amazon listing optimization workbook part...

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Strategies & Tactics of Millionaire Amazon Sellers to craft you killer Amazon product listings

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PART ONE

Basic Principles & Listing Titles

Your Amazon

Listing Copy

Quick Wins

Workbook

http://www.amazingfba.com/listing



Amazon Listing Killer Copy Workbook PART ONE: Basic Principles & Listing Titles

Michael Veazey, Amazing FBA

1st Edition, July 2017



Contents

This is Part One of two parts. Would you like specific help with the listing bullets, description and backend? If so, click here for Part Two of this Guide

Why use this Workbook 4 ......................................Chapter One Basic Principles 5 ....................................................Chapter Two Listing Titles 12 .......................................................Next steps… 18 ........................................................Want another free workbook for the rest of your listing? 18 ...............................................................

Overwhelmed, out of time 19 ..............................................................................................or under-confident? 19........................................................................................................



http://www.amazingfba.com/listingguide2

Why use this Workbook Improve your listing in 10 minutes… This workbook was designed for busy people.

It’s designed to audit your own Amazon listing, focussed on the title and find basic errors and grab low hanging fruit.

You could easily increase sales by several % in as few as 10 minutes if you USE the book!

There are six SHORT “workouts” (exercises) in the book. They are quick but powerful.

Please. Do yourself a big financial favour and DO them!

You could make more money in 10 minutes than any other way I know of in Amazon.

To keep it highly actionable, I’ve deliberately kept this workbook to the tip of the iceberg. There’s plenty more depth where this comes from.

For more detail on Bullets, Description and Backend, you can get Part Two of this guide HERE

So grab a coffee or a cuppa, (if you can, print this off and fill it in with a pen) , and read every word. Then DO the workouts!

And let the Amazing FBA community know how you get on.



http://www.amazingfba.com/listingbook2

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Chapter One

Basic Principles Get the Basics Right throughout your Listings

All anyone ever talks about is how to beat the Algorithm, right? We’re now onto A9 as far as I remember (sounds like a Doctor Who robot).

Of course it’s important to please the Mighty Algo of Amazon. But we lose track of human readers at our peril.

At least, that’s the message I got loud and clear from Amazon copywriting expert, Dana Derricks, one of my recent podcast guests.


Amazon Listing for People not for

Amazon!


Dana is a quiet, shy and retiring American chap. He says things like “Go big or go home”. He also claims modestly that he is “The No. 1 Amazon Copywriter in the World”.

Having optimized 100s of Amazon listings, though, Dana does have a fair claim to the title.

His most famous result was to take one client from $50,000 a month income (nice work) to $3,000,000 a month (crazy).

He wrote Amazon listings for about 4 years. Eventually charging $10,000 per listing

If you want to hear from Dana Derricks personally about Amazon listings next time he does a Online Business Workshop for us, just go to: www.amazingfba.com/dana


Workout #1 CUSTOMER REFOCUS Who is your target customer? __________________________

What does s/he want from your product? ____________________________________________________


http://www.amazingfba.com/dana

A bold idea- but one Dana is in a position to prove, with frequent results like a 30+% increase in sales after he worked his magic on clients’ listings.

Of course great photos are vital in an Amazon listing these days - but the point about words is to motivate shoppers to take action.


Photography in an Amazon listing attracts but doesn’t motivate to act

Workout #2 IMAGES/COPY BALANCE How much money and time have you spent on product photography for each listing?

_______________________________

How much money and time on keyword research?

____________________________________________________How much money and time on crafting copy to convert?

____________________________________________________How much money and time do you “owe” the copy on your listing?


For any of us (mostly Brits) who sell on amazon.com i.e. in the old U.S. of A., a difference in national styles is an immediate cultural barrier we have to smash down before we can get anywhere.

Writing Amazon listings in a way that Brits would be comfortable with is a recipe for failure in America.

America is a more crowded, more aggressive space in general when it comes to all forms of retail and advertising.

But when it comes to Amazon, that steps up several gears. Simply put, in 2017, Amazon is brutal.

For those of us in London, my best analogy is Trafalgar Square on - say - Gay Pride day or something, (which I realised accidentally was on the other day when I foolishly tried to cycle that way. It was like trying to cycle through a bar just before closing time. Don’t try this).


