Conversion focused copy-writing
Transcription
Brands are more than just a company with a logo that sells products or services to a specific audience brands try to appeal to customers needs and wants. And by doing so most brands work hard to foster an emotional relationship with them, and many are see. 62% of customers feel they have a relationship with a brand, but creating this connection through your Amazon listing requires careful consideration.
show moreOne way to do so is by telling a story about your product and about your brand. When customers first engage with brands it’s on a rational level consideration, such as price and promotions dominate the decision process. These influences can also trigger the end of a brand relationship. If the brand fails to engage on an emotional level or deliver a connection.
A brand promise is built on trust and a brand must deliver on their intended promise or the relationship will be. Consumers are complex with strong emotions and expectations, breaking the rationale barriers, where browsers compare your products that have similar products based on price and features can be an important strategy in terms of making the sale commodity items that are purchased based on the lowest price will always have a race to the bottom.
Products bought based on features can work until the competition comes out with an updated model with even newer features. But creating brand loyalty, which can be done through storytelling. You create a tribe of followers. Consumers will show their tribe loyalty by leaving strong reviews because they feel that strongly about the brand.
They will become advocates that will encourage other browsers to join their tribe and make purchases based on brand. From what we have learned, emotional factors are powerful influences that inspire brand loyalty while rational influences are often short-lived and only play a role at the beginning and end of relationships, by combining both the emotional and the rational influences in your listings, you can help motivate the browser to become a loyal customer.
Let’s take a look at one example of a brand using storytelling successfully on their listing, the Canadian arm of the diaper brand. Huggies was battling Pampers the market leader, who at the time had 100% of Canadian hospital contracts. Huggies knew that in order to compete with Pampers, they needed to provide a tangible, emotional reason for mothers to choose their brand.
Before arriving at the hospital to give birth, the answer turned out to be in their own name hugs. Rooted in over 600 studies that proved hugs, help stabilize baby’s vital signs, build immune systems ward off illness and improve brain development. The brand went on a mission to leave. No baby on hugged. So how did Huggies tell this story on Amazon?
Well, let’s take. We can see that the content is heavily branded the video, showing real mothers and their babies, using the product. Remember the foundation of emotional connection is trust and the foundation of trust is consistency. There is a consistent, reliable story being told throughout this listing.
Huggies makes happy babies by being a great fit and keeping them dry, and comfortable.
And of course the listing finishes off with a larger banner and the copy hung on it. The basis to this brand story.