All language subtitles for 16. Making Amazon and Customers Happy

OK so while your product is in the sea or the air hopefully the air for your very first one you are

going to focus on making the best listing possible.

Now I'm just gonna briefly explain the two steps that are necessary to making a good Amazon listing

that will get people buying.

And it's actually a lot more simple than people think.

But it's the most important thing and some people just don't think about these aspects.

So by knowing these and optimizing for these it's how you ensure that you will have a successful Amazon

listing something you do your product research correctly and you have a good product.

You didn't do that right.

Go back and do that right.

OK.

So there's two steps.

There is a machine which is the Amazon algorithm.

So essentially how does Amazon decide what to show when people type in words because we're people of

ideas they put in words.

What does Amazon show.

Amazon literally can only see numbers and what not.

So basically it really comes down to the first one is words.

So if somebody looked up a bluetooth headphones for working out you have to have all those words somewhere

and you're listening and that's it.

So you get the at bat by having all the words in your listening somewhere.

OK.

And then now how does it decide to show.

So essentially there might be one hundred thousand results for certain keyword now which does it show

first.

It does that through sales because Amazon at a fundamental level they are trying to show the best products

for people.

Somebody will type in the word and then Amazon will show some results that had all those words in the

listing somewhere.

And then if people buy for example this one.

OK great.

Let's continue to show that higher.

And if people don't buy and or let's say this one sells this one sells you know five a day.

And this one sells for a day.

Well then it's go switch it around.

All right.

And that's that's basically how it works.

But you're asking when I start selling I have zero I zero.

How do I get ranking.

OK what are we going to do with zero sales.

Well Amazon gives you a nice 30 or 14 day period when you launch and it says hey there's new products

and we obviously want new products to have a shot.

So you get kind of a grace period and you can buy.

Guess what.

So here were the rain.

Here were the places ranking.

Here were the listings that are shown the top three.

You can just buy them you pay for them with ads.

Great.

So then we're happy.

All right.

So essentially what our goal of making a listing is getting the right words in there and then getting

sales through those words.

But you'll never get sales unless you get the other person happy and that's the person.

So Amazon is a game of you got to get it so essential.

You got to make the machine happy.

The Amazon algorithm.

And then it shows you all right and gives you an app that you buy some ads.

You get a little grace period.

But you got to make the people happy.

And we should be making people happy because we chose something that was solving an unsolved need.

So it shouldn't be too hard if you've done your product research right and you have a good product but

you also have to have a good listing because you could have a great product for a great market.

But if it's not presented great I mean people think in images and emotions.

So our goal is to make the machine happy on one end.

So it gives us that at bat and then we make the people happy.

So they give us the dollars because when we get the dollars then now the machine does the math and it

says well when people look up that word they buy that in Amazon's goal is to show products that people

want.

So I mean all Amazon could see is words and numbers.

So it gives you the app bad people type in that word and then they buy and then they say wow that was

good.

Let's show that again.

And that's the way that Amazon works.

It's probably never going to change from that because at the end of the day it's just about showing

customers products that they want.

So now you might be thinking again well about how do I make the people happy.

Well let me tell you the first thing that you need to make people happy is you need their attention.

So essentially we need to get their attention with our listing.

So if we go and we look at an Amazon search result we have right here.

Let's say we were looking up wall Chargers essentially there's main things in a listing that gets shown

on the search results and everybody looks up words and that's how we find products on Amazon.

And there's certain parts here.

Now some people might think of writing a title but the title really is or is not important.

The title the title really isn't important on Amazon I can tell you because what do we look at also

highlight the things that are for people and I'll highlight the things that are for the machine algorithm.

This is for people.

This is for people.

And this is for people.

And guess what.

This is for the machine when we look at a listing on Amazon search results.

We really don't care about these and the.

And essentially Amazon Gibbs.

So we already talked about how we need to put words in our listening.

Well the most important place to put our words is in our title because how does it know what a product

is.

