Just a few months ago, a client contacted me wanting help with a new task. His business had a product that they were going to list on Amazon and they needed a good product description. Correction. They needed a compelling, beat-all-of-the-other-competitors-product-description product description. And boy did they have some competition.
When I did a search on Amazon for their particular product (which shall remain nameless as I’m not a write-and-tell kind of girl), I got over 62,000 results. Certainly, not all of them were for the exact style of product my client offered, but still. If even 1/3rd of them were in the same ballpark, that is still more than 20,000 other companies to compete against. Talk about an uphill battle.
Intent on helping my client’s product rank higher than the others out there, I agreed to take on the project. Besides, a little bit of challenge is good for the soul. It keeps you on your toes and forces you to go outside the box and learn new things. Enter Amazon.
Of course, you can do any number of searches about how to write a good Amazon description, and a lot of them offer helpful tips. Even Amazon’s Help & Customer Service tells you some things you need to know when crafting your product description. Of course, that starts with creating a proper title, something Amazon itself goes into in great detail in their section that teaches you how to create an “Amazon.com style title.”
Seems like a small, relatively easy task, but it isn’t always. So, they break it down in an effort to help craft one that works (which generally involves listing the brand, model, product type, color, and amount—or some sort of version of this process). With something that basic, it may make you wonder how your product will ever stand out. The answer is simple. It is in your product description, something that can be superior solely by researching your top competitors and seeing how they are dropping the ball.
See Where Your Competitors Are Dropping the Ball
Realistically, this is going to take a little bit of time, but it will be time well spent when your product shoots to the top of Amazon’s 5-star rating list. All you have to do is read through some of the reviews listed on your competitor’s product and see where the customer felt let down. After all, the more you know about the problems that your target market face when finding a “good product,” the more you know what points to highlight in your description.
For example, if you sell stereo speakers and you find out that your competitors are getting dinged for having too-short wires or not enough bass, those are things you are going to want to point out in your product description (granted they are true, of course). And if you sell exercise tracking devices and you find that a large number of your competitor’s product reviews talk about how they are disappointed that it doesn’t log in certain situations and yours does, well, that is something you want to point out.
Amazon Is Even Good for Service-Based Small Businesses
Even if your small business offers services as opposed to creating actual products, Amazon can still help give you great insight as to what your target market is looking for and failing to find. This tells you exactly what holes need to be filled and, if you aren’t already addressing these problems, you might want to reconsider your approach. For, when you meet more client needs that anyone else out there, that is when your competition doesn’t have a chance!
(As a side note: Amazon did not hire me to write this article, nor am I endorsing using them in any way, shape, or form. I am simply pointing out that this is a helpful marketing strategy—one that is available at your fingertips and may just put you ahead of your competition.)
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