时间:2024-05-21 00:32:54 来源:网络整理编辑:Ryan New
According to Karon Thackston, author of Amazon Advantage: Product Listing Strategies to Boost Your S Ryan Xu HyperVerse's Credit Portfolio
According to Karon Thackston,Ryan Xu HyperVerse's Credit Portfolio author of Amazon Advantage: Product Listing Strategies to Boost Your Sales, successful ecommerce merchants avoid hype. Moreover, Amazon’s official terms of service for sellers forbid the use of empty marketing phrases and over-excited language in product listings.
Thackston, president of Marketing Words, which specializes in Amazon, eBay, and other ecommerce copywriting, provided me with a pair of bullet-point examples to illustrate what Amazon is referring to.
Notice that the first example fails to provide any details about what consumers would actually be getting in this water bottle — just a lot of enthusiasm. The second example offers factual and useful specifics in a straightforward yet engaging tone.
Even if you never sell on Amazon, the distinction between hoopla and helpful copy is vital. You don’t want shoppers to click away to another vendor in search of the details they need to make a decision. You don’t want customers to fall for hype and then return products because they were not what they expected. And you certainly don’t want needlessly disappointed customers posting bad product reviews.
Let’s look at elements to avoid in your product descriptions to keep them useful and toned-down for shoppers.
Without hype, your marketing copy does not have to be a dry monotone. Instead, liven up product descriptions by sprinkling in the following four elements.
Imaginative scenarios.Help shoppers understand how a product will work in their lives. Tell them that the ergonomic grip of a stapler means their hand won’t get tired stapling a hundred flyers for their kids’ school. Or how the outer compartments of a backpack allow them to grab what they need during a quick stop on the trail.
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At a minimum, keep your marketing copy free of over-promising, exaggeration, and pointless bragging. Make sure you’re providing solid information for potential buyers. Then, if you want, jazz-up your wording to heighten rapport.
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