In the previous episode, we began our discussion with Dana Derricks of copywritingprofessor.com about the importance of copy and a little about the format he explains in his book, The Amazon Listing Optimization Secrets Work Book. He also explained why the title is 50% of your listing in terms of optimization. The title has two jobs: get ranked for certain keywords and get the click. Here he shares what to do with the rest of the listing.
The Bullets
You’ve got your listing clicked on because your title has benefits. That’s half the job done. The other half is once people are there, you have to get them to buy. That’s where bullets come in. Anybody that’s buying anything has the main benefit they’re after, but then they have secondary benefits. For example, if you were to go buy a car, maybe the main benefit is that you want to have something you can fit your whole family in, so you need plenty of room. But you might also want the secondary benefit of fuel economy or gas mileage. Then another secondary benefit is you want to make sure that it’s safe. It’s the same on Amazon: customers have one main one that draws them in, but then there’s a bunch of other ones that you need to think about too.
Amazon is going to want the features too. You have to give that to them, but you can do it in a secondary way. Because what the people want are the benefits, that’s what gets them to pull out their wallet. So give the benefits first and then give the keywords with features afterward. This addresses the customer psychology but also the Amazon requirements and the algorithm.
If you can master building a completely optimized listing for Amazon and can do well with it in the toughest place on earth to sell, everything else you do is going to be easy. This stuff is very transferable to anything else you do, which is an interesting side benefit and yet another reason to get good at copywriting.
Formatting the Bullet for Amazon Listing Optimization
Dana’s book lays out an all-caps format for the beginning of each bullet when if comes to Amazon listing optimization. He suggests using the beginning of each bullet to explain every single possible benefit or reason someone would buy the product. Then you have to get the keywords in because Amazon indexes the bullets as well as the title. Integrate the keywords into the lower case sentences after the all-caps beginning. Those sentences must flow properly so that the keywords get used in a way that makes sense and will actually convert people. Use capitals are for the benefits, then normal lower case sentence for the details and main keywords.
The Description
For a while, the description was one of those things that people said not to bother writing about because it didn’t get indexed very highly. Dana has tested this pretty extensively and while the description is far less important than the title or the bullets, it is important to focus on and get it done well to have proper Amazon listing optimization.
The description is sort of an extension of the bullets. You don’t want to introduce any new stuff. If the customer has gotten to the description, if they’re reading it, they’re sold. If you add new stuff it will confuse them and possibly drive them away. It’s a sensitive place because above and below the description are about two-dozen other similar products. It takes one click and they’re gone. So the description is taking what you started on your bullets and elaborating on that, bringing it home.
Once concept from Dana’s book is called Dual Readership. A group of people out there need to read every word and know everything about something before they read it. So the description is a fantastic place for those people.
Another thing to know is that the description is indexed, but not always. The algorithm is funky and always changing. Dana prefers to put eggs in the basket of things that have a timeless impact. The description is not indexed with the weight that the bu...
The Bullets
You’ve got your listing clicked on because your title has benefits. That’s half the job done. The other half is once people are there, you have to get them to buy. That’s where bullets come in. Anybody that’s buying anything has the main benefit they’re after, but then they have secondary benefits. For example, if you were to go buy a car, maybe the main benefit is that you want to have something you can fit your whole family in, so you need plenty of room. But you might also want the secondary benefit of fuel economy or gas mileage. Then another secondary benefit is you want to make sure that it’s safe. It’s the same on Amazon: customers have one main one that draws them in, but then there’s a bunch of other ones that you need to think about too.
Amazon is going to want the features too. You have to give that to them, but you can do it in a secondary way. Because what the people want are the benefits, that’s what gets them to pull out their wallet. So give the benefits first and then give the keywords with features afterward. This addresses the customer psychology but also the Amazon requirements and the algorithm.
If you can master building a completely optimized listing for Amazon and can do well with it in the toughest place on earth to sell, everything else you do is going to be easy. This stuff is very transferable to anything else you do, which is an interesting side benefit and yet another reason to get good at copywriting.
Formatting the Bullet for Amazon Listing Optimization
Dana’s book lays out an all-caps format for the beginning of each bullet when if comes to Amazon listing optimization. He suggests using the beginning of each bullet to explain every single possible benefit or reason someone would buy the product. Then you have to get the keywords in because Amazon indexes the bullets as well as the title. Integrate the keywords into the lower case sentences after the all-caps beginning. Those sentences must flow properly so that the keywords get used in a way that makes sense and will actually convert people. Use capitals are for the benefits, then normal lower case sentence for the details and main keywords.
The Description
For a while, the description was one of those things that people said not to bother writing about because it didn’t get indexed very highly. Dana has tested this pretty extensively and while the description is far less important than the title or the bullets, it is important to focus on and get it done well to have proper Amazon listing optimization.
The description is sort of an extension of the bullets. You don’t want to introduce any new stuff. If the customer has gotten to the description, if they’re reading it, they’re sold. If you add new stuff it will confuse them and possibly drive them away. It’s a sensitive place because above and below the description are about two-dozen other similar products. It takes one click and they’re gone. So the description is taking what you started on your bullets and elaborating on that, bringing it home.
Once concept from Dana’s book is called Dual Readership. A group of people out there need to read every word and know everything about something before they read it. So the description is a fantastic place for those people.
Another thing to know is that the description is indexed, but not always. The algorithm is funky and always changing. Dana prefers to put eggs in the basket of things that have a timeless impact. The description is not indexed with the weight that the bu...
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