Let Your Product Do the Talking【Part four】

3 Ways to Enliven Your Product Descriptions 

1,Use Sensory Language
Sensory language refers to descriptions related to people’s visual, auditory and kinesthetic senses. These kinds of words will motivate customers, better if added with a few emotional expressions.

For example, sellers deal in stuffed toys often use the words”soft”or”cottony”to highlight the texture of the plush. While, you may try to change it into “snuggly”. See, here comes more imagine rooms for you to think about how it comforts you to have the stuffed toy in your hugs. 

As above picture shows, Patagonia uses words such as”comfortable against the skin”,”soft to the touch”instead of the normal”soft”and”comfortable”to describe boxer shorts in order to enlivening customer’s feelings about how comfortable it is to wear them on.

2,Present Scene of Imagination

Describe how customer use the product.
Above is what Moosejaw says about their women’s hoodies:
“a cozy wrap for cool coffee mornings or heading to yoga at the downtown studio”

3,Understand Different Effect of Different Expressions

For instance, “This Product”and”Our Product”are different. The latter will arouse more emotions from customers. You should consider adding some words with emotions in the descriptions.  

To change “Our products has…”or other similar sentences into following ones:

You can enjoy… 

You can reply on our service of… 

Which means that…

Which will allow you to…

You will get…

These expressions are understandable and realistic. 

Good product descriptions must be designed properly with real contents and appropriate forms. Tell your customer through a combination of real contents and appropriate forms what can solve their pains will truly help you to reach an agreement with your customers. Thus, finding agreement is the essence of good product descriptions. 

5.14 Let Your Product Do the Talking【Part four】

Let Your Product Do the Talking【Part three】

We talked about six cases last time on product descriptions and a lot of skills for applied scene writing.You may refer to that article for more reference.Today we are going to dig further into the secrets of product copywriting.  

4 Tips on Writing Good Product Descriptions  

1,Focus on product usage  

Without your product, how will customer handle with related problems? What changes your product brings to the customers? How the customer feels when using your product? The keys here are changes and user experience. Let’s take Happy Socks for example. Socks are daily necessities for everyone but usually get ignored by us. Happy Socks changed that by improving their socks as a symbol of fashion and sophistication. Therefore,their customers wear socks in line with their lifestyle.  
2,Focus on feelings & emotions

Product descriptions is never done with product itself. More of it relates to the emotions the product brings.Like shampoo for dogs. Besides giving features of the shampoo,you will need to present the user scene when a master cleans his or her poppy with the shampoo. The user scene will offer a contrastive picture. 


3,Brand story matters

How a product develops is quite a good story to tell. It is especially helpful if the story tells about the efforts you make to solve some pain points of customers. Below is a sample story.

① Tell about the pain: people spill their coffee all the time. 
② I share the same problem: it destroyed my table and lots of important paperwork. 
③ I decide to solve the problem: I made decision to solve it after the spilled coffee cost me a very important to do list.
④ Offer solution: I studied a lot of data and spent thousands of days to design a cup that can fix this issue. 
⑤ Convey values of the product: I simply want to help coffee lovers to enjoy their coffee without any worry about spilling it.    
4,Make it easy to read and spread

Make all your advertising slogans and bullet points easy to read and spread, just like what Nike insists: Just Do It. Or you can launch a voting topic on social platform to allow your users choose a better slogan for you. A-ha! Got you another good story to tell on user interaction.  

Avoid exaggeration in Six Details

1,Do not Use Superlative Forms

Customers will think you are boasting when they notice any superlative forms you used in descriptions such as “the best”, “the most beautiful” or “the cutest” unless there are any real backups such as opinions or judgement from big figures,online celebrities or authoritative third parties. Google AdWords policies forbid people use superlative forms to promote their products or services: “Users are prohibited from using descriptions of ‘best’ and ‘better than’ in promotion copywriting in the absence of third-party endorsement or acknowledgement”.  

2,Do not Use Exclamation Mark

It is indeed a visual noise for customers in some degree even though lazy seller attempting to use it to show excitement.  

3,Never Claim for Anything Unreal

Offer solid evidence for product effect.”you’ll shed pounds without dieting or exercise””the blender that gives your vegetables four-star taste””a scent that no man can resist”Above descriptions will only make you in trouble.    

