Diane Boerstler, the founder of Amazon Sales Guru answers your questions about Amazon Hypnotic Copywriting
Diane Boerstler, M.NLP, who clients kindly refer to as “The Hypnotic Amazon Copywriter” and “The Wolf of Amazon”, is a top .001% internationally ranked business growth expert and sales copywriter who’s generated well over $5 Billion in profit for companies around the world. When she’s not cranking out high converting copy or implementing business growth strategies, you’ll find her walking to the ocean with her husband and four kids, running the community PTSA, supporting philanthropic events, and guiding her school district and WA State Legislature on education policy as an elected Orcas Island School Board Director.
Visit her offer at Hypnotic Amazon Copywriter page.
00:00:15 Diane, can you actually tell us who are you?
00:00:48 So what is Hypnotic Copywriting?
00:02:08 What kind of reaction you get when you introduce yourself to the Amazon sellers?
00:04:02 I suspect that when you prepare copy for Amazon sellers it improves their sales hopefully?
00:05:20 Could you go through all these bullet points and give some tips for the Amazon sellers? From your point of view. What should be the structure? What message should be communicated through each of these parts?
00:08:10 Can you tell us how people can find you on YouTube? Is it an easy way to find it?
00:12:43 Can you tell us a bit more about the description of the product?
00:20:38 Can you just explain and tell us how can people find those trainings you mentioned and your website. What’s your website address?
00:21:58 How easy it is to combine the hypnotic copy with the keyword rich listing?
00:23:53 How does this strategy work with products that are less serious and more about silly or fun?
00:25:16 What is this training you’re talking about?
00:26:19 What do you think is the biggest mistake Amazon sellers do when they work on their product listing?
00:29:16 Do you do copywriting only for English or other languages as well?
00:30:37 Do your tweak a copy differently for US, and UK market?
00:31:59 Do you do any kind of differentiation for US english, and the UK english?
00:32:49 How much do your services cost?
00:34:48 Do you know what’s the percentage of people who are reading the full listing?
00:36:48 Can you explain what is the difference of writing copy for this Amazon sales page comparing to writing a copy on any kind of other website or ecommerce website or even video sales letter?
00:40:47 What is the biggest challenge for you when you write high converting copy?
00:43:21 Can a great copy, make people buy luxury items?
00:45:44 What techniques or tools you are using to find best converting keywords when you’re writing a copy?
00:47:28 What is the most critical change you suggest farmers and sellers to to do in order to face all these future effectively?
00:49:29 Can you help with email auto responder and email marketing as well?
00:51:00 How would you handle a copy where one color sells well, but the other is under-performing the market?
00:53:30 What kind of services and training do you offer farmers and sellers?
00:55:13 What is the best way to contact you?
00:55:40 Do you also take the pictures for that or you will work with the picture of the seller?
00:57:04 Did you say that you guarantee increase of the sales 10 times?
00:57:55 So the idea is that you just keep supporting a seller with a updated copy until they reach that goal?
[00:00:04] Augustas: Hello, everyone! Welcome back to another session of Amazon Expert Q&A session. Today my guest is Diane Boerstler. Hello, Diane.
[00:00:13] Diane: Hi. How are you?
[00:00:15] Augustas: I’m fine. And actually tell us who are you?
[00:00:20] Diane: That’s a really good question. It depends on the day. In terms of Amazon sellers, I’m the Hypnotic Amazon Copywriter. Someone recently called me The Wolf of Amazon, which is really sweet of them. I’m also a mom to 4 and I’m an elected official and I run a couple other companies, but really my heart and soul is in helping Amazon sellers to grow their businesses and I do that through optimized listings and business growth strategies.
[00:00:48] Augustas: And so what is this Hypnotic Copywriting? And by the way, everyone who is on the live call please, type in any kind of questions for copywriter Diane and ask your questions about Amazon listing optimizations through the copy and she will be glad to answer these things. So what is Hypnotic Copywriting?
[00:01:08] Diane: Hypnotic Copywriting is taking basic copywriting. Actually, we do what we call NLP Infused or Neuro Linguistic Programming Infused Hypnotic Copywriting. It’s matching together what we know about the human brain and what makes people click and what makes people tick. What makes people buy with phrases that we’ve known are persuasive based on Ericksonian Hypnosis. So, it’s like copywriting on steroids, essentially. We focus more on what the human brain is doing, how we can program people to do specific things rather than just using templates like sales page, formats, that kind of thing. So we’re looking specifically at your target customer as opposed to looking at what do we know if you don’t put up the sales page as compared before. So it’s kind of constantly reinventing the wheel based on your specific product and customer to get you the highest conversions possible. I guess that’s the best way of explaining it. It’s just kind of ties into the human brain. Brain hacking, that’s the word.
[00:02:08] Augustas: I don’t know what kind of reaction you get when you introduce yourself to the Amazon sellers. But when I saw your offers to write hypnotic copy for Amazon listing, more than one and a half years ago in some Facebook groups and I saw that people were reacting a little bit strange and weird. That’s why I approached you and wanted to listen. You’re giving great content.
[00:02:32] Diane: It sounds crazy and I completely understand that. I completely know that for anybody who doesn’t have a background. My background is neurolinguistics basically how the human brain works. And my other background was in marketing and advertising, so I just kind of put those two together. I do have people who ask for really in depth when I delivered their hypnotic Amazon listing quest for really indefinite. But why did you use this phrase and what did you use this word? And it really is strategic. It’s as much a science as it is an art. And we can always answer any of those questions. Like why did you use a specific word or why this specific phrase or why is this bullet point number two? Instead of a bullet point number three? It’s actually a logical thinking process rather than most of the time people say, okay, well I need to look at the benefits of the product and the feature of the product and they don’t really focus on the transformation.
[00:03:16] Diane: They’re like really the one feature per bullet point. And then we’re going to do benefit for that feature. That converts a lot lower than if you were looking at what the human brain needs to see and read and feel in order to convert them into believing that your product is going to deliver the transformation that they want. Because really that’s all anybody’s ever buying is a transformation. If you have a pet supplement, they’re not buying the pet supplement because it’s all natural. They’re buying it because the transformation, they think it’s going to deliver it in their pet’s life and then of course in their life so they don’t have to haul the dog off the floor, and they don’t have to help the dog on the bed and, they don’t have to worry about the dog using the restroom in a house or getting anxious and tiding things up. It’s really about that transformation and that’s where what makes them tick and what makes them click. Ties them with Neuro Linguistics and Hypnotic writing side of things.
[00:04:02] Augustas: I suspect that when you prepare copy for Amazon sellers it improves their sales. hopefully?
