Adapt your Copy to Promote Positive Reviews

Let’s review how to take learnings and adapt copy based on reviews.

Death wish coffee is an Amazon’s choice for strong coffee as flag on top of their detailed page. Plus their packaging claims the brand is the world’s strongest ground coffee.

So, what does that mean for the brand at a very high level? We learned earlier that that’s wish is positioning the product as an organic brand. It arrives fresh, it’s flavorful, it’s strong, and it has a caffeine kick. And roughly a third of the reviews mentioned these key content areas. However, we also learned that organic is mentioned the least often by past purchasers, even though it is a key selling feature by the brand.

So let’s search through the reviews again for organic to see how their brand can adapt its copy to align better with customers interest in this brand.

When scanning the reviews that mentioned the word organic, we notice a result or pulling up words like organized. So once again, reading through each comment is important. Here. We see our reviewer who states that it’s head and shoulders better, which may have to do with it being organic.

Here another reviewer states. I tried countless organic artists and brands. Some were okay. Most were just blend. This brand makes the best coffee I’ve ever had.

And another one organic and fair trade is nice, but I think I will be switching back to something off the grocery store shelf. Here’s a reviewer that actually buys it because it is an organic brand. The reviewer writes it’s organic and it just coached my field Zs in false hope that I’m lessening my chances of getting some form of cancer.

But this reviewer states, I should probably note that this coffee is USDA organic, certified, whatever that means.

We can see a lot of mixed reviews regarding the word organic. Some reviewers bought the brand because it was a strong coffee. Not because it was organic. Others were looking for an organic brand, but didn’t like the coffee roughly only 1% of reviewers mentioned Oregon. When doing a deep dive into the reviews, the messaging point that it’s organic is lost on most customers, where they just simply don’t care.

Most customers who purchase this brand are looking for a strong coffee, one with a big caffeine kick to get them going in the morning and keep them going throughout the day. The copy point should drive these messaging points. Let’s review the bullets again in this snapshot only the first three bullets are completely shown when a customer lands on the detailed page.

It’s also been reported that the first three bullets are the most read by potential shoppers and the most important for search ranking and optimization. The first bullet states that it’s a smooth dark roast coffee. The second bullet mentioned that the coffee is USDA certified organic and a fair trade coffee brand.

The third bullet mentioned a caffeine kick, bold taste and great aroma expanding this section, unveils the coffee arrives fresh, and that the purchase is risk-free. So why not try? Our brand can use the information from the customer’s review section to amend the bullet, to adapt to what the customers have voiced a simple change in order, and a small tweak in content could potentially grow their business even more.

By including key customer points in the first three bullets to mention a strong, robust taste that it arrives fresh and is flavorful and gives a big caffeine kick guarantees that potential new shoppers can see the important points that the majority of the past purchasers love about the brand death wish is currently ranked within the top 10 ground coffee.

But small copy tweaks that take insights directly from past purchasers. Mike had a pulled them to number one.