Good copywriting is a superpower.
Amazon, the second most valuable brand in the world, puts an emphasis on teaching its employees how to write.
They know good copy equates to more customers.
These are the 8 tips to write like an Amazonian 🧵
1. Keep Your Sentences Under 30 Words.
I'd keep them under 15 words.
They should be Kevin Hart short.
And only focus on one idea.
Short sentences help break down info into bite-size pieces.
This makes the communication smoother.
Digestible info = Retained info
2. Replace Adjectives With Data
In 1880, Mark Twain said, “When you catch an adjective, kill it."
In Amazon's case, don’t kill them -- replace them with data.
Why?
Because numbers are eye candy.
It organizes info into a logical order.
3. Eliminate Weasel Words
Weasel words kill sentences.
They're vague. Boring.
If you’re going to use adjectives -- use descriptive adjectives.
NOT interpretive adjectives.
Ex:
Interpretive - We went on a long boat ride.
Descriptive - We went on a 5-hour boat ride.
4. The “So What” Test
Re-read your writing and ask, “so what?”
Can the reader understand the sentence, paragraph, or page?
Does it make sense?
Does it provide value?
Are they learning?
This helps give you an understanding from the consumer's perspective.
5. . Be Objective
Subjective writing lacks facts and data.
They’re supported by points of view and observations.
Wrong: I think Amazon members are happy with 2-day shipping.
Right: We increased customer satisfaction by 95% with the addition of free 2-day shipping.
6. Avoid Jargon and Acronyms
Use an acronym or jargon a new customer doesn’t understand and you’ll lose them.
Your attempt to sound smart wasn't smart.
Wrong: Amazon’s “CAC” was reduced by 5% in Q2.
Right: Amazon reduced their “customer acquisitions costs” by 5% in Q2.
7. Use Subject-Verb-Object Sentences
Use this sentence structure to be clear.
- Who/what are you writing about.
- What did they do.
- What was acted on.
For ex:
An Amazon Prime Member wrote a 5-star review.
Subject: Amazon Prime Member
Verb: Wrote
Object: Review
8. Avoid "Clutter" Words and Phrases
Respect a consumer's time.
Cut the overused phrases and obsess with clarity.
Concise words = concise decisions.
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TL;DR
1. Short sentences (30 words or less. Even try for 15)
2. Replace Adjectives with data
3. No Weasel Words
4. Use the "So What" test
5. Be Objective
6. Avoid jargon and acronyms
7. Use Subject-Verb-Object Sentences
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