[00:04:13] Diane: Yes it’s guaranteed actually. We’re the only ones out there with a 10 x revenue guarantee. We’re the only ones out there who do 365 days of unlimited optimization. The reason for that is while the average copywriter has about a 50% success rate. Beating what’s called the control or the highest performing listing or your current listing. Essentially, we find that we’re at 96 to 97, 98%. Just depending on the quarter and beating that. But we want to hit 100%. Which is why we offer that 365 days of unlimited edits just so we can make sure if there’s ever a question at all with anything in your listing. Let’s say we get you up to 53% and suddenly it drops down to like 45%. Then you can come back and talk to us about it and we can figure out what’s going on and fix it. Whether that’s with your bullet points, your title or images or Amazon’s changes in policy. How their algorithm works, how they’re ranking things etcetera. We really do raise sales. It’s not a joke. We’ve actually worked with well over a thousand sellers now that we’ve helped boost their business.
[00:05:20] Augustas: That’s cool. Can you describe a little bit. There are different parts in the Amazon listing. The headline, the bullet points and description. Could you go through all these bullet points and give some tips for the Amazon sellers? From your point of view. What should be the structure? What message should be communicated through each of these parts?
[00:05:37] Diane: That’s a great question. Let’s focus on the title first. A lot of people will try to keyword stuff the title, which is fine. Obviously you want to rank the title is important, but what they never really think about is that’s what people see that’s going to make them click. Besides your image. A lot of people have image blindness. Especially when they’re in their brain. Let’s say they’re going for like a foam roller, right? In their mind they already use a foam roller, so they see a page full of foam rollers. They may not see a specific image there. They’re kind of going blind to that. We call it banner blindness as well as advertising blindness. So you have to use specific words that are going to make people click in the titles. Your whole goal of the title is literally, besides ranking, the more important goal is to get that title clicked.
[00:06:16] Diane: So for example, if you’re working on a supplement, you would think, “Well I want to put the main keyword at the very beginning of the supplement.” That’s not actually correct. If you’re working on a supplement in a highly competitive niche or category, what you want to do is look at the words that people are using that other sellers, testimonials essentially I guess reviews are using and the specific words they’re looking for. So for example, you might put the word powerful right before that. Amazon is going to index that out because no one’s going to type in powerful weight loss supplement, right? But you might put powerful. You might put a natural, you might put potent, you might put a barrel. You’re going to use a power word at the beginning to get people to click because otherwise they are going to have word blindness.
[00:06:56] Diane: If every single thing you see says, fat burner weight loss supplement and you see a whole row of fat burner, weight loss supplement, and then you see one that says powerful, and then we’d like to go with the second “”p” for something like that which is proven right, so powerful, it’s proven, and then from there you have powerful and then your main keyword and then you have the dash, so Amazon is going to index it correctly. And then from there you go on to actually looking at the benefits, not more keyword stuffing. You can put the key benefit but put that benefit in there because really that’s what people are looking for is that benefit in that transformation. And then you can put more keywords towards the end, but if what you do is you just stuff the front with keywords, yes, Amazon is going to recognize that you want to rank for those keywords. But if nobody’s clicking then nobody’s buying. Your BSR (Best Sellers Rank) wont go up and then you’re not gonna get anywhere in the search engine ranking anyway. So don’t reverse stuff with keywords, focus on the benefits and transformation as much as you can the title and pick like two to three main keywords. Don’t just squish them all in there. Are there any questions about the title?
[00:07:57] Augustas: No. It’s good. I like to typically put a powerful word at the beginning.
[00:08:02] Diane: Yes. And I have a free training on YouTube by the way, if anybody wants more. I really ended up like 12 hours thing on YouTube.
[00:08:10] Augustas: Actually before you continue answering the question, can you tell us how people can find you on YouTube? Is it an easy way to find it?
[00:08:17] Diane: Yeah. I think it’s just under hypnotic and I’m looking at my tech person, “is it under hypnotic. Amazon copywriter?” He’s gonna double check. And I can get you that, but I believe it’s under Hypnotic Amazon Copywriter on YouTube or just Diane Boerstler.
[00:08:32] Augustas: We’ll put the link later in the description.
[00:08:35] Diane: We can figure out how to get that over later in the description. But yeah, it is a free training. So if you want more in depth, you’re welcome to go and watch that. So for the bullet points it depends a little bit, right? So there are three different categories of products and then five different customer awareness levels. Think of it kind of like a grid. So you have products that people are looking more for the features, which is almost zero products unless you’re in the industrial industry or you’re in the business industry.
[00:09:02] Diane: We have products are looking for benefits, which every product fits into that at some level, but then there are other products that you have to focus more. I feel like maybe I should do it the other direction since we’re kind of weird. You have to focus more on the transformation, right? Within that, there are five customer awareness levels. Okay. And I don’t want to confuse anybody with this. Again, this is in the training. So I’ll give you like a 30,000 foot overview of this. Let’s say you’re a big brand like Nike. When people go and they’re looking for Nike shoes specifically, right? That’s customer awareness level one, they’re just looking for the best price with all the features they have, or all the features they want on those Nike shoes. Most Amazon Sellers, most products fit into level two and level three.
[00:09:45] Diane: So level two is they already know the solution they want. So as opposed to getting like a hemp oil for your dog that you can rub into their sore spot, you would get like a capsule or a vitamin or an herbal blend of some kind. Right? So you know what you want, you’re just looking for the one with the best benefits of transformation, right? Customer awareness level three is where your customer has a problem. But they’re not really sure if they want a supplements or if they want to do a CBD. You can’t say that on Amazon, but a hemp oil for a dog or if they need like a specific kind of dog, you know, like a hardest thing device to for compression or if they need like a weighted blanket for it.
[00:10:26] Diane: There’s a lot of different options. Right. So you know, you have a problem and you know, there’s a lot of solutions and you’re going through and sorting those solutions. Customer awareness level four, are people who don’t really have a problem. So we’re just in it kind of pops up anyway. So that’s were when your ad pops up, Amazon sponsored ads, right on the right hand side and underneath, and customers who looked at this actually about this, that’s where that comes into play with your listing and that it’s just more of a competitive side. And then of course, pass forward, level five is jaded. You have to hit customer levels two, three, and five, and every single listing. Because of Amazon, we never know. Amazon’s data is a decade behind. It’s still kind of like competing in a row box stores.
[00:11:07] Diane: So you have to hit customer awareness levels two, three, and five to convince people that this solution, if this is the solution they already see that they want, it’s better than any other solution in the same categories with this supplement is better than this supplement. It’ll transform the dog’s life this way. Here’s why. And then we have to hit customer awareness level three, where we say, okay, well this, this solution is the best among all these other groups of solutions. So the supplements better than the hemp oil, and it’s better than the weighted blanket. It’s better than the, dog massage or whatever. Then you have to hit number five, which is jaded. And that’s telling people, “hey, I know that this hasn’t worked for you before, but this will work for your dog” even if, they’ve tried supplements, they tried other supplements, herbs, they’ve seen the vet and they take, we can’t say taking medications on Amazon, they don’t like that. But like all against all other solutions. So you have to look at the, even for the jaded and somehow or another, you have to also fit in your top features into that and you also have for the transformation of the benefits. Just a quick side note to know which top features to fit in, what people really want, just go look through the reviews for yours and your top competitors. Go and look at Facebook groups about you have a dog supplement, dogs in pain. Go and look at forums about how people fix their dogs pain. They’ll tell you right there where their mindset is and which features you really want to focus on because some of these products will have like 25 features and you can’t fit 25 features in bullet points no matter how cool they are without it feeling like it’s really overwhelming and the brain will shut off and they won’t buy it. And that’s the last thing we want. So I hope that explains it well.
