Video 02 - The Perfect Product Page: How to Craft the Perfect Amazon Listing
If you want to have your listing be the best in your category, then follow Rich's 8 points of product listing improvement.
Rich goes over 8 essential parts of your product listing from discovering the keywords of your category to forming them into a traffic-grabbing title all the way to acquiring high-quality images (both of the product and lifestyle aka people enjoying life with your product) that pop out to the scrolling visitor's gaze.
I must say that that the checklist created by the 8 points that Rich will delve into in this module, once familiar with and practiced, makes it fairly simple for me to out-rank and attract more customers than my competitors. When your listing is superior to those around you, both prospects and Amazon's algorithm take notice.
Video 03 - Strategic Keyword Research for Top Amazon Rankings
Earlier on, Rich introduced a suite of tools that helped us grab information for our initial hot product opportunity research.
In this lesson, Rich pulls another tool out of that suite which serves as a catalyst, dramatically increasing the rate at which high quality titles, descriptions and bullet points can be constructed.
Rich starts by defining a keyword, then journeys through the process several times using different examples to give us a feel for how the construction process works.
By the end of this lesson, Rich has shown you how to create a long list of keywords that are the building blocks to creating your title, bullet points, visible description, invisible back-end description and your Amazon Ads campaigns.
Video 04 - Building Your Keyword List
The tool that Rich uses the most in this module is called Cerebro.
It can pull the keywords from any amazon listing by you simply plugging in the ASN of the product you are attempting to out-rank and out-sell.
This tool enables you to get the keywords, sort them and then export them to a secondary sorting tool that helps you create awesome titles, descriptions and more, without tripping Amazon's "keyword-stuffing" alerts, which can get your product suspended.
Video 05 - Creating a Traffic-Grabbing Product Title
In this lesson, Rich shows how to take the keywords you pulled using Cerebro, move them to a second tool and create your eye-catching perfect product title.
Rich notes that the title is the most important part of your listing when it comes to both ranking and attracting customers.
Here's some of the rules that Rich advocates for in this lesson:
While he first warns you what NOT to include, Rich goes on to list seven different "Great Title Principles," that you most certainly should include in your title. (but I can't reveal those).
I will say that Rich does advise that you write for real people and not for the Search Engine Algorithm that Amazon employs because the largest influence on your rankings is sales, not traffic.
Video 06 - Bullet Points that Sell & Differentiate
In this video, Rich dives into the creation of bullet points.
In your first bullet point, Rich says you will want to state, using keywords, what makes your product different than all the rest, what sets it apart (is it more durable, more ergonomic, easier to store, etc)
In subsequent bullet points, Rich encourages you to attract buyers by using keywords to name several features of your product. But you must reword those features in such a way that they are expressed as benefits to your customers, not just describing your product (because all that can be written in the product description area).
Rich also lists several other tips regarding your bullets (how to begin them, how to write numbers and more).
He then goes through the process of constructing bullet points using several examples so you can begin to get a feel for the process.
I really like how Rich structures his bullet points to make sure it is catering to both ranking (Amazon) and conversion (customers). He provides a lot of solid details here imo.
Video 07 - The Perfect Product Page Part 5: Creating a Compelling Product Description
In this lesson, Rich walks through how to create a great product description and also shows how to format it correctly so as to increase its readability.
Below is what Rich states is the effect of a properly tuned product description:
Later on in the module, Rich names the word count restrictions that Amazon currently has on descriptions as well as shows how to use a free word count tool to quickly and accurately see how many words you have written in your description.
Video 08 - Product Images that Attract and Convert
In this lesson, Rich goes through what he sees the most important aspect of conversions: product pictures.
Rich notes that the expectation on your product images is high, because they must create the sensory experience that is absent in online shopping since your customer cannot touch and feel your item(s).
It's important, Rich emphasizes, to note that images have different functions.
- Some are to directly display the product
- Others are there to convey visually the dimensions of the product
- Still others show what accessories belong with the product
- and Lastly, some pictures show how the product can be used in daily life (lifestyle images)
A discussion about product images would not be complete without a brief mention of the photo's size.
Rich recommends that a minimum resolution of a 1000 by 1000 pixels is used, but, as he says, bigger is better.
Video 09 - Product Pricing for Profit - Launch vs. Normal Pricing
There are two different ways to start deciding your prices. Rich goes through them both in this lesson.
Launch price: 10% profit margin on top of your true product cost that Mike helped you find in a past module. Rich reminds that this is only the starting price that helps you establish sales velocity.
Here are the different price phases that Rich outlines:
Split testing your product pricing is something that you will do continually throughout the lifespan of your product.
In my opinion, Rich does provide some excellent guidelines in this lesson for those who get stuck in the mud of "how much do I charge?" I found his split-testing advice to be really helpful and have achieved both higher conversion rates and higher profit margins since employing his strategy.
Video 10 - Creating Your Complete Listing
Adding all the researched information to the quick listing that you created in a previous module.
Rich professionally walks through the the backend settings first. Make sure that your fulfillment is set to "Amazon FBA".
Then he copies and pastes the product title, bullet points (aka "key product features") product description, et all directly into the backend of your listing.
Please note that Rich does a complete walkthrough in this lesson, giving you more information than needed, but also gives you various assurances along the way (such as seeing that your listing is "suppressed" is really nothing to worry about)
These assurances are the most helpful part of the lesson in my opinion because when I started I remember seeing different messages and spending a great deal of time researching them to see what they meant and if they were a big deal or not.
Video 11 - Automated Customer Emails
In this lesson Rich opens the discussion of customer support and shows how it can be done fairly easily using a tool to facilitate automated email delivery.
The emails are written in advance, scheduled and then sent at a later date automatically.
The purpose of these emails is not to sell them more products, but rather to make them feel valued and give them the opportunity to give you feedback.
Rich then walks through how to set up a campaign, writing an email in your own voice and emphasizes the need for testing.
Here are some parting tips Rich offers at the conclusion of this lesson:
Video 12 - Getting Started with ManageByStats
In this lesson, Rich shows how to get started with MBS and then suggests you use the MBS provided training materials (videos, blog articles, etc).
You can find these trainings by clicking on the help function or by searching for them on YouTube.
Video 13 - Taking Advantage of Downtime
In this lesson, Rich talks about the smaller tasks you can be doing while you wait for your inventory to arrive, from building your brand assets to researching competitors items by examining their listings and ordering their products.
My take: simply stay busy getting the little things done so you will be ready when the time comes to launch your product.
Video 14 - Mod 5 Wrap-Up and Action Items Recap
This is a short video by Rich summarizing Module 5 and listing the tasks you now need to complete.