It doesn't really know.

So where do you put the words We'll tell Amazon how important those words are to your listening.

That's a part of it.

So the title is the number one place for the Amazon machine to learn what your product is.

So we put the highest volume keywords in our title and we try to make it sound readable and logical

but we're not trying to sell them on the best power bank charger for fast charging.

I know we just stuff keywords.

That's the way Amazon works because people don't care about key titles that much on Amazon now now I'll

show you the listening.

Oh and one thing about that main image it's click bait.

It's like a YouTube because like we said we need attention to even make it to even have a shot at getting

say so we have the words to to get the at bats.

And then we have the images to get the clicks because otherwise you don't have an at bat without the

without the click.

Now when they're on your listing here it's a different game.

All right.

So obviously this first one this is a beautiful one.

I like from anchor and I love anchor what we have here all highlight these and then I'll show you.

So these are obviously this is number one as click bait click bait to get their attention the bigger

the product the better normally.

And we go really in-depth on how to make good product photos and descriptions in the intermediate course.

This is just a high level overview so you understand what an Amazon listing really is.

Now these

these artists sell and convince them in the rest of the photos you're going to have lifestyle people

using the product to put that idea in their head of like well how do you use it like we're in what are

they see other people using it.

So then.

Well that guy's using it or that girls are using it.

So I showed two and then there's also benefits.

So what are the benefits of using this and the features now the way you choose to do these is dependent

on what we talked about earlier the consumer needs.

So your pictures are going to be different based off of what the needs and what the market is that you're

going into.

So we go really in-depth on that on how to do that what's good and what's bad.

But if you're ever looking for what's good go look up anchor they do it amazingly.

They built 100 hundreds of million dollar company just through private label.

Probably the biggest the most successful private label company ever.

So what else do we have on the listing.

We have the title.

We already said that this was for the machine

and then we have our bullet points all right.

So this is a combination of the machine and people because we already said that words.

We need words to make the machine happy.

So what we do here is we find an elegant way to make the people happy by using the words that will make

the machine happy.

So essentially we look we used tools to find all the keywords that people are looking up for our product

and that's not too hard.

There's amazing tools out there that help us.

My favorite one for that is helium 10.

Go watch the intermediate course to figure out keyword research in finding all those words.

It's not too hard when you use the right tools and the right methodology.

So now here we essentially want to highlight the features or any.

So basically it's different for every market but here.

So this is a concept of social proof and that's actually one of the most strongest ones which is there

here.

This will make or break your listening before I get into that description.

You got to have a good star rating and that's why you need a good product.

But they even use social proof again.

Ten million people have voted with their dollars so you should too.

The world's leading brand.

Great.

So that's a authority which is a psychological thing that makes people happy and makes people buy social

proof of others are doing it so I should do it.

But if you are a Jing Jing foo foo in your brand new or something maybe you don't go that route.

OK.

But here they go off a feature.

So this is a market where they care about tech.

OK.

They care about compatibility so they probably talk about compatibility in here.

Yeah.

So they talk about wattage.

What does it do.

Six ports how long.

So these are all features.

So these are all features so this is obviously utilitarian product because you're just trying to charge

something.

So they focus on that.

Now it would be different if you are doing something that's more choice you might go more sentimental

and other things so.

But basically here we fit all the words and then we remove any objections or questions that people would

think about and you want to know a great place to go in here and what what to learn to write about.

Go read your competitors reviews write what people commonly write that they like and what they commonly

complain about.

And then you highlight the features that you have that other people are talking about and that's how

you know that people will actually care about what you write and then you put in those words that make

the machine happy and the people care because they write about it and nobody wants to write reviews.

So if people are writing reviews about certain features on your competitors people care that's how you

find out what people care and machines care and then people buy.

If you do it right and here you want to put keywords in here but it needs to sound a lot better than

your title your titles where you put like just kind of messy.

This is where you're going to put readable but with those words and then you also have your description

which is the same.