[00:12:43] Augustas: Yes, very nice and structured explanation. So what is left? Description?
[00:12:49] Diane: The description. So here we go. The description. I have some come to Jesus talks a lot and here’s why. Or I guess I have come to these talks with sellers one about the description. I don’t know if you’ve noticed, but when you go to mobile now and, which I think is 50% of Amazon sellers now are buying. We have the stats somewhere. I think 50% of Amazon sellers now do most shopping on mobile. When you go to mobile, you see the title and you see the images which makes the image is incredibly important as well. You want copy on your images that converts people, they kind of act or bullet points on mobile, but then you don’t see the bullet points until way down the page and they’ve already seen your competitors and all these other details and their brain is all over the place.
[00:13:31] Diane: What they see is your description. So when you’re looking at your description, there’s two different kinds of descriptions of course. There’s a regular HTML description, there’s an EBC (Enhanced Brand Content) description. We do them different ways. So with an HTML description, you want to start by stating the problem that they’re suffering. We don’t get sales by helping people understand your product. We get sales by helping people feel understood, we’re going to where they are, we’re not taking in and then we’re taking them to where we are. So you want to help them understand so you know, if your dog is suffering from, you know, achy, painful, yelling, Yada Yada Yada. Again, I don’t speak sales copy, I just, I write it, you know, then the supplement is perfect for you because or deal for your dog because. And then you would list out the reasons you know, the transformation will provide and the benefits, and then the features right there in that top paragraph. The reason for that, like I said, it’s because it’s near the top of the page that’s now become essentially your bullet points or your hope to keep people pulled in and to get them to read from one sentence to the next. Even though it doesn’t show the full description, only shows like, I think it’s the top three lines for lines usually, at least on my phone, I have a Moto G 6, so, it shows like the top three or four lines, you have to get something that’s going to get them to either click to open that description or scroll down and read the bullet points going, where you’re identifying with them and you’re resonating and you’re building rapport and you’re inspiring action in those first couple of sentences on that description. So while people used to say, well, it doesn’t really matter anymore because you don’t want it doesn’t really, index keywords from the description, and if it does, very few and people kind of drop the description awhile ago, it’s actually become even more important since they changed the way that, that listing show up on mobile. Right?
[00:15:08] Diane: For EBC, it’s a little bit different. We found that different people buy from. Some people really prefer buying from brands that have the images with the EBC that’s more laid out. And some people prefer not. They liked the simple classic HTML line where it’s easy on the eyes because they feel overwhelmed by the number of images on Amazon. So easy is not, it’s not always a huge benefit to get, even if you’re already registered. We have probably over 100 sellers who are brand registered who actually come back to HTML because it’s so much easier to read and connect with on mobile. So just something to take into consideration.
[00:15:45] Diane: But with EBC, essentially what we do is we look at our bullet points and we pulled the different features and we basically do like more of a hook sequence, like it’s in the sales copy page, right? The top portion is your banner, right? I’m assuming people don’t know this. If everybody already knows this, I apologize. But the top portion is we use the EBC Tulip template. That’s our favorite. We’ve found that to be the highest converting for EBC. So we use that one. That’s a nice little template if you want to know which one they use use Tulip. I think it’s number two in the old fashioned. So EBC Tulip that we have, like the banner at the top, you have to have your logo on it and then we always say you need to put some kind of tagline, but the tagline can’t be like one of the Nike’s “just do it” when we’re saying a tagline, we mean we’re talking about the top benefit the product delivers essentially.
[00:16:32] Diane: And you’re putting that in very powerful punchy, short copy where it just sinks in really hard. Then next day one of course is you have your description paragraph. That’s where you do the exact same thing in HTML, or on EBC as you do an HTML. So you’re saying “if your dog suffering from pain and they can’t get off the floor and they’re yelling all night and they’re having incontinence issues and things like that, the xyz product is amazing for you.” But the difference is an EBC you can’t use the guarantee most of the time. Amazon will flag that. So we put the guarantee and what the HTML at that as close as we can to the third or fourth line, but with the EBC we can’t put guarantee, and so we wanted to into more of what’s called an open nested loop.
[00:17:11] Diane: So we end up with something that’s going to get them to read the next line down. That’s a tip for bullet points two. Bullet point with them is going to get them to read the next line down. That’s your whole goal on sales copy. Get them to read the next line down until they’re so convinced they’re ready to click that buy now button. Right? It’s more of like a circular process than it is like a step by step process just because of the different products and the benefits and the transformations and things like that. After that, you have your second banner and under second banner you’ll want to focus on the product and set. So like everything that’s included in the set, for example.
[00:17:51] Diane: And then you’re gonna want to focus on showing how people use that because you get this big, gorgeous, beautiful banner that you can use that with and you can even do bullet points with that. Or you can also just do more of a tagline or a powerful punchy timeline. The idea to think about it is like, It’s kinda like you’re digging into the human minds. The more you’re saying, the more you want them to be convinced, right? So we talked about the power of three, right? You never start at the very top. And I think that was on our summit like a year and a half ago, right? The power of three. It’s a fun little secret. So you take the part that the person’s going to believe most and you put that first. You take the part that people are going to believe with very little incongruency, they’re going to say, “well I think that sounds like could be factual.” You put second, you take the part that you really have to convince them with and you put it third. Because once the human brain has two things in sequence that they believe it automatically believes the third one. So it’d be like if I said, “if you love red shirts and you like eating chocolates and you think doctors should get a pay raise if you’re trying to get doctors appeal or something, then you’ll love XYZ essentially.” So It’s, you could even say things that are not completely similar, but the human brain is overwhelmed on average after seeing two things. So that works really well. So, structure in that way. And then at the end of the EBC, what I always do is, I don’t say guarantee, but we say something like if they’re ordering, because we work with USA, UK, Germany, Australia having all over the place in Italy, France, Canada, Mexico very often.
[00:19:24] Diane: But anyhow, so you always want to say like put, put the country seal there, from where they’re ordering and say like USA support. You can’t say “contact us directly.” You have to say, “contact us through Amazon.” But you want to do something like, in like all bold, like “we’re here to support your family no matter what you need”, something on those lines. And then, “our team of Amazon or a team of fitness product, our team of fitness experts are standing by to answer your questions, respond to your comments, in a friendly, prompt manner.” “Please feel free to contact us through Amazon at any time.” If you don’t say, “contact us through Amazon”, just “contact us”, if Amazon sees that, they’ll flag it. And so why not? If that’s it, that’s a relatively new thing.
[00:20:08] Diane: So we have say contact us for Amazon. So and there’s, like I said, there’s like 12 hours of training that a lot of people go through and there’s templates that you could download the templates to get ideas of what to say. I wouldn’t say copying directly just because, you’re going to want to learn how to tweak those to your specific products so that when you launch new products, you’re kind of training your brain in a way so that you’re kind of optimizing your brain, so you’re optimizing your listing every single time without just repeating everything over and over again.
