Drop It Like It’s Hot
… And then take a PICTURE OF IT!
Do you do cool testing on your product? Like a drop test, crush test, abrasion test... or some sort of fires of hell test! (AKA extreme HEAT).
If not, you should.
Ask your supplier for a “menu” of tests and ask if you can take photos of the test at its most epic point, then use the images and information in your Product Description!
Like that 20 story drop where it DOESN’T shatter.
Or that abrasion test that shows your chair will be still like new in 10 years.
Or the heat test that demonstrates the marvels of your double wall coffee mug
I hardly ever see listings exploiting the joys of testing and their associated claims. I want to see more. It’s advertising GOLD!
The MORE PROVABLE CLAIMS you have, the better! And the more epic the testing is, the cooler the copy can be.
10,000 Abrasions and This Chair Vinyl Is Still Like NEW - That’s 10 Years Wear n Tear!
The reason why we want to do this is all based on the advertising principles “Telling is selling” and AIDA (attention interest desire action)
Tell customers EVERYTHING they want to know (will it wear n tear, is it shatter proof?)
And do it in an interesting way (cool tests and outrageously cool provable claims in your copywriting)
Make it impossible for your shopper to leave your page. Answer all their questions, and make sure you have some proof (for your customers and for Amazon TOS) and watch your conversions increase. Even if by just a little!
But a caveat. If your claim seems too good to be true it could backfire. So if you have something truly epic to say like “made from space shuttle glass”, you may want to reword it to be more palatable for belief.
And it goes without saying, all claims must be true. Amazon won’t let you make any wild claims without proof - so play by the rules.
