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Process for Writing a Listing with Emma Schermer Tamir
Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.
English - January 16, 2020 05:00 - 23 minutes - 18.7 MBEntrepreneurship Business Marketing Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Process for writing a listing needs a deep understanding of what is going on with the competitive space. Being thoughtful about your strategy is key.
Construction principles
Competitive structure
You need to understand what is going on in your competitive category
What are customers expecting?
So start by looking at your competitors’ products
Then look at the reviews of your competition
Is everyone complaining about something that your product has solved
You might find uses of your product
You may get life case studies
Keyword research
SEO is what happens before people get to the page
But you have to get traffic - be very clear about the keywords
Make sure you can run PPC and organic
Keyword strategy
Be very thoughtful about this
It can be very tempting to see keywords with large search volume
But that can really steer you in the wrong direction
Keyword stuffing vs. Relevance
Make sure the words you choose for the copy is thoughtful
Are they words that customers want to see on your listing?
Eg: misspellings or Spanish
Client work
Many clients bring keywords using multiple tools.
Others don’t feel confident. Or they are curious to see if there is an extra phrase.
Emma offers research
They can also review research
Sometimes you have a case that looks like high search volume and low competition - but sometimes you can do a google search and realise that something is a brand name.
Handling niches that are competitive/will it work
Some clients have a great opportunity and they are leaving money on the table.
It’s rare that one of the clients hasn’t at least place an order.
Sometimes space can be dominated by a brand - because there isn’t any competition. So you may be able to address a similar segment but at a different price point, or colour, or ingredients.
In some categories, there can be a lack of on-Amazon search volume.
But your market share is way more important than total addressable market
There can STILL be an opportunity to outsell a traditional brand.
Example - “Cover Girl” makeup
They recently reformulated their entire product line to be cruelty-free
If even one of their products is made in China, this comes off the table.
On Amazon for one of their top-selling mascaras, the only indication of this is a tiny leaping bunny symbol on one image. So if you’re wanting to purchase a royalty-free mascara, you might not even know this is a relevant option for you.
Benefits
People get confused about what a benefit is.
For example, a heavy-duty country backpack that is going to go into extreme environments and it will be an essential part of their journey.
If you just say it’s “durable”, what does that actually mean?
It means that people can with confidence going into tough terrain
Protect their most valuable possessions
Enable them to complete their journey
When you’re presenting info, you shouldn’t save best for last -lead with your best benefits.
In journalism, there is an old practice called inverted pyramid - most important to least important in descending order.
Back when you had stories that were in presses, they needed to be able to lop off the least important parts of the story.
Really grab them, then help them understand why that matters.
WHAT EMMA OFFERS
Free offers from Emma: Free listing analysis (Click below)
Amazon Listings
Maximize your conversions with well-crafted, keyword-rich listings that grab and hold customers’ attention.
Marketing Consulting
Get personalized, tailored guidance on every step of your marketing journey.
Newsletters and Email Campaigns
Reinvigorate your mailing list with copy that entices subscribers to open your emails and engage with your brand.
Blog Posts
Introduce a new perspective with a guest post from Emma, or post new content that attracts and excites a tribe of loyal customers.
Video Scripts