[00:20:38] Augustas: Great, I like it. Before we go on, can you just explain and tell us how can people find those trainings you mentioned and your website. What’s your website address?
[00:20:49] Diane: Okay, so there’s two ways. One is you can go to YouTube and go to hypnotic amazon copywriter. And then if you look below any of the YouTube videos, and I’m launching the videos all the time, so make sure you subscribe that people see that recognition. Sure, you subscribe so you can get the most updated information, but if you look at the videos in the description, you’ll see a link and that has all the templates available and all of the video trainings. You can also write me at any time if you want, if you have questions about trainings or about your listing and if it can use optimization, you can just go to amazonsalesguru.com. And that’s another way to get a hold of me. And if for some odd reason you can’t find the trainings, just shoot me an email for amazonsalesguru.com and I’ll get you hooked up with the trainings. It’s pretty simple for me to just shoot you over a link if that’s easier for you than digging through. So it comes up on Google and Pinterest, Blogger, Facebook. We’re everywhere pretty much now. So. Cool.
[00:21:58] Augustas: Great. And let’s take a few questions from the audience. Razvan says: How easy it is to combine the hypnotic copy with the keyword rich listing?
[00:22:11] Diane: That’s my favorite part of the whole thing. So when I write the hypnotic copy, here’s a sweet tip for you. When you’re writing your bullet points, instead of putting the keyword in right there, don’t focus on your keywords at all. Download your keywords, get your list ready, look through them real quick and kind of let your brain start priming on that. But when you’re writing through, write for conversions. So right, we are going to write any anyway without the keyword. And then just stick brackets in that says “keyword”. So I do that. So, for example, if you’re writing about like, what do we write about? Some really cool, we love to supplement stuff apparently it’s really cool testosterone booster. And there’s a lot of really interesting one word keywords, you can’t memorize them all, so you just, you write like you normally, write. But where you normally put the word testosterone booster, in the keywords, you would just put the bracket with word “keyword” in there, and then you go back and fill them out later. And that way, you’re doing a little bit of tweaking, you’re not going to lose conversions by inserting the keywords, and you know that you’re going to have a conversion optimized, and the keywords optimized listing and that allows you to say, here’s key number one and number two that I need and bullet points, or once you’ve been through that, I need him to bullet point number one so it, you know, so that algorithm indexes it, ranks it faster and then you can just tweak the copy a little bit around it in terms of like verb tense and things like that. And, whether it’s plural or whether it’s, singular, that kind of thing. And it makes a lot easier because most people can’t think, “I need to put this keyword in” and so I’m going to write around the keyword. Put your keywords aside, put in a keyword bracket and go back in and fill it out later. It’s much easier that way, that way you have a listing that’s as optimized as possible. Did that answer the question?
[00:23:53] Augustas: I hope so. We’ll see, Razvan If you have any follow up questions, let us know. Beth wants to know how does this strategy, if he means a hypnotic copy strategy, work with products that are less serious and more about silly or fun. Like maybe a funny wineglass
[00:24:14] Diane: You can actually use it for that too. Still with the funny wineglass you’re actually buying in more to their identity and their personality. So let’s say something about I bought you when I think about it for, for engineers. And we actually ended up optimizing the listing later, which was really fun. So, with that type of thing you’re going to focus on the transformation like, but then it’s more about think of how awesome this person will feel when they open up and see, that you appreciate how much they’re an engineer, right? Something like that. There’s some ratio I can’t really go into here, but you know, you’re really looking for, you know, it most times it’s funny things, they are for gifts or if they’re not for gifts, it’s about you want people to know who you are. So that’s more about the identity side of things and you can still show the transformation, like you’ll feel so cool sitting there holding this mug. Everybody will know you’re an engineer sitting there and your masters of engineering class or something. Right. So that’s more about how you go about that.
[00:25:16] Augustas: Great, thank you. And already we get a positive feedback. Ivy says: “Hi Diane. I find you very interesting and knowledgeable and everything you say makes sense. What is this training you’re talking about?”
[00:25:23] Diane: It’s on YouTube. Hypnotic Amazon, copywriter or just go to amazonsalesguru.com and I will send you a link to get to it if that’s easier. That’s fine. And I’ll get you a link to you Augustas just can’t right now.
[00:25:39] Augustas: Later. I will also put all these links below if you’re watching replay. You can get the links there. Somebody says your website has an offer which ended in November, 2017.
[00:26:04] Diane: That’s how busy I am. Right now I think it’s 20% off of from anybody who mentions you specifically, but no, that’s not on the website. So let’s ignore this.
[00:26:19] Augustas: Sure. let’s go to the tips and tricks. What do you think is the biggest mistake Amazon sellers do when they work on their product listing?
[00:26:31] Diane: Two things. Actually, I think we already covered them a little bit. The biggest thing is people focus on the keywords. They try to keyword stuff and they don’t understand what I like to call Amazon cycle of love, right? So in order to rank on the first page, as long as you’re not in a competitive I mean, I guess if you’re in a competitive, what is not competitive on Amazon, but let’s just ask that question. I think that’s pretty much kind of becoming saturated across the board until something new and cool comes out. Let’s just say that this is kind of the rule. If you go and you keyword stuff your listing, but it doesn’t get you any sales or get you low sales, Amazon won’t raise, your BSR (Best Seller Rank) and if Amazon doesn’t raise your BSR (Best Seller Rank), they’re not going to care where you’re indexed any way on. They’re not going to index on page one. So that’s the biggest mistake I see people are doing, is focusing on keywords instead of conversions. You can get the keywords in there. The other thing that I see people focusing on, is kind of drives us crazy a little bit, is at the back end keywords. So a lot of people say, well, I really, don’t know what the back end keywords are. You really don’t want to put in and finalize back end keywords until you’ve run your listing, and it’s converting well, and you know what Amazon has actually indexed you for, and ranked you for, because otherwise Amazon jumps around as well, so they jump around and pull it to pieces of keywords and you could completely waste that back end keyword space if you don’t just wait and see what you’re getting indexed for.
[00:27:56] Diane: Because you make an index for it just on the find from the listing. So if someone says like cat toy ball, like a cat toy and then a cat ball and a cat feather, what is that like a feather toy or whatever, right? You may get indexed already for cat feather ball, because Amazon’s algorithm knows how to jump around. We do use specific long tail keywords. So we know that Amazon is for sure going to index to you for those and ranking for those, but you want to wait to see for about a month before you completely finalized your back and keywords and check them every month. Keep checking them and keep updating them because you’ll find that the industry changes, what people are searching for changes, and the market will change. You’ll see new keywords pop up and you want to figure out how to insert those into your back end.