4,Avoid Meaningless Adjectives

Many of you may put a lot of adjectives such as “miniature”,”durable”, “soft”,”contemporary” to help consumers know the product. And a lot of meaningless interjections such as “amazing”,”exciting”,”fascinating”and so on. Trust me,they will do you no help in getting customer understand your product.  

5,Save the Terms

Always remember to put yourself on customer’s shoes. It is not important what kind of woods that the furniture is made of. What important is whether it is durable, comfortable and environment-friendly? And how can you prove it? Try with the most understandable and plain words with true evidence. This kind of benefits will count.  

6,Avoid Passive Voice

We use passive voice in business documents to show objective and official. Yet, copywriting is all about interaction. Therefore we should use more active voice.   


We made a correct decision. 

Active voice with a subject, very succinct and easy to understand. 

A correct decision was made by us. Passive voice, very official.

Let Your Product Do the Talking【Part two:Case studies】

01 Phone case

“This phone case is made with layers of carbon fibers. It is shatter-resistant“

This is a feature. How can we rewrite it?

“With this case, your phone could survive from any fall”

Now, you get a benefit.

Instead of giving plain and tough features, you should rather put yourself in customers’ shoes and convert features into benefits. In this way, you will get them interested. 

02 Everlane

Everlane describe its products in a fashionable and elegant way which rhymes well with its brand style.

They use casual chatting words such as “All. Damn. Day”, “take your usual size” very often to make their product much closer and casual to customers.

So, it is a very good way to understand your target customers’ daily language. How to do it? Just pay attention to what your target customers write on their product reviews and forums. Make a list to summarize these words and add them to your descriptions. This will help you to attract target customers in a natural way.  

1.1 Let Your Product Do the Talking【Part two:Case studies】 

1.2 Let Your Product Do the Talking【Part two:Case studies】

03 Patagonia

Patagonia spend years in building their brand image and reputation. They give a thoughtful consideration to their product descriptions, which is very helpful. As the picture shows: 

You will find a lot of outdoor industry terms in their descriptions which is avoided by most e-commerce business. They believe that jargons and professional terms will intimidate customers.

Perhaps true sometimes. But not quite right for niche business like Patagonia deals with. On the contrary, applying terms like “burliest”、“ long days on the wall” that their target customers may properly use in real circumstances helps Patagonia to build a closer and professional image. Customers are buying from the descriptions that Patagonia is trustworthy, so they buy the products.

04 Dewalt

Good product descriptions often have a common: they highlight the detailed difference. Many vendors online will ignore detailed difference for it is such a trivial. However, trivial part actually decides whether consumer would like to choose you over others.

That is how DeWalt attract its customers:

4.1 Let Your Product Do the Talking【Part two:Case studies】

It describes its hammer as “vibration absorbing grip to improve user comfort” and is a light 14oz “for a fast swing and reduced fatigue”.

4.2 Let Your Product Do the Talking【Part two:Case studies】

The descriptions go directly to the hammer’s weight and vibration absorbing effect, highlighting a comfortable user experience which is right the concern of many consumers.

05 Dollar Shave Club- a vendor of beauty products 

A description full of humor will lower people’s resistance to advertisement so as to promote better selling.

Dollar Shave Club uses humorous descriptions to promote their shavers for many years.

As the picture shows, “the final frontier” and “like a personal assistant for your face” are used in product descriptions to suggest that their shaver is the only “assistant” customers need. 

5.1 Let Your Product Do the Talking【Part two:Case studies】

Dollar Shave Club even keeps the sense of humor in describing related information about their product functions. 

5.2 Let Your Product Do the Talking【Part two:Case studies】

A lot of e-commerce dealers will claim that they don’t conduct any animal tests to buy customers with a very plain sentence: “not tested on animals”.

Dollar Shave Club upgrade this expression into “tested on interns, not animals” which is really hilarious and impressive

Humor is a powerful weapon. It helps you to hit down customers’ vigilance and push them to make the decision. 

06 Wayfair- a retailer of furniture and home accessories 

Wayfair is one of the largest online retailers of furniture and home accessories with over 3,800 employees and 36 million active users. Part of their success relies on their ability to stimulate customers’ imagination through storytelling so that customers will long for happiness to have their products.  

