Idiot-Friendly is Idiot-Proof
The more we have to explain, the more we are giving prospects to consider - and run away.
The more we can create a situation where they can intuitively identify that we understand them, and meet them where they are with our solutions, the more they say yes.
In other words, "the dress in the window needs to speak to them". They shouldn't have to think on how they would use it, or what they have that would go with the dress, as they walk by.
When they hit your amazon listings, they are in the "compare and consider" phase of the buyer's journey.
If your listings aren't optimized around helping them see...
- That you....understand their problems, at their level and use cases, like a genuine member of their market.
(This gives you leverage as coming across as more trustworthy, since you likely aren't making any effort to create a relationship with them outside of the platform - and neither are your competitors)
- That you...can directly tie your features to problems they need solved.
(The more they think the less impulsive they are. Set them up to "identify with" and react, not compare and consider)
- That you...make all of that EXTREMELY easy to skim and pick out.
(Your walls of text on the listing are about as enjoyable as unwrapping canned dog shit as a gift on my birthday)
- That you...make all of that so easy to understand that a 10 year old would "get it" without much thought.
(your buyers on the amazon platform literally have the attention span of a dog in a park full of squirrels...treat them as such and you'll win.)
They are buying from this particular checkout point because they want the process to allow them to be as lazy as possible without being ashamed for said laziness.
If you aren't doing all of that... then you aren't "optimizing your listings" around anything but search terms - and the terms people use to search ARE NOT the reasons that they buy!
There are very few "listing optimization experts" that even consider these things - or being able to name which angles of value they would include in the listing, depending on the niche and vendor for whom they are attempting to be hired.
People only understand a single chain link beyond that which they have already been exposed. If your solution isn't offered as this single step away from their known comfort zone, you're cutting out 90% of your market as potential buyers due to cognitive friction.
Stop asking the 10 year old's to do Algebra and give them a cheat sheet for multiplication instead.
Template for Feature - Benefit Connection
A feature is what something is, a benefit is what something does. HUGE difference. Moreover, features are how people compare things but benefits are the reasons they buy.
In the above example from the Copywriting Course of the Masterclass, I've turned up the PAIN factor as my reasons for buying.
Anyone who's ever worked on their car has felt the helpless frustration of having to pack it up, drive an hour round trip to the hardware store for a $6 tool, and have what should have been a 30 minute job, take 3 hours. THAT is why they would buy my wrenches over another listing only talking about the features of the tools.
Where should I go to find what your audience is really looking for?
Lucky for you, there are a few places we can go to see what questions people are asking (which is what leads them to solutions!)
Answer The Public
Answer The Public is a fantastic place for Amazon Sellers to go and quickly gain insights on exactly what people are searching for around their space. From there, you can click on any of the phrases and see the top search results on Google - THIS is where people are sorting what their problems really are, what solutions are available, and the thoughts of the market about which solutions are best.
After Answer The Public, go to Google, and click on the People Also Ask suggestions - INDIVIDUALLY. This continually expands the suggestions until you have a healthy pool of insights to sort:
- What people are most concerned about with regard to their problems and passions. (these are the results they seek in the solutions they buy - like your Amazon Products)
- What they really hate and wish they could fix or overcome. (this is what they are looking to overcome by purchasing those solutions)
- What excuses they are giving for not being able to get the results they seek (these are the golden objections you need to address in your listing and content)
Next, take this info and find communities or social pages centered around the same topics.
(Real deal recommending Twitter here, due to the short form, to the point, format)
Once you have all of that juicy info...
Go back through your listing and make this deeper emotional connection to the features you're highlighting, and you'll sell a hell of a lot more.
If you'd love to get a step by step process for using this info to setup an audience for your brand that builds itself on autopilot, see the Amazon Audiences Program below👇
If you want to see a clearer picture of what pieces you're missing in your business, see my FREE Full Funnel Framework: