If you want to succeed on Amazon, you must have a listing that squeezes every possible conversion out of the traffic Amazon sends your way. This is why Amazon copywriting is so important.

Fortunately for you, many Amazon sellers neglect copywriting, giving you a major advantage if you follow the simple steps outlined in this article. Here is a run down of some copywriting tactics which will increase conversions and boost profits.

What is Amazon Copywriting?

Wikipedia defines copywriting as…

“… written content conveyed through online media and print materials. Copy is content primarily used for the purpose of advertising or marketing. This type of written material is often used to persuade a person or group as well as raise brand awareness.”

The purpose of copywriting is to persuade a person or group to take the action you want them to take.

In the context of your Amazon listing… you want to persuade people to buy your products.

To do this you need to know exactly who you’re selling to. Pinpoint this, and you’ve done most of the hard work.

Now, this leads to the question:

How Well Do You Know Your Audience?

To effectively persuade someone, you first have to understand them.

What triggers them to act?

What do they want?

What do they need?

What makes them wake up sweaty in the middle of the night with worry?

Companies invest millions of dollars on focus groups, market research, and other feedback tactics to try and get a better understanding of their customer. Why?

Because they understand just how important this is to craft their content in a way that persuades people to buy their product or service.

Understanding your audience is THE MOST IMPORTANT thing to remember when copywriting.

If you don’t have thousands of dollars to spend on your product so what are your options?

Here are two options you have at your disposal:

Method 1: Create an Empathy Map

An empathy map can be used to help you better understand who you are talking to.

There are many ways to create empathy maps. Here’s a quick and easy one:

With this method, you “map out” who you envision your customer to be
– the type of person they are
– what they do
– how they think
– what they feel
– their pain points, etc.

Based off of the customer avatar you’ve crafted, you can now write your copy in a way that speaks DIRECTLY to that particular person. Because writing to a specific individual is easier than thinking about how to appeal to a vague population of people. Right?

If you are struggling, Copyblogger goes into great detail about this here. 

Here’s another clever way to craft your copy:

Method 2: Analyze Your Competitors

Luckily, selling on Amazon.com makes copywriting easy – because the platform provides a ton of information on who you are selling to.

To find out what type of writing connects best with the people you want to attract – take a look at your competition and other products in your niche.

What’s converting well?
How do they phrase their copy?
Who’s ranking the highest?
How have they formed their titles and headings?

Take this example:

The top review you see is rated by 1,868 of 1,884 as being a helpful review.

You have 1700 people telling you they connected with this review – and most likely – it got them to purchase the product.

Way better than trying to play fortune teller and guessing, right?

If you look more closely, out of the 3 most helpful reviews, 2 of them mention the value you get for the price.

What’s the takeaway? People aren’t looking for top-of-the-line espresso makers. This data tells us that they are looking for a good quality product that will not break the bank.

It’s not perfect – but it’s a great place to start.

You can even take this method to another level by analyzing what’s important to these buyers. We now know that they are looking for good quality, and the headlines for the review say excellent machine.

So we ask ourselves – what makes it an excellent machine?
Is it the features?
The reliability?
Does it print money? (Probably not that last one but that would be nice…)

Let’s take a closer look at the reviews…

“The bottom line is that it produces a perfect crema with a rich taste.”

“…the performance of this machine has been flawless. I have not experienced any leaks or problems. I have followed the instructions carefully from the first use, kept it properly cleaned and it has rewarded me with a great cup every day.”

“It DOES produce a FABULOUS Espresso shot, Cappucino, Latte’s, it tastes MUCH better than Starbucks to me and it only took me two attempts to get my technique down to where it’s NOT a problem.”

“All of the above takes me about 5-7 minutes.”

Main themes:

• Great taste
• Easy to use
• Competitive price.

Now you know your own description needs focus on conveying these benefits to your potential customer.
You know this because they customers have told you so themselves!

Let’s take a look at this post’s product description and see what they wrote:

“Enjoy delicious espresso made your way with De’Longhi’s pump espresso and cappuccino maker.“

“…create a rich creamy froth achieving perfect drinks every time.”

“…highlights include self-priming operation to eliminate pesky start-up preparation, a unique no-drip design, so you don’t have to deal with messy cleanup and a durable, high-quality stainless steel boiler to ensure many years of delicious espresso.”

“Easily prepare latte and cappuccino with the patented Cappuccino System frother.”

It’s easy to see this listing has has done exactly that. Every mention of the product’s features relates directly back to the needs and desires of what the customers were asking for.

And there you have it. Boom. Your Amazon copywriting strategy.

Bringing It All Together

So now you have the angle you should take with your Amazon copywriting. Now there’s just the last step… writing the copy. The closer you can speak to your customer’s needs and desires, the closer you will be to making the sale. But that’s not all there is to it.

Amazon copywriter Michael Collins says:

One of the biggest game-changing tips I can give you is to get physical with your writing. Get excited. Be happy! Don’t be afraid to have some personality. If you are able to inject your personality through your writing, you connect with customers without being anywhere near them. The energy behind your words is far more important than the actual words you use. Remember– people buy from people they like and trust. You can create that impression with your words alone… but you have to feel it as you write. You have to be living it!

Hope it was helpful. Now go out there and use your new writing powers to turn your listing into your OWN money printing machine. 

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