Long Form Ad Copy Versus Short For eBay Amazon Listings
Transcribe of “Long Form Ad Copy Versus Short For eBay Amazon Listings”
– Hi guys, Neil Waterhouse. Received an email from Kerry Warner. Asking how long a listing should be, in other words, do long form ad copy listings get more sales than short listings. And to cut a long story short, there’s an old saying in marketing. The Ad Copy can never be too long, it can only be too boring. The same goes for eBay, Amazon listings, as well as listings on your own website if you have your own website.
Long Form Listings on ebay, Amazon and your own website should be very similar
Listings on all these three platforms should be very similar. Now without going into a full lecture about optimization, your listing should provide all the answers, to all the questions your potential customers may have about whatever product that you’re listing. Many sellers don’t do this, and they virtually force potential buyers to go and looking at your competitor listings to find answers to their questions.
Every listing, should have a very short story about the product
Every listing, should have a very short story about the product. Now this short story’s what’s known in the industry as the elevator pitch, that is, you have from the ground floor to the 10th floor, in the elevator, to explain what on earth it is that your selling. Never ever assume your buyer is an expert about the product that you’re selling. This is a very common mistake that a lot of beginners make.
Always take the time to create a one to two paragraph short story about every product you’re selling. Now this doesn’t take long, and very often the basis for your short story is on your suppliers website. Now if not, a quick bit of research can give you all the information you need to create your your own unique short story.
You should also have bullet points illustrating the key features of the items that your selling
You should also have bullet points illustrating the key features of the items that your selling. On Amazon, you should have a minimum of five bullet points. But you should always aim for 20 bullet points, like you do with eBay and your own website. Now the more bullet points, the more perceived value the item has. That’s why car manufacturers produce pages, and pages and pages and pages of bullet points. Because every time you read a bullet point, that you relate to. Increases the value of the vehicle, and it’s the same with everything. Now you should always convert your features of the bullet points to benefits. Now measurable and specific features give your listing, and or you product credibility, but human beings buy benefits, and not features.
Convert features to benefits by using the so what principle
Convert features to benefits by using the so what principle. That is, lets say for example, your selling an electric heater, with an integrated timer. You say to yourself, integrated timer, so what? You do a quick bit of research and come up with something. Like banish the dread of getting out of bed on a cold morning for good, with a heater that starts 10 minutes before your alarm goes off
Long Form Ad Copy.
Now this is the so what principle in action, converting a boring feature using long form ad copy into a life changing benefit. Use the so what strategy to convert boring benefits, sorry boring features, into life changing benefits. Anyway, that was a bit off track, so Kerry, to answer your question, can your listings be too long? No, they can only be too boring. That’s all for this week, until next week, list more, sell more, this Neil Waterhouse.
Baby calf Buttercup and Fergie
Had a few people ask me how baby calf Buttercup is going, and here she is, and as you can see getting quite large now, hey Buttercup you going to let me pet ya? Come here. It’s this ones, this is Fergie, she’s very friendly, but Buttercup she’s still learning, if you got food it kinda really helps.
Fergie’s got a fly veil on
And Fergie’s got a fly veil on at the moment, so she looks a bit silly, but she’s had a few issues with fly’s in her eyes, but come on girl, good girl. Good girl. Gonna let me pet ya. Yeah, yeah, I know you’ll let me pet ya. So there’s Buttercup and as you can see she’s growing very rapidly, and she already weighs a ton, and for those wondering, no she’s not going to be eaten, because I live with my two daughters, and my wife, and once they name an animal, that’s it, it’ll never ever be eaten.
Please leave me a comment below and let me know what you think.