Conversion focused copy-writing
Amazon provides a wealth of information for brands, smart brands, extract key data points from customer reviews, customer questions, and answers, and the competition after collecting message of raw messaging data, separating them into distinctive value propositions that will differentiate your brand from everyone else in the marketplace is essential through a deep dive.show more
You’re rewarded with an enormous amount of raw data to scour through analyze and turn into actionable insights. Your brand will be able to uncover which aspects of this data, the target customer values the most, and then how to frame a message in a way that resonates with them. You’re already armed with the knowledge of your company’s brand story.
It’s now time to hone in and develop a unique selling proposition or USP for short or USP is the reason your brand’s product or service is different from anyone else. It’s the reason why a customer would buy your product over the competition. Does your brand only use eco-friendly materials? Does a product have a patented design that will make it function quicker or less longer?
What quality stands out to a customer that is different than what is offered by the competition. In essence, what can a shopper receive from using your product that they can’t get anywhere else? In order to uncover the USP, you must define who your customer is, and then put yourself in their shoes who was a product designed for and why?
Try your brand’s products use them and see how they make you feel by using your brand’s product. You put yourself into the target customer shoes and experience what they feel firsthand. You can now relate that feeling to the USP and add that same messaging tone in the content. Let’s look at Burberry as an example.
Burberry is an iconic brand with a long history of British roots and an effort to keep up with changing trends, lifestyles and downturn in market share. They have transcended over the years as a British luxury lifestyle brand selling trench coats to an innovative aspirational brand targeting a younger demographic.
This brand shift was used across all their product lines and marketing strategy. They defined a new, younger target audience and created products that appeal to them. And then the brand engaged in spoke to that audience using the social media tools used most by them. They created a brand story that exuded youth fashion and luxury.
But more importantly, they knew the target audience and used social media to develop a robust strategy, to engage and reach that audience and carried that across all platforms and mediums here, we see their brand store on Amazon for their fragrance. At the top of the store, the copy immediately delivers the brand essence and what the Burberry ran signifies.
They state Burberry fragrances are continuously effortless and inspired by what is at the heart of the brand, our heritage trenchcoat music, fashion, and British icons, and looking towards rebuilding the future. They haven’t lost sight of the past. Scrolling down. We see an image of a youthful man with a trench coat wrapped around his shoulders as a nod to their heritage at tattooed arm earring and sleeveless white tank shirt, evokes coolness, and the words compliment the imagery classic yet contemporary, sophisticated, and central us a tutorial elegant with a rebellious added.
Scrolling down a bit further. Again, the image compliments the message. It’s written six sense, one attitude, British and confident, free thinkers with a matching free spirit each United by a rebellious. Why not? Impulse? Don is to stuffy business person with a trench coat today, the Burberry brand is evoking the target customer through their brand and message and through the eyes of their core consumer.
Uncovering your brand USP takes insight time and a deep look into your customer competition and market setting. Your brand. Apart from the competition is critical for long-term success. Develop a USP for today’s marketplace and for today’s and consumer. So you can effectively communicate that message on the Amazon e-commerce platform.