Category Archives: Copywriting

Determining Your Target Audience and Delivering What They Want

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Determining Your Target Audience and Delivering What They Want by Karon Thackston

 

Building an email list. Promoting your ecommerce store. Branding your B2B service company. Selling products on Amazon. Regardless of what you’re doing online, the foundation of your success will be in your ability to determine what your target customers want and how best to give it to them. Sound easy? From my experience, this is one of the biggest hurdles companies face, which means most are taking a stab in the dark and simply guessing about their customers. And that’s a real shame that could be costing them dearly.

Think about it this way: I walk up to you and ask you to do me a favor. I’d like you to buy a birthday gift for my dear friend, Cathy. You agree to help and start asking questions such as:

• How old is she?
• What does she like? Clothes, knickknacks, jewelry, home goods, techy gadgets?
• What size does she wear?
• What colors are in her house?
• What does she do for a living?
• What are her hobbies?

And a host of other questions, to which I respond, “She’s your average woman of average age that likes the kinds of things most women like. Thanks for your help! I can’t wait to see what you pick out for her.”

Click here to read the rest of Karon’s article

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

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5 eBay Listing Tips for Creating Compelling Bullet Points

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5 eBay Listing Tips for Creating Compelling Bullet Points by Karon Thackston

If you’ve been selling on any ecommerce platform for very long, you know the importance of writing exceptional bullet points. That’s because scanning is king on almost all ecomm platforms. Add mobile devices to the mix and you get a perfect storm of shoppers who want to get information fast so they can buy and get on with their lives.

Problem is, most sellers don’t understand the value of bullets when writing their eBay listings.

  1. Bullet points draw the eye to the list quickly, ensuring that users read the copy.
  2. Bullets feed important information to shoppers in bite-size chunks, making it easier to digest.
  3. Bullets create a layout that makes your copy eye-friendly as opposed to large blocks of words.

eBay Listing Tip #1 – Pull Out Your Most Important Details

The whole purpose of bullet points is to draw attention. Why would you highlight information that is mundane? You shouldn’t. Choose enticing bits of text that offer decision-making details, a unique benefit, or popular features that buyers commonly look for when comparing products.

What’s important to you? When you shop online for a product like the one you are selling, what would you look for? Those snippets of information will probably be noteworthy to your buyers, too.

eBay Listing Tip #2 – Overcome Objections

In addition, you can use bullets to offset friction points with your items. Every product known to man has elements that create friction with shoppers. “Friction” means anything that causes someone to hesitate before buying. Maybe it’s the price, the colors (or lack of colors) you offer, the size or lack of features that buyers feel are important.

Here are some bullets from a copper skillet listing that do a great job. They overcome objections that include food sticking, heaviness, requiring handwashing, and more. See how the seller quickly eases the shopper’s mind over these and other objections.

Click here to read the rest of the post.


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.”

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Goodriter – Reams of Deals for Writing Prose Everywhere

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December 9, 2015 · 1:12 am

Marketing Words’ 50% Off Black Friday to Cyber Monday Sale 2015

50% Off Black Friday/Cyber Monday Sale

It starts Friday, November 27th and ends Monday, November 30th, 2015 at midnight.
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DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.”

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3 Most Common Mistakes Sellers Make With Their Amazon Listings

3 Most Common Mistakes Sellers Make With Their Amazon Listings

You only have to write so many product listings before you start to see a pattern. That’s how it has been at Marketing Words over the last few years. I thought it would be helpful to outline some of the most common mistakes we’ve seen when it comes to writing your listing and using keywords.

Mistake #1: Not Using Keywords Correctly

Amazon isn’t like Google. With Google, there is a certain amount of repetition of keywords and phrases. On Amazon, however, you do not need to repeat keywords throughout your listing. Because they don’t understand this, many sellers are ruining the way their copy sounds as they try to rank higher on Amazon. Use the keyword once and Amazon’s got it.

That includes your Search Terms fields. If the keyword is in the title, brand, manufacturer and UPC, you do not need to include it in your search terms. It is a waste of space that could be used for additional, traffic-driving keywords.

elements-used-as-keywords

Last, we see countless folks inserting keyPHRASES into the search terms fields instead of keyWORDS. Amazon doesn’t work with phrases. They use literal keywords. Putting something like:

natural dog treats
100% wholesome dog treats
beef dog treats
dog treats made in the usa
nutritious dog treats

… leaves lots of wasted room that could accommodate other keywords. Because we don’t need to repeat keywords and we do need to use individual keywords (not whole phrases), this should be reworked to this:

natural dog treats 100% wholesome beef made in the
usa nutritious

That’s 50 characters in the first field and 14 in the second. With five fields at 50 characters each (a total of 250 characters) that leaves you with 186 characters. If we remove any keywords that are included in our product name (aka, title) we’ll have even more room. Here comes more traffic!

Mistake #2: Not Differentiating Your Products From The Competition

Think about your own shopping experience on Amazon. You show up on the site to search for olive oil and vinegar sets. I just did a search for that term and here’s what came up…

oil-and-vinegar

 

When I was scrolling down the page, it didn’t take me long to figure out that they all appear pretty much the same. What if they gave some additional information or used words that were more enticing?

