If I was to offer one piece of advice to Amazon FBA sellers creating their listings, it would be this:
Read customer reviews.
My daughter (6) loves planes. When a plane flies overhead, her joy is unconfined. A few months ago, I bought her a model plane. It was small enough to fit in the hand, and the detail was immaculate. A tiny pilot even sat in the cockpit.
I surprised her with it after school. She was delighted and started exploring her new toy … but then her face dropped.
'How does it fly?'
The only good thing about aeroplanes, it turns out, is that they fly. No matter how much I tried to convince her she could still enjoy playing with it, she was having none of it.
I made her a paper airplane, and she was happy for the next hour.
I’d made the classic mistake: I’d got her what I thought she wanted, not what she really wanted.
There is never one way of doing anything.
No one way to make an impression. No one way to make people laugh. No one way to be successful.
Product descriptions are the same. There is no right way to write them (although there are plenty of wrong ways). Two highly effective descriptions for similar products may look nothing like each other. What works on one website (humorous, irreverent) will not work for another (serious, professional).
And yet … we can’t help but have formulas.
Especially copywriters. Great chunks of books have been taken up with copywriting formulas. Novel-length blog posts too.
Formulas work by giving us a backbone to our words. I use them all the time. The secret to utilising formulas effectively, however, is in adapting them. They are never rigid and inflexible. They are the framework, and the creativity comes in adapting them to your specific project.