6.1 Let Your Product Do the Talking【Part two:Case studies】

You will notice from the above picture of pendant lamp that Wayfair describe no specifications or characteristics in it. Instead, they use the sentence “greet guests with a warm and welcoming glow” to present an imagined scene of the pendant lamp in real life. 

Learn to use sensory verbs will make your descriptions lively.

That’s all for today.

Let Your Product Do the Talking 【Part one】

1 Let Your Product Do the Talking 【Part one】

Copywriting can be found everywhere whenever you are shopping, riding the subway or taking a glance at a signboard or leaflet, let along in a much boarder network space. 

However, it is important not to put an excess of graceful grammar, fancy phrases and beautiful sentences when copywriting. The point of getting rid of all skill showoffs is to get to your final goal straight: conversion. Customers don’t want flattery. You need to do more in arousing their feelings and emotions with more interests on products and more resonance with the experience. 

You will know the conversion works when your emails are answered instead of leaving opened. That is, clients are getting interested in your products. Moreover, they are willing to email you for what they give up before for price issue. The new product is presented to them so well that they would like to give it a second thought. 

In conclusion, Amazon sellers are selling with two key strategies: the pain points and the selling points. Where the clients’ pains are lays what we sell as highlights.
But you will find a lot of similar descriptions for the same kind of products on varied B2B and B2C platforms with an extremely high degree of homogenization. 
Therefore, how to do copywriting and how to present good product descriptions remain an important topic we want to share with you. Product descriptions play as an essential role in selling besides title.

You will position your product before copywriting:

Who:Who are the target consumers? Do you have any basic statistics of the potential consumers? Do they share any commons, interests and so on?

What:What is your product? How big is it? Is there any functions, features, characteristics or competitive advantages? Is it unique?

Where:Where can customers use it? Can customers use it in any unique or funny way?

When:When can customer uses it? Is it a helpful tool in any particular time? Maybe for outdoor travels, specific seasons or normal life use?

Why:Why should customer choose you? Why should they buy or use your product? Does it make their life better? Does it help them solve any problems? Does it special or interesting in any way?

How:How to use your product?

By answering above questions, you will get a much clearer picture about your product and its target customers. Remember to stick to above answers when using storytelling to convey the emotions or conceptions to your customers.

Importance of Storytelling:

Tell me a fact and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever

It is said by Americans that tell me a fact and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.

How to understand it? You can try with the following example.

When a boy “sells” himself to a girl:

With fact: I love you.
With truth: Love is so great.
With story: No matter how beautiful the spring is, you are a million times better.

When a vendor sells socks:

With fact: these socks are good and durable.   
With truth: these socks keep your feet warm from cold and absorbent.
With story: foods to satisfy your stomach, socks to protect your feet.

Features tell,but benefits sell。

The key is features tell,but benefits sell.

A detailed explanation of the contrast and difference between feedback and review II

2 A detailed explanation of the contrast and difference between feedback and review II

Relatively speaking, as long as sellers do well in business and play by rules on Amazon, the majority of feedback will remain positive, and the impact on account security will be less. Few buyers decide whether or not to purchase the item based on the number of seller feedback or star ratings of a store. But product review is quite different. If customers write bad reviews on the listings, the seller account will be downgraded by the Amazon system. Also, customers may hesitate to make a purchase or do not wish to buy if they see a listing filled with low star reviews.

Therefore, product review is much more critical than seller feedback throughout the entire Amazon operation process.

But it can’t be said that seller feedback is useless. For some sellers who want to participate in off-site LD, the number of seller feedbacks and star ratings still need to be taken into account. Many off-site promotion websites have made basic requirements for seller accounts that take part in the activity. Only those sellers that reach a certain number of feedbacks and start ratings can participate in the marketing campaigns in off-site promotion.

In the operation process, in addition to focusing on our seller feedback and product review, we can also apply them to product selection. Let’s take the US Marketplace for instance. The number of feedback in a store in the last 30 days is about 3~5 times than the current average quantity of daily orders of the store. In terms of product review, according to the proven experience, only every 130 orders can generate one real customer review.

