When it comes to Amazon, we all know sales are the name of the game. The more sales you get, the more your rank increases. The more Amazon shows your products to more people. And, of course, the more reviews you get.
So when it comes to our Amazon product pages, we want to make sure they’re optimized as well as they possibly can be. Because if you make a tweak on your product page that leads to a 5% lift in conversions… that can be the difference between a product that goes the distance and one that flounders and fails.
In today’s article, I’m going to talk about one of the most important elements of your Amazon product pages: bullets.
This is the opportunity Amazon really gives us to sell our product to customers. And, the vast majority of Amazon businesses are NOT taking advantage of this. Chances are, you aren’t either.
So let’s fix that, shall we?
Why Some Best Sellers Have Terrible Bullets
Before I go into examples of good and bad bullets, I want to make some distinctions.
People go onto Amazon for two types of products:
- Well Established Brands
- The Best Value
For well established brands, the sale is already made before the user even visits Amazon. So the bullets for a Weber BBQ grill don’t need to be anything special. On the other hand, if you just barely launched a BBQ grill private label product line, no one knows who you are.
I’m making this point because when we’re talking about good product pages, it’s tempting to look at the best sellers. However, many of the best sellers are well established brands that don’t really need to use persuasive writing.
Sure, it would help them. But just because Nike doesn’t pump up their bullets like I’d recommend, doesn’t mean you shouldn’t. In fact, it’s even more reason why you should: help your brand stand head and shoulders above even well-established brands on Amazon.
Good vs. Bad Bullets
How can you tell a bad bullet from a good bullet?
Well, first I’d like to introduce you to the concept of “Features vs. Benefits”.
Features are what every product has. For example, if I’m selling a nootropic, a feature is, “contains piracetam”.
However, that phrase is not really going to reach out and convince a prospect that your supplement is better than all the other ones on the market that contain piracetam.
So, you need to figure out who your customer is.
If they’re a knowledgeable customer, we want to use the bullet to show them why our Piracetam is higher quality than the competitors. If they’re not as knowledgeable, we want to show them why Piracetam in a supplement is going to bring them a genuine benefit.
Example of a Feature Bullet:
- Contains Piracetam
Example of a Benefit Bullet (Sophisticated Customer):
- Contains Piracetam developed in an FDA approved facility and tested 10x in a third-party lab to ensure 100% purity and maximum effectiveness.
Example of a Benefit Bullet (Unsophisticated Customer):
- Contains 100% natural Piracetam, proven to elevate concentration, focus and even improve your mood.
Use the “So What?” Trick
In the underground world of advertising, there’s a man named John Carlton. Maybe you’ve heard of him, maybe you haven’t – but I can almost guarantee you’ve bought something he’s sold.
He has a trick that I think will really help you crank your bullets up to the next level. It’s called the “So What?” trick.
The first step is to list out all the FEATURES of your product.
So if you’re selling a computer desk, some features might be:
- 3 ft high, 4 ft wide
- Made from oak
- Assembly instructions included
Now, after each feature, ask yourself “so what?”, then write down the answer.
- Perfect for the office: this desk is 3 ft high, 4 ft wide, so it can fit any standard desktop computer, a lamp, books, and even a second monitor.
- Made from sustainably sourced oak, so you won’t need to buy a new desk for at least five years.
- Assembly instructions included, so you can put it together in 30 minutes or less stress free.
As you can see, writing effective, persuasive bullets isn’t rocket science. Actually, it’s pretty easy. And although most of the best-selling private label brands do have solid bullets, in most markets, many of your competitors won’t have this knowledge.
So use that to your advantage. Tell the customer more reasons why they should buy your product over the competitors. Make sure you are reading the reviews on your competitor’s page so you can know what’s important to the customer. Hit those points in your bullets and you can be sure to stand out and increase your conversion rate.