Ebook AMZ Concept
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Andrew Richard ThompsonEbook AMZ Concept
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Andrew Richard ThompsonProduct
Listing
AMZ Concept
1. Persuasion
Techniques
These are the things to keep in mind
in any listing, to influence buyers:
� Call to people's PRIMARY NEEDS. For this, we will use Maslow's "Hierarchy of
Needs." Make a liast of all the needs that the product solves.
� Mention BENEFITS, not Features. Make a list of all the solved Features-Bene-
fits-Issues.
� Use SENSORY WORDS to connect to the buyer's subconscious. Such words
describe and create a feeling. List the senses that the product can activate
(Hearing, Sight, Touch, Smell, Taste).
� Boost the page using POWER WORDS. Any listing should contain the words:
You, Free, Because, Imagine, New (new: upgrade your "experience").
� Repeat the MAIN BENEFIT (or benefits) as many times as possible in the list-
ing (the psychological concept is called "the illusion of truth").
� Mention the ADVANTAGES compared to the competition.
� End the Text with a CALL TO ACTION - an urge to buy (ex: BUY NOW).
� Use the POSITIONING TECHNIQUE – put the most important messages at the
beginning and the end.
Persuasion Techniquies
a. PRIMARY NEEDS
WHY - Why? What is the reason?
What is the reason why the customer should buy your product?
Usually, the true WHY is not the obvious one.
To find the "main reason/need/benefit" we have to ask the question "WHY?" Five
times.
In 1943, a psychologist named Abraham Maslow came up with a theory of human
needs that is very popular today in areas such as sociology, psychology,
marketing or management.
Using it, we can determine the main reasons why a person does something or buys
a product.
A. MASLOW’S THEORY
1. Physiological
2. Safety
3. Love/Belonging
4. Self-Esteem
(def: confidence in one's worth
or abilities; self-respect)
5. Self-Actualization
(def: the realization or
fulfillment of one's talents
and potentialities)
Later on, based on Maslow's theory,
Dr. Steven Reiss developed an extensive
list of 16 basic wishes in people's psychology.
Persuasion Techniquies
B. STEVEN REISS - 16 basic desires Theory
1. Acceptance, the need for approval
2. Curiosity, the need to learn
3. Eating, the need for food
4. Family, the need to raise children
5. Honor, the need to be loyal to the traditional values of one's clan/ethnic group
6. Idealism, the need for social justice
7. Independence, the need for individuality
8. Order, the need for organized, stable, predictable environments
9. Physical activity, the need for exercise
10. Power, the need for influence of the will
11. Romance, the need for sex and beauty
12. Saving, the need to collect
13. Social contact, the need for friends (peer relationships)
14. Social status, the need for social standing/importance
15. Tranquility, the need to be safe
16. Vengeance, the need to strike back and to compete
ANY action that a person performs is based on at least one of the above needs,
but there may be even 2 or more.
Persuasion Techniquies
b. BENEFITS and SENSORY WORDS
To best appeal to our clients' needs, we need to see what they appreciate or not in
similar products. Thus, we will make a list of GOOD things and BAD things from
other listings.
You have to look at everything that means benefits, emotions, life events,
relationships, memories, and the like.
Once we have these benefits, we need to establish the relationship between:
Our product’s FEATURES (e.g., small size).
The BENEFITS of those features (e.g., easy to store).
The PROBLEM SOLVED or how it improves the client’s life (e.g., you do not need
extra storage space, and therefore you have an uncluttered house to play freely
with your children).
We also need to determine what Human Sensations can be influenced by our
product (Touch, Sight, Hearing, Smell, Taste)
Persuasion Techniquies
c. Power Words
What are these POWER WORDS?
There are a few powerful words that, from a psychological point of view, can
help you sell more. Used in the listing, they can influence the reader:
• The word "Because." According to studies by Ellen Langer (professor of
psychology at Harvard), when we ask someone to do us a favor, we will be more
successful if we also give them a reason. People want to have reasons for what
they do.
• Use the word "Value" instead of "Price." VALUE refers to the benefits for the
customer, while PRICE refers to what the customer loses in the form of the
money he spends. People are programmed to avoid losing more than to look for
gains; it is a phenomenon called "Loss Aversion."
• Use the word "Imagine" to allow the customer to experience how their life would
be with your product after purchasing it.
• Use the word "New," which gives the impression of fashion, the latest trend
(new: upgrade your "experience").
• Other power words: You, Free, Upgrade.
