Amazon Copywriting Guide - How to write texts that convert

Part 2 of 4 – This copywriting guide is the second part of a multi-step guide on how to optimize product pages on Amazon. In this part, we will go through how to write product texts that convert.

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In the previous section, I have gone through the basics of optimizing product pages on Amazon. But one of the most overlooked parts of selling on Amazon is undoubtedly conversion optimization. No matter how much traffic you can get to your product page, you must also get the traffic to convert into purchases. Therefore, I will now go through how to write product texts that convert on Amazon.

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Unfortunately, copywriting and conversion optimization are often forgotten on Amazon. Instead, everyone puts full weight on SEO and ads, forgetting to actually get the customer to convert. Which is of course a big mistake. To increase conversion with the help of your texts, you should focus on what is most important to the customer, emphasize benefits instead of functions, quality before quantity, and you should work with storytelling.

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Below I go through all of these parts in 5 easy steps. Then I also go through how you apply this to Amazon's different types of product texts.

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1. You don't have to be a writer

Many people think that you need to be a great writer to be successful at copywriting, but that's wrong. Of course, it helps if you are good at expressing yourself in text, but the important thing is that you answer the customer's possible objections. By answering all of the customer's possible objections, you are not giving them a good reason not to buy the product. If, however, you fail to answer these, then it doesn't really matter how well the text is worded - it still won't convert.

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2. Focus on what is most important to the customer

What is most important to the customer? You should be able to answer that question for the products you sell. If you don't have the answers, you should find out quickly. When you know what is most important, you can focus more and more on that in communication with customers.

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Example – If a customer is going to buy a memory card, there are many functions and attributes that you could focus on. For example, you could focus on where it is made, what color it is, etc. But you can also focus on how much memory it has and what devices it is compatible with. What do you think the text should focus on; what is the customer most interested in or in greatest need of; and what is decisive?

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Now that was a very simple example, but I hope you see my point. There are always many attributes you can rewrite, but that doesn't mean you should rewrite them. And above all, don't focus on them. The attributes you should focus on, however, you can move up higher on the product page and try to underline more clearly, etc.

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3. Advantages over functions

Okay, so now you know which attributes you should focus on, but how should you present them? The important thing here is to focus on the customer and what benefits he gets from buying your product. Not the function itself.

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A classic example is Apple's iPod. Instead of writing "5gb memory", Apple wrote "1,000 songs in your pocket". The advantage for the customer is not that they get a product with a lot of memory, but that this large memory can hold as many as 1000 songs and that you can carry these with you wherever you go - which is nicely summed up by their tagline.

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In exactly the same way, you need to identify the benefits of your product and highlight them. Of course, you can (and in many cases should) also highlight the product's function. For example, the actual memory size. But that may not be what you should focus on the most. However, as always, it depends on the product and you need to be able to identify what your customers are looking for first and foremost.

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4. The length doesn't matter, but….

You can write both short and long, and the length actually matters. Many people think that more text is better, but generally that is wrong. The important thing, as I said, is that you succeed in meeting all the customer's objections. Of course, you can sometimes also embellish the text a bit to put your brand's stamp on it. But any other text you add is completely unnecessary!

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Do not write more text than you need to write. It will only make it more difficult for the customer to find the information that is important. Focus on what's important, answer all objections and then move on!

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5. Brand building and storytelling

One part that is very important for sellers trying to build a brand is storytelling. It can partly be about adding sentences and paragraphs that are about your brand, but usually it is more about using language that is aimed at your customers.

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By using words and expressions that attract your customer group, you shorten the distance between you. This can sometimes mean using the same sprride like the customers. Sometimes it is instead about using a language that the customer is attracted to. For some brands this is easy, while for others it is more difficult to figure out and may require searches. To get an indication, you can always check sellers who succeed well and target the same target group as you.

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6. Write texts that convert

Now I have gone through how to write good copy. But let's look at how to apply it to Amazon's various product texts. I want to emphasize that you should always think of your customers when writing the texts. The examples I show are not necessarily aimed at the same customer group that your company is targeting.

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Title (recommended length: 80-150 characters)

The title should quickly grab the customer's attention and answer the most important questions and objections. How? Present the product and emphasize the most important thing. What is most important? Of course, it depends on your product and target group. If you sell a memory card for cameras, this might be a good title:

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Camera Memory Card – Struggle Free 256GB Full HD MicroSD Memory Card – Compatible with Canon and Nikon (multiple sizes available)

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Now, I know nothing about memory cards, but this title quickly points out some of the key attributes and benefits. You will immediately know that this is a memory card for cameras. Next, you will get a quick overview of all the main attributes and benefits, and finally you will find out the memory card's compatibility. In case the customer's objection is that 64gb does not fit, the title makes it clear that there are several sizes available.

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Bullet points (recommended length: 150-300 characters)

Bullet Points are a great way to highlight product benefits. I usually try to highlight one or two benefits per bullet point and then start with the most important ones. Here is an example of a good Bullet Point:

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“Save all your photos in one place – With this 256GB MicroSD, you have space for all your photos and videos in one place. No need for multiple cards and no more struggling swapping between them, remembering which card contained what footage.”

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This text focuses on the benefits you get with the memory card's memory size. You can save all your photos and videos in one place, you no longer need multiple memory cards and you don't have to keep switching back and forth between them. The text therefore also meets the objection "I don't need that much memory because I already have two other memory cards".

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Product description and A+ Content

Since a product description is 2000 characters, I will not give my own example of how to write a product description. But the principles are the same as above. The big difference is that this part has plenty of space to highlight attributes, values ​​and features that you couldn't prioritize in the title or Bullet Points. When it comes to how you write the texts, there is no difference between whether you write a product description in HTML or with A+ Content. The only difference is that A+ Content enables a different type of formatting and images.

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Summary

Now I hope you have a clearer picture of how you can write product texts that convert on Amazon. We've gone over benefits across features, focus, text length, branding and answering objections. These are the fundamental parts and something that you should work on immediately at launch, but also over time to constantly improve the result. Good luck!