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Writing Content for Amazon Third-PartyTable of Contents?Getting Started: Setting Up The Template2Creating a template2Formatting Content2Titles2Features3Additional Column Types3Counting Characters3Formatting Spreadsheet Content4Writing Content6How to Write Descriptions, Titles and Features6Writing Titles6Writing Features7Warnings, Directions, Indications8Writing about vitamins, supplements, beauty products8Best Practices9Research Product and Company9?Getting Started: Setting Up The TemplateA seller relies on the best content to describe their products to drive traffic in hopes to make more sales. The best way to do this is to have the best possible descriptions for the title and the feature content that will grab a buyer’s interest. There are a few steps that need to be taken to assure this goal is met. Let’s first start with creating a template. In the next chapter, we will cover content. Creating a templateA template is created in the form of a spreadsheet, which will display all the information needed. A template consists of these fields, which are listed below and arranged on the spreadsheet in the order below. ?SKU#ASIN#DescriptionTitleFeature (5 total) SKUASINDescriptionTitleFeature 1Feature 2Feature 3Feature 4Feature 52000Characters200 Characters500 Characters500 Characters500 Characters500 Characters500 CharactersFormatting ContentContent must be formatted using the following criteria: TitlesTitles cannot exceed 200 characters and must be formatted to include the brand, product name, variation and size/quantity (*size/quantity is optional and only used when applicable) Example: Brand - Product, Tagline, Color (Size/Quantity) *NoteWhen writing a title, it is a common convention to only use capital letters to start the principal words. This is called title case. The principal words in a title are all the words, which are not:Articles (a, an, the)Conjunctions (e.g., and, but, or)Prepositions (e.g., on, in, with)FeaturesEach product must have five features. Features cannot exceed 500 characters. The features must contain a benefit in ALL CAPS followed by a short description to support the benefit.Example: FEATURED BENEFIT: This featured benefit grabs the buyer’s attention and gives the buyer more information for why they should consider this product.Additional Column TypesWhen creating content for specific types of items, such as vitamins/supplements, there may need to be other columns, which need to be created with special messages about warnings, directions and indications. Add these columns to the right of Feature 5.Feature 5CountWarningDirectionsIndicationsCounting CharactersYou can create a field to count characters if you want to be sure you don’t go over. If you are in Google Sheets, follow these steps: Click in the column you want to get count for and on the options at the top, click Insert and then choose Column Right. 2. Name the column “Count”3. To add the count of characters for the cells to the column to the left, simple type in the formula: = LEN(Row Letter + Number) 4. Grab the right bottom corner of the cell for the Count column and drag down so it will apply to all cells in this column.5. Now when you enter information into the Feature column, you will see how many characters you are using. Keep in mind that you have a 500-character limit for features and 200 characters for titles. Formatting Spreadsheet ContentHere is a helpful tip to make content easier to read and appear more organized in Google Sheets.On Google Sheets, click on the box above the 1 column in the left corner of the spreadsheet. When you do so, the whole spreadsheet will be highlighted blue. 2. While all the fields are highlighted, select Format from the above options and set the following as described below: Font style: CalibriFont size: 10 Align: Left, TopText wrapping: WrapWriting ContentNow that you’ve got your template all set up in Google Sheets, it’s time to write the content. Of course, the type of content sellers are selling will vary. You may be writing content for clothing and wearable goods, housewares, health and beauty products, edible consumables, electronics and so many more. With writing specific content comes the challenge of making sure you capture the important elements to sell the product while maintaining the standards and guidelines set in the first chapter. This chapter covers how to write that content and also will give you guidance on how to write for specific product categories. How to Write Descriptions, Titles and FeaturesKeep in mind that you have a maximum of 2000 characters for descriptions, 200 characters for titles and 500 characters for features. Also keep in mind that you must pick out the top five selling points and stay within the allowed character limit. Writing DescriptionsDescriptions are a paragraph made up of 2000 characters or less which contains all the information about the product. The description is important because the more descriptive you are in writing about the product, the higher the ranking on Amazon. The words you use are important for searching. Try to use key phrases and buzzwords that will not only help seller’s get their products listed first on Amazon in searches, but also help the products they’re selling get noticed by customers first. Description ExampleClara’s Shoe Shop has been in business selling quality handmade shoes and handbags from the finest organic materials in the United States since 2010. Because they are handmade with care, each shoe and bag is as unique as your style. We make our products from organic, vegan materials sourced in the United States. Quirky, colorful, artistic and always fun!The Zara Sue handbag is great for summer at the beach. The adjustable strap makes it easy to carry on your shoulder or across your body. It has one oversized compartment with a zip for security and two oversized pockets on the front and back which snap closed for keys, sunscreen, sunglasses or whatever