Bullets And Description - 100 Ways To Promote E-Commerce Products - Episode 86

Bullets And Description - 100 Ways To Promote E-Commerce Products - Episode 86 00:00:00 It's not optimizing your listing before you promote. So when you think of it, the flywheel of Amazon is you optimize your listings, you drive traffic, then you analyze. And you take that analysis back and you make more optimizations. And then you drive more traffic and then you do the analysis. So for example, I was working with an olive oil company. And what we did was They said, we've got this great affiliate program. We're going to drive tons of traffic to it. So we said, okay, time out. Let's optimize the listing first. So what we did is we updated the images. We added additional lifestyle images. We rewrote the product features. We added enhanced brand content. Enhanced brand content, by the way, has proven to increase conversion rates and sales by about 15%. 00:00:49 We've seen it as high as 20% based on how well you do it. So enhanced brand content can be huge. So we took their conversion rate from somewhere around 10% or 11% all the way up to 18%. And then they drove traffic. So you think about how much more effective that traffic is going to be after you've optimized the listing. And so I would say that's the third biggest mistake I see people make. They drive traffic, their goal is to get sales, drive traffic before the listing is optimized. You're wasting cost per click spend. You've got affiliates that are driving traffic that's simply not converting, partnerships that you've invested in that aren't converting, and social that's simply not converting. So always focus on optimize first, then launch, then analyze. 00:01:34 Use that analysis to make tweaks and changes in your listing and your strategy, and then continue to launch by driving more traffic. Hands brand content is the former name. They changed it last week to the additional content below the fold that overlays your product description. Typically, a product description is just text. Enhanced brand content, or now A-plus content, allows you to do your company logo, a huge header image, multiple graphics, multiple text boxes, things like bold, italics, numbers, bullets, and you can really tell your brand story, and you can even show additional products that are related to your product line. So that's a huge way to basically cross-sell and cross-promote your products. It's free to companies that have brand registry. In order to get brand registry, you need a registered trademark. 00:02:27 And once you have that, it's absolutely free. And it has a huge implication for your conversion rate on your listing. And then people think, like, okay, well, if this is like the description of the product, God knows how poor quality this product is. And I just might not order that, you know, like, of course, if you have like a really big product, and you're a big company. Who cares about your listings or about your product description? You know, like Nike doesn't care about sneakers. Like the description doesn't have to be flawless because those are Nikes. And of course, you're going to buy it because you know about the product. But a lot of sellers are nobodies, and they're just like starting on the market, and you really don't have the luxury to do something like that. 00:03:07 You know, like, don't use Google Translate and don't use, for instance, native translators who are not marketers and who don't know how to perform keyword research. And that's something that people should really focus on. After that, I optimize the bullet points, the five bullet points in the Amazon listing. I try to promote the product data, but also the advantage of this product. So I try to sell the advantage and not the product itself. And I try to put in some keywords as well, but it's not a keyword stuffing. It's more a well-formed sentence with important keywords inside. After that, I also created a product description. So it's a well-formed text product description. If I had the possibility to create a enhanced brand content or A-plus content. 00:04:11 I also put in some images and describe our company so that the user or the customer understands, okay, who's the seller of this product? Is it a German seller or is it a Chinese seller? Is the focus of this company on these products so that I can trust they sent me a good product? Whether that be the imagery or that be the copy to promote a new product or a new service or whatever, you really need to first know your customer. You have to create an avatar. Who is this actually for? What is this person like? That's the very first thing you got to do. And so if I'm selling something for runners, I got to know, what is this guy? Is this a marathon runner or is this a guy who casually goes and runs around the neighborhood? 00:05:00 Is it someone that's trying to lose weight because they're running? What is the reason? What's this? And then I have to look deeper into that lifestyle. Is this guy someone who also has a dog? Is it someone who drives a certain type of car? What do they do? And so you need to get into that avatar and you can either do that in person. By doing focus group-type stuff, which is a little bit harder to do, a little bit more expensive. Or a lot of times you can create these profiles off of social media. Social media often has these types of profiles. There's also websites that do this where you can actually cookie people and they'll follow around and they're going to all these different websites and they'll kind of build a profile of what these people are like. 00:05:39 The customer insights, unfortunately, Facebook took some of this away. But Facebook used to be the best place where you could upload a list of your customers into Facebook, into a custom audience, and you could go into the insights section, and they would tell you these 70% men, 30% women, this is their age range, this is the type of car they drive, these are the websites that they like to go to. It would give you all that information. Cambridge Analytics' debacle with the Trump presidency thing kind of took some of that away. There's still some of it there, so you can get some of that there, but that's a great way to do it. There's also other services out there like Melissa Data and some of those where you can, if you have a customer list, you can upload that and they'll give you some demographic and profile data. 00:06:25 The other way is taking a look, you know, if you're selling on Amazon, maybe you don't have a customer list, you're going to sell your product and you can then download that data from Amazon. And you can use that data to send them to analyze. Or you can do questionnaires. You can have games or contests or something and just ask people questions to try to get a profile of your audience. That's what a brand is. A lot of people think a brand is selling, putting it as a logo and putting your logo on a product. And that's not what a brand is. A brand is something that people identify with that creates an emotional response. So, in order to do that, you really need to know your customer. 00:07:05 If you're selling Louis Vuitton bags, there's a reason someone's going to pay $2,000 for a bag because something about that that makes them feel a certain way. Are those bags? Yes, they're quality bags. They're better than the $20 bag you get down at the local Carrefour or Walmart or whatever. But that's all part of marketing and all part of getting into psychology and knowing your customer. So that's how you – Once you know that, then it's very easy to create the imagery. It's very easy to create the copy. Some people call it like hypnotic copywriting. It's using a lot of words to paint a picture. As someone's reading it, you don't want to just describe it. You don't just say, you don't describe it. You have to create a motion, and you can do that with words and imagery. And that's where a lot of people, they stumble. They just basically say, here it is. This is what it looks like. This is what it does. It's more of the features rather than the benefits. And you don't create that emotional response. And when you can create that emotional response, that's when you start seeing the conversion rates going up and you start seeing your sales going up and you get a better identity with your brand.