What are really good Amazon bullet points which describe or sell? What does the product description look like in your shop? Have you diligently commissioned texts, which now only present the customer what they see in the photo? and What is Amazon Product Copywriting?
The demands of buyers are rising and a simple description of the product is not enough. You not only need the product but product texts.
Putting bullet points makes reading fast and more convenient and is used mostly as a summary that’s quick to scan through. The readers generally prefer to go quickly through the bullet points than having to read long descriptions.
What makes bullet points important when selling online?
Character constraint – Amazon allows only 1 character in the product feature lists, hence the words have to be concise and chosen carefully.
People look at the bullet points more than the description.
Amazon allows the use of only 5 bullets, hence the bullets become crucial.
Creating impactful bullet points:
Intended to enlist the features, bullet points can be used to deliver much more. They can be used for mentioning shortly what the feature can do for the customer.
The features that set your product apart are meant to be the first ones to be bulleted. The gradation of the features should be from the most important or most desirable feature going down to the less significant ones.
Even in the case, there are not many things that can be thought of putting in the bulleted points, it’s better to have some specifications enlisted to make the product listing look more complete.
Now before you are ready to put those powerful dots on your product description, here are few pointers:
Focus on your ideal buyer group
If you write your product, focus on the ideal buyer. The mistake that the product descriptions are mostly formulated on a whole range of customer groups is done quickly. It is difficult for each group to formulate a pleasing text – so the text is kept very rough. However, this is not useful or useful. The actual and ideal buyer group is not addressed, which is then reflected in a poor conversion rate.
The best product descriptions are those that address your target group directly and personally. You can answer questions that the future buyer will probably ask. Make a conversation out of it. Use the words that your target group also uses and speak to your buyers directly (you).
Imagine your ideal buyer group: What is your sense of humor? What does she like? What does she not like? What similarities can you build up? Can you special words like YOLO or Swag use?
It is very helpful when you imagine how you would sell the product live. So in the shop. Try to put the entertainment that you would have in the store into the product text. Be quietly critical when it comes to questions. The “perfect” product does not exist.
Convince with benefits, not with properties
If you sell your own products, then you will throw yourself in front of joy and knowledge – you stand behind the product and know every detail. Usually, this is also packed into product descriptions – up to the last detail is explained from what great materials or technical finesse the product was manufactured. But your potential buyer is not interested. He just wants to know if it helps him with his problem or why it is better than the others.
Convince with the benefit of the properties!
Avoid confusing phrases In Product Description
If you have to write many product texts, you often come to the point where it is called “What the hell am I supposed to write?”. Then often only a banal sentence is written around the “outstanding product quality”. This is, however, confusing and does not generate any surplus value for the reader. The reader sees it quickly and remains only readers and will not become the buyer. Does anyone say that he has the best quality or times the opposite read? Okay, really well it works on meh.com. But that is another concept. You quickly lose the credibility when the lyrics are listening to hollow phrases.
You do not read how great the shoe is, but you know afterward that you get the shoes that the colleague has worn so casually in the office. The imagination, how it might look attracted or to what things in the closet it fits, let the imagination play crazy. And that makes you want the shoes. That sells products.
Talk to the imagination of your readers
To point 3 I would like to address the next point the imagination. Why does the sale in the store work so well (good is, of course, relative)? Because people can touch the products there. You can play with it and try the product. There is even a study ( here in English ), which scientifically proves.
On the Internet, however, nobody can touch it. Although Good product images help make even better product videos (of which there are many on Youtube ), but not touching it halt. So you have to increase the desire in the reader’s mind. The target group is parents and they can feel the form of how you can push your child through the area soon.
The “perfect” product – DO Product Content Copywriting
I had already said that the perfect product does not exist. But what if it’s really perfect. Unsurpassed? Then you must be able to justify it properly. In principle, I advise against writing a perfect product, but in the case of cases: proofs help.
Social proof or positive customer opinions
There are numerous studies on the topic of “recommendations and buying behavior”. A recommendation has a much stronger effect on the purchase decision than classic advertising. If your visitors are not sure which product to buy, then look for recommendations. The product, which has the most positive ratings, always wins (mostly). Now you can not be as happy as Amazon and have many reviews – so buy or buy reviews? No. Please do not. There are other ways and means.
A picture of the person increases the authenticity. In addition, it gives the website a personal charm and strengthens the future customers in it also times over the telephone some questions to clarify.
In addition, it is sometimes lucky that products have already been shown in magazines. So if you know – when and where the product has already been presented, you can incorporate it. Popular products are loved buying. This way, you can take away the customer’s thoughts and remove any doubts.
Small stories to read stems from the actual topic: get sold something. When one starts writing smaller stories in their product texts, one can break such rational barriers.
When it comes to “product storytelling”, one should ask the following four questions:
Who made the product?
What was the inspiration for the product?
What were the obstacles during the manufacturing process?
How was the quality of the product ensured?
Seducing with emotional words
Those who eat more often in restaurants (or article descriptions of wines) are already aware of this: the emotional choice of words increases desire. In doing so, the brain is much more strongly addressed and stimulated.
