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Guidelines: How we make great product pages
Part 1: Market research
5 questions you should answer to write selling product copy
Decision making is a two step process: first learning and then deciding
Ray Dalio "Principles: Life and Work", founder of Bridgewater Associates
What 3 top brands selling your product
Google your product name and see who on the top (paid ads and organic results), then search it on Amazon and see brands with most of the orders.

It would be better if brands' you've chosen offer price higher than no-name analogues and most of the Amazon sellers - that means that their sales based on value not on low price, and this value is what we are looking for today.
For example, if you are selling nursing bra top brands could be Bravado, Motherhood Maternity and Thirdlove
Who their target audience? (Use Job-to-be-done framework)
Define who brands are selling to. And target audience as "Women 25-34, US, average income $60K per year, married" - is an outdated approach. Think first what job has to be done using a product. Also, think what you customer love.
For our bras, for example, job would be breastfeeding. Or, if we speak about MacBook case, first of all, your audience - people who want protect their MacBook or another audience - who bored with how their MacBook look like.
Of course, some products have an exact demographic group, like gender, age, family status and etc., define it, but first think about a job to be done.

More about JBTD see here
What problems are they focusing on? What subproblems and USP?
What is the most important problem should be solved buying a product? This question is crossing previous about a job to be done, but sometimes from this angle, you'll see more.

For nursing bras the main problem is "breastfeeding" - mother needs a special bra for it.

Also there are second-level problems you should define too. And not every product could solve them solving most important one.

Speaking about bras: there are a lot of subproblems. Mother want a bra to be seamless, to wear it all the day and not be tired of straps, same time mother want bra to look good with any dress, fit forms, support breast and be sure that there wouldn't be any leaks. And all of that impossible at the same time, there are two types of bras, ones with good support and good looking and others with more freedom and comfort.

Now let's check what USP of brands we are looking at. It is subproblems they are telling their product is solving.

With bras we see: comfort, ultra-soft material, support - it is solutions to sub-problems and at the same time selling points.
Amazon reviews: what for people love & hate product?
Now let's go to Amazon reviews. What are we looking for?

First, find what for customers love products.

Usually, you'll find same you've already defined at USP section but said in different words. Maybe you'll find more things important to a customer.

Also, check 1-star reviews and check what customers don't like, it is important too, if people saying they don't love nursing bras because of colour - you need to provide them better colour.
Define your audience, problem, subproblems and come up with USP
So now we know top brands, who our customer, what the main problem they expecting would be solved with product or what job has to be done, we know sub-problems (expected properties of product or features), and we know from reviews real problems and real reasons why people love or hate product, what they expect and how to exceed expectations.

With all that information we could start work on our product. Based on our market research we need to define same things we've already found: target audience, problem, USPs - these things we should put to our product page, use them in Title and Description to tell our customers why they should buy now at our store.
Let's sum up info for a product we've used for example:
Product: Nursing Bra

Top brands: Bravado, Motherhood maternity, Third love

Target audience, JTBD: job to be done: breastfeeding; demographics: expecting mothers, new mothers

Main Problem: breastfeeding

Sub Problems: breastfeeding at home and in-public, leaks, changin breast form, comfort

USPs: fit, comfort, quality and style

5-star reviews: comfort, supportive, pretty design, large

1-star reviews: straps, discomfort, size, too small
And here you could see product description written using this research
(swipe right to see Before and After):
More examples (with other products):

In part 2 I will tell you How to write great product Title and description and in Part 3 we'll see at other elements of the product page and how to make it great (UX, CTA, photos, videos, header, footer, shipping-returns-warranty info and more)

Alex Molibden, CEO of Flowerlemon Agency
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Product pages for ecommerce stores
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