[00:28:41] Diane: And then also, you’ll see the Amazon has indexed you for on the front ends from your listing and so you’ll have more room and I think you’ll get 250 characters right now in the back end space. And we say 249, because they’re seeing people suppress the listing from putting into 50. So those are the biggest mistakes I think. Usually keyword, too many keywords, not enough focus on actually getting sales, which is why we’re on Amazon as to get sales and then like putting in your back end keywords and not constantly optimizing stuff.
[00:29:16] Augustas: Great. Thank you. Cristian has interesting question about different languages. So how about translation into other languages? Do you do copywriting only for English or other languages as well? And because he says “because it can be really tricky to transmit the same ideas in different language.”
[00:29:34] Diane: So for languages that are, you know, if we’re speaking of French or Spanish or German, we’ve had no problem having that seamlessly translated over. Usually the seller does that because when they’re speaking to me, they speak english anyway. And so they’ll look at that and say, okay, if there’s ever any question about it, they can look at that, but we have software that actually takes all of the listings we’re looking at for your competitors on Amazon, in other countries with foreign languages. That translates it into seamless english for us. And I don’t know what it’s called, but we still see it in English. So we know what their hot button points are in Germany as opposed to the US. We’ve found is for most products it’s pretty similar. I mean, we’re not seeing a lot of difference unless you’re looking at a country like Japan. We don’t do Japan. We can’t translate that over seamlessly. But if you’re looking at Australia, Canada, UK, US, France, Italy, Germany, any place else that we found that sellers can pretty much translated over and we still get the same conversion.
[00:30:37] Augustas: Actually I was wondering, do your tweak a copy differently for US, and UK market?
[00:30:45] Diane: In the UK, you get a lot more room, you can be a lot wordier in the UK and it really depends on the product. So if we’re looking at products that if you think about every product would say every product has made identity, right? And every product has that core identity. The core identity is that it’s powerful and fast. You’re going to watch short, punchy, powerful copy that gets right to the point because that’s an executive paying $99 for a bottle of supplements and they had bet we’d better catch their attention to make it work now. If you have something regarding an animal, it’s more flowy and loving and long, right? It’s more like heart centered. I hate that word, but it’s more heart centered. So in Germany we use more staunch language. So it’s more of a feeling. So you think about two German gentleman talking in a bar versus to US gentlemen talking in a bar. We always think of it from the point of like, is this a conversation with your friend and is this the language like if this person was buying supplement with their friends, say, and is this the language that that friend is going to use to speak to that person? So it sometimes different in other countries and sometimes it’s more based on the product and its core products. Core identity.
[00:31:59] Augustas: I meant US english and UK english. Do you do any kind of differentiation?
[00:32:06] Diane: Yes, sometimes. With “s” and “z”. We have to do the “s” and “z”, and there’s a couple of other ones. I can set up my Microsoft Word document, which is where you write everything to UK English or US English, and it tells me this is naughty, this is not naughty. Use this Office Word. But in the UK, and the US we tend to have the same. We can look at both and be able to tell just from the listings, the highest converting listings, like what’s working over there and then we can improve on that even by looking at the reviews. So, or like mum versus mom was one. We had a mum’s. What does that, the pushy. I can’t think about it. They don’t call it bass met over there and the color. So like we have mom pram versus mom and stroller kind of thing.
[00:32:49] Augustas: Sam would like to know how much do your services cost?
[00:32:53] Diane: It depends. I have several different packages, and we can customize it, but usually for the full hypnotic amazon listing package, which includes the high click through rate title, which is also SEO optimized obviously for Amazon and Google and a couple other tricks we use. But so the, the title of the bullet points and either EBC or HTML description is normally $450. But with this particular thing it’s $360. And that also includes a 365 days of unlimited edits and optimization. It includes the competitive buyer keyword analysis. So we don’t just go find that. A lot of people like to say, well, we find the keywords of the highest volume. Who cares? If you have 10,000 people searching for this product every single month, but 100,000 people are trying to rank for it. There re a better keywords of medium volume. Let’s say 8,000 or 10,000 is really, or like, we usually try to go for something that’s more than 40,000. So if you have too many people who are trying to rank for it and not have people searching for it, we find what we call our competitive sales keywords are competitive buyer keywords. So we look at the keywords that are most likely to convert that we know are converting into sales. But we look at those keywords and we say, okay, we know these are the highest wind keywords and we’re going to stick in like three or four of these highest volume keywords. But then we’re going to go dig deep into the keyword research and say, here are the opportunities for you to rank faster, but these other keywords they have, you know, maybe they have 30, 40, 50,000 people searching for them, but 117 people are indexed for them. So we look at that as well, that’s included the competitive buyer analysis and those are the keywords that we use. We suggest a lot of times people use us for their advertising on Amazon sponsored ads too. So it does help with that. They just drop them in and see what works. Yeah. You get that list of the competitors. You’ve got the competitive buyer analysis. It’s a good thing to have a helper, what they trying to keep you focused.
[00:34:48] Augustas: Okay. One of the listeners is asking, “Do you know what’s the percentage of people who are reading the full listing?” Title, bullet points description, because that person has tried AB testing on the listing and didn’t see any changes. But when that person works on the images, then this person sees the changes.
[00:35:10] Diane: So your images need to be optimized and they need to have sales copy on them because people are searching on mobile. So it’s sit there. We actually have what’s called the seven figure platinum multivariate split test package, which is a lot more expensive and it’s a lot more time consuming on my end. What that does is we can split test three listings than three listings and just keep split testing until we had at least over 55%. We had one last week that just ended at 74.1% and they too get change the images times over. And they came to us at 30%. Most agencies that do what we do, they say, oh, well our goal is 25%. That would be amazing. We don’t like to see anything under 45%. And we figured that that’s either an image problem with traffic problem or a copywriting problem.
[00:35:55] Diane: For people who work with me, we do raise the bar. Sometimes people send me their listing and I looked at it and say “what are you converting it?” And they say, “oh, you know, we are at like 42%”… and then I’m looking and I’m like “it is 30% optimized, you know, tweak these two little things and will be fine or change your images.” I also have sellers who want it can get what, what I call my seven must have images, blueprints, so you know exactly which images you should be using to increase conversions because what I see all the time is people have like, they have like 16 or like eight different poses, a different angles of their product and it’s like nobody wants to see angles of your product. They want to know how that will transform their lives. So it’s important to have that main image. But there’s several others that you must have in there. And there’s a specific order that we’ve tested that actually works. So that’s something that if people want that too, they can shoot an email through the website and I’ll send that over. I think it’s ultimately the training. Yeah, it’s in the training too.
[00:36:48] Augustas: So Amazon listing is kind of a sales page for the product, and can you explain what is the difference of writing copy for this Amazon sales page comparing to writing a copy on any kind of other website or ecommerce website or even video sales letter.
