How the Pleasure Pain Principle Drives Conversions
When it comes to winning on Amazon, no amount of ad dollars can lead to more sales if the product itself is not convincing. So often, merchants rely on listing the nuts and bolts of their products to sell. Eco-friendly, organic, non-GMO, BPA-free, vegan, and kosher! But none of these callouts matter if the product doesn’t first convey how and why it will solve a problem or make someone’s life easier at the most basic levels.
How the Pleasure and Pain Principle applies to e-Commerce Marketing
Finding pleasure and avoiding pain is the basic psychological principle suggested by Sigmund Freud to explain what motivates people to take action. It doesn’t take much scientific study to validate his hypothesis. All you need to do is examine customer feedback on Amazon. You will read how products successfully helped put an end to problems, such as dirty dishes, dry skin, gray hair, or short-lived dog toys.
When creating your titles, bullets, and content for an Amazon listing, always keep this basic pleasure-pain principle front and center. For example, don’t simply state Organic Body Lotion but Organic Body Lotion for Dry Skin. The pain of itchy dry skin is addressed and your listing pointing this out right away increases the chance of closing the sale. It’s not just another Red Squeaky Dog Toy but an Indestructible Dog Toy for Super Chewers Guaranteed to Last.
Long-tail keyword research often reveals the biggest pain points customers want to relieve for themselves (or their loved ones and pets) through your product. Your best starting point is Amazon. While in incognito mode on your browser, start typing your product title in the search box. Auto-generated long-tail keywords ordered by popularity will appear revealing the problem people are typing in most often.
If you want to go even deeper to perfect your pain point keywords, utilize online tools such as Helium10, DataDive, or JungleScout to get the complete picture of why customers are looking for your product.
The SEO experts at Witz are also here to help. Read more in one of our latest blogs, The Ultimate 5-Step Guide to Outsmarting Amazon Competition.
Should you need more extensive support, reach out to Witz with a message.