Make More Money With Amazon – Typical Content Mistakes And How To Fix Them [PART 1] One of the most popular affiliate programs out there is undoubtedly Amazon Associates. At the same time, it happens to be one of the hardest to grasp for the average marketer. Not because the structure of this affiliate program is particularly complicated (it’s actually very simple and transparent) but because how most struggle it takes to obtain results with it. Getting nowhere with Amazon Associates can be due to many different causes, and the problem can lie on several levels: maybe your keyword research wasn’t on point, it could be your SEO, your site’s design and structure might not be optimal enough and visitors are getting lost/frustrated, etc. However, in my experience at least, the main issue is more often than not is one thing in particular: the CONTENT. To maximize conversions (and in this case, a conversion is a sale) your content needs to be specifically designed for that. One of the best ways to incentivize sales is, as you very likely already know, through product reviews. Amazon product reviews are a particular kind of animal and many go about it wrong when writing them. You need to give them the importance they deserve within your site, as they can mean the difference between making the sale or not. My partner and I have some experience with content for Amazon affiliate websites, producing it either for ourselves or for clients. This will be part 1 of a 2-part installment in which we’ll address what we think are the most typical mistakes marketers make when writing Amazon product reviews. Let’s analyze 3 of the most frequent ones (whether they write the reviews themselves or outsource them) and how to fix them: - Poor grammar and lots of typos: This one should be obvious but surprisingly many get it wrong or fail to give it importance. You can’t expect good results from a copy filled with grammar mistakes and typos from start to finish. Just put yourself in the visitor’s shoes: if you come across a review of a product you are interested in and you decide to go ahead and follow the writer’s recommendation, it will be because you consciously or subconsciously assign him or her a position of knowledge and authority on the subject. You are not sold only on the product features he is describing, but also by the professional, honest and knowledgeable manner in which he presents his thoughts in the review. In other words, if your review is reckless and abundant in mistakes, you won’t be able to transmit the right image to your visitor and chances are she’ll leave your site by clicking the “Close” button at the top right of the browser window and not on your Amazon affiliate link. How to fix this: If you are non-native or are outsourcing your reviews to obvious non-native writers, the best solution would be to either move to a native content provider or at least have your reviews proofread by a native editor. - Excessive use of hyped-up or sales language: Even though your main goal with your reviews should be to incentivize sales, there is a fine line between maximizing conversions with your content and having it play against you. It is a typical mistake to go overboard with sales claims when reviewing a product, thinking that the more your praise it and paint it as the hottest deal on Amazon, the more your reader will want to buy said product – through your affiliate link of course. In reality, going full salesman when writing a review will achieve the exactly opposite effect to what you expect. Most of your visitors will read right through your intentions and see the product review as nothing more than an attempt to make money off of them. Once they realize this they’ll immediately get on the defensive and won’t be very receptive, as they won’t trust your claims regarding the product and even if they do, they could even decide to search for the product directly on Amazon just to avoid buying it from you. How to fix this: Stop underestimating your visitors. They are looking for honest user reviews, not sales copies. Change your hyped-up language for a more neutral one. Replace acclamations of grandiosity with suggestions. Ditch verbs such as “must” and adjectives like “incredible” and replace them with alternatives such as “should” and “good”. For example: “You must buy this incredible product now!” type of affirmations won’t work nearly as effectively as “This product is definitely a good alternative you should take into consideration”. Highlight the product’s best features and pros, but also bring out a few mild cons. This will give your review more credibility. Hopefully, the pros will far outweigh the cons so the product will still look attractive in your readers’ eyes. If the cons are more numerous than the pros, you don’t need to lie or hide them, you need to pick a different product. - Focusing only on the product and forgetting your target audience: Marketing has evolved into a customer-centric discipline for one reason: because it has proven itself to be the most effective approach. Its sub-branches, such as affiliate marketing, are not an exception to this. Going into much detail about the product when writing an Amazon product review is great; “the more you tell, the more you sell”. However, you need to remember that when people are shopping for a product, their goal is not to get a product; they are looking to pay to have a specific need fulfilled. If you limit yourself to talking about the product specs, you are not getting your reader sufficiently involved to maximize the chances that he or she will pull the trigger and make the purchase. How to fix this: Let’s use the clichéd-phrase once more: put yourself in your reader’s shoes. Try to figure out what could the specific set of needs of your target audience be and explain in the review how this product could solve those exact needs. For example: someone who types in Google search a keyword such as “golf club set review” is not only interested in knowing about club measurements, density of the material used or the history behind the clubs’ manufacturer. What he REALLY wants to know is how these clubs will help him feel a little bit more like Tiger Woods; how could he impress his golf pals by owning these high end, masculine-looking clubs; how will he able to finally win that weekend amateur golf tournament and feel like a million bucks. You need to guide him into realizing that all that is within his reach. He just needs a little help, the missing piece of the puzzle… and these golf clubs could be just that. To sum up, you need to involve your reader emotionally. On one hand he has this void or need he needs to fill; on the other hand there’s an Amazon product you think is the perfect solution to this void or need. Your job is to build a bridge between those two states with your product review. That’s it for now guys. Part 2 of this installment is coming shortly but in the meantime I’d love to get some comments and feedback on this from others with experience on the subject. Any contribution or question is more than appreciated. Thanks!