Get used to an Aggressive

Selling Style


Hot, crowded, noisy - sure, you have plenty of crowds to sell things to, but you have to cut through the noise, and you have to get past the competition.

Dana’s analogy is more apposite of course - you need to treat your listing like a 20-second infomercial on TV.

If you want to hear from Dana Derricks personally about Amazon listings next time he does a Online Business Workshop for us, just go to: www.amazingfba.com/dana


Workout #3 NATIONAL STYLE Read the listings of successful competitors.

Compare your own. Is the language too meek and watery?_______________________________

What powerful, confident benefits can you legitimately claim?

____________________________________________________



You wouldn’t pay for a 20-second TV slot and use only 15 seconds of it - so don’t do the equivalent with your Amazon listing.

So - when it comes to words, there are four areas of an Amazon listing to optimize:The Title The Bullets The DescriptionAnd The Backend (the fields in Amazon Seller Central)

We cover only Titles in this Part One of the workbook.

Want help with Bullets, Description and Backend? Go to CLICK HERE if you want to download Part Two of the Listing Optimization Workbook.


Never waste space in an Amazon listing

Workout #4 USING ALL SPACE (TITLE)

Title: what is the character limit (usually 80 or 200) in your category? _______How many characters are you using? _____



Check character limits - then use them! Between categories - and Amazon updates- the max. number of characters available in say the title varies from 80-200. Find out what that is. Then use them all!

Do the same for the bullets. AND the description!

This is Part One of two parts. Would you like specific help with the listing bullets, description and backend? If so, click here for Part Two of this Guide






Chapter Two

Listing Titles Sell with Benefits, not Features

Of course, this is the most important place in your whole listing. Both for the old Algo and for your shopper/would-be customer.

Yes, you do need to satisfy Amazon’s computers to get your listing showing for the right kind of keywords in order to attract the right would-be customer.

But stuffing keyword is a horrible way to deal with that.

You know the kind of thing…


Listing Title Mistake #1: Keyword Stuffing


Here's a gem I discovered earlier this evening while searching for an Acer Chromebook charger. This is the actual title of a listing!

45W Lavolta Laptop Charger for Acer Chromebook R11 R13 11 13 14 15 CB3-111 CB3-131 CB3-111-C9K2 CB3-131-C8D2 CB5-132T CB3-431 CB3-431-C1KH CB3-431-C5CQ CB3-431-C9WH CB3-531 / CB5-311 CB5-311P CB5-312T CB5-132T-C0DF CB5-132T-C8L7 CB5-132T-C9UM CB5-312T-K1TR CB5-571 CB5-571-C1VQ CB5-571-C41P / C730 C730E C735 C738T C810 AC Adapter 19V - 3.0*1.1 mm

That's actually a title, although it looks like a horrible bullet point, doesn't it?

This is horrible for two reasons.

Reason #1 (why keyword stuffing is horrible)

The first is obvious: it’s confusing and actually demotivating to anyone thinking of buying your product.

It doesn’t give them any clear reasons why they should buy. It is confused and unfocussed. And it’s visually off-putting.

Instead, you should be very focussed on exactly what keywords you’re targetting. Relevant keywords for your audience.



Sidenote: Really speaking, I think more than 4-5 keywords in the title (and as a big focus, in the whole listing) is too much. My successful Amazon friends - like the ones who sell their businesses every so often - agree.

Then, you need to integrate your keywords into your listing, so it flows smoothly and is engaging to read.


Workout #5 RELEVANT KEYWORD CHECK

Target keywords (Refer back to workout #1) What are top 2-3 results your customers want?________________________________________Do the keywords in your title reflect these?______________________________________

Red herring keywords Are there keywords in your listing that are irrelevant to your target market? (if yes - eliminate them now!)________________________________________


This is basically the opposite extreme. The equivalent for the above listing would be:

Acer Chromebook Charger by Mike’s Computers

Of course, there are character restrictions in various categories. They can be as low as 80 characters; more typically, 200 characters. (The above is 44 characters, including spaces, if you were yearning to know). But -as per Dana’s Golden Rule - why not use every one of them? Wisely.

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally. He’ll share about Amazon listings, in his next Online Business Workshop, exclusive to Amazing FBA listeners and readers.


