In Amazon’s product introduction page, the importance and weight of the five-point description are second only to the title. When consumers are attracted by the seller’s product title, price, pictures, and the number and star rating of product reviews, and click into the product introduction page, the five-point description largely determines whether the consumer will eventually buy the product. Someone has done statistics before. Although the product description may be ignored by many consumers, the five-point description basically will not. It is a part of the content that consumers must read after entering the details page. Moreover, the five-point description is also very important for our “buried word” work. Many keywords that cannot be added to the title due to various reasons can be added to the five-point description.
Each point in the five-point description is arranged according to the “Feature” + “Benefit” mode, in which the letters in the “Feature” part are all capitalized, and then separated from the “Benefit” part by a colon. The so-called “Feature” in Chinese means the objective attributes and product characteristics of the product, which is what we often call the product selling point. For example, “This clothes hanger is very sturdy” or “This car runs very fast, faster than ordinary cars”, these are objective descriptions of the facts of the product, which we call “Feature”. So what does “Benefit” mean? It is the real benefits and feelings that the selling point of this product brings to consumers, which is a completely subjective feeling. For example, because the clothes hanger is very sturdy, consumers can use it to hang heavy fur coats; because this car runs faster than ordinary cars, consumers will never be late for work when driving it. Therefore, I suggest that sellers can write five descriptions according to the above “Feature” + “Benefit” model.
Then the question is, how should we extract the 5 selling points of the product based on the “Feature”, that is, the objective attributes and characteristics of the product?
1. What is better than other products?
Consumers know that mobile power banks are used for charging, Bluetooth headsets can answer calls, mobile phone cases are used to protect mobile phones, and speakers are used to listen to music. If the seller’s mobile power bank stores more electricity, the Bluetooth headset has more functions, the mobile phone case is made of better material, the sound quality of the speaker is better, the hair dryer has stronger wind, the vacuum cleaner sucks cleaner, the kitchen knife is sharper, the pillow is more comfortable to sleep, the carpet is more non-slip, etc., these may not seem to be new selling points at first glance, but these are the real selling points of the product.
In short, sellers can dig into the functional features of the product to let consumers know that your product is different from other products, because consumers buy products for the most important functional features of the product. Remember this most important “Feature” and be sure to write it in the first line of the five-point description, because the first selling point is the most attractive to consumers, it can directly distinguish the difference from other products and stimulate consumers’ desire to buy.
In addition, do not use “extreme” words in the five-point description, such as “best” or “first”. If your product really has similar awards or honors, then you might as well list them, and you can also get a better impression from buyers. Here is one more thing, don’t exaggerate the selling points, remember to be realistic, and don’t write functions that the product does not have. Every year, a large number of products on Amazon are forced to be removed from the shelves because the page description does not match the actual situation of the product.
2. In addition to the first selling point, what other advantages does your product have?
In addition to the first selling point, we also need to explore other functions that can bring better experience to consumers. For example, the charging capacity of mobile power banks is larger but lighter, the functions of Bluetooth headsets are more but the operation is simpler, and the quality of mobile phone cases is better but the price is cheaper. We continue to refine the selling points of products, which can also play a role in supplementing the functions that are not reflected in the keywords of the title, so that buyers have more desire to buy.
Many people reflect that it seems difficult to find other good selling points for products except the first selling point. This is definitely inappropriate. If a product can’t even find 5 selling points, it means that the seller still doesn’t know enough about the product. I suggest that sellers can ask their own product development or refer to the five-point description of competitors, and try to think divergently as much as possible, and extract selling points from the product’s size, function, product features, use, advantages, materials, appearance, design structure, additional functions, how to use, etc.
3. Find the most popular selling points from Reviews and Q&A (consumer questions and answers) and write them into the five-point description
Sellers can constantly collect and analyze the reviews and Q&A of competitors. These are the real feelings of consumers after using the products. At the same time, sellers can also extract product selling points that can be put into the five-point description of the product.
After talking about the writing of the five-point description and the extraction of selling points, let’s talk about a few key points we need to pay attention to when writing the five-point description.
1. Make good use of keywords that cannot be put in the title
As long as the seller follows the keyword research method mentioned in the above chapter, he will definitely master a lot of keywords. The first choice for “burying words” is the title, but the number of words in the title is limited, and not all keywords can be smoothly put into the title. If we have extra keywords, we should not waste them. We can cleverly use them in the five-point description to optimize the product page. According to our practical experience, the weight of the five-point description is no less than that of the title. Many big sellers have tested it before. Putting keywords in the five-point description does help improve the search ranking, so that the products that were originally ranked on the third page of the search page can be promoted to the first page.
2. Thinking about mobile optimization
The length of the title displayed on the product search page on the mobile terminal is much shorter than that on the computer terminal, and there is a similar situation in the five-point description. We use the Amazon mobile app to randomly open an Amazon product details page, and scroll down to the five-point description part. We will find that the five-point description on the mobile terminal is not fully displayed like the computer terminal, and the five-point description content is folded a lot. If we want to see the complete five-point description, we need to click again to see the full picture of the five-point description content.
However, in real shopping scenarios, not many consumers are willing to click to see the full five-point description. Therefore, sellers need to show the first selling point and the biggest advantage of the product as much as possible in the part of the five-point description that is not folded in the mobile app, and at the same time stimulate consumers’ desire to click to understand the full description. I suggest that after writing the five-point description of the product, sellers can check it with the mobile app and make corresponding adjustments and changes based on the special circumstances of the mobile app!