All right so your words don't quite fit up here and they don't quite fit in here or your description.

You get this beautiful thing called back and keywords so you get two hundred and fifty characters.

So essentially 250 letters some letters are more than one character but basically you get 250 letters

to put in stuff that doesn't fit on your listing like this.

And that's how it works.

So the ugly stuff that did or just didn't fit through it in the back end.

And it's good.

So basically this your bullet points and your back and keywords are where you put your second most important

stuff and then the stuff that just didn't fit in either of these will go in your description and your

most important ones all go up here and that's it.

So you collect the keywords.

All right.

You collect all your words so they're all they're all up here and then you put the most important ones

there and then the next ones you try to fit in there and then the rest.

You kind of throw in here and in your description and you've got it all.

And what it really comes down to is your photos.

And I want to quickly show you the anchor listing here and how they use a really good job of text and

photos to get people to buy and feel and they really focus on serving the needs of that customer who

is in the market.

So it really comes down to showing that your value proposition and that you're solving that need for

them very visually because we think visually.

Think about it.

Everything that you do in your life you're navigating through life with your eyes so people navigate

through Amazon with their eyes.

So we go here.

Here is the first picture of anchor and great.

This is a it's huge it's big it's shiny.

I'm going to click I'm on it didn't really read this other than maybe the six port USP.

Great.

Now here what do I care about.

I care about what does it do for me.

Full speed charging.

Oh OK.

And they have an exclusive charging technology.

And then they use symbols because guess what people think through symbols a symbol for somehow means

more than if it just said the word power IQ.

That doesn't mean anything but it by using a little energy symbol and an I.Q. somehow it means a little

bit more voltage boost if you just put that on there it doesn't mean much.

But now this it's like oh well I don't own that little bit stronger like it's the little stuff like

that like humans aren't that hard till I get points across to because we like shiny eye it's shiny.

Do you notice how everything is like shiny here with like shiny stuff in like pick and like symbols

or like stuff like that.

So every time you do that I try to do that we'll get a dollar bill or any currency it's all full of

symbols.

It's not full of words symbols and then here it does say what it does not support because you want to

be upfront you don't want to lie because that gets you just unhappy customers returns and negative reviews.

So you want to be upfront.

Don't lie in your product but make it shiny and fun.

Now is there charging technology really exclusive.

I don't know but it probably works in the U.S. even little things here just kind of just for an iPhone.

But instead now they show off a fully charged iPhone you know and a little charging coming in there

it's just just all those things you want to have like your stuff straight in just nice and presentable.

OK.

That's what they do here.

Do you also notice how they psychologically show you a Samsung phone and an iPhone.

That that will you know.

Oh it works with everything.

Because that could be an objection or a question well does this chart do full charging for my iPhone.

And you know somebody else.

Does this charge for my Samsung.

So they probably address that in the listing.

OK.

So this is their description.

They have a bit.

They get to put a bigger description and then you do it initially because they have a trademark.

And when you get a trademark you get this thing where you get to write a really nice description but

it's still you could do it without that.

But hey look here.

Of course they say it supports Apple Android tablets and more at maximum speed.

So they cover it all.

Oh.

And then what do you know the next one universal compatibility.

So they've addressed that it charges fast and it works for everything.

Oh and they show it all too of course and they take up the whole thing and it's just so beautiful.

They even show a Kindle there.

Now here they show OK we have a superior safety.

So this is you know wow this thing is charging really fast.

Is that dangerous.

No.

So they make you feel safe.

They say were the best or the most powerful the most people vote with us.

We work with everything and we're safe and they if you notice they have a color scheme here.

Everything is congruent.

They always use the same color text and everything so that it flows nice and safe.

And like you What are these.

What is this.

What is that.

I don't know but it's another symbol.

Use symbols like I mean what why do they really need all these circles.

No but it looks a little bit sexier than if there was no circles.

What does that one.

I don't know.

Maybe parallel circuits which are just another charging one put it in there you.

