Episode 22 – How To Create An Amazon Listing With The Power of Copywriting
Inserting the right keywords is great but…when you are building your Amazon product listing, do NOT forget about making a real emotional connection with your potential buyer using powerful words that resonate with, and speak to the specific pain points of the customer. The importance of understanding the buyer’s needs cannot be understated. Also, when creating your listing, remember to create a recognizable brand – a brand profile that is cohesive. If this sounds like good sound advice, that’s because it is.
In episode 22 of the Serious Sellers Podcast, Helium 10’s Success Manager, Bradley Sutton, welcomes Amazon copywriting expert Karon Thackston to the microphone as they discuss how to create an engaging Amazon product listing and a resonating brand using the power of compelling copywriting. Given Karon’s 25+ years of web, SEO, and Amazon copywriting experience and her copywriting agency’s focus on helping Amazon sellers rank, this episode is sure to interest anyone looking for tips on fully optimizing your Amazon listing.
In this episode, Bradley and Karon discuss:
- 00:55 – Karon’s Copywriting Expertise
- 02:00 – Common Mistakes Sellers Make While Writing Their Listing
- 02:45 – The Biggest Problem With Amazon Listings – Lack of Balance
- 04:40 – Connecting With The Buyer Is Key
- 06:30 – Becoming A Recognized Brand – Creating A Cohesive Brand Profile
- 07:25 – Portraying A Specific Brand Image
- 09:10 – Product Listings – Character Limitations
- 10:00 – Creating A Great Title – Put Yourself In The Customer’s Shoes
- 11:30 – Ways To Optimize Your Listing Title
- 13:00 – Short Titles Vs. Long Titles
- 14:30 – The Importance Of Understanding Your Buyer
- 15:20 – Emojis In Bullet Points – Don’t Use Them
- 16:15 – Bullet Points – Character Limitations
- 17:30 – Enhanced Brand Content Strategies
- 18:20 – Making The Emotion Connection With The Buyer
- 20:00 – How To Address Customer Pain Points
- 21:20 – Lifestyle Uses – What Makes Your Product Special?
- 23:40 – How To Research Product Niches To Identify Lifestyle Uses
- 25:45 – How To Use The Review Downloader Tool To Gain Customer Insights
- 27:10 – Highlighting Lifestyle Uses In The Bullet Points
- 27:40 – eBay Listings Vs. Amazon Listings
- 29:00 – Using Your Brand Name As The First Word In The Title
- 30:30 – The Power Of Great Copy – A Success Story
- 32:35 – How To Contact Karon
Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Google Play or wherever you listen to our podcast.
Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:
- Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
- Ultimate Resource Guide: Discover the best tools and services to help you dominate on Amazon.
- Helium 10: 20+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon business easier with better data and insights. See what our customers have to say.
- Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.
- SellerTradmarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.
Bradley Sutton: Today, we’ve got Karon from Marketing Words. She’s going to give us some game-changing techniques on how to make an Amazon listing. Everything from the title to the bullet points of description to EBC, even some tips on how to make an eBay listing. So make sure to stay tuned this episode.
Bradley Sutton: Welcome to another episode of The Serious Sellers Podcast. I’m your host, Bradley Sutton. And one thing that I get a lot of questions on, and that people use Helium 10 for, is making the listing. A lot of people use Scribbles to make the listing, but it doesn’t matter that you have the greatest listing tool in the world, Scribbles. But if you’re just putting junk into it, it’s not going to matter. So today I have Karon with me who is going to tell us all about how to make the best listing. She is a professional copywriter. This is what she does for a living, guys. Karon, how’s it going? Welcome to the show.
Karon Thackston: Great. Good to talk to you again, Bradley.
Bradley Sutton: Excellent. You too, where are you located again? I forgot.
Karon Thackston: Marketing Words is in South Carolina.
Bradley Sutton: South Carolina. Alright. How’s the weather over there right now?
Karon Thackston: Not bad we’ve had monsoon lately it has been raining for about 8 days straight. So all of us are ready for some sunshine. Don’t have it today, but at least the rain stopped.
