Worksheet

Product Research
Are there other products exactly like yours being sold on Amazon now? ______

How are they (or similar products) positioned?

1. _____________________________________________________________

2. _____________________________________________________________

3. _____________________________________________________________

4. _____________________________________________________________

5. _____________________________________________________________

What are the differences? _________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

In your research, did reviewers or others talk frequently about things they liked (that your
product has) or things they did not like (that your product overcomes)?

___________________________________

___________________________________

___________________________________

___________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
What did reviewers like about similar products?

1. ________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

4. ________________________________________________________________

5. ________________________________________________________________

What did reviewers not like about similar products?

1. ________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

4. ________________________________________________________________

5. ________________________________________________________________

What questions were asked repeatedly about similar products?

1. ________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

4. ________________________________________________________________

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30 Ways to Position your Product

1. Bundle it with another product(s). 16. Offer free shipping.

2. Mention another use others aren't 17. Make it Amazon Prime eligible.
talking about. 18. Give a bonus.
3. Focus on benefits instead of features. 19. Mention your Bestseller status (if applicable).
4. Take the healthy approach. 20. Mention that you have an enormous number of positive
5. Take the fast approach. reviews (if true).
6. Take the easy approach. 21. Offer a lower price.
7. Take the affordable approach. 22. Offer more colors.
8. Position it as family friendly. 23. Offer sets (if most others are open stock).
9. Position it as luxurious. 24. Offer open stock (if most others come in sets).
10. Position it as a real value. 25. Relate it to vegetarians or vegans.
11. Solve a specific problem. 26. Position it as allergy-free.
12. Relate your product to a news event. 27. Position it as dairy-, wheat-, casein-, gluten-free.
13. Relate your product to a celebrity. 28. Position it as the latest technology.
14. Relate it specifically to men, women, 29. Position it for an age group (senior citizens, young kids,
or children. teens, over 50).
15. Offer a better guarantee. 30. Position it for a medical condition (arthritis, high blood
pressure, migraines, menopause).

List 3 ways you can position your product:

1. ______________________________________________________

2. ______________________________________________________

3. ______________________________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
 Worksheet
Keyword Research
Keyword Tips from Amazon:

It is not necessary to use keywords from the title or bullets in the Search Terms field.
It is not necessary to use commas or quotes around phrases in the Search Terms fields.
Do not use common misspellings as keywords. (No need to include bare if you're selling
Teddy bears, for example.)
Only use highly relevant keywords. Don't try to mislead shoppers.
Do not use simple stemming variations; plurals and singulars should automatically be
included. (I recommend that you test this, however; I've seen search results change.)
Use legitimate alternative spellings (airplane vs. aeroplane).
Use synonyms (mobile vs. cellular vs. wireless).
Put search terms in the most logical order.
You may have a total of 250 characters (for all 5 fields combined). If you exceed 250
characters, Amazon states none of the fields will be indexed.

Root Keyword/Phrase: ________________________________

Keywords found on Amazon:

_________________________ _________________________

_________________________ _________________________

_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________ _________________________

Keywords found on Google:

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
_________________________ _________________________

_________________________ _________________________

_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________ _________________________

_________________________

Keywords found on ______________:

_________________________ _________________________

_________________________ _________________________

_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________ _________________________

Synonyms:

_________________________ _______________________

_________________________ _______________________
Alternate Spellings:

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
_________________________ _______________________

_________________________ _______________________

Other Keywords:

Uses: _____________________________________________________________

Colors: ______________________________________________________________

Materials: ____________________________________________________________

Ingredients: __________________________________________________________

Sizes: _______________________________________________________________

Sets: _______________________________________________________________

Flavors: _____________________________________________________________

Holidays/Occasions: ___________________________________________________

Seasons: ____________________________________________________________

Order Your List

Arrange your keyword list in logical order. You do not have to use all 5 fields.

{Line 1}

{Line 2}

{Line 3}

{Line 4}

{Line 5}

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
 Worksheet
Product Titles
As a general guideline, structure your product title this way:

Brand + Description + Classification (Item Type: Running Shoe) + UCA

Use keywords in your title that are both extremely relevant and also have high search
volume.
Check your category limitations for titles.
Write a title so that the first 35 characters and the first 76 characters can stand alone,
be enticing, and make sense.
If you are selling bundles, use the word "bundle" or "set" in your title.
Do not exceed 200 characters, or your listing may be suppressed in the search results.

Create 3 product titles below. You can test these with your product listing to see which sells
better.

1. ___________________________________________________________________

2. ___________________________________________________________________

3. ___________________________________________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
 Worksheet
Bullets/Features
What are the 5 biggest features customers should know about?

1. __________________________________________________________________

2. __________________________________________________________________

3. __________________________________________________________________

4. __________________________________________________________________

5. __________________________________________________________________

What are the benefits for these features? (Why would shoppers care?)

1. __________________________________________________________________

2. __________________________________________________________________

3. __________________________________________________________________

4. __________________________________________________________________

5. __________________________________________________________________

Do you have at least one bullet for each segment of your target audience? If not, rework the
features / benefits above until you do.

In what order will you list your bullets (most important one first)?

1. __________________________________________________________________

2. __________________________________________________________________

3. __________________________________________________________________

4. __________________________________________________________________

5. __________________________________________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
Are there objections that need to be overcome? If so, list them below so you can include
them in your bullets.

_______________________________ ________________________________

_______________________________ ________________________________

Position your product above the competition by using statements like:

Unlike {ordinary/typical/usual} products, this {your product} offers __________________.

If you offer a guarantee, include that as your last bullet. State it here:

________________________________________________________________________

Which keywords do you want to work into your bullets?

_______________________________ ________________________________

_______________________________ ________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
 Worksheet
Product Description
Use the product research you conducted in the beginning of this book. From that information,
and your completed target audience questionnaire, answer the following questions:

How are you positioning this product? ______________________________

_____________________________________________________________

What length of copy do you need? Think about:

F — How familiar people are with the brand/product

A — Who the audience is and what they want
C — The cost of the item
E — How much education it will take for customers to understand your product

What pain points do your customers have with relation to this product? Are they trying to solve
a problem of some sort? (Think of the pet carrier example.)

_____________________________________

_____________________________________

_____________________________________

In what situations will this product be used? (Think of the Bluetooth keyboard example.)

_____________________________________

_____________________________________

_____________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.
What is particularly important to your customers with regard to this product? (Think about the
baby food storage unit example.)

_____________________________________

_____________________________________

_____________________________________

How can you connect with your customers through your copy?

_____________________________________

_____________________________________

_____________________________________

Use your bullet points as a starting position for the copy, and then expand and include
additional details.

Move specifications and technical details to other fields if you run out of room in your
product description area.

If you are selling bundles, you must state that in your description and also define what
items are included.

Use the line break code (either <br> or </br>) legally to separate paragraphs and to
create legal bullets.

Which keywords do you want to work into your description?

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________

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© 2014, 2015. 2016, 2017 TX 8-303-959 Karon Thackston, All rights reserved.