Everything You Need to Know for a Compelling Sales Copy

Before plunging into the details of a sales copy, let us unravel the meaning and concept of a sales copy.

A sales copy is a written text used to persuade customers to become a buyer.

A creatively written sales copy can make a consumer take any specific action. Apart from just buying, a sales copy is used to sway readers into signing up for mailing, downloading any content, convincing people into buying something, and helping a business in achieving its goals.

A deep insight into a sales copy

Suppose, you are selling a product, and you have only a single chance to convince people into buying it. How will you do that in a fixed space? How will you pitch them with some undivided attention?

Indeed, with one thing: to make your buyers believe that you are presenting the answer to all of their problems, and you do it with a perfectly written sales copy.

Consumers are inundated with several options that address their problems. However, they do not have all the day to search for a product. That means you have only one chance to address their issue and present them with an appropriate solution, this one chance is “Sales copy”.

A compelling sales copy is not merely a description that lets the customer know about the features and benefits of the product. There is a need to put a connection in that sales copy that points towards the unique feature and links the customer’s need to the solution you are offering.

The solution might be that your product is solving a problem for example if you are selling a power bank, you are saving people from getting their mobile battery dead OR your product might be saving time and money, which very much attracts the customer.

A Guide to the Basics of Composing an Effective Sales Copy

Now comes the actual question; HOW TO WRITES A SALES COPY? How will you know what you are pitching them right? Well, a few strategies will serve as a guide in your sales copy journey.

Let us be more specific as we are going to stick to Amazon while discussing product listing creation or sales copy of your product. On other platforms, customers are reluctant towards reading the sales copy and they are ineffective in most cases. Amazon, on the other hand, is a different story. On Amazon, people are more focused on sales copy than on products because it is the one to differentiate between products.

Before discussing the individual parameters, we need to know what an Amazon listing consists of.

Amazon product listing consists of a

• Title: Telling the customer what your product is
• Five bullet points: That specify the benefits and features of a product
• Description: That may include EBC (Enhanced Brand Content, also known as A+ Content), which includes keywords that are highly relevant to your product.

Now let us have a deep dive and discuss the individual parameters, how they are written, what their significance is, and what the right strategy is.

Title of Product

The title of a product, as most of us know, is the heading that tells the customer what the product is. It is the most critical part of the listing as the keywords in the title hold more importance than anywhere else in your product’s sales copy.

The title must be straightforward and contain the key selling features of your product. It is to be kept in mind that only the first 77 characters of the title are shown on the mobile therefore all the necessary information relevant to your product MUST come within this character limit to have a higher chance of attracting customers.

Amazon Seller Central has a Style Guide, which helps the sellers to tune their titles.

A general trend that has been followed by entrepreneurs on Amazon for product titles contains the following attributes

• Brand Name
• Trademarks
• Product Type
• The model number of the product
• Color
• Design
• Size and quantity

Amazon specifies a formula for every product category. Therefore, the seller may not mix and confuse the details in the title.

• Kitchenware: Brand – Model Name – Model Number – Size – Product Type
• DVD Players: Brand – Model Name – Size – Product Type – Screen Type
• TV Sets: Brand – Model Name – Product Type – Color
• Video Games: Brand – Product Type – Type of Platform
• Jewelry: Brand – Product Category – gender – Metal Variation – Shape – Material – Product Type

By following these guidelines, you can optimize your title and convince the consumer market into buying your product.

Canonical Title:

Now you have successfully made a title but how it will show up on google or directly on Amazon?

Amazon picks random words from your title and makes a URL that can lead the customer to your product.

This visibility can be enhanced greatly if you make your title CANONICAL and tell Amazon to choose those exact keywords that the customer is typing. Most people still search on google for their desired product.

By having a canonical URL, the customer lands directly in your store, which ultimately increases your visibility on google search results as well as Amazon. It can help you increase your visibility on google.

Bullet Points:

Bullet points hold great importance when it comes to highlighting distinct or unique features while writing a compelling sales copy. This is the area, where you convince the customer to buy your product.

Please bear in mind that you have to stay positive while writing a sales copy even if you are trying to highlight a distinct feature that your competitor is NOT offering. Hence, avoid using NO, NOT, DO NOT, or DOES NOT words in your listing, whether it be title, bullets, or description.

A sequence should be followed while writing an effective product listing. For instance, those features that people are searching for and prefer the most should be highlighted in earlier bullet points.

We summarized a list and compiled the main points that you must follow to write effective bullet points.

• Outline: The bullet points are not about storytelling. Make them concise so people can read them without feeling bored. The best way is to make an outline that addresses the product’s key attributes.
• Discuss a benefit in each bullet: Instead of stuffing a bullet point with benefits, list one benefit per bullet point. For example, instead of using an attractive design and durable material in one bullet, use both attributes in separate bullets.
• Character Limit: Make sure that your product listing stays within the character limit. The ideal limit of character count for bullet points is 200-250 characters.

A general sequence of bullets that can lead you to come up with an exquisite product listing is as follow.

• Bullet Number 1: First Impression is the last impression. The first bullet should be written excellent as this can make the customer stay longer on your listing and can even convert the viewer into a buyer.
• Bullet Number 2: This bullet should support bullet number 1 and should let the customer know that our product offers a solution to the above-mentioned problem. Therefore, your second bullet should be linking a feature with the benefit, and completing the first bullet
• Bullet Number 3 and 4: It should also come up with the features that the customers are looking for and to find what a customer is looking for, you need to have a thorough analysis of reviews.
• Bullet Number 5: It is the closing bullet where you can put guarantee/warranty, ingredient of any eatable, directions to use or if your product is of such a category that offers none of these points then you can have another feature highlighted in this last bullet.

Description

Amazon is entirely an online platform. Like the other sales marketing strategies of sugar-coated cadence and cajoling looks, you can not convince buyers with the same tactics on amazon. Your only equipment here is your description and words. It is the opportunity for you to convince consumers to buy your product.

The key tips to follow for a description are as follows

• Avoid rewriting: Although we have a vast range of words here that does not mean you start mimicking the same thing repeatedly. You need to expand the details in the description that you did not mention in the title and bullet points.
• Storytelling: To make a good connection with your consumers, storytelling is an effective technique. You can tell them how your product came from different stages and phases to them and how did you add quality to it. While telling a story does not forget to mention why they need it.   
• Readable content: keep your text engaging and concise. Do not drag the sentences unnecessarily. Use a line break (using HTML code <br>) after a few lines to increase the readability.
• Amazon SEO tools: Take advantage of Amazon SEO tools to make your sales copy more Amazon-oriented.

Character Count for description

We have 2000 characters for the description. In this word limit, we have to write a description that convinces our customers to buy your product. The best practice is to divide the whole description into 3 parts.

A paragraph discussing the feature in more detail and emphasizing the unique features (try to keep a character length of 400)

Another paragraph further explains the benefits that the customer is going to be (try to keep a character length of 400)

Repeat the summary of features and benefits in points or make bullets. This last step is a repetition of what you have already written, then why are we writing it again? It is because when a customer uses mobile for shopping on Amazon, the description is shown on the top, and then comes the bullet points therefore a better practice is to highlight the features in the description again so that the customer does not miss out on the details.

The Bottom Line

There is no single trick or magic wand to turn your content, customer-oriented. Spend time learning the tricks and analyzing the tips. To be an Amazon SEO expert is not an overnight deal but a series of efforts.

Still, by following the above tips you can easily optimize your content. In case this is too much for you, you can ask the US to handle the work for you. We are in this industry for years, in case you need to hire professional SEO experts; we are your best option.