Bradley Sutton: Okay, that’s good to know. So speaking of sunshine, we want to talk about how to have the best sunshine in our listings. How to have great, you like that segue way there.
Karon Thackston: Yes.
Bradley Sutton: I’m just thinking of this on the fly. I can’t be a copywriter here, but anyways. Alright, but then it kind of is true. Sometimes listings that just look like they’re all keyword stuff, it’s not exactly sunshine, we have to have some brightness in our customers lives in order to make that emotional connection. So let’s just go back a couple of steps. I just mentioned the word keyword stuffing. I’m sure that’s one of the biggest mistakes that you feel that other sellers make. But what are some common mistakes that you see Amazon sellers making when they are writing their listings?
Karon Thackston: Well, you’re right, keyword stuffing is one thing, and most sellers tend to have an eye toward listing optimization, which is a vital part of selling on Amazon. But the problem is Amazon has never one time whipped our credit card and purchase anything from you. They might have paid you if they accidentally destroyed or lost your inventory, but they’re not your customer. So while you do have to make them happy in order to show up in the top of the search results, you also have human beings that have the money that you’re looking for and you have to make them happy too. So one of the biggest problems is the lack of balance.
Bradley Sutton: Hold on, I got to interrupt you right there because I’m just almost having goosebumps on my arms here because this is something, I love it when other people without even me, queuing them, say these things. Because people sometimes think that this is all just me. But I keep trying to tell people, people get so obsessed with, Oh, I’ve got to be relevant to Amazon and I’ve got to make Amazon happy. And yes, as Karon said, that is true. I mean you’re trying to use a keyword that is completely irrelevant to a category. Actually, Amazon won’t even index you. So yes, to a point you do need to make Amazon happy, but I love how Karon put it. They’re not the one– Jeff Bezos is not going to whip out his credit card and buy your product because you made Amazon happy. You’ve got to make the buyer happy. So continue. I just had to like give you a shout right there cause that was great.
Karon Thackston: That’s alright. We get that a lot. Marketing Words is a copywriting agency. We do all kinds of online copies, so we get this same thing with writing copy that’s designed to rank with Google. We get the same thing with all sorts of other platforms, so it’s not exclusive to Amazon Sellers. Don’t feel bad if you’re a seller. This is only me. Now anybody that has basically two audiences that you’re trying to serve, some sort of a search engine and also human customers. You’ve got to strike that balance. If you don’t, if you get too focused on, in this case, Amazon, then you tend to not only through keyword stuffing but just through a lack of connection. You don’t strike that balance and you won’t convert as well. The other thing is, and this is vital in order to have the balance is, so many Amazon sellers are only interested in selling a product, making money, and I get that. But when you decide that you’re going to private label a product that you know absolutely nothing about, and you don’t have an understanding of who those customers are and you can’t provide any information or you don’t collect any information, if you’re going to write the listings yourself, then you miss a really huge opportunity to make a connection with that buyer. And that’s one of the things that people stumble with all the time. Well, I don’t really care who it is. I just want to sell my set of plastic cups or whatever it is that the seller has. But you’ll be able to do that much better if you understand who the people are, the moms, the dads, the grandparents and whatnot that are buying this set of children’s plastic cups. What else?
Bradley Sutton: So, that’s kind of like making sure you know your customer avatar?
Karon Thackston: Exactly. And, it’s not just for the brand itself, for the entire brand, but for the products that you’re selling. You may have a brand where you’re doing, you’re focusing on unique housewares or something like that. And one of the things you sell is this set of children’s plastic cups, but then you also sell some pretty snazzy crystal barware or stainless steel barware for adults to use when they’re making their drinks. And the two audiences, the two segments of that overall household audience is extremely different. You would not use the same techniques are the same verbiage to sell plastic children’s cups that you would sell crystal wine goblets. So it’s very product specific even within a brand. And since you mentioned brands, that’s another thing that I’ll bring up is that tons of sellers that are trying to push forward and become a well-known company, a recognized brand, they’re not–they don’t have a brand profile. So everything they do is sporadic. Some of their listings may include language that is entirely different than other listings. There’s no cohesiveness, I’ll say with the language that they’re using, with the words that they’re using. When you create a brand profile, all of these things come into play, not only the colors that you want in your logo and what kind of pages you’re going to put on your website and things of that nature. But the way that you communicate with customers, what type of image do you want to portray? Do you want to be funny like Ben and Jerry’s? Do you want–or motel six, all of those make you laugh and whatnot. Do you want to be upstanding and innovative and highly respected like Apple? Those companies, you won’t find them making jokes in their copy or trying to be humorous in their copy. They have a brand image that carries all the way through from the logo that they created, and the colors that they use through each individual word that’s chosen for their particular listings or their home websites.