Listing Title Mistake #2:

Not using all the space provided.



Now this is an interesting one. Nearly every listing you see just contains a lot of features - like “Chromebook charger” - which the algo likes because they are keywords.

Problem is - they’re boring - and they don’t engage the customer or tell him or her why they should buy the product.

It had honestly not occurred to me to put any benefits in a title. But if Dana did it with such spectacular results, I’m not arguing.

I have to say that even with fairly well written titles, I rarely see this one done, so at the very least it’s going to stand out. Which in 2017 is vital.


Listing Title Mistake #3: All Features & No

Benefits is Dull!


If we take our Chromebook charger listing, we could say something like:

Acer Chromebook Charger by Mike’s Computers -charge your chromebook within 3 hours! Guaranteed for two years of great service!

If you had a 200 character limit, that’s 127 characters used

at least. I’m not charging $10,000 a listing just yet but you get the idea. Which title gets your attention?

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in his next Online Business Workshop, exclusive to Amazing FBA listeners.


Workout #6 (last one; Features in Title

Features - are the words in your title only features? __________________________________________

Target benefits (Refer back to workout #1) What are top 2-3 results your customers want?________________________________________

Do these appear as benefits in your title?______________________________________



Next steps…

I hope this has been a helpful workbook for you.

You can trust the tactics & strategies in it because they are a summary of Dana’s work. Dana has made several hundred million dollars for other Amazon sellers.

Plus a million a month of his own from his own Amazon business. Crazy, isn’t it? But true.

My challenge to you is - to go and implement this stuff!

Want another free workbook for the rest of your listing? Would you like specific help with the listing bullets, description and backend?

If so, click here for Part Two of this Guide

You’ll get the same precision help there that you’ve had in this PDF. Just to be transparent with you, I should say that I may not make it available for much longer. Combined, these 2 PDFs simply reveal too much value. Value I usually charge for.




Overwhelmed, out of time or under-confident? I recognise: in reality, you may find yourself just not having the

time to do this for yourself - or confused - or just not quite confident in your own abilities.

If that’s the case, here are two ways I can help you:

Firstly, we offer a “Listing Acceleration Audit” on your Amazon listings. My team and I check your keyword research, together with your search term report from your Amazon Ads.

We’ll give you a report on how to get your product showing on page 1 for keywords that make you money!

We’ll also review your customer research (if any) and see how closely your copy matches.

The whole process helps you make you a lot more money with NO extra PPC spend, and a few hours of your time.

CLICK HERE to find out about us auditing your listings.


Listing Acceleration

Audit


http://www.amazingfba.com/listing/audit

http://www.amazingfba.com/listing/audit

If you decide you don’t have the time, expertise or confidence, we can implement the changes implied from your Acceleration Audit for you.

Or we can just write your listings from scratch for you.

This is includes:

• defining your ideal customer avatar for best conversions

• finding killer keywords for profit and sales,

• defining the top 5-6 benefits to get conversions to sales, (not just visits to your listing).

On this firm foundation, we’ll expertly craft:

• titles that get the click to your listing ;

• bullets that craft;

• descriptions to close the deal for wavering shoppers;

• and backend fields to target relevant long-tail keywords for micro-niches with almost no competition

CLICK HERE to find out about us CREATING your listings.


Amazon Listing

Crafting Service

http://www.amazingfba.com/listing/create


Tell the Amazing FBA Community what you do next! Whatever you decide to do next - I wish you all the best of luck.

I haven’t asked you for any money for this PDF. I don’t even need a review!

But could you do me a last favour?

Just hop over to the Amazing FBA Facebook Group and put a comment up saying what action you’re going to take as a result: www.amazingfba.com/FB


Share with the Amazing FBA Community

http://www.amazingfba.com/FB


Listing Copy - work once, get paid many times over

These are exciting times - and optimising your listing correctly is extra exciting.

Because you can do it just once (or have it done for you) and get paid many, many times over. SO much better than paying out for Pay Per Click every day, every week & month!

But you can only make extra money if you do this the right way.

So please don’t leave money on the table for your competition.

Re-read this guide several times.Take notes. Print it out. Do the “workouts”. And let us celebrate your wins!

To your Amazon Success…

Michael

Amazon Seller

Amazing FBA Host

Amazon Consultant

Michael Veazey



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