Here are some examples of how just a minor tweak can make a big difference. As a shopper, I would be more likely to click these search results:

lead-free-glassitalian-collectionhome-essentials

The simple words “ribbed,” “Italian collection” and “lead free” made my eyes perk up. I wanted to know more.

Mistake #3: Not Answering The Question “So What?”

With so many duplicate products on Amazon (especially when dealing with private labeling), you simply must fall back on a long-standing rule of copywriting: Answer the question “So what?”

When customers scroll down a page of search results looking at your title, or they click to your product page to learn more, you have to set yourself apart from all the other options. Maybe this means having more positive reviews. Perhaps it is the lowest (or highest) price. But, more often than not, that task depends on the bullets and product description.

Here are 30 ways to differentiate your products from the pack so you stand out and get more sales.

30-ways

By correcting these 3 common mistakes, you eliminate the wasted space in your search term fields, bullets, and product description while setting yourself apart from the competition. And that always leads to more sales!

Still have questions about creating stellar product descriptions? Karon is hosting a LIVE 4-week boot camp devoted to showing you her best secrets for doing expert-level keyword research and cranking out titles, bullets and descriptions that make more sales. Get all the details and use code Boot20 now to save 20% when you register now.

 

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING

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Amazon Product Description Boot Camp

Featured product:

Amazon Product Description Boot Camp

LIVE Amazon Product Description Boot Camp that starts July 16th.
Hands-on, in-depth workshop for creating Amazon product descriptions.

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Your Insider Training Includes:

Week 1Discover My Personal Process For Finding (And Using) Keywords That Drive Targeted Traffic

In order to attract potential customers to your listings, you first need to know what terms they’re using on Amazon to search for products like yours. In this first week, I’ll share:

  • My favorite keyword research (KWR) tools—and how you can use them to find terms that drive targeted traffic to your Amazon listings
  • What goes on inside my mind as I’m doing KWR, and how I uncover those elusive keyword “gems” that others don’t find
  • How to evaluate your keywords after you find them to decide which ones are “winners” and which can be trashed

Week 2Make Your Product The Obvious Choice & Brainstorm Enticing Titles That Capture Attention

When a customer is wading through an endless selection of silicone cupcake liners, how do they decide which listings to click on? In a sea of private-label products that all look the same, you need to make yours stand out as the clear choice. And that starts with having an irresistible title. In this session, I’ll show you:

  • Why the first 5 and the first 17 words in your title are so critical
  • The multiple places your title is displayed—and how you can manipulate that to your advantage
  • How to identify your product’s differentiators and work those into your title
  • The #1 mistake most sellers make with their titles (it’s a real sales-killer)

Week 3Create Mouthwatering Bullets & Product Descriptions That Close The Sale

How do infomercials sell billions of dollars of products every year? They excel at delivering highly persuasive sales pitches that hit shoppers’ “hot buttons.” Mastering this powerful technique in your bullets and product description sections can mean the difference between a shopper clicking “Add to Cart” or clicking out of your listing! In Week 3, we’ll cover:

  • How to quickly get shoppers to envision themselves using (and loving!) your products.
  • How to make the biggest benefits of your product immediately clear (so customers purchase right away)
  • Using your customers’ own words to craft your listing—so visitors instantly connect with what you’re saying
  • Building confidence and eliminating friction that can tank the sale

Week 4Results: Is It Really Working? Simple Steps To Multiplying Your Sales

Too often, when sellers make changes to their listings, they focus on the number of sales they are making a day. NOT GOOD. Why? Because it’s not entirely accurate. You can actually make more sales per day and lose money (yes, really!). During this final session, I will show you:

  • An easy way to determine whether the changes you made are actually working
  • What to do if your new product listing doesn’t have the impact you want
  • 3 simple things you can do to ensure your products keep selling, selling, selling long-term

Get all the details and use code Boot20 now to save 20% when you register now

Cost: $249


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING

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Copywriting Course

Featured Product:
Copywriting Course

*

The original Step-by-Step Copywriting Course
Want Better Conversions, Higher Rankings & More Sales?
Write Better Copy


Step by Step Copywriting Course

Write natural-sounding seo content with Karon Thackston’s website & SEO copywriting course.

Website owner? Professional copywriter? Copywriter wannabe? Look over my shoulder as I show you all the tips & tricks to this easy system.

  • Transform your site from an endless monthly expense to a profit-generating asset.
  • Entice site visitors to take the action you want them to take.
  • Create a profitable flow of visitors from the engines to your site.
  • Discover the most up-to-date, Hummingbird-, Penguin- and Panda-friendly copywriting techniques.
  • Apply these strategies to ANY type of website including B2B, B2C, ecommerce, product sales, service sales, ebooks and other information products, software and more.
  • Discover 28 different ways to position your products/services as the obvious choice for your target customers.
  • 10 online videos broken down into manageable segments.
  • Real-world examples of profitable sites.
  • Before and after copywriting makeovers.
  • In-depth case studies.
  • Cheat sheets, worksheets, planning guides & more.
  • Permanent access: no expiration date.

You Get 10 Online, Video-Based Modules Complete With Real-World Examples, Transcripts, Practice Assignments, Answers, Cheat Sheets, Checklists and Resources

Each module is laid out in logical order so you literally go step-by-step through the exact same copywriting process I use for my clients.

Cost $299


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.”

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