Operational discussion: What exactly is an excellent listing? Is the copywriting written for system inclusion or for customers to read?

Anonymous user

"Wonderful Reply"

Anonymous user

First give it to the system, then to the consumers. Since you are selling products, you must have traffic.

Where does the traffic come from? The system naturally searches and displays, and advertises and displays.

How do you get organic search results? How do you adjust ad placements?

Shopping logic: retrieve - show to customer - close deal

Here I briefly wrote the relevant ones:

• If you get the system right, you will have natural search, and if you get the advertising right, you will have stable and continuous natural search, as well as the competition to win the search position;
  

• The activity is to increase the possibility of more searches and stabilize natural searches; (weight)
  

• When writing to customers, the minimum requirement is to have no typos;
  

• Then there is the logical aphasia, the color scheme of the pictures, the layout of the layout, and the unique composition display;
  

• Finally, continuous optimization (enhancing system inclusion)

Sellers wear sea

Agree from: JACKLEO, Sister Chuanhai

The listing is first written for the system to see. According to the rules, a foundation is laid so that the system can recognize our products. Secondly, it is optimized. Here are several entry points for you.

First: What problem does the product solve? Example: Browning folding knife. We are always looking for knives with unusual locks, especially those that seem to
We have been looking for a folding knife with a unique knife lock, especially one that can open and close the blade more smoothly, and this Browning folding knife meets this need. This product directly reveals to the seller the problem it can solve.
Buyers who have needs can see it at a glance, and buyers who are not aware of their needs in this regard may suddenly realize that they also have such needs and buy it.

Second, consider who will use this product. Example: Singers, absolutely love the sound of this mic, speakers love the depth and clarify it gives their voice. Singers and speakers will love the sound of this microphone, which is deep and clear. This description directly appeals to the target audience of the product and is very inspiring.

Life is like sending a suicide note - the mountains and rivers are difficult to cross, who will pity the lost people? We are all strangers in a foreign land when we meet by chance.

The copywriting is so fancy and long-winded that I only read the beginning and the end.

At the beginning, the listing is for the system and buyers to see. How can it be separated? You should first understand the underlying logic of Amazon.

Only when the system can include it can you be exposed. Only when it is exposed can buyers see it. If even the system can't understand it, what kind of copy you wrote, how can buyers see it? Therefore, the correct inclusion of the system is the only criterion for testing the quality of the listing. Then I think sales and operations are different. Sales will only sell products, but operations have to do a lot of things, from product selection, competitor analysis, copywriting, creating pictures, market research, stocking, shipping, customs declaration, promotion strategy, after-sales, big promotion stocking and replenishment strategy, and various store problems... Any of the above links can set up a separate department. How can the word "sales" summarize it?

Also, operations require dealing with products. You need to be familiar with your own products. Through character portraits and competitor reviews A+ QA, you can know where the pain points of buyers and products are, so that you can reflect these key points in pictures and copywriting. If you sell more, you can occupy market share. If you sell more, you can monopolize the market. At that time, you still need to sell. Find an assistant to help you reply to emails, wait for orders to be placed and payment to be received, and that's it. Also, Amazon replies through emails, not instant messaging. Is it efficient for you to deal with buyers in this way?

Longing for Tomorrow • United States • 2024-09-14 14:48

It is true that you need to place more orders to allow the system to include them in the list before it becomes effective. Otherwise, it is useless to write fancy words. Others can still rank first in the sales list with simple words. My understanding is that copywriting is written for customers, not for the system. If you want your links to have more traffic words, then you should learn how to layout traffic, how to choose good products, and how to make the main and secondary pictures, etc.

Ada Nanyi • Shenzhen • 2024-09-19 16:46

How can you get more orders? You must let the system recognize your title, and then the system will give your product the correct exposure. After that, the buyer thinks that your title is good, and finally the order is placed, it will be included. So you have to take both into account! !

Life is like a suicide note • Shenzhen • 2024-09-20 09:02

@Ada南一: I think a copywriter only needs to write out the features of the product in concise language. Buyers will not look at whether your copy is OK or not. Even if your copy is as good as that written by a great writer, buyers will not pay for your copy. If the copywriter feels OK, the reason for placing an order is often the price, pictures, ratings, and comments.