Adjectives are particularly interesting. Often one can also form good and meaningful sentences without adjectives. But when it comes to the emotional approach, a clever adjectival of the entire description first gives the emotional and tactile touch.
Make your product texts “overflow”
For a brief moment, we will forget about product descriptions and look at the web design. Can the reader’s eye quickly find all relevant information? Does the design guide the reader through the page that he also gets all the details and information? Not everyone wants to read a lot and only fly the text.
If you make your texts easy to read – clearly structured, then you help the reader. Relaxed, he can process the information much better. Just lead Him from point to point. What questions could the interested party ask themselves? In which order do you answer the questions and how?
You should pay attention to these points if you want to make good product descriptions yourself:
Clear and unambiguous headings
So-called whitespace (area without graphics)
Small font sizes are not conducive
So what does it matter?
Share your knowledge about your product. Try to tell stories and explain even the smallest details. Do not give trouble to boring – try to stimulate the imagination of your customers. But never forget: the dedication to the products and the love for the shop should give you strength sometimes to make interesting texts from banal things. Of course, there are also other descriptions. On Wikipedia, you can find to do some explanations.
Provide the right information
In order to write a good product description, one must first gather the right information. It is by no means that they are considered important as traders. Nor do they have to cover the manufacturer’s information. Who counts is solely the customer.
It is necessary, therefore, to translate into the customer’s position and to consider what questions might arise before or during the use of the product.
For example: Is the product compatible with my other devices? How easy can I use it? What material is it from? What about security?
This role-playing game also requires no expert knowledge at the customer’s premises. Technical terms, which seem to be completely understandable to a dealer, can be Bohemian villages for the customer.
The information requirements of its target group can be traced in various ways, for example via the following “channels”:
Questions and comments, which come through the own contact form, the customer service etc.
Customer reviews of similar products, for example at Amazon
Discussions in relevant forums
Friends and acquaintances, who can be asked as “uninvolved third parties” according to their view of the product
This should help to ventilate the blinkers, which one as an expert for its product has now.
After you have put everything together, you are probably confronted with a hint of information. It is now up to the customer to dissolve this madness. The biggest challenge: to supply all the information the customer needs and not to overwhelm him with too much information.
The first prerequisite is a good optical preparation. The customer should quickly gain an overview and not lose themselves in confusing text blocks. A list form is best suited for the facts. Also, pay attention to Amazon SEO for product pages.
The right hierarchy is also crucial. The most important information should be first, the less important below. Detailed information can be provided separately – for example on a bottom side or in a PDF. General questions can be easily accommodated in the FAQ.
Too many asterisks, extras, and further references confuse the user more than to help him. So here it is important to find the right measure.
Add your own ratings
With a good “information policy” you can create some added value for the user. But even with a personal evaluation, valuable additional points can be gained. Also, know your product page SEO.
So you can highlight what you like about the product especially well or why you have just added this product to his shop. The whole thing quietly in the form of the Wir-form, in order to distinguish itself from the “normal” description: “Into this part we spontaneously fell in love”, “In the test convinced us the fast reaction time and solid picture quality.”
With such a rating, you can see that you really know your product, held it in your hands and tested it. You can prove professional knowledge and work out the trust of the customer. At the same time, the shop gains a more personal touch: instead of working through anonymous manufacturer descriptions, the customer feels a bit as if he is buying in the store. This helps in seo strategies for ecommerce sites.
Introduce an emotional dimension
Now it goes away from the hard facts. Buying decisions are rarely purely rational. With the new top or the new hair coloring, I want to feel beautiful and desirable. For the expensive smartphone, I decided to secure the recognition of my colleagues. And I buy this extra fluffy dog basket because I want to sunbathe in the feeling of doing something good for my dog.
Step one is, then, to put oneself in the customer again: How will I feel comfortable when I have bought the product?
In a second step, it is important to integrate this desire as subtly as possible into the description, which is not to write: “With this corsage, you will feel sexy and desirable.” Firstly, no one lures the customer behind the stove; Dozens of corsage models then soon say nothing more.
Often it helps to call a concrete situation, for example, in a lingerie with a delicate blue flower pattern: “The exciting innocent corsage is like a romantic picnic – weather in the grain field or in your bedroom.”
In the ideal case, it is possible to create an inner picture (a rendezvous in a cornfield). This has definitely won more than with a sober description of material and fit (which should nevertheless not be neglected). This helps in e-commerce website optimization.
Surely this emotional approach is not suitable for every product. To a pair of laces, you will not have to contribute much feeling. The right feeling for the customer’s motivation to buy a particular product or not is therefore indispensable.
Conclusion: provide value, facilitate purchasing decisions
The goal of each product description must be to keep the user on the page. A badly crafted description will increase the exit rate faster than you can say “checkout”. After all, the competition is always just a click away.
An online shop will, therefore, be particularly successful if it offers the customer a surplus value, be it through extra information that is not found anywhere else or through a strong text that appeals to him emotionally. Because then he gets the feeling: It is not worth to click further – best, I buy right here.
Co-Founder At SellerApp
Senior IT executive with over 13 years of product development and global consulting experience in large-scale, complex systems and deep technology delivery and management.
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