[00:37:11] Diane: I do all of those. Actually, there’s a massive difference. So, one of the biggest challenges is first of all, you’re dealing with Amazon compliance. Second of all, when you’re writing a regular title for a sales page, you want to use you or it’s like you discover, you know, power works like that, right? Discover, heightened quickly and easily lose seven to 10 pounds the next 35 days, that kind of thing. You can’t do that in your Amazon title. So the title, we try to make it as close as possible to show in the transformation of benefit, but there’s a lot stricter standards. And whereas I can whip out at an amazing headline for a sales page really quickly, the title, it’s like, oh, it’s 222 characters. We’ve got to get something out. Oh, it’s two characters, okay, now what are we going to cut out? There’s a lot more strategy and thinking that goes into it. The bullet points you always want to have on a sales page as well. Or in a VSL (video sales letter), I’m sorry for the acronyms, but the main point is you have unlimited space and a video sales letter and unlimited space as long as we can keep their attention on a sales page and unlimited space on a lot of the Facebook posts and things like that. On Amazon, we are really tied into space. So whereas normally you could take 5,000 words and sell something for $45 or $37. We have 2000 characters including html in the description. We have a maximum of 500 characters per bullet point, and a maximum of 200 characters. Some time it’s like 82, 100 or 120 right in the title, and so it takes a lot more strategy and do something like this than it does to crank out a sales page. Now, if it’s a really complex product, a lot of times it will suggest, and we have done this in the last year where we’ve moved clients, they’re still selling some on Amazon, but we’ve been able to dramatically increase your sales by saying, really for this particular product, you need a sales page or you need a video sales letter or you need to run Facebook advertising or you need to do this on YouTube advertising. And we helped with that too. We just basically growth hack the entire thing. It’s not just the listing, it’s, it’s more growing a business because we think of a lot of Amazon sellers don’t really think of it as a traditional business owner might think of their business.
[00:39:14] Diane: They think about, okay, I’m an Amazon seller. You’re a business owner. and so as a business owner, it’s your job to continually grow the sales of your company, not just grow the sales on Amazon. Sometimes you have to exit that platform, go to Shopify. You have to do, like, you have to take Facebook ads to a quiz to transition them from the social mindset into the buyer’s mindset. You have to take them from a Google AdWords through a quiz or through an advertorial and transition them into, from searching mindset and finding answers mindset into a buying mindset. Right? So that’s something that, you know, for companies looking to grow, that something we can help them do. The other thing about Amazon is I’ve seen them shut a lot of accounts down, not just because, not because of copy. In fact, I think only have it happened once that turned out they were wrong and we were right, which was really great because we got to have that cup and like two hours.
[00:40:01] Diane: But you’d never want to put all your eggs as a business owner in one basket. I mean, if you think about, I’m an Amazon seller, great place to start. The traffic’s already there. The ratings are there, like the reviews are there, it’s, it’s pretty simple to use, the speed of delivery is there. That’s great. But what a lot of sellers don’t realize is you can still have Amazon deliver all your products and host your sales page on your website. So it’s still automated. But we can get a sales page that Amazon has no control over. So we can say things we can’t say on Amazon, like fat blasting weight loss. We can’t really say that on Amazon. They get a little bit edgy about that. So, I mean that’s something else that we look at too is, do you need to be someplace else? Not just Amazon.
[00:40:47] Augustas: Great. And, so you write, a lot of copies formats and sellers, it sounds for you, it’s so easy, but do have any challenges? What is the biggest challenge for you when you write high converting copy?
[00:40:55] Diane: The biggest challenge is FCC, FDA and Amazon compliance. Honestly. So for example, if I was to write a regular VSL (Video Sales Letter), I could use all my hypnotic power words. And it’d be beautiful and it convert like crazy. On Amazon, we can’t even say, it’s guaranteed to help you lose 30 pounds in 90 days. We have to put something on the backend that pretty much kills conversions, in conjunction with diet and exercise. So if you’re somebody looking for something specific and you don’t want to diet and exercise, and if you don’t have to diet and exercise or do anything else, make this product work. We still specific things we have to put in there. And so we try to avoid making the claims that all by using things like a claim no claim. So, like we can’t claim it cures cancer, but what we can say is anecdotal evidence and gold standard, double blind placebo studies show that this product helps people with cancer, x, y, and z.
[00:41:58] Diane: So we can do stuff like that and Amazon lets us do that. But really it’s a lot of it’s about the clients. The other thing that’s really a struggle is if somebody comes in with a “me too” product, and they don’t want me to differentiate it, they don’t want, what they call hypnotic anger. So it give the product a special feature that seems high tech, right? And we literally make this up. This is what every agency in the world does this make it up. But I go back to that, go sent it back to kind of like, “oh, I really don’t want to do that, it doesn’t feel awesome.” Like great. So every other company is doing this. This is not dishonest. All we did was take a feature or a benefit that you have and give it a hypnotic anchor. So people when they’re looking for, when they go out looking for the products, if they do, they realize that nothing else has a specific thing. So it positions the product is unique as opposed to a me to yoga towel, right? 700,000 yoga towels for sale or something. You want me to miss one? And most of them look the same so that those are also challenging any time. Anytime clients they’re like, “I don’t really want to position this differently.” We have to. Positioning is everything. How we position is everything. Listerine, haliotosis and medical journal – that wasn’t made up marketing term. True story. Let me do it if I have to differentiate that. You have to reposition.
[00:43:21] Augustas: Alright. So Ivy wants to know how influential is the price? Can a great copy, make people buy luxury items? I can imagine the high price can also be for non-luxury items…
[00:43:37] Diane: My favorite type of products is actually positioning products that are really normal, it’s high end or high tech. So we, for example, a couple weeks ago we took a wine bottle opener and bumped the price to $99. Took the supplement that was the exact same formulation as other supplements and bumper from $14 to $29. Like double the price. We would like, we took a, like some anchors, what do you call it, really basic stuff like you like post anchors, right? And position those, increase the price on those. It’s not always going to bail you out though. Just like with real estate, it starts with how you buy, right? So you go and buy a very basic product that everybody else is selling for $10 and it’s identical in image as the identical package.
[00:44:24] Diane: I wouldn’t suggest wasting your money trying to sell it for $40. I would suggest focus on getting the highest conversions possible, getting ACoS down, getting your sales up, and then sourcing something different. Even if you have a small margin. So always whenever you’re buying from the very start calculating, you know, calculate your margin. You would be shocked how many people don’t do that. They say: “oh, well this looks like a popular product. I’m going to go source it for, you know, $7,50 a piece.” And then they go back to Amazon a month later and like: “oh, I didn’t realize it only sells for $10”, and then, they’ve got Amazon fees and they’re of luck and we can bump that a little bit. But if it looks like everybody else’s, we’ve kind of change something about it. So you can repackage it, for example, you can repackage it, you can put two together, you can figure out what else that market wants and you can add that to your package, to make it more appealing.
[00:45:07] Diane: And then you can bump the price up so you can do it with copy. But for example, like don’t bring me a pair of what would be a good example, Zip Ties. Don’t bring me Zip Ties and get renewals for $40 because there is what the market will bear kind of thing. But yeah, we love high end products. We’ve sold air conditioners for $2,000 and we sell, $9,000 packages we sell with other companies. We sell $2000, $30,000 packages so we can do high end very easily and it’s fun because you get to write fancy, get to sound fancy.