Life is like a suicide note • Shenzhen • 2024-09-20 09:47

@向往的明天: How should I put it? If you think it is for customers to see, then do it according to your own will. I think the copy is written for the system to see. Let's first break down the copy. Generally, the copy of the listing includes

①. Basic properties, selling points, specifications and uses of the product, after-sales

②. Core keywords, long-tail words that are highly relevant to your product, word roots, also known as buried words,

③. Fancy adjectives, irrelevant nouns, copywriting that induces consumers to buy, copywriting that exaggerates your product. For example, if you sell slippers, your copywriting is about how comfortable your slippers are, how soft they are, how they give buyers such and such an experience, and how they are the best choice for giving to someone.

I usually only use ① and ② when writing copywriting. I never use ③. The reason I use ① is that if the basic attributes of the product are not written or written incompletely, buyers will not be able to place an order with confidence. Even if they place an order, they will find that it is different from what they expected and will cancel the order or even give a bad review saying that you misled them. The reason I use ② is that the system needs to include your keywords and push your products to people who search for this keyword. This is easy to understand, right? The reason I don't use ③ is

(1) Amazon encourages concise copywriting, such as the word limit for titles, word limit for STs, and five-point descriptions. Symbols are not allowed.
(2) Fancy words will affect the inclusion of your core keywords. For example, if your fancy adjectives and nouns happen to be included in the system, but these words are not your core keywords but core keywords that have nothing to do with your product, then your copywriting is a complete failure.

It is a waste of money to run automatic ads (if you want your links to have more traffic words, then learn how to layout traffic, how to select good products, make good main and sub-pictures, etc.) How to layout traffic can be explained in more detail. Using the code to do off-site advertising is also to layout traffic, but it is of no help to your keywords. How to select good products, if I want my links to have more traffic words, I have to select good products. I already have a link, why should I select products? So what you want to express is that good products can bring more traffic words, but I don’t think it’s quite right. I think products with more traffic words are generally red ocean products, and products with fewer traffic words may be blue ocean products. It is very difficult for small sellers to make red ocean products, and factories don’t have much advantage.

As for making a good main image, if you think it helps, then it helps. I think it is totally illogical. Generally, traffic words come from copywriting and advertising and have nothing to do with the main image. If the main image can affect the number of my traffic words, then if I have fewer link traffic words, I will have to ask the artist to settle the score, and the artist may cry to death in the toilet...

The next pig on the vent - retire when you earn 5 million

Agree from: CharleneL, EthanWu, Ada南一, Jeff is called daddy

To summarize it briefly in one sentence: the copy is written for the system, and the pictures and videos are made for buyers (not mentioning prices and reviews for now)

The text tells the system what this is. By the way, try to ensure the standardization of the copy as much as possible, without burying infringing words. The text explanation that cannot be placed in the picture is placed in the copy (few people read it)

Pictures and videos intuitively show buyers: product materials, selling points/functions, and usage scenarios (let buyers know as quickly as possible: what material my product is made of, what functions it has, what needs I can solve for you, and whether it is worth the price, so as to dispel their concerns about the product and price)

Make sure the words in the copy are correct, the grammar is smooth, and the pictures show the features of your product as intuitively as possible, making it more exquisite and intuitive.

Zhang Haisheng

Agree with: Walking with you, Ada Nanyi

Nowadays, most buyers browse on mobile phones instead of computers. The display position of mobile phones is much further back than that of computers. In terms of display position, this is much less important than other factors such as the main picture. Secondly, even if there is not much content, it looks crowded when browsing on the small screen of a mobile phone, and buyers probably have no desire to browse. So I still tend to give priority to writing for inclusion in the system.

Anna Liuli Yingmeng Leishang - Don't mention the past anymore.

