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ASM Module 05: Bullet Points

That Sell and Differentiate

In this lesson, you will create bullet points that sell and

differentiate, using your keywords

This Lesson Covers:

1. What Are Bullet Points?

2. Backend Search Terms

3. How to Write Bullet Points

4. How to Write Backend Search Terms

5. What’s Next

6. Action Items

1. What are Bullet Points?

After the title, bullet points are the

first text your customers see

on your

of 500 characters.

product listing. They take up more “real estate” than the title, and there’s a limit

Functions

There are two main functions of bullet points:

Content

Make sure that your bullet points follow these content guidelines:

●

Tell your prospective customer why they should buy your product

●

Use a mixture of features and benefits

●

Indirectly call out competitor’s weakness

○

NOTE: Do not directly name your competitor

●

Differentiate your product from the competition

●

Make sure to use all five bullet points

Bullet Points Layout

Make sure that you use the following layout for your bullet points:

●

Big differentiator

(

NOTE:

Use keywords)

●

Feature expressed as a benefit to the buyer (

NOTE:

use keywords)

●

Feature expressed as a benefit to the buyer (

NOTE:

use keywords)

●

Risk removal “manufacturer” guarantee/promise (

NOTE:

use keywords)

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Keyword relevance for better search rankings

2. Help sell your product

●

Highlight problem and how your product removes the problem (

NOTE:

Amazon’s Bullet Point Rules

Always adhere to the following bullet point guidelines:

●

Begin each bullet with a capital letter

●

Write all numbers as numerals (10 vs ten)

●

Separate phrases in one bullet with semicolons

●

Do not use hyphens, symbols, periods, or exclamation points

●

Do not include promotional and pricing information

●

Do not include shipping or company information

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2. Backend Search Terms

The backend search terms or keywords make your product searchable

beyond just the keywords in the title and bullet points.

Ensure that your backend search terms follow these guidelines:

●

Contain 250 characters (not including spaces)

●

Do not include any words that are already in your title/bullet points

●

Do not include any separators (ex: commas, periods)

3. How to Write Bullet Points

Take the following steps to write bullet points that effectively sell and

differentiate your product:

Open Helium 10, and open Scribbles. The bullet point section is below the

“Title & Description” section.

2. Make sure to save your title

before you get started

by clicking “Exporting

as JSON” then “Save in History.”

3. You can use all of your keywords in your bullet points, even the ones

you’ve already used in the title. Click the “Scribbles” tab to reset the

page. The page should be blank, so repaste your keyword list in the

“Master Keyword” Section.

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4. Using the layout recommendations from earlier to put together your

bullet points. Take a look at the following examples:

Mini Bike Pump with Gauge: our bicycle pump is built with the

highest quality materials to the highest quality standards you

should expect and includes an emergency puncture patch repair

kit so you’ll never have to worry about being left stranded with a

flat tire in the middle of nowhere while cycling.

Specialized High Tech Adapter: newly designed performance

adapter that prevents valve air leaks which means no more

wasted energy pumping and losing air complete with 3 needles:

compatible with both Presta and Schrader valves.

Accurate and Extra Large Gauge: the gauge is easy to read and

will help you to set your desired pressure easily and accurately, no

more incorrect tire pressures on different terrain.

Secure Bike Frame Mount: all our portable pumps come with our

secure clamp and bracket; no slip mount no more worries about

the pump falling off while you are at top speed and it is portable

and compatible with BMX, road bikes, mountain bikes and electric

bicycles

100% Satisfaction Guarantee: our mini bicycle pump is backed by

our manufacturer 30 day money back guarantee with 1 year free

replacement warranty

5. These can be tweaked once your listing is live, and you have more

information about your keywords. Change them and see how it affects

your conversions.

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4. How to Write Backend Search Terms

Take the following steps to write your backend search terms:

Do not include any keywords that are already in your title or bullet

points. Paste your title back into the “Title” box, to make sure you avoid

these terms.

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