Persuasion Techniquies
d. Other Elements of Persuasion
• Mention ADVANTAGES compared to the competition:
Do not mention competitors, only features (e.g.'' compared to wood products,
this aluminum product ......'
• End the Text with a CALL TO ACTION - an urge to buy (ex: BUY NOW).
People need a motivator, and by using such phrases, we can provide a motivator
for clients.
• Use the POSITIONING TECHNIQUE – put the most important messages at the
beginning and the end.
According to some studies, people are more impacted by messages located at
the beginning and the end of a text.
In our case, for bullet points, we will use the most important texts at the
beginning, at the end, but also in the middle because only three bullet points are
displayed on mobile devices. In the description, the most important will be at the
beginning and the end.
• Used premium words: Cool, Premium, Top, Perfect, Sales, Deal, Quality, Men,
Women, Kids, Gift, Present, Christmas, Prime, Halloween.
2. General Rules
for Listing
When creating a listing, these are
the rules you must follow:
The use of false information is forbidden. DO NOT LIE.
This aspect is crucial because if you promise something that the client does not
receive, you risk returns and negative reviews to the listing and also being
closed by Amazon.
You cannot add the following types of information anywhere (in pictures, title,
bullet points, description):
� pornographic, obscene or offensive
� phone numbers, email addresses, websites, links to other websites
� alternative methods of ordering your product (e.g., link to your site where
customers can order)
� reviews, quotations, or testimonials
� advertisements or watermarks on pictures or videos
3. The Main Elements
of a Listing
I. TITLE
It is the best place that tells the algorithm and your customers what your prod-
uct is.
It must contain the most relevant keywords for optimal indexing and must be
appealing for conversion.
It has the most significant weight in terms of keyword rankings.
Rules you MUST follow:
� Capitalize each word
� Use only standard text (symbols won’t be visible)
� Use only relevant keywords
� Include as many keywords as possible for the algorithm
(e.g., to rank for as many of them as possible)
Things you SHOULD NOT DO:
� Do not exceed 200/250 characters (Between 60-200 are recommended)
� Do not use subjective words such as "Best," "Hot," "Number 1" and so on
� Do not include promotional words like "Sale," "Promotion," "Free."
� The price must not be included
� Do not use only UPPERCASE letters
� Do not capitalize the conjunctions (and, or, for), the articles (the, a, an) and
the prepositions (in, on, over, with)
The Main Elements of a Listing
II. BULLET POINTS
Bullet Points have two functions:
� To include more relevant keywords so you could rank better in searches
� To further help you sell your product
The buyers find you due to the keywords; they come to your product’s listing
due to the main photo. They look at the rest of your pictures, and they like
them, so now they need to be convinced. Therefore, they start reading the
Bullet Points. Now they ask the Universal Question: "WHAT'S IN IT FOR ME"?
Put yourself in the buyer’s position:
� What do they need to know?
� Why would they buy your product?
(you can observe the good things and the bad things you've found in other list-
ings and use them to your advantage)
If they appreciate the perceived value of your product more than the price,
then the balance is in your favor, and they will buy.
RULES TO FOLLOW:
� Do not use competitors’ brand names on the page
� Capitalize each Bullet Point
� Use ";" to separate sentences
� Use only standard text (symbols will not be visible)
� Only mention accessories or the number of pieces in a set if applicable
� Relevant Content. Do not use words that are not related to your product
(you risk having little conversion - people who access your listing but imme
diately leave because it's not the product they are looking for - that's why
you considered the relevance when searching for keywords)
� Select the main keywords and use them
(not all of them, to have a mix of 15-30 keywords)
� Icons and Emoticons can be used to attract attention
(not recommended by Amazon, but allowed).
Length: The maximum length of a Bullet Point is 500 characters
The Main Elements of a Listing
III. DESCRIPTION
Rules to follow
� Maximum length: 2000 characters (including those related to HTML)
You can use product details by answering the following questions:
� What is your product?
� What does your product do?
� How does your product help customers?
� Why is it the best on the market?
� What is the product made of?
� How is your product made?
� How many people have already used your product?
� Are there any measurable characteristics?
� Are the dimensions relevant?
� What does the packaging contain?
� Usage instructions (if applicable)
IV. SEARCH TERMS
� The limit is the equivalent of 250 characters across all fields
� You can include synonyms, different ways of writing the same word (bike
and bicycle) but you don’t have to add misspellings intentionally
� Use only lowercase and separate words with space. There is no need for
punctuation
� Do not repeat words
� Do not include the name of your brand, or other brands or ASINs
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AMZ Concept
[email protected] | www.amzconcept.com
