“Think like a customer” is the message that usually accompanies me when creating content on Amazon. Paul Gillin, public speaker, author of numerous books and marketing strategist specializing in social media, points out that content aimed at potential customers should be tailored to their needs and ideas. So when you’re describing your products or talking about your brand, it’s a good idea to switch roles for a moment and put yourself in the customer’s shoes.
Understanding the customer and keywords
Understanding your customers and creating descriptions that fit their needs is one of the most important elements, but not the only one. Before you start creating content, it is worth looking for the so‐called keywords with which you will enrich your texts. Various tools that contain an extensive database of the keywords most frequently entered by customers will help you with this. Another notable technique is the use of autocomplete, which works in a way that you can know from Internet browsers. All you have to do is type the first term into the search bar and Amazon will automatically tell you which words are most frequently entered by customers. The descriptions of your competitors are also a source rich in keywords. Also, look out for customer reviews of competing products. This allows you to see what words customers are using when they review a product they have purchased. With a list of keywords, you can start creating content.
Creating product titles
“Headlines are absolutely essential in any marketing. On a website, in emails, in a newsletter, anywhere – the headline catches the reader like a hook, draws them in and ultimately converts them into a customer.” I like to transfer this thought from Angus McLeod to the design of titles for our customers’ products. Imagine you are a customer searching on Amazon for a leather handbag as a gift for a loved one. Many interesting suggestions appear on the first page and you just select a few for a closer look. So what sets it apart from thousands of similar offerings? The pictures probably play an important role, but the first words of the title are no less important. The title for your product can be up to 200 characters long. However, it is recommended to create shorter titles – up to 80 characters, since more characters will not be displayed on mobile devices. Amazon is constantly changing product title requirements, but it’s a good idea to stick to the 200‐character limit for now. However, the full product title is not visible on the search page. Customers see no more than 1⁄3 of the title among the many competing offers, so it’s important to focus on the most important features when creating it. In the title, use as many keywords as possible that you previously searched for. Don’t worry if they don’t all fit – you can use them to create bullet points and those missing from the description can be included in the backend. Keywords in these three places are taken into account by Amazon’s algorithms and, if selected correctly, have a positive effect on the positioning of your products.
Expanded product descriptions
Amazon offers you the opportunity to create additional content in which you can include other product information. If you can’t accommodate them, you can include them in the product description, in the “Additional Information” box, or in Expanded Content (for Amazon registered brand owners only). Any additional content is visible below the title and attributes, but there is no point in repeating the same information there. However, it is worth including here all the detailed information that was previously missing due to the character limit. The most notable section is Additional Content. This is only possible for registered brands. In addition to photos, you can also refer to specific product properties here. You can prepare photos that focus on individual elements of the product, and then write a brief comment about them. It is also a good idea to insert a table to compare similar products. For example, if you sell sporting goods and have 5 types of skis in your range, compare them in a table that is clear for the customer. Thanks to such a summary, the customer first of all sees that there are similar items from the same seller and has the opportunity to choose the right product for himself.
Creating accessible content in different languages
One thing to remember when creating content on Amazon is that it must be written in language that is easy to understand and will not alienate the buyer. Do not use incomprehensible expressions and write as you would like to read about the product yourself as a customer. Amazon is now represented in several markets, so content should also be created in different languages. What if you don’t speak the foreign language? The first thought of many sellers would probably be to hire a translator. However, keep in mind that your texts will be read by people who have a perfect command of the language. A translator can translate a text in an unprofessional way, for example by omitting key words. Second, the text itself can be inappropriate, and sometimes it can even sound frivolous. Therefore, in professional marketing agencies, the texts are written by people who are fluent in the respective foreign language. The descriptions are checked by native speakers, so there are no translation errors or funny expressions that often result from using a translator. So it pays to use the knowledge of translators and professionals in order not to discourage a potential client with a strange‐sounding text.
