Copywriting is the easiest way to boost your sales quickly and efficiently,
increase your conversions, improve your Best Sellers Rank & generate more profits.
In an overcrowded marketplace, good copy can highlight the
differences in your product and quickly show shoppers why your product is the obvious choice.
In this exclusive webinar, Amazon copywriting expert, Karon Thackston,
will reveal the top 12 techniques & approaches she the Marketing Words’
team use when producing million-dollar-selling listings for their clients – including her “secret sauce.”
3. What will we cover?
How to Create Better Copy Through…
▶Understanding Who Copy is Really For
▶Titles: Capturing attention & driving clicks.
▶Bullets: Quick-fire features/benefits that explain
the unique advantages of your product.
▶Descriptions: Go deeper, overcome objections,
entice and close the sale.
▶Keyword Research: Discovering relevant, high-
volume search terms that send qualified shoppers
to your pages.
4. The #1 step most sellers skip that can cripple
your product listings’ rankings & sales.
5. Tip #1: Know your customers
If you don’t know who they are, how are you going
to communicate with them?
▶Gather as Much Info as you Can: Gender, income, hobbies,
lifestyle, stage of life, etc.
▶Read Competitor Reviews: Note the good, the bad & the
repeated.
▶Visit the Manufacturer’s Site: Does it have reviews?
▶Search YouTube: Do you find reviews, uses, recipes, etc? How
are people using the product?
▶Make Notes of Lifestyle Situations
Use this info in every section of your listing to address the customers,
overcome objections, instill trust & convert shoppers to buyers.
Buy me a birthday card?
6. Tip #2: Shop on Amazon Regularly
You need to see what your customers see & how
they see it.
▶Shop on Your Computer
▶Shop on Your Smartphone (using a browser & the Amazon app)
▶Shop on Your Tablet (using a browser & the Amazon app)
Take LOTS of notes about:
• what you clicked
• why you clicked it
• which types of bullets enticed you
• what caught your attention in descriptions
If YOU would buy it, chances are others will, too.
7. Tip #3: Do NOT Blindly Follow the
Competition
What you see on the surface can
be VERY misleading!
▶Data on the Amazon page can easily be artificially inflated.
(BSR, reviews, #1 new seller, #1 bestseller, etc.)
• Huge discount codes
• Traded reviews
• Launch campaigns that fizzle
• Sponsored ads
• Skew on-page data (even sales for $1 or $0 count).
In reality, these sellers are losing money and the
listings they created are not converting.
9. Tip #4: Check Title at Various
Character Lengths
Depending on the search results page or area of
Amazon, titles may show at:
• 35 characters
• 76 characters
• 115 characters
Make sure you have helpful information at each point.
10. Titles
Seen all across Amazon and have to work in
multiple ways. (Search **)
115 characters showing
14. Titles
• TIP #5 - Do NOT shove keyword after keyword into
your title. It does not cause higher search rankings
on Amazon.
• TIP #6 - Check your category’s Style Guide for
specifics. Amazon has funky rules about headlines
and they contradict themselves regularly.
19. Tip # 7: Write Strong Bullets
• Do not write vague statements; be as specific as possible
with product features and attributes.
• Actually include features/benefits, not sales, # of reviews,
hype, etc.
• Use the “so what” method. Name the feature (physical
attribute) then answer the question, “So what? Why
should I care about that?”
• Length depends on category, but we typically recommend
between 150-200 characters.
20. Tip # 8: Appeal to Customers
• Overcome objections. If other types/models of this
product have issues, you can explain why yours is
different/better.
• Incorporate lifestyle uses to make bullets personal.
• Address your audience by segment.
26. Tip #9 – Imagine the Experience
• Highlight what makes your product
different/better than all the others on Amazon.
(In a bundle, used for other purposes, better
quality, more colors, etc.)
• Help shoppers imagine the experience of using
your product.
• Think of infomercials!
30. Tip #10 – Know What Can Get
You Into Trouble
• Don’t provide inaccurate, misleading info. Amazon says this
includes competitor brand names. “Providing misleading or
irrelevant information is against Amazon’s policy; your listing
will be removed and your account will be suspended.”
• Don’t include subjective claims or temporary terms: new, on
sales, available now, amazing, best, good quality, etc.
31. Tip #11 – Know that
Keywords Are Suggestions
Note: Amazon reserves the right to not use
all supplied keywords for retrieving products.
Reasons for not using all keywords may
include, but are not limited to, search
computational efficiency, potential
manipulation of search results, irrelevant
search terms, and offensive or illegal terms.
32. Tip #12 – Look for Ideas in
Numerous Places
1. Amazon.com search suggestions
2. Left-side category navigation bar
3. Merchant Words
4. SEO Chat free tool
1. Legitimate alternative spellings (airplane vs. aeroplane)
2. Synonyms (mobile vs. cellular vs. wireless)
3. Product features (leak proof, plush, odor free)
4. Who it is for (adults, kids, seniors, graduates)
5. Colors
6. Materials (leather, stainless steel)
7. Flavors
8. Gift occasions
9. Broad associations (accessories)
10.Uses (hiking, washing cars, storage)
33. Want To Know More?
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• Time-tested methods for making your products
stand out in the crowd.
• How to make more sales and at higher prices.
• 4 things you must have to rank well.
• The tricks and strategies of creating product
listings that rank well on Google (despite
Amazon’s sometimes conflicting information).
• Step-by-step demonstrations of precisely how to
implement the method.
• Cheat sheets and worksheets to help you nail
your product descriptions every time.
• My private process for creating an all-
encompassing keyword list that can get you
better rankings and seriously more traffic to
your listings.
• How to capture attention with engaging product
titles.
• The right and wrong way to create bullets that
pull customers in.
MarketingWords.com/amazonbook