[00:45:44] Augustas: Alen asks: “What techniques or tools you are using to find best converting keywords when you’re writing a copy?”
[00:46:00] Diane: I use a lot of tools. Scope is what it used directly for on Amazon. And then we also look at things like SEMrush for off of Amazon. We also look at Helium 10 for on Amazon. We look at, there’s a new one just came out of Canada. But there’s a lot of ways to do. We also go and specifically go and look at the highest sales and look at the keywords like the highest selling products. Look at the keywords they’re using. It’s not just that we use a software, a lot of softwares can go buggy and a second flat. So we always go and look and say, even if you’re going to list, like, does this make logical sense? Yes, it says that these are the keywords that are going to get you the most sales based on these different softwares, but I’m seeing the sellers and seeing what they’re making is, are these the keywords they’re using, and is my product positioning for this specific keywords?
[00:46:43] Diane: So that’s a really good point. If you have a product that is, I’m trying to think of a good example. For example dog supplements, we wouldn’t be ready keyword list for dog supplements. We have all these other weird things come up but nothing to do with what that dog supplement did. Right? So if the dog supplements for arthritis aches and pains, it talks supplement that’s for anti anxiety and everything coming up as anti anxiety, you really have to double check and look again and say does this make any sense? I mean that’s the bottom line of it. So we usually pick the keyword list that makes the most sense and that shows the most of sales, but we do a lot of research. We definitely do a lot of research.
[00:47:28] Augustas: So Amazon space is changing, the rules are changing and the competition, the how you have to beat the competition, the methods are changing. And what is the most critical change you suggest farmers and sellers to to do in order to face all these future effectively?
[00:47:50] Diane: Obviously optimize images, optimized your listing. Keyword optimization, drive outside traffic is really important, especially if it’s oversaturated. It’s like diversify or die. You have to literally constantly diversify. Pull your eggs from the basket as soon as you have a stabilized listing, start sending traffic from outside sources someplace else. We’ll still send your Amazon traffic to your listing, but then start looking at GoogleAdwords. Look at Facebook. Reddit, this year has taken over. It’s like what? Like three cents a click or something, go to Reddit, but then drive them to a sales page that sells that specific product or a video sales letter that sells up specific products, because Amazon has shown they will kick you off for any reason regardless of weather you will do anything anytime. So and there’s too many people who were too fickle at Amazon right now. They have a lot of people they brought in, they want to be really strict and so while we’re maintaining compliance all the time, they’ll still look at something and say: “oh, well you got a customer complaint and so we’re going to pull your listing down. We’re going to suspend your account.” So please, if you’re an Amazon seller, stop thinking of yourself just as the seller and think of yourself as like the world’s best business supplement company, right? The world’s best dog toy company and kind of thing. And think from that perspective, what would they be doing? Not just an Amazon seller.
[00:49:16] Augustas: We get the positive response again, Ivy wants to say again that info we got here is absolutely invaluable. Thanks a bunch Diane.
[00:49:28] Diane: With pleasure. Any time.
[00:49:29] Augustas: And then Ash is asking: “can you help with email auto responder and email marketing as well?”
[00:49:36] Diane: Oh, absolutely. We actually have a book on that I can send over just for click through rates. We have one of the top selling, highest click through rates book. We get our click through rates on emails are insane. Let’s just put it that way and are opens are insane. I have books I can send over. I mean obviously I craft hypnotic emails for autoresponder through Amazon, but also here’s another tip. If you can possibly build your list with an insert to take them to a warranty and get their email, build your list outside of Amazon if you can, and then you can actually send those people helpful information and market to them. We help with that kind of marketing as well. Obviously with the email marketing and it just, again, that’s gonna depend on your brand’s identity and how you position things, whether you’re warm and friendly or you have to be super serious or I mean at the same thing applies, but you have to have congruency.
[00:50:27] Diane: If you’re going to take somebody from Amazon, your Amazon listing and you know it’s gonna, be very powerful, punchy, serious, this is this gonna rock your world and we’re going to get pumped in like, right. And then you give them really fun, friendly copy in your email. It’s going to be in congruent. And so you have to make sure that whoever you have to do that, whether it’s you writing the emails or paying somebody else to write the emails, that it’s congruent with your listing. So every time you’re listening to changes of voice or personality, you need to change your emails at the same time, same with your sales pages. So think of your product is having that one core identity and then write to that.
[00:51:00] Augustas: Greg says: amazing, enlightening. Thank you. And one more question: “I have a product which has a color variation with slower sales, but this color sells well on Amazon. How would you handle a copy where one color sells well, but the other is under-performing the market?”
[00:51:17] Diane: That’s a good idea. I don’t know if you can ask questions back, but if it’s two variations like a parent, a child or two child variations on one listing and you can either pay to do one listing and then we just put in the brackets just like with keyword that say color to insert the color, or you can order two separate listings. The question is why is that? What are the two colors and why is one performing better than the other? I’d want to look at the listing and the college for that. And also the customer reviews I. Because for example, let’s go to yoga, foam roller. Okay. So let’s say you’re selling a yoga foam roller, right? And you have a purple one and you have a black one. Generally that demographic tends to be female. They may order the purple one more, and I know that sounds totally gender bias, but that’s just kind of what we’ve seen specifically in Amazon for colors.
[00:52:11] Diane: If your product is more of a product that is leaning towards a color that is gender neutral, you may not get as many sales for that. If it’s gender specific and that gender is the one most likely to purchase that product. Like if it’s purple or blue or whatever. We just bought our daughter a pink RC car. We’ve got a red one we could not find. Hey guys, special tip. If you sell pink RC cars on Amazon, the market’s wide open. Also searching for them though. so please check your keywords first.
[00:52:48] Diane: I would ask that they send that listing over specifically because anytime we see that one color is performing and one color is not? We can identify why that is. I may not even be the listing itself, it might just be that color and it might be that they need to reposition it, break it off, and we’ve had that happen where we’ve broken off different colors and a separate listings and then we can complete re position. So like this is a power pack to build muscles and you know, versus like this is the way to get lean and thin, like a, like a dancer. Do you see the difference in those? So it could just be that it could just be the product really attract two different demographics and identities. So I’d send it and I can tell you, go to amazonsalesguru.com and send it to me and actually analyze it for you. Tell you what is going on because I can’t do nothing without details.
[00:53:30] Augustas: I think it’s a perfect time to maybe mention what kind of services and training do you offer farmers and sellers?
[00:53:38] Diane: Oh, good question. We have the hypnotic Amazon listings, which is, you know, the keyword optimized SEO infused, high click through rate, high sales rates, high conversion rate listings, right. We can also go through and create copy for your images. That’s a separate package, so when you’re on mobile and someone sees the title and the need to scroll way down past all your competitors, they’re going to see your images first and when they read the copy on your images, they’re going to. It’s just like working with minister bullet points. They’re more likely to buy and we can do that. We also do a lot of business growth consulting for ecom companies who really want to grow off of Amazon as well, so that’s something we can help with. We have our seven figure platinum multivariate testing, which is I think is my favorite, which is where we use Splitly to split test a bunch of images with a bunch of titles and a bunch of bullet points and we get a ton of data and we look at this and we say, we know this one is the highest converting, but why?
