products.
This chapter goes deep into creating bundles and has some advice from Jessica Larrew that touches on what I explain in depth in my bundle course.
Next is an example of a generic product description and then an example of a product that has used great copy to position a similar product as the best choice . It’s amazing to see the difference in copy and what you can do to “sell more products”!
Now we have another example of researching products on Amazon and documenting all the research, then looking at several product titles and descriptions. Karon takes you through this research quickly and easily so you can see what she is thinking and documenting herself.
Then Karon shows an example of an entire product description (including title and bullets) she would write for the same product.
A Product Research worksheet is included in this chapter. We are encouraged to take what we just learned and use this worksheet to research our own product offers and start making drastic changes that will help customers find our products and know that our product IS the best choice.
Keywords – Things I Didn’t Know
Charlene and I shared all the information we know about Keywords and Product Descriptions on a recent podcast.
I thought we covered the entire subject in depth – yet, I can see now that Karon has provided so much more and with clarity. What I love (triple love) is that Karon has contacted Amazon and documented exactly what they do and do not allow. I know I’ve read the rules several times and yet Karon pointed out a few things that I either missed, didn’t pay attention to or forgot.
You can listen to our show here >>> Keyword Podcast <<<<
ohhh…. another worksheet. Keyword Research Worksheet is very detailed and perfect to keep you on track.
Amazon Product Page Titles
The next chapter is teaching me things I never thought of. Well…. I’m sure I’ve thought of some of them at different times, but never all at one time so everything I do when creating the best title is done correctly for every type of search engine results.
One thing Karon didn’t cover was the use of the word “Bundle” in product titles (which Amazon does suggest).
Of course – you have another worksheet… these are so perfect!
Amazon Product Page Bullet Points
These bullet points are where many of us get tripped up and yet they are super important.
Karon shows examples of poor bullets (not helpful for customers to make a decision), okay bullets (ho-hum and yawn come to mind) and GREAT bullet points filled with all the product benefits that will help a customer make a decision.
These tips don’t seem to follow Amazon’s rules, I’m going to need to ask Karon about this.
Yep – Karon has added another great worksheet just for bullet points.
Amazon Product Page Descriptions
Karon shows examples of great descriptions. They all use HTML code to make them flow and easy to read. Using HTML code in a product description is against the rules if you read the black and white here: Amazon: Creating Product Detail Pages. So what’s Karon’s suggestion? I’ll admit that I DO use HTML for my product page descriptions. One huge long paragraph is just to hard to read. I don’t use HTML code make my pages super fancy or include links.
And of course – another fabulous worksheet for this section.
The worksheets are all now available in fill-in the blank format.
How Cool Is That?
Target Audience Worksheet – Included as a bonus:
If you are creating bundles using the more advanced strategies I explain in my Amazon Bundle course – this sheet will help clarify what you need to include in your copy. It can even help create better bundles.
Amazon Advantage: Product Listing Strategies to Boost Your Sales
Karon has provided an overview of what’s included in here guide here:
I would give “5 Thumbs Up” if I could! This guide is a fast read and yet all of it is powerful ~ “Do This Now” stuff. I predict I will be reading and implementing everything in this guide over and over… and the easy to use (fill in the blank) worksheets are perfect! (I’ve got my own worksheets that I’ve used for years, but Karon has provided a much better solution)!