Target Audience Analysis - Web, Online, Ecommerce & …



Amazon Product Description Copywriting

Information Questionnaire

This document is designed to uncover information about your products and customers, their needs and the ways in which the items you sell can fulfill those needs. Please keep in mind that copywriters don't make up information about your products. We have to have full details to start with and then - using that information - we can craft a compelling and engaging message for shoppers to entice them to buy from you. The more detail you can provide, the better your copy will be.

Your First and Last Name :

Your Email Address :

Alternate Means of Contact (In case emails bounce, etc.):

Name of Your Product:

Your Brand Name:

Provide the link to YOUR product on Amazon (if you have an existing listing):

Provide the link to your #1 competitor on Amazon for this product. You can provide more than one if you want:

Is there other information about this product (on a manufacturer's site, YouTube videos, etc.)? If yes, list the URLs here:

We MUST have either a sample product, pictures of your product or both of your EXACT product (not a competitor's product that is sort of like yours). If your pictures are already in your current Amazon listing you do not need to email them to us.

-------> Are you sending a sample, pictures or both?

Shipping Address is:

Marketing Words

Karon Thackston/YOUR NAME

2211 Ridgeview Road

Elgin, SC 29045 USA

About Your Category

What category are you selling this product in:

Formatting Your Amazon Listing

Titles

The package you purchased includes 2 titles.

Title #1 will be exactly according to Amazon’s terms of service with no deviations and will use a basic Amazon-recommended title template (see below) with a character count that matches what Amazon’s Style Guides say is the legal character limit. (We do not go by Seller Central because it is often wrong.)

Amazon is currently in the process of correcting conflicting information in the Style Guides, Seller Central pages and flat files so that all information is consistent.

Brand Name + Piece/Count + Descriptive Adjective + Product Type (Pack/Set), Size + Color

Title #2 will be 200 characters or less and will be more engaging, but will not follow Amazon’s TOS.

The choice is yours as to which you use (or you may test both).

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This blog post explains:

Key Product Features (Bullets)

We typically recommend feature bullets (the 5 bullets at the top of your listing) of about 150-200 characters unless your listing has restrictions on bullet length. Please note: some categories (such as Home/Kitchen/Pets) have changed to a maximum legal limit of 100 characters per bullet. Please check your account to see what is allowed for your listings.

--------------> Do you have a preference/restriction on the length of the bullet points?

Product Descriptions Using HTML

HTML (the coding that creates bold, bullet points, etc.) in the Product Description section of your listing is not allowed according to Amazon's terms of service (TOS) with the exception of the single line break tag in all categories the paragraph tag in the Home/Kitchen/Pets/Garden category. However, we understand that a great many sellers want to use HTML anyway because it makes the Product Description section easier for shoppers to read.

Here is an example of a listing that uses HTML in the Product Description section to create bold, line breaks, etc. Here is a listing that does not use HTML.

-------------> Do you want us to use HTML for bolding and bullets when we create the Product Description of your listing even though it is against Amazon's terms of service?

About Your Customers

Generally speaking, who is your target customer? Describe everything you know about them… who they are, what they do, how much money they make, male/female, job title, lifestyle, likes, dislikes, etc. NOTE: This is a vital question. The more information you provide, the better your copy will communicate with your customers.

There are always friction elements for any purchase, whether products or services. For what reasons might your potential customers hesitate when buying this product? (Price too high, don't fully understand the real benefits of your product/service, complicated checkout process, etc.)

How do you overcome these objections? (The correct answer is not "with your great copy." We cannot overcome buyer's objections in the copy if we don't know what your product offers that eases buyer's purchasing fears.)

About Your Product

Why should a customer buy THIS particular product instead of any of the other hundreds of choices on Amazon? This is critical especially when competitors are selling the same product or products that are similar. What exclusive or unique features are associated with your product? Things few others are offering, a unique way to use the product, etc. Are you bundling the product with other things? Is your price much lower? Anything that will make it easy for the customer to choose your item instead of your competition should be included here.

List the features/benefits of your product. Be sure to include differentiating factors about the product as well.

Important: If you mention things such as "higher quality" please explain how the product is higher in quality (example: specific materials your product uses that the competitors don't, etc.).

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5.

What’s the biggest pain point that causes customers to need/want this product? (What need/desire causes people to buy this?)

What top 5 questions do people ask (on Amazon or anywhere else) about this product(s)?

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Please provide the answers to your top 5 questions below.

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5.

Do you offer a guarantee on your product beyond what Amazon provides? Describe it:

Search Terms

If this is an existing listing, please copy and paste what you have in your 5 Search Terms fields below. In addition, if you are currently running PPC/sponsored ads, please attach your keyword report for this product only for the last 30 days when you send your email.

Conversion Rate

If this is an existing listing, please let us what your current conversion rate is. To find this, go to Reports > Business Reports.

You want to view the Details Sales/Traffic by Child Item (which is the most accurate and what Amazon recommends). Don't use that "Parent."

This is what you're looking for when you log into the report:

My current conversion rate for the past 30 days is: _______%

Does this include free or discount promotions?

What percentage of your sales (approx.) were from freebie or deep discounts?

----------------------------- Contact Information --------------------------

Sometimes emails simply don’t make it through and get lost in space ( Please note, we are open Monday – Friday from 9am – 5pm Eastern Time. We always return emails. If you have not gotten a reply to your message within 2 business days (not including weekend), your email was not received and you may want to resend. You can also contact us using the form on our website, by phone at 803-956-9756 or via message on Facebook.

----------------- Translations for Global Marketplace Sellers ----------------

Marketing Words creates copy in American English only. However, we highly recommend JR Language for translations into other languages. JR Language is experienced in translating Amazon listing copy as well as search terms. Get a free quote today.

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Once you have finished, please email your questionnaire to

karon@

and insert your product name in the subject line.

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This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2016, All rights reserved.

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