Yeah I know.

I don't even know where I'm going on here but multiple text I feel protected.

It worked.

So now here is the other thing that's important lifestyle.

So you can see it in use and other people using it and then you see that.

Of course they have multiple ports so of course they're going to show multiple cords and in a lifestyle

like oh hey we're going to use this.

You see oh somebody is using a tablet there.

They're having breakfast and then they've got a phone right there.

So it shows and they probably show the most since the most people have iPhones.

Of course they show an iPhone there because that's what you want to relate with your customer base as

much as possible.

Oh yeah.

This also allows you to see the size comparatively which is nice because you might be thinking well

how big is this thing.

Well you could see it right there.

So these are all things that people would be thinking about well cool.

This is great.

But like they can list the dimensions.

But do people really know how big a product is by looking at numbers maybe 3 percent a society does.

I kind of do but like most people don't.

And I still don't really like.

This is still going to convince me Always it's it's it's like the size of a waffle OK smaller than my

iPhone.

So that's the way that that works.

So they remove in here they're removing all objections putting all the keywords everything great.

Have great images keyword stuff their title.

And that's how you make a good listing.

So I just want to briefly mentioned the buying process of a consumer on Amazon.

Amazon is the search engine for products and they are at this part in the phase when they are here.

Maybe when they go to here this is their life and they see I've got a problem with this or I need something.

Now it's not necessarily always a burning need it could be gone.

I've got up I need a purse for next weekend's party or it could be I need knee brace because I just

broke my knee.

OK.

And then they what they do is they go here for an information search but they don't go to Amazon to

do information search and learn what they need.

OK.

They go to Google for that then.

What they do is once they're at Google and they figure it out then they go to Amazon

then then they go to Amazon.

Once they know what they need so and they evaluate the alternatives.

So you don't.

In your listing don't describe what Bluetooth is.

Oh they they want Bluetooth.

OK now maybe if there's something obscure they just try not to use obscure stuff that's going to confuse

people that they don't know what it is.

Just just really focus that people are here to evaluate and buy and you just need to remove those.

Those question marks of Hey does this have Bluetooth.

Not what is Bluetooth and what are the benefits of a balloon.

I know they know what it is.

OK.

And then if you do that correctly you remove all objections by stating all the things that your product

does have.

That's how you're going to go ahead and get a really good listening that people are going to buy.

So I hope that you guys have a good understanding.

I'll just do a very brief summary because I would love to do summaries

Amazon.

So here's the brief summary.

Amazon is two things.

The machine in the man.

All right.

You've got to make the machine happy so that it brings you to the man.

And then you make the man happy or the woman and then that makes the machine happy.

And then that it's it's a cycle like that.

So you've got to have the words because that's what that's all the machine knows his words.

You get sales through those words you can buy traffic through those words and they give you a shot in

the beginning and then you got to make the people happy you make people happy with images and words

to some extent but mainly images and you focus on the consumer needs the consumer needs are.

We've addressed that earlier in the course.

You will focus on that.

But you got to get their attention.

She got to make that click bait.

There's my favorite one of that there on your listing then and on your listing.

You want to illustrate as much as you can through the photos because we are visual beings.

Yeah.

Keyword stuff.

This is all for the machine their machine and human machine machine there.

And your description is a combination of machine and human again.

And if you do this right.

Oh yeah.

And don't forget about this.

You've got a good product because people want to know oh well you could say everything you want but

is it true.

Is that really that great of a product.

And we trust other people.

We always have throughout evolution and we will continue to.

But you don't need 5000 if you've done your product research right.

You could only have five and makes selling or you could even do it with one or none.

I've sold with zero reviews before and everybody starts out with zero.

But you have to do some work to get those initial reviews and get launched.

So that's what we'll talk about in the next section is how you go from zero reviews to a couple and

start to get to rank and sell for those words.

And if you really wanted to know in depth on how you actually make a good listening go to the intermediate

course we've got all that they're.