Agree with: Start over from Cross-border Yixuan, Xu Xuxu, Celery fried zhumer, Ingyenes, 19305485965 more »

I tend to think that copywriting is written more for the system to see. Because after the system sees it, buyers with corresponding needs can see it. Buyers click and browse quickly. It doesn’t mean that text is unimportant and copywriting can deal with it, but in terms of conversion, pictures are much more important than copywriting.

adlearner • Guangzhou • 2024-09-14 11:28

Yes, like domestic e-commerce, we rarely read the title when we buy things ourselves. We basically just look at the pictures. If we have any questions, we will read the title or details.

Longing for Tomorrow • United States • 2024-09-14 14:38

The buyer experience on mobile phones is more focused on looking at pictures. These five points are all below, and I guess not many people will scroll down specifically to see these things.

Carooo • Nanjing • 2024-09-14 15:29

I agree. When I buy things on Taobao and JD.com, I basically only read the first few words on the first line. After I get a general idea of ​​the information, I will look at the pictures in detail (I will also look at the details page).

kuaile555 • Wuhan • 2024-09-14 16:24

Five points, this is about to be written in accordance with local reading habits. I just think that embedding words is not as important as before.

My former edge has been smoothed away by life - knowledge is like the sea, and I am just a shell on the beach.

Price first, Rating second, Pictures third, Video fourth, Text fifth

Don't worry about Lao Wu~

Vincentbo • Foshan • 2024-09-19 16:53

The product itself must be strong, and the iron must be strong itself.

Life is like a suicide note • Shenzhen • 2024-09-20 08:58

I fully understand that price comes first, and I don't understand why rating comes second. The product I am responsible for now can't even be reported as a flash sale, but it still ranks higher than competing products with higher ratings and more reviews in the same category...

Life has smoothed out the past • Zhuhai • 2024-09-20 14:54

@人生如寄绝笔信: 1. For new links, there are no ratings or comments, and even advertising is not very dared, because the conversion rate is uncertain;
2. For old links, especially standard products, when it comes to the white-hot stage, the score determines the conversion rate;
3. For flash sales, if the score is less than 4 points, you will not even be eligible for recommendation.
Then you can't apply for the flash sales you mentioned. That is determined by many factors. It depends on whether your sales volume is increasing enough and your PQS score is high enough before you can get the flash sales recommendation.

Life is like a suicide note • Shenzhen • 6 days ago

@昔日锋茫生活磨平: That makes sense. I remember that only products with a rating higher than 3.8 can be reported. It just so happens that the products I'm responsible for are all between 3.2-3.5. Hahah

Loft3Di is addicted • Sichuan • 4 hours ago

@昔日锋茫生活磨平: So we still have to analyze specific issues specifically. There is no absolute ranking. The points that need to be paid attention to are different for products at different stages. I have learned something.

Rotten Forest Laziness

Agree with: Cai Cai on Amazon

Indeed, e-commerce is common. When making a product, you can never take it for granted. You must leave it to the market to make the choice. What you want may not be what the customer wants. Only by standing from the perspective of the consumer and improving our links can it be truly effective.

Humble wage earner

The listing is written for the system to see, and customers will not read your copy carefully;
As for pictures, the copy on the picture is what customers can really see. The copy on the picture should be more unique, not just introduce your attributes.

NatPagle

Agree with: A big no

Yes, the listing is written for the Amazon system to see - to let it recognize our products, and for customers to see - to make them feel excited. Competitive product reviews are a part that can provide great help when writing copy, so you can read more of them.

Ada Nanyi • Shenzhen • 2024-09-19 16:46

I agree that buyers' comments should be summarized into five points. Hahaha

RriRRyy • Jinhua • 6 days ago

@Ada南一: Coincidentally, I also extracted the buyers’ real experience descriptions from the comments, and there are some emotions in them.

Memories of a seaside town

Agree from: rainco, Ada Nanyi

New products should be given priority to the system, otherwise you will not have much traffic. Don't look at those old products. The titles of old products are short because the weight of big words is high. Just try to be smooth and easy to read under the premise of embedding words.

Mr. Hao • Shenzhen • 2024-09-14 14:00

Yes, there are old products, they are all recognized by the system, and their keywords cannot be seen from the LISTING