Before writing or editing your copy, we recommend answering the following questions, to guide your content decisions:
Who is your target audience? Age? Socio-economic status? Gender? Likes? All copy should be aimed at them, with the right level of language complexity and formality, and with highlighted product features that match this audience's needs.
Are they buying for themselves or others? This is especially important when selling a product that parents would buy for children, or customers would buy as a gift. Remember - you are writing to speak to the purchaser, and not necessarily to the product user.
What brand voice are you trying to achieve? Do you want to come across as friendly and fun, or official and expert? This will inform decision about vocabulary, and whether or not you use slang, contractions or humour.
What makes your product different to others on the market? On Amazon specifically, it is crucial that you differentiate your product from others, as any potential customer is likely to look at many listings. By the time a customer visits your listing, they are probably already invested in buying the type of product you are selling. So, for example, instead of selling a customer on buying a notebook in principle, think about why they'd buy yours, as opposed to another brand's.
Who are your main competitors and what are they doing on their listings? A great way to evaluate your listing copy is to compare it to those of your competitors. What are other brands saying that sounds persuasive, and what are they missing that you could highlight to customers?
What do the reviews say? Reviews are an invaluable resource for seeing what product features customers really care about. Does everyone mention the beautiful gift wrapping? Include it in your listing. Lots of complaints about material quality on competitor listings, and you know yours is better? Highlight this fact in your copy.
For more tutorials and how-tos, check out our Sitruna Guides series!