Bradley Sutton: Interesting. So taking a couple of steps back, we were talking about the mistakes, so we have people trying to keyword stuff. We have people who are inconsistent with their brand image. You also mentioned not knowing your customer Avatar or targeting the wrong demographic for a product. Are there shortcuts that you see people taking that that is going to bite them in the butt later on with their Amazon sales?
Karon Thackston: Yes. A lot of people will try to take shortcuts. They’ll write just very short on informative bullets. And I realized that there are places in Seller Central where Amazon says their recommended bullet link is 80 characters. There’s a page in Seller Central or a couple of them that talk about studies they’ve done and whatnot. Those are really old. I know right now Amazon in a lot of categories in at a product is showing a preferred 100 character, bullet lengths, but I disagree. So–
Bradley Sutton: What’s your preference? What do you usually do? Do you have a set guide based on the category or?
Karon Thackston: Well typically just overall we recommend around 200 characters per bullet that’s not carved in stone and it does depend on the type of product and whatnot. If it’s something very basic that doesn’t– it’s well known, it doesn’t require a lot of information then shorter bullets, absolutely. We had a client the other day that had a brand new product he was bringing to market and while there were some things that were kind of similar, the whole concept was really unique and it required a lot of education. So we actually went a little past 200 characters per bullet to try to get that information and bring people up to speed because it was going to be a learning experience as well as a buying experience.
Bradley Sutton: How about the title? What I kind of tell people, everybody who asks questions about the bullet points about the title and link and stuff, guys, we sometimes think too much as sellers, we’ve got to put ourselves in a buyer shoe. All of us buy on Amazon. And what about you? When you see, I’m talking to somebody, when you see a listing, you’re trying to shop for something and you see a 200-character long title, you know, how does that look to you? Or what if you only see a 20-character link title? So I think a lot of us don’t put ourselves in the buyer’s mentality. Now you would know the best of what converts. But what about the title? I doubt you’re doing 200 or 250 character titles. Are you?
Karon Thackston: Well 250-character titles will get you to put in the suppressed category. I absolutely cannot stand that Amazon still has places in Seller Central that say you can go up to 250 characters while they still have that suppression policy in place that they started in what, 2016, somewhere around in there.
Bradley Sutton: But even if they allowed it, you probably wouldn’t ever suggest that somebody gets even near that level, right?
Karon Thackston: Well, yeah. Actually, in some cases we do.
Bradley Sutton: Interesting. And what kind of cases would that be?
Karon Thackston: Again, if we have things that are–that new learning experience for the customer. If we have products that are so–that are really competitive and you have to have the extra space.
Bradley Sutton: Now, I’m talking about the title, not the bullet points here. Are we talking about the same thing? I love it. I love getting new insight because I never, for me it’s like, Oh, man, I don’t want to have too much of a title because it looks like I’m keyword stuffing. But you’re saying sometimes you have to kind of, there’s an educational aspect, and if somebody’s only looking at the title, they really need to see something in order to know what their product is about. Is that kind of what you’re talking about?
Karon Thackston: Exactly. Right. And that’s your ad. I mean, you get a picture, you maybe get a couple of little snippets from the bullets or something that show up. You get the stars for the review and what have you. But those words that show up in a portion of the title on the search results page, that’s essentially your advertisement on that page to get people to click to read the rest of what you’re selling. So it’s very important to be complete. I, personally as a shopper, don’t respond well to short titles. There’s not enough information there to tell me what I need to know.
Bradley Sutton: Interesting. Okay.