it is you’re taking with you to enjoy your day. Comes in two fun shades, Flamingo Pink and Sunset Yellow.Writing TitlesWhen you get a spreadsheet, it is common for the account manager to provide you with a spreadsheet that will have the title description, but most of the time, it will need to be reformatted to meet specifications. Title formatThe format is Company, Product, Variable (color, pattern, style, size). If there are more than one variable, then the second variable will be in parenthesis. Below are two examples of titles. One with a single variable, the other with two variables. Title Example 1 (One variable) TitleNew TitleThe Clothing Company - Grey Women’s LeggingsThe Clothing Company - Women’s Leggings, GreyTitle Example 2 (Two Variables)TitleNew TitleHealthy Company - Lemon Energy Water 12oz.Healthy Company - Energy Water, Lemon (12oz.)Writing FeaturesThere are five Feature columns on the spreadsheet, which must all contain content in 500 characters or less. Sometimes, you will find that product descriptions on the seller’s website will be minimal and will not always have five benefits listed; You will be required to think outside of the box to write the remaining reasons campaigning why someone should want this product. Key ideas to consider: What makes this item stand out from their competitors?What makes this product unique? What are the most exciting things about this product?Feature FormatThe format is BENEFIT or FEATURE (in all caps) to grab the attention of the consumer followed by the backing statement. Duplicate items with different variablesIn some instances, you will come across duplicate items that come in different variables (Color, pattern, size, flavor…) For those items, instead of having to type them all individually, it’s best to copy and paste them and just change the variables in the title to match the product detail. However, keep in mind that although they are duplicate products with different variables, other feature may also be different. Feature Example of duplicate items with different variables.TitleFeature 1Feature 2Coffee Bar - Decaf Drink, Mocha (8oz.)DECAFFEINATED BLEND: Our Decaf Coffee Drink is produced using Swiss Water Process, which is a non-solvent method for decaffeinating the beans for a great taste.GREAT MOCHA FLAVOR: Made with real cocoa beans for the most natural and delicious chocolate flavor anywhere. Coffee Bar - Decaf Drink, Vanilla (8oz.)DECAFFEINATED BLEND: Our Decaf Coffee Drink is produced using Swiss Water Process, which is a non-solvent method for decaffeinating the beans for a great taste.GREAT VANILLA FLAVOR: Made with real Madagascar Vanilla beans for the most natural and delicious vanilla flavor anywhere. Note: Notice that Feature 1 is the same for both, but because the variables are different, Feature 2 is unique to that specific product. Warnings, Directions, IndicationsWriting about vitamins, supplements, beauty productsBecause vitamins, supplements and beauty products are enhancements, they are subject to much less regulatory supervision than medication. Unlike medications and prescription drugs, the Food and Drug Administration, or FDA, does not have to approve or even inspect vitamins, supplements, beauty products sold in the United States. Because of this, it is important to use caution and logic when writing descriptions about these items. Warning: A good product warning may seem tedious and not really necessary, but they are there to protect the producer from any potential liability lawsuits made by the consumer. Warnings also give the consumer a better understanding of what some of the risks may be when using the product. The main rule of thumb when writing warnings is, be detailed and specific. A good warning should not only state the risk, but also the behavior which could cause the injury. Be graphic about the behavior and the risks that consumers should avoid.ExampleWarning: “Keep away from eyes as it may cause burning or redness.“ RECAP: Be detailed and specific.State the risk and behavior which could cause the injury.Be graphic about the behavior and risks consumers should avoid.Directions: The definition for Direction is, “The course that must be taken in order to reach a destination.” In this instance, directions guide the consumer on how to safely use the product while staying within the guidelines for which the producer has intended. Example:Directions: Dab dime size portion to dry skin.Indications: An indication is a reason to use a supplement/vitamin/beauty product.Example: Indications: For dry skin. Best PracticesResearch Product and CompanyDoing research, by visiting the company's web site is where you will get your information about the company and their products. If you are not sure the product you’re looking at on the website is the correct one you are writing content for, you can sometimes do a comparison search on Amazon using the ASIN. Note: Keep in mind, sometimes the products will not be available on Amazon as you are writing content for it to appear there. To do a comparison search:Open another browser window having tabs open for the company website (using product name/SKU) and a tab for Amazon (search ASIN) so you can do a comparison search. Take NotesOnce you find the product, the company will usually have more information about the product on their website which will give beneficial selling points and talk about the product in more detail. Copy these and paste them into a notepad (text pad, notepad, notes...). This will make it easier for you to reword the descriptions for the features to meet the standards of the 500 maximum characters. Also take notes on anything you find relevant to writing additional descriptions if they do not have five to work with. Note: Sometimes the seller will only have one to three benefits listed and remember, you need to write five features. All 5 Features fields need content.Authored by Allison Crase ................
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