[00:54:33] Diane: Why is this listing like the testosterone can at 74.1%? Why is this some horny goat weed listing converting at 63%? That’s just more because I’m a data, I love the data side of things. It’s really fun. Of course we do. And then any other kind of sales copy or advertising, anything you need that we need to sell something, whether it’s an idea, a belief or a product or a service or a coaching or consulting or anything like that. Maybe that as well. So kind of varied. But mainly I think our main bread and butter is the hypnotic Amazon listings just because I liked them so much. I go into this trance and get all giggly and you know, I need multiple does every single day.
[00:55:13] Augustas: And the one more time, what is the best way to contact you?
[00:55:40] Augustas: We’ll be wrapping up soon, I just see a Cristian is asking: “You mentioned that you write copy for the pictures. Do you also take the pictures for that or you will work with the picture of the seller?”
[00:55:55] Diane: I could even work through your photographer and tell them what kind of images you need already. Have it all written out for you, or he can go to Pixabay.com and you can get a lot of free images. But, I don’t take pictures. You don’t want me taking your pictures. On a scale of 10 to a horrible. I’m just slightly above horrible. My kids even look off when I take their picture so I don’t take pictures. We have a whole teams of people who take pictures against on their products and that don’t work for us, but we know people obviously in the industry we can tell you where to find anything you need for Amazon, whether it’s pictures or graphic design or what kind of software, if you’re doing it yourself or you should be using what works the best.
[00:56:37] Diane: We can talk anything about Amazon compliance for images, you know, sizing, what shows up, what colors to use, for your rebrand for your image, for your product. We can do all that. We’ve been doing this for 9, 10 years and we’ve worked with thousands of sellers so we believe in delivering value. So I’m not going to charge you to tell you which software to use. Philip wanted to let you know that are telling you like to send you over like these are the images you should be using. I just charged for the actual copy.
[00:57:04] Augustas: And Ash would like to know about your guarantee. Did you say that you guarantee increase of the sales 10 times?
[00:57:15] Diane: It’s 10 x revenue based on what your pain is. So if your year is 360 days, we guarantee 10x revenue increase within three months or optimize your listing until you hit that. Considering that usually we have 45, 50%, and they’re not always all high as 74.1%. That’s our, that’s our record. A lot of times we can just say “Okay, so let’s look at your traffic. What are you doing, how do we make sure that you’re making this much money?” We rarely have to. I think this year we’re down to two percent of people have to come back and have it be optimized. Then usually it’s either a traffic tweak or a small tweak to the listing and it works great. But with a 98% success rate, we’re pretty confident that we can make you a lot more money than you’re currently making. We find that’s pretty much the case.
[00:57:55] Augustas: Okay. So the idea is that you just keep supporting a seller with a updated copy until they reach that goal?
[00:58:02] Diane: I know that sounds really strange, especially if you go and you look around at other services that say, “there’s no guarantee, but we’ll do two rounds of revisions”, but they expect you to know what it should say and they expect you. And it really frustrates us. So since we opened almost a decade ago, we’d been running 365 days of unlimited edits on our copy and like I said, fewer than 2% of people come back with requests for revisions based on optimization or on conversions or sales. And when people come back and say, “hey, I forgot to tell you about this feature, can we add this in some more?” Yes, that’s included in that. Some will come back and say, “hey, you know, my customers have all sorts of using this one word. Can we integrate that into the copy somewhere?” Yes, we can do that. That’s not a problem. That’s why we have it there because of a real business doesn’t just like launch sales copy and then leave it there and wait for their competitors, come back around, catch onto what they’re doing and copy them. If you really want to grow your Amazon business that I need somebody to check in with, we also get frequent requests lIke around it, “can you look at my marketing” and tell me and I’ll say, “send me your keyword list” and I’ll say, “great, so here’s what you need to cut it out and here’s what you need to keep.” I just round these and you’re going to do great. We work with a lot of really new sellers and we work with a good percentage of the seven figure and eight figure sellers.
[00:59:25] Diane: Other copywriters especially Amazon would get really mad, so I probably shouldn’t be so bold about that. But because they don’t want to have to keep doing that, but I know that we don’t have to keep doing that, which is why I can get that guarantee and when those other people come back and we do have to keep doing it for where it’s like, okay, there’s a problem. Like last year I made one product, and we made two, this is gonna sound crazy to anybody who’s a sales company, we made two rounds of revisions on it. And that was the most we’d done on any product, on any listing. And the reason for that, we finally were like, but we optimize it, it’s great, it’s converting okay. But then at the commercials went down and went back through and looked more like, it makes me, it’s really off here, what’s going on?
[01:00:00] Diane: And so we said, okay, let’s make these little tweaks and see what happens. And then the conversion stayed the same. And then all of a sudden I finally went and I said, wait a minute, when we started working on this product, had 4.3 star reviews and now it’s at 2.7. They had their last, like 10 reviews were all negative. First of all, we can help you sell with zero reviews. Don’t feel like you have to get five reviews before you come talk to us. We can do that. And like you need to have high converting copy. You’ll get reviews that way. Second of all, if you have a product that is failing and you fixed it, we have tricks we can use to help you bump up that star rate and still get sales, right?
[01:00:42] Diane: You can still get sales while you still have a star, right? Because we use things like upgraded and new powerful, 2018 revised. I mean we can use different things that tell people, oh, okay, well now the problem is fixed, but you have to address that problem head on, right? Say this was the problem. We understand that was a problem. It’s our fault. You know, that kind of thing, right? If you have a product, and this is going to sound kind of harsh, but if you have a product and you don’t want to fix the problems and you’re still trying to sell its customers, I’m not the person you want to talk to you. You’ll get an earful in front of me. So I’m not ever okay with somebody selling a bad product and I won’t write copy for those. Always deliver value. Really, it’s always deliver value. And if you’re not going to deliver that to customers, then, I mean, I love you. Good luck, but we can’t do that. We don’t. We’re just ethically. I used to be a school teacher, so that would be bad. We told the kindergarten is they can’t do it. We can’t light either. It’s not. Okay.
[01:01:43] Augustas: Perfect. Thank you very much Diane. It was pleasure to have you, to talk about tips and tricks for Amazon sellers, and I hope I’ll see you later, in the future.
[01:01:56] Diane: We’ll connect again soon. Thanks so much. You have a great day.
[01:01:59] Augustas: Bye. Bye.
[01:02:00] Diane: Bye
Augustas Kligys is the host and creator of several popular virtual summits for Amazon sellers. The first one is European Private Label Summit, which covers a lot of important topics for those willing to grow their Amazon FBA business in European Marketplaces. The second - AMZ Seller Summit - an event, where experts shared their Amazon business optimization secrets and mindset, which helps to elevate your business to the next level. Augustas also hosts weekly DEMO MONDAYS video series, where Amazon seller tools are demoing their products.