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Elevate Q4 With Brilliant Product Listings

by Liz Fickenscher

Emma Schermer Tamir, Co-Founder of Marketing By Emma, joined us for a webinar centered on writing stunning product listings. Your product listings can help elevate your sales and define your brand. Writing exceptional product listings makes them stand out in an extremely crowded marketplace. By watching this video, you'll learn:
  • Listing red flags
  • What's important when thinking about your product listings
  • How to focus on substance and the big picture
  • Tips on making your listings stand out

Take a look at the webinar and let us know if you have any questions! 

Here is the webinar recap, written by Jeanne Croteau:

Plain and simple — you need to do everything you can to get ready for Q4. During this highly competitive time, ensuring that your product listings are optimized, informative and appealing to buyers is crucial. Not only can this go a long way towards boosting sales, but you’ll also improve brand recognition and reputation.  

eComEngine recently hosted Emma Schermer Tamir, co-founder of Marketing By Emma, for the Elevate Q4 With Brilliant Product Listings webinar. She provided some absolutely phenomenal advice on how to create compelling product listings that will stand out from the rest. With Q4 just around the corner, make time to watch this fantastic video, and in the meantime, here’s a recap of some of the talking points. 

Identify Amazon Product Listing Red Flags

Whether it’s finding the right light bulb for their fridge or the perfect Christmas gift for their boss, people who shop on Amazon have a problem — and they are looking for a solution. The last thing they want is to scroll through product listings that are wordy, irrelevant or lacking the descriptive information they need to make a purchase. 

As Tamir said, “Of course, you need to be using proper keywords for SEO, but at the end of the day, it’s a person making the purchasing decision. You want to appeal to them.” In order to make that connection, she has a number of suggestions, including:

  • Avoid using jargon or terminology that the average person may not know.
  • Showcase how your product can solve their problem. 
  • Provide key details about the item you’re selling. 
  • Keep it concise. Buyers should be able to skim your listings. 
  • Avoid slang and always use proper grammar. 

We can get so caught up in using the right words that we forget to focus on building relationships. Anyone can tell customers what a product is, but your job is to let them know why they need it. Show buyers that you understand their needs, and they will keep coming back. 

Beware the Curse of Knowledge

To be a great Amazon seller, you need to know your product. At any given moment, you might be able to rattle off details about the materials used, manufacturing process and a million other things that make it unique. It’s great when you can be passionate and excited about something that you are sharing with the world. 

It becomes a problem, however, when you forget that your customers don’t share this knowledge base. If your product listings contain information that is overly complicated or inaccessible to the average buyer, you run the risk of alienating them, which is the last thing you want to do. 

You need to meet your customers where they’re at. As Tamir explained, “If you start from what they know and expand on it, you’ll bring them in.” Focus on the details that are truly important and use language that’s easy to grasp. Have confidence in your product and try not to overthink your descriptions. Once they’ve received the item, they’ll discover all of the little things that you know they’ll love about it!

How to Nail the Digital First Date

In the webinar, Tamir suggests approaching product listings as you would a first date. If you do things right, maybe they’ll want to come back for another date — or even a long-term relationship! It’s a great analogy and can be a useful guiding principle as you prepare for Q4. 

When you listen to the video, you’ll really get a sense of why your product listings are the beginning of a meaningful conversation you’re having with a customer. Much like when you’re on a date, you want to put your best foot forward while focusing on:

  • Building a relationship 
  • Focusing on the other person (your customer)
  • Mirroring 
  • Commiserating 
  • Getting them excited about the benefits you’ll bring
  • Using imagery to help them visualize a future together

It can take some time to find your rhythm, but refining the message you’re sending in your product listings is absolutely worth the effort. It’s easy for customers to scroll over to a competitor’s pages when your listings don’t give them what they need. Don’t lose the sale by overlooking this important aspect of your business. 

Even if your current product listings are great, give them another look before the holiday season begins. Ask friends and family to give them a once over and be open to their honest feedback. A strong Q4 can truly make or break your business and you want to take this opportunity to thrive. It all starts with wooing them on this “first date.” Don’t blow it!

Originally published on August 16, 2019, updated September 9, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.

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