Karon Thackston: But see, testing is so important. That’s why you test. I mean, we give our clients two different, a short one that’s 100% compliant with Amazon’s terms of service for that category and then a longer one. So they can test the two of them and see which one converts better.
Bradley Sutton: But they do split testing to see how one, how many clicks one gets, maybe how many converts and then usually there’s always a clear winner, right? When you split test a couple of different titles.
Karon Thackston: When we have done it, yes. That’s not a service that we provide. So most of our clients are doing this on their own and I don’t know if they’re using Splitly or they’re just going in, leaving it up for two weeks or however long and going back and looking at the stats and the business reports to see what that is. But I can tell you that the overwhelming majority of them will come back to us the next time and say, I don’t need the short title. Just give me the long one.
Bradley Sutton: Nice. Okay. What kind of details are you putting in a title? I know some you don’t like, let’s say somebody is in the supplement category, but they put like, you know, 5 servings, 33mg, do you put the serving size and things like that there or is it strictly mainly education and description of the product?
Karon Thackston: No, you got to have all the other stuff in there too. Those are what I call decision making elements because if somebody doesn’t know that your vitamin C also has Magnesium or Vitamin D or whatever a combination would be, I know that’s probably not a good thing to include, but if that’s not in there and they just think it’s straight up vitamin C with nothing else, they may not pay attention to it. If they don’t know how many pills are in the bottle, then your price point that shows up could look really high compared to somebody else’s price point. Maybe yours has 240 in a bottle and the other one only had 80. So all of these things, if it’s clothing, the material, the fabric, if it’s housewares and something like that, people need to know if it’s dishwasher safe if it’s microwavable if it’s BPA free. I mean there were certain things that people are going to be looking for and they need to see those before they’re going to move. So while all of that isn’t going to fit into a title, you pick and choose the ones that you believe are going to be most important to your customer. And again, it goes back to testing, if it’s not working out well, you go back and you switch it up. So BPA-free wasn’t a big deal to them. Maybe the fact that these are manufactured in the USA is a big deal to them. A lot of this is easier to do if you do have a lot of information about the shopper for that individual product because– then you could have a better idea of what’s vital to them and what is not vital to them.
Bradley Sutton: Interesting, interesting. Completely changing gears. Something just popped up into my mind. Emojis in bullet points, yes or no?
Karon Thackston: No.
Bradley Sutton: Alright. And why not?
Karon Thackston: To me, they look spammy. I don’t know that they increase conversion rate a whole lot. They might a little bit, but most importantly it’s against Amazon’s terms of service. And while I do have an area or two where a lot of walk in the gray section when it comes to terms of service on certain things, I’ve seen people get slapped for it and including that, including emojis in the description too. So, it’s not my recommendation that you use them.
Bradley Sutton: Okay. How about indexing in the description? I’ve heard that– or actually bullet points and description. I’ve heard that in the past up to a like a thousand characters total only get index in the bullet points. Have you ever done testing on that or do you have–do you go by any rule of thumb like that so that you make sure you don’t surpass overall a certain character limit in the bullet points?
Karon Thackston: We don’t try to limit the whole thing so that we don’t surpass a certain limit because again, we want to have the information indexed, but we have to provide the information that will also get human beings to convert. So, we will make sure that the most important information and the bullet with the most important key phrases are first. And then we walked down the scale from there. The second one is second important to the customer and the keywords. And the third is the third, and fourth, and so on. If we do testing or if somebody asked us to create additional bullets and they want to rearrange them or do testing on that and whatnot, we will keep that stuff in mind when we do that as well.
Bradley Sutton: Okay. How about EBC listings? Do you have different copy strategy for the description as opposed to the description that comes up in EBC?
Karon Thackston: It depends on what the EBC section is supposed to look like and what the client wants it to do. I mean obviously it wants it to sell, but again, if it’s something very basic, then we would probably re-use the standard description copy for the most part in the EBC section. But if it’s something elaborate that requires a lot of description, and or a lot of education, or a lot of differentiation, then there wouldn’t be enough space in the 2000 characters of the standard description to use that anyway. You’d have to expand on it to fill all the space that’s required.