If you take the above ratios as a reference, you can easily calculate the sales situation of a store or a listing. When the sales data of competitors become a relatively specific figure, you could have a clearer reference when choosing products to sell. Therefore, to some extent, the number of seller feedbacks and product reviews are the important indicators that sellers should use in the product selection process.

A detailed explanation of the contrast and difference between feedback and review I

1-1024x659 A detailed explanation of the contrast and difference between feedback and review I

Unlike other e-commerce platforms, Amazon constrains sellers through two evaluation systems, that is, seller feedback and product review. Only by providing customers with quality products and better services can they survive and develop steadily in the platform for a long term.

However, many sellers on Amazon are unclear about the contrast and difference between seller feedback and product review, and even get them confused. Inaccurate understanding or misinterpretation could possibly exert a negative impact on the operation strategy.

In this article, we will give a detailed explanation of the contrast and difference between feedback and review.

Feedback, usually known as seller feedback, refers to a review for seller left by the customer after purchasing an item in a store based on his or her shopping and user experience. The premise of seller feedback is that consumer must purchase the item in the store, and leave feedback through the order record page.

Review, also called product review, refers to a comment written by Amazon user for a product or a service based on his or her experience. According to the rules of Amazon, customers can leave a review on the product as long as they meet the eligibility requirements (Generally, it means customers must have spent at least $50 total on their account), regardless of whether they have purchased that product. (Of course, this is just the rules on the platform. But the current status is that the buyer account could be possibly banned to leave a review if it is detected by the system as having an illegal practice of brushing.

Through the above comparison, we can know that seller feedback is a consumer feedback on the seller to let other customers know about their experience after ordering an item. Because negative feedback is recorded in the seller performance, it will somewhat affect the security of a seller account; in contrast, review is for the product itself. If there are bad reviews or low star ratings on the listings, it will lead to a decrease in the purchase behavior of customers.

How to change the Amazon deposits method?

Some sellers, after accounting for their own cash withdrawal fees, decided to replace the deposit method currently in use. 

As the competition of major third-party payment service providers becomes more and more fierce, it will become more common for sellers to switch between different merchants. Today, we will teach you how to change Amazon deposits method. We hope it will be useful for sellers one day.

Step 1

1-3 How to change the Amazon deposits method? 

Step 2

2-5 How to change the Amazon deposits method?

Step 3

3-2 How to change the Amazon deposits method?

Key Points to Amazon Seller Appeal & Performance Measurement[II]

2-4 Key Points to Amazon Seller Appeal & Performance Measurement[II]

If the selling privileges have been restricted or removed as a result of the fact that you failed to reach the target rates in the above three primary performance metrics set by Amazon, what should we pay attention to in terms of appeal? First of all, let’s take a look at the steps of appeal for reinstatement:

Step 1: Find out the reason why your selling privileges are restricted or removed.

Step 2: Evaluate your selling practices for those that may result in buyer dissatisfaction – Review seller metrics and determine which one does not meet the performance targets.

Step 3: Create a plan of action: Briefly outline the steps to correct the problems identified in Step 2. (Providing a clear action plan that can effectively address the problems will increase the chance of reinstating your selling privileges.

Step 4: Send a comprehensive appeal to Amazon: Once the action plan is developed, you send it to the Seller Performance Team along with the request for reinstatement.

The following are the email addresses of Seller Performance Team in different Amazon marketplaces:

US: seller-performance@amazon.com

UK: seller-performance@amazon.co.uk

FR: performance-vendeur@amazon.fr

DE: verkaeufer-performance@amazon.de

JP: alliance@amazon.co.jp

ES: performance-vendedor@amazon.es

IT: performance-venditore@amazon.it

CA: seller-performance@amazon.ca

Step 5: Watch your email for a decision from Amazon. Generally, Amazon will notify you of its decision by email within 48 hours after receiving your plan of action.

For the specific content of an appeal letter, here are the examples of how to create a plan of action for performance issue.

If the selling privileges have been restricted or removed as a result of the fact that you failed to reach the target rates in the above three primary performance metrics set by Amazon, what should we pay attention to in terms of appeal? First of all, let’s take a look at the steps of appeal for reinstatement:

Your selling privileges were removed due to:


A high order defect rate

Check your seller metrics page to determine which one (such as negative feedback, A-to-Z Guarantee claims, or credit card chargeback) does not meet Amazon performance targets. For example, if the percentage of negative feedback does not meet the desired targets, you should read all comments left by the buyers. If these comments reflect a lack of response to buyer emails, you should include a schedule time each day to respond to all buyer correspondence in your plan of action.

