HERE’S HOW WE HELP BRANDS
STAND OUT & SELL MORE ON AMAZON
ANYONE FAMILIAR WITH AMAZON KNOWS THAT THERE ARE 6 PIECES THAT COMPOSE AN AMAZON LISTING :
Product Title
Product Images
Key Product Features
Product Listing Description
Amazon Product Reviews
Amazon Product Rating
WHEN IT COMES TO OPTIMIZING YOUR LISTING FOR CONVERSIONS WE DEVELOPED THE BUY NOW METHOD TO MAXIMIZING YOUR BRAND PRESENCE ON AMAZON.
BUY NOW Method Checklist
Stand out and sell more.
Make sure to grab the full 25-point checklist here with bonus resources and even MORE visual examples of the BUY NOW method. 👉 👉 👉
The challenges we hear from Amazon brands are almost always related to the foundational principles of product page branding, positioning and story-selling.
🙋🏾♀️“I know my products should be on Amazon but I’m not sure what to do?”
🙋🏿♂️“Is this thing on? Why are my products not selling?”
🙋🏻♀️“Our sales seem very low, what should I be doing next?”
🙋🏽♂️“How do I maximize our presence on Amazon”
Sound familiar?
Here’s what we know. Amazon cares about two things, customer satisfaction and sales. Amazon is sure to prioritize the listings that convert best.
Knowing this, we created a framework that we could use to launch and refresh the brands we work with. We needed a repeatable system to help brands stand out on Amazon. The BUY NOW method does just that.
BUY NOW stands for:
Build Trust. Shoppers want to trust your brand. They expect quality products and ingredients and want to see it front and center.
Unforgettable. Shoppers have millions of choices and see boring A$$ brands all day. They expect compelling storyselling to “feel” that this is the right brand for them.
Your Why. Shoppers can smell a me-too product a mile away. They expect authenticity. This can come from sharing your story, mission, impact or even sharing a photo of the team.
No Questions Left Unanswered. Shoppers don’t read Amazon listings, they click & scan. They expect to have all their questions answered swiftly so they can purchase and go walk the dog or watch netflix.
Optimize. Shoppers can’t find you if you don’t make yourself found. They expect to search, find and buy your product which relies on keyword optimization.
Win-Back. Shoppers will scroll when to see what people are saying about your product. They expect to see great reviews and custom content to win them over.
Continue reading below to learn more about the BUY NOW Method.
If you're in need of help applying the BUY NOW Method to your outreach, Ask us here.
Let’s get started!
![[99b688dbb57d763b096f561d575fda34]_Screen Shot 2019-09-24 at 7.19.03 PM.png](https://images.squarespace-cdn.com/content/v1/5a8384c7f9a61ed439128e9f/1569508976958-TZOX5ZVGD709G3BAZVDA/%5B99b688dbb57d763b096f561d575fda34%5D_Screen+Shot+2019-09-24+at+7.19.03+PM.png)
BUILD TRUST
Goal: Build trust to make a confident purchase. Use with badges, testimonials & reviews, media logos, satisfaction gauranty and transparency.
Shoppers need to go from: “Is this thing legit?”
To: “all signs point to yes”
Trust factor is huge. Consumer studies show that 70% of shoppers are weary of fake products on Amazon but also more willing to try a new brand they have never heard of.
Identify the areas below that you can build trust and incorporate into your listings.
Checklist for Building Trust:
Are you using badges to call out benefits and certifications? Brag a little, it’s ok.
Have great media mentions, testimonials or awards? Using them as a statement in listing or images can be some of the most persuasive copy you will ever have.
Have a Warranty? Warranty’s can get flagged by Amazon so instead mention that your brand is committed to customer’s Satisfaction Guaranteed.
Example:
UNFORGETTABLE
Goal: Be Bold, not Boring and get shoppers to click on your listing & BUY NOW <- see what I did there ;-)
Shoppers need to go from: “hmm maybe this one?”
To: “Oh Kale Yeah!”
Don’t be a basic B-rand. Competition is fierce both in the search results and all over your actual product pages. How are you going to stand out and then keep their eyeballs?
This is your chance to show your true colors in both creative copy and compelling images.
Every image should serve a purpose in turning shoppers into customers.
Checklist for being Unforgettable:
Have you added “eye candy” to your main images and have you A/B tested your main image to see if it stand out from the search results? Use my favorite tool for A/B testing> PickFu (use code MINDFULVIP for a discount)
Are you using custom infographic lifestyle images that show and tell? 6 above the fold? A+ content?
Is your copy POINTY? Ask yourself this: If shoppers look at your listing for 5 seconds, what is the #1 thing shoppers will take away about my brand. Does that 1-thing matter to them? If not, you should work on your brand positioning.
Example:
Goal 1 | Get the Clicks with Eye Candy
Split Test with PickFu to validate your main images before you upload to Amazon
Goal 2 | Use show & tell lifestyle-infographics to make your product stand out from the crowd
YOUR WHY
Goal: Connect with shoppers and show them there is a real human behind your brand.
Shoppers need to go from: “Ok, which one is cheaper?”