Bradley Sutton: Okay, interesting. Now, one question I have is about making an emotional connection. Now, this is what I teach my students and the people I talk to, so you being a professional can let me know if this is actual good knowledge. So basically in my mind, this is really just generalizing it, but there’s like two kinds of customers who shop on Amazon. There’s the person who already knows exactly what product they want. They saw something on TV and so they actually searched for that Nike shoes, Air Max shoes, whatever. And all they care about is they’re just finding that item on Amazon so they can get the two-day shipping. They don’t care about the title, they don’t care about the reviews, they want to find it, and they’re going to order it. But, the other kind of customer is the kind that private label sellers are trying to get. And that’s the kind of customer who is not married to exact product, but they’re actually just searching for Hey, best shoes for the club or something. And there are basically open to whatever they see and they might only click on three or four listings. And like me, again putting myself in a buyer’s hat, I am looking, I am going to stop looking once I’m caught by a listing like whether it’s the images or whether it’s the copy, that’s exactly what I was looking for, that solves my pain point. So, in my mind as private label sellers, we really need to be, I say we, I’m not a private label seller, but we all need to be concerned about that second customer. And with our bullet points maybe with our title, what can we do to make that emotional connection where we hit their pain point or what they’re looking for. Is that kind of like your mentality when you’re making these listings?
Karon Thackston: Yes. And boy, there’s a time, there’s a lot to be done. First of all, be specific. I can’t tell you how many times I have seen people just write ordinary, vague statements that won’t convince anybody to do anything. So you need to drill down on the features and the benefits. Not just list them, but why are they important? Overcome objections. If you’ve seen something in reviews on Amazon or off of Amazon. If a price is a concern, maybe go with something that highlights the quality and justifies why paying more is going to bring so much more value, maybe something with 14 gold connectors, ABC brand charging cables, regulate electricity to prevent shorting out your device. Yes, they cost a little more but not nearly as much as replacing your phone. That’s off the top of my head. But something like that you need to differentiate. There are so many private label sellers that have gotten identical products as a hundred thousand other private label sellers. So use your copy to tell people why yours is, how you’ve made it different. Did you get it in different colors than other people have? Have you upgraded yours to have additional features? Are you including some sort of bonus statements unlike ordinary whatever plastic cups that your brand product offers this that, and the other thing that the other seller may not have or not as good as yours or thanks to its advanced manufacturing process? This plastic cup set offers premium quality. And language like that uses it. You could do lifestyle uses in your copy in the bullets, the description or wherever you want to put them. That’s one thing that makes infomercials so successful is because people are watching the demonstration and it’s incorporating lifestyles. The whole time the host is talking about, yes, this beautiful woven basket set will hold magazines and keep your living room more organized. But look, it goes flawlessly into the laundry room, take it upstairs to your kid’s room to house all the toys or headed to the beach, throw your beach gear in your brand new basket and off you go. You know there’s more than one way to use almost every product, not every single one, but if you can think of those lifestyle uses that will bring more value. People will say, Hey, I’m not just going to pay $44 for something to hold my magazines. Look how much use I’m going to get out of this basket. So I mean all sorts of where I could sit here and name some more. Do you want here some more?
Bradley Sutton: I love it. But where these things come from? If you’re not an expert on the field of which you’re selling, which sometimes might be the case. Back in the day, you can just pick whatever you’re passionate about and then you could probably make a book on it on Amazon. But now it’s about finding those niches that there’s an opportunity and it very well could be on something you have no idea what to do. So how do you, if there’s a seller out there who wants to investigate what’s on people’s mind, and I know we didn’t rehearse this and I’m really hoping you answered this in a way that I’m wanting you to answer. You might not, but what is a great way that somebody could do the research into the niche to find out those things that you just mentioned? My fingers are crossed, my fingers are crossed, my fingers are crossed. What’s she going to say? Google. Okay.
Karon Thackston: I’m going to say Google. There are lots of ways that you can find that information out. You could go to other websites that sell similar products and look at that. You could go to the reviews of products on Amazon or–
Bradley Sutton: That’s what I was hoping you’d say.