A high late shipment rate

Review your feedback and order fulfillment practices after all orders have been confirmed for the shipment. If you find that your shipping lead times you set are too short, you should change them to something more realistic for your fulfillment processes.

A high pre-fulfilment order cancel rate

If you find that your listed products are out of stock for an extended period of time, your plan of action should include a daily monitoring of inventory to ensure that you never list products that cannot be shipped immediately.

Hope the above information could be helpful to sellers who appeal the restriction or removal of selling privileges!

Key Points to Amazon Seller Appeal & Performance Measurement 【I】

1-2 Key Points to Amazon Seller Appeal & Performance Measurement 【I】

As a platform that places great emphasis on maintaining the trust of satisfied buyers, Amazon has established several performance metrics so that buyers can shop with a sense of security when they order from third party sellers.

For each item sold on Amazon, all sellers should strive to achieve and maintain a level of customer service that meets the following seller performance targets:

Order defect rate: < 1%

Pre-fulfillment cancel rate: < 2.5%

Late shipment rate: < 4%

Order Defect Rate (ODR): This metric indicates that the percentage of your orders that have received negative feedback regarding the product, an A-to-Z Guarantee claims, or a credit card chargeback.

Pre-fulfillment Cancel Rate: This refers to the number of order cancellations done by the seller before the item shipment is confirmed divided by the total number of orders within a certain period of time.

Pre-fulfillment Cancel Rate = (Cancelled Orders) / (Total Number of Orders).

When calculating this metric, Amazon counts all order cancellations initiated by the seller for any reason, except for those requested by buyers using the order cancellation options in their Amazon account. (Pending orders cancelled by buyers directly on Amazon.com are also excluded)

Late Shipment Rate: This metric indicates the number of orders that are confirmed for the shipment after the expected shipping date divided by the total number of orders in the relevant time period.

Refers to the number of seller-fulfilled orders that have not been confirmed for the shipment before the expected ship date divided by the total number of seller-fulfilled orders in the relevant time period.

Delay in confirming the order for shipment might increase customer contacts and negatively impact the shopping experience of customers.

If the selling privileges have been restricted or removed as a result of the fact that you failed to reach the target rates in the above three primary performance metrics set by Amazon, what should we pay attention to in terms of appeal? First of all, let’s take a look at the steps of appeal for reinstatement in our next blog.

What is the Ideal ACoS for Amazon PPC Campaigns?

When it comes to Amazon PPC, many sellers are trying to maintain the profitability in PPC campaigns. In addition to ACoS data, sellers seem unable to measure the effectiveness of their campaigns in any other way. Based upon this situation, they tend to focus on their ACoS to determine whether they are making a profit or loss in the marketing.

However, they are worried that they may incur a loss if ACoS is too high, as they do not know how to calibrate all campaigns to go under their ceiling and towards their ACoS goals.

The ACoS ceiling for each product is different.

In fact, the ceiling for ACoS may generally vary from product to product, because their profits are different.

微信截图_20190429172507-1024x705 What is the Ideal ACoS for Amazon PPC Campaigns?

First of all, we need to know what a break-even AcoS is.

Break-even ACoS refers to the profit margin before setting up your Amazon PPC ad campaigns, that is, the gross profit margin of your product.

As a seller, as long as their advertising expenditure is lower than the profit margin, it will not cause losses.

Profitable ACoS can be defined as a point where it is under the profit margin of the product

Let’s say, one product has a sale price of $15. You can earn $5 after deducting variable costs (Amazon fees, FBA fees, commodity costs, and shipping costs). That is, the profit margin for this product before PPC fees are taken into account is 33% (5/15=33%). This is your break-even ACoS, and as long as you don’t spend over 33% of your margin on PPC to promote your product, you won’t lose money.

To make your advertising campaign profitable, you will always want to ensure that your actual ACoS is lower than your break-even ACoS. But if you want to maximize your profits, please stay tuned for our blog, we will give a more detailed explanation soon.