To: “Wow, I can relate”
One of the biggest advantages Amazon gives to emerging brands is the ability to compete with the largest brands in the planet.
While large companies dominate retail store shelves, small brands get unlimited digital shelf space on Amazon.
Ever heard of the Shop Small movement? People respect small brand builders so don’t be afraid to share your story. Every brand has a story.
Checklist to share your Why:
Have you communicated your brand story? This is best done in the description. Can’t think of one, I challenge you to dig deeper or work with a professional copywriter from our team ;-)
Is your brand on a mission or making an impact in some way? Do tell.
Are you showing your products in use by the real humans who use them?
Have a brand/founder story that resonates with the product? Show a headshot and share the why. Ex: Kids toys create by parents show your authentic why.
Examples:
Founder Story shows relatability to other women with the same issue.
Brand Story of Impact shown through Infographic
No Questions Unanswered
Goal: Think of every question shoppers will ask before buying and make it known.
Shoppers need to go from: “But does it have x,y,z and is it easy to use?”
To: “Looks Simple Enough, done! Now where are my car keys?”
One thing we recommend here is researching the reviews of your competition. What a wealth of insights that reviews and Questions can provide.
The best part is these are all segmented for you by Amazon to show you the most mentioned topics relevant to your customer. Notice patterns in top questions and make those a priority on your listings.
Checklist for No Questions Unanswered:
Did you address the main questions consumers want to know about the size, flavor, functions, benefits, ease of use, etc?
Did you do your competitive research? Use the comments from customers who leave reviews or FAQs and update your listing frequently to answer questions.
PROTIP: Drop a link to your listing into a PickFu poll and ask 50 Amazon Prime shoppers to tell you what questions they have. (Use code MINDFULVIP for PickFU discounts)
Example:
![[a1c8c47c2d8133d65368f21475eac1a4]_Screen Shot 2019-09-26 at 10.27.39 AM.png](https://images.squarespace-cdn.com/content/v1/5a8384c7f9a61ed439128e9f/1569512183511-48WJSQKHUQWD8Y90E5IJ/%5Ba1c8c47c2d8133d65368f21475eac1a4%5D_Screen+Shot+2019-09-26+at+10.27.39+AM.png)
Example 2 | Break the MOLD, Be BOLD - But Answer the Questions!
*This is perhaps one of the best A+ pieces I have seen tackling multiple BUY NOW points:
Stand out with humorous copy for an otherwise uncomfortable topic
Answers #1 question about easy install and remove all barriers to purchase by highlighting all the reasons this product is the winner.
They highlight their commitment to the environment and the impact that YOU make with your purchase.
Optimize
Goal: Get found through keyword research and proper placement of keywords.
Shoppers need to go from: “Can’t find it, I give up.”
To: “Search, Find, BUY NOW”
The #1 way to not get found on Amazon is by neglecting your keyword research when setting up your listings.
Think about it, the keywords in your listing are your best chance to tell Amazon where they should show your products in search results.
If you forget some main keywords, you can be leaving out huge volumes of traffic that would otherwise be able to find you quickly and buy your products.
I am still surprised to see that more than 50% of brands that reach out to us have failed to do this critical step.
Checklist for Optimizing:
Have you done keyword research to pull the top keywords related to your product? Do you know the search volume for those keywords? If not, how do you know which ones are most important - use a tool like Viral Launch to see the data and make better marketing decisions.
Have you added 1-2 main keywords to your title? The title has the heaviest weight in search.
Have you added the remaining keywords to your backend search terms, subject matter and bullets?
*Side Note: There is so much more to this one so be sure to get the full checklist here if you are wanting to really nail this one. It’s critical.
Example:
Use Viral Launch to gather keyword data: http://bit.ly/mgviral
WIN-BACK
Goal: Overcome the dreaded scroll and win-back those eyeballs.
Shoppers need to go from: “I wonder what people are saying in the reviews?” To: “Oh wait, what’s that - there’s more?”
When shoppers scroll below the fold it is your job to get those eyeballs back on the prize. Use custom A+ content that covers any power positioning statement, benefits, top questions or objections.
For maximum impact, we recommend ditching the standard template modules and design your own full width landing -page style design to STOP the scroll.
Checklist for the Win-Back:
If you have a trademark, have you applied for brand registry and setup your A+ content? Something is better than nothing.
If you have more products have you added a comparison grid to cross-sell below the A+ content?
Have you created a BRAND STORY above your A+ content so that you can get access to Premium A+ Content in the future.
Have you setup coupons, virtual bundles or uploaded video shorts? With or without brand registry you can take advantage of these opportunities to get those eyeballs back.
![[bd5fca23754f93c23ffc4f540b09b74d]_Screen Shot 2019-09-22 at 1.58.25 PM.png](https://images.squarespace-cdn.com/content/v1/5a8384c7f9a61ed439128e9f/1569512404013-HAP4SI8VJFF0R365GDGY/%5Bbd5fca23754f93c23ffc4f540b09b74d%5D_Screen+Shot+2019-09-22+at+1.58.25+PM.png)