Karon Thackston: Or Google it and find out. I mean you’re looking for the lifestyle uses, you’re looking to add value. So the more ways somebody perceives that they can use your product, the more likely they are to pay for that particular product. If somebody just says it’s a beautiful basket, it’s handwoven out of 100% cotton with a reinforced handle and it’s $67.99 because it’s handmade in India or wherever, and you start naming all these different things about the basket. Even if yours is a little more expensive, chances are they’re going to go with yours because now look, I can do all these other things with it.
Bradley Sutton: Yeah. Alright, I was happy that you said about the reviews because I actually don’t know. Do you use Helium 10 when you optimize listings?
Karon Thackston: Well, maybe it was Manny I was on with, that I was telling that story. Yes. Marketing Words, all the writers at Marketing Words use Helium 10.
Bradley Sutton: Have you seen that new feature. It’s a newer feature like in the last four months under the Review Downloader, the tab that says analysis. Have you seen that yet?
Karon Thackston: No, and I have to go look at it. I’m not usually the one in there doing the review analysis. The writers do that. But–
Bradley Sutton: Alright, so check this out. I’m going to describe what it does and you tell me if this is as amazing as I think it is, but basically, that’s how I use to go find what’s on buyer’s mind. So, of course, we could just download reviews. And, I tell everybody out there whether you use Helium 10 or not, just like Karon said, you’ve got to do this research. You’ve got to look at your competitor reviews or reviews of similar products in your niche to see what’s on the buyer’s minds. But now you can do on Helium 10, you use the Chrome Extension, you hit Review Downloader, and then look at all the reviews and then you hit one button. It’s called analysis. And what that does is it gives all of the 3, 4 and 5 words phrases that appear the most in all of your reviews. So is it–that’s helpful because the very first time I use it, I’ve told a story a hundred times. The very first time I used it for a Collagen Peptides product. There is a bug because the number one phrase that came up in the reviews, it wasn’t Collagen Peptides, that was like number 2 or 3. It was in my coffee and I was like, what in the world? In my coffee. And then I actually clicked on it and it showed me all of the reviews that said in my coffee. And then from there, I discovered that all these people are mixing their Collagen Peptides in their coffee and I had no idea. And, that’s the kind of keyword that you wouldn’t find in your product research or keyword research. I’m sorry because that’s not something people search for, but that’s something that they think about. So it kind of sounds like what you’re talking about is a lot of the times in our listing we need to make sure that we’re addressing what the person is thinking about, not necessarily what they’re searching for because those two things can be different. Right?
Karon Thackston: Exactly. And I have seen that. I didn’t know that it was called the Review Analysis. We do that. So I’ve seen that before too. But, absolutely. And that’s why sometimes, you want to rearrange the order of your bullets or something to that effect. You want to tweak what’s in there. Maybe with those lifestyle uses that we were talking about, you find something with the Review Analysis and it says in my coffee, you want to go back and tweak that bullet point to include in my coffee because people are going to go, oh yeah, that’s a great idea. I could put this in my coffee.
Bradley Sutton: Cool. Completely switching gears, because that’s what I like to do. How is writing a listing on eBay different than Amazon?
Karon Thackston: That would be an entirely different podcast.
Bradley Sutton: In like two minutes or less. Just real brief.
Karon Thackston: There are virtually no terms of service on eBay so you can do pretty much anything you want to. It doesn’t, I don’t think it takes as much copy to sell something on eBay as it does to sell most things on Amazon. The ranking structure is completely and totally different. So it’s not as complex or difficult to rank product listings on eBay as it is on Amazon, there are a lot of differences.
Bradley Sutton: And HTML is really important on eBay, right?
Karon Thackston: Yeah.
Bradley Sutton: Okay. I know in Amazon, the description is very, very limited. The amount of HTML could use, what is it? Bold and a line break. And that’s about it. Right? Or Italics?
Karon Thackston: Not even bold. The only legal tags or the paragraph tag and the line break tag. Although, I have never seen anybody get slapped for using Bold or Italics. That I have seen a lot of people get slapped for using colored text and emojis.
