Principles of Writing Great Listings with Emma Schermer Tamir - a podcast by Michael Veazey

Principles of Writing Great Listings is surrounded by a degree of thoughtfulness to it. Properly optimising your listing can impact the bottom line.
Why it mattersThe words you use matter for a host of reasons if you don't know the principles of writing great listing.

Keywords may not rank if you don’t get the right onesProperly optimising your listing can impact the bottom line of your business. 

Some RESULTS (numbers) blended with quick client case study (a.k.a story)Worked with a client in June - CVR was 25.61% 

After optimisation increased to 37% and stayed thereThat means more of the people will be purchasing.

That was a change of Reassessing the keywords 
Creating a core listingUpgraded to EPC
Infographics with great textThis client didn’t create new images!

The EBC was new but the words were more powerful when you know the principles of writing great listing.Rule of thumb for infographic text 
If you need to zoom in to read, it’s too much textThe text should emphasis 1-2 key points

Words matter to different shoppers to differing degrees. Some casual visual shoppers may still be put off by

Incomplete information Bad spelling or grammar

This gives them a chance to use the competition A lot of the times, we have unconscious triggers to worry about the customer. 

We don’t want any question marks or mistrustBackground 
“Curiosity” What makes Emma different from other copywriters is obsessive curiosity. 

Always reading varied topics. Emma is far more of a generalist - and this can be a great advantage when it comes to marketing. Not only do we marketdifferent products but to varied types of people. 

Certain types of people making certain types of decisions need certain thingsWriting =structure as well as words
If you’re creating a FaceBook ad or a landing pageIf there is something incongruent between your tone in the FaceBook ad and the amazon listing, that can be very off-putting. 

You need a cohesive story and you need someone to be in charge of all of that when you know the principles of writing great listing. Building Brand Equity
If you’re wanting to sell your business or expand off Amazon, it’s going to be harder if you’re not clear about all this stuff. Company Culture
If you’re not clear about the culture you want, it’s much more challenging to reverse engineer things.Whereas if you hire very intentionally, and the same is true for a brand.

If you’re thoughtful about what you eventually want to achieve.It should have more value to it.
Be the architect more than just the writerAs 3rd party merchants come under more scrutiny, it’s important to appear legitimate 

There is more of a trust issueEven something as simple as coffee products

There are so many types of coffee drinkersAnd so many 



Gaining TrustIf you are selling something topical eg: cosmetics 

Or something ingestible with humans or animals. You need to double and triple-check everything 

 - you need to be a reputable brandTheir site is hosted on Shopify - there are little cards that show you how to facilitate higher Conversion rates
Conversion optimisationGuarantee

One talks about the guaranteeEveryone knows if you’re Prime, you get a 30-day guarantee
It shows that you stand behind the productDon’t try to be all things to all people
Trying to be all things to everything  - if you have people who shouldn’t be purchasing products you’ll get issuesIt’s more work
It can affect your account with high returnsIt’s creating a bad customer experience

It’s still inconvenient Deep Dive Listing Creation Guide
amazingfba.com/deepdiveThis is an exercise with a lot of questions 

It’s helpful for those just starting offBut it’s also great if you’re 3,4, 10 years in business if you are lacking direction and a unifying theme. 

Further episodes of Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.

Further podcasts by Michael Veazey

Website of Michael Veazey