In the competitive landscape of Amazon, sellers are constantly searching for ways to create a magnetic pull towards their products and boost their conversion rates. The goal is to turn casual browsers into loyal, repeat customers. But how can new sellers achieve this through their listing copy? The key lies in focusing not merely on product features and price but on communicating the customer benefits that sell products.

It's Not About the Features, It's About the Benefits

Any given product or service has a set of features—its physical qualities and factual attributes. However, what customers truly care about is how those features translate into tangible benefits in their lives.

Image reference: https://be.chewy.com/what-is-a-bully-stick/

Consider bully sticks, a simple dog treat consisting of a single ingredient. This product shows how, even within the confines of simplicity, there is ample room for creative marketing. Some features that jump out might be length, thickness, shape, and origin.

As an Amazon bully stick seller chats with customers and reads product reviews on their product listing, some of the most impactful benefits might emerge:

"This chew toy keeps my power chewer occupied for hours and saves my furniture!"

"I finally found a single-ingredient treat that doesn't upset my dog's sensitive stomach."

"The nutritional profile helps maintain my elderly dog's muscle health."

Notice the difference? Features represent what the product physically is, while benefits speak to how it improves the customer’s life. Clearly conveying these emotional and functional benefits when you create product listings is what ultimately motivates a person to purchase.

Dig Deeper to Uncover Root Desires

Image reference: https://www.bestbullysticks.com/products/6-inch-thin-bully-stick

Getting to the core customer benefits sometimes requires continual asking of "why"—why does this feature matter to the shopper? For example, a pet toy being highly durable matters because...it prevents the owner from having to frequently replace destroyed toys. And saving that replacement money and time matters because...it provides more peace of mind and convenience in pet care. Repeatedly asking "why" peels back the layers to reveal the true motivations in the decision-making of your target audience. Highlighting this "why" is the key to effective Amazon listing optimization.

Craft an Empathetic Narrative Around Benefits

When you discover the key benefits your brand or product offers, try to weave them into a story that really speaks to your customers, especially if they're pet owners. As you optimize Amazon copy, think about what matters most to them—their hopes, worries, and the love they have for their pets. For example, when you talk about your brand's chews, frame them as more than just a treat; they're a worry-free joy for dogs that won't cause any stomach issues or create a mess later.

Image reference: https://www.bestbullysticks.com/pages/what-is-a-bully-stick

One thing to keep in mind with Amazon content optimization is that it's important to address fears tactfully. Let's say you're promoting bully sticks, and you know pet owners are worried about choking risks or nasty additives. Acknowledge their concerns, but don't overdo it. Shift the focus to how your bully sticks are made with just one natural ingredient (a feature), making them not only safe but also digestible, reducing the risk of blockages or upset stomachs (a benefit). This way, you reassure pet owners that they're making a safe, enjoyable choice for their pets, calming their fears without taking advantage of them. Keep your tone genuine and empathetic to build trust and confidence with your customers.

Synergize Features and Benefits

While spotlighting benefits, you still need to call out the most compelling, truthful features on your Seller Central account and product listings on Amazon. Pair each benefit with a factual product detail for validation. Think of this as supporting an argument with facts. The features lend credibility to claims about the benefits.

Image reference: https://www.amazon.com/Natural-Farm-Bully-Sticks-Digestible/dp/B08QSHGGK9/ref=sr_1_7?keywords=bully%2Bstick&qid=1707332258&sr=8-7&th=1

For example, a product listing detail page might state a toy promotes better dental health, and then explain how it cleans down to the gumline to back up this claim with data. Or when improved digestion is a benefit, describing the nutritional makeup and ingredients, a feature, provides the proof.

Bringing It All Together

This strategic approach to balancing benefits and features in listing copy speaks to the customer’s true motivations and desires. The result for sellers? A better relationship with shoppers, more perceived value, and ultimately improved conversion rates and sales. Unlocking the power of showcasing authentic benefits allows product listings to reach their fullest persuasive potential.

Image reference: https://www.petnaturalfarm.com/

Let Marketing by Emma Help

We hope this post has convinced you of the immense power of showcasing the core benefit within your product listing. When done right, it transforms bland feature or features into a compelling story that speaks to what shoppers (and their puppies) crave.

But we also know how tough it can be to stand out on Amazon and search engines. Crafting the perfect pitch and optimized listing can be overwhelming. Questions bubble up:

• How do I know if my benefits stand out enough?

• Is my narrative resonating or falling flat?

• Are my features and benefits working together for maximum impact?

As online marketing experts, we live and breathe these kinds of questions! So if you're left with lingering uncertainty about whether your listings are hitting the mark, let us help.

Marketing by Emma is offering a FREE Amazon listing evaluation to YOU. Our team will review one of your listings and provide candid feedback about your current use of feature/features and benefits. We'll pinpoint any missed opportunities to better spotlight that value to customers.

We can’t wait to hear from you and help your company take your product pages to the next level.