Bradley Sutton: Okay. And one last thing now before we close this out, is titles. When I went to the Amazon boost conference, they told me that they’re going to start enforcing that sellers put their brand name as the first word of the title. And if they don’t see that on, sometimes they’re going to actually go in there and change your title and then kind of like lock it down. And for a while, I never saw that happening. This was months ago, but then in the last couple of months in our Facebook groups, I’m hearing, oh men Amazon went in and changed my listing and now I can’t change it back. Have you heard about this happening and because of it, are you always trying to make sure the brand now is in the first word of the title?
Karon Thackston: That has been, we’ve been having a report to that for about six months, maybe a little bit longer than that. So I don’t know if Amazon was testing it before they decided to roll out a full launch, which would be typical Amazon, they’ve done that with a lot of things in the past. We have not– we started putting the brand name first and quite honestly, most of our clients would come back and say, we don’t want this here, take it out. And we would explain and they would say, if they come back and slap us, then we’ll change it. So, the client has the credit card and they are the boss. So we explain and we educate. If they choose not to do it that way, then they get their way. I have not heard of anybody who has lost their editing privileges for their title because of it yet. But if it is going to become an official policy rolled out across the board, that’s probably coming.
Bradley Sutton: Excellent. Excellent. Alright. Can you give me any numbers or a cool story about somebody had a listing, one of your clients maybe had a listing, they were making a thousand bucks a month, and then just by changing the copy in it, doing a revamp of their listing? It increases their sales by 50% or something like that. Do you have anything like that that you can think of off the top of your head? Just to kind of illustrate the power of copy in a listing?
Karon Thackston: There was a seller. The first thing that comes to mind is a man that, I don’t remember what country he was in, maybe Portugal and selling his children’s supplements on Amazon. And contacted us to completely rewrite his listing, which is usually not something that I recommend, but he was making maybe one sale every six months. So there wasn’t too much to lose by ripping everything out and starting over. And when we did that with the new listing within 24 hours, he had made three sales and it just kept going up and up and up from that. So, it didn’t take very long at all for that listing to get ranked into, began to optimize because it just wasn’t highlighting all the benefits of the medication and how different this was than some other children’s supplements that were already listed on Amazon. So that one– three sales in 24 hours after you’ve gone 3 months or 6 months with one sale and then I don’t, I can’t tell you what his conversion rate was after this listing had been in play for several months, but it’s still up. This was over. I’d say it was over a year ago, and that same listing is still up in every now and then. I get emails from him saying how excited he is that it’s still working.
Bradley Sutton: Alright, that’s great to hear. Guys, a copy is so important. It’s something that’s overlooked, but just the right copy can give an infinite increased to your sales. That guy went from like 0.2 sales a day to, you know, 10x pretty much even if he was only at 3, 4 sales a day. So, if this was a very quick podcast here. If people want more information or to get some advice from you or to possibly utilize your services, how can they reach you, Karon?
Karon Thackston: You can go to marketingwords.com and in the services menu you’ll see all the different types of copywriting. Marketing words is a copywriting agency. We do all sorts of online copywriting. We specialize in Amazon listings, but we do a lot else as well. So you can find what you’re interested in in the services menu, or be sure to stop by the blog marketingwords.com/blog and find a lot of great information for Amazon sellers and online marketers.
Bradley Sutton: Excellent. And, Karon uses Helium 10 guys. So if you’re going to, if you want to do copywriting on your own, that’s definitely a starting place because if a professional uses it, you could use it too. Karon, thank you so much. And we’re going to probably have you on, hopefully in a few months, and I’d love to talk maybe about Walmart listings or eBay listings or some other things that Amazon sellers might find interesting. But thank you for your time and we’ll see you soon.
- #155 – Helium 10 Introduces 9 New Ways to Level-Up the Way You Track, Learn, and Earn on Amazon - June 30, 2020
- #154 – Amazon Warehousing Tactics, Foreign Accounts and a Product Launch for the South Korean Government - June 27, 2020
- #153 – This Amazon Seller Said No to College Debt; Yes, to E-Commerce and Clever Product Bundling Tactics - June 23, 2020