AF244 - Create A+ Enhanced Brand Content for Amazon Listings

On this week’s episode, we have a special guest returning to the show to talk about enhancing brand content for your listing and why it’s so, so important. Ian Bower is the owner and creator of Graphic Rhythm, a leading design agency for Amazon sellers that helps digital marketers and small businesses create their visual identity and tackle everyday design challenges. They’ve optimized thousands of Amazon listings (including mine!), and the quality of their graphics is super-impressive, plus their new Creatives platform lets you take advantage of their expertise at a lower price. We kick things off with Ian sharing his slightly circuitous career path, from training as a chef to becoming a full-time Amazon seller and ultimately setting up Graphic Rhythm (despite being a self-proclaimed terrible designer!). He then explains why people should care about adding imagery to their Amazon listings, emphasizing the link between great imagery and sales conversions and how consistent, high-quality brand imagery increases customer confidence and trust. He also sets out the four things great imagery can communicate about a product: what’s to love about it, what’s not to hate about it, how it meets expectations, and the answers to customers’ questions.

Next, Ian discusses Amazon’s increasing emphasis on visual content and why it’s now so important to upgrade your imagery to ensure you can take advantage of the opportunities they’re offering. Related to this, I ask Ian how we can increase the visual aspects of our Amazon listings without losing discoverability, and he gives some really useful advice about utilizing alt text with images to maintain searchability. Ian then introduces Graphic Rhythm’s new platform, Creatives, which offers design templates created and curated by the Graphic Rhythm team to make adding professional imagery to your listings easy and affordable. He gives us a detailed demo of Creatives and the features it offers, including a range of template choices and customization so you can put your own mark on your chosen design. And we close out the podcast with a treat for all you listeners, a special founders price when you sign up for Creatives right now.

You can discuss more about A+ brand content in the Amazon Files and Mommy Income community. You can join our Facebook group with today’s codeword CREATE to learn more about bundling, ask questions, and participate in the conversation with other sellers. And if you’re ready to take your business to a whole new level, visit MommyIncome.com/Coach to schedule your one-on-one coaching call today.

This week on the Amazon Files:

  • Ian’s journey from chef, to Amazon seller, to Graphic Rhythm
  • The value of adding imagery to your listing
  • The four things you have to communicate to your customers
  • Using great imagery to create seller credibility
  • Graphic Rhythm’s collaboration with Amazon Creative Services
  • Combining visual content with discoverability
  • Graphic Rhythm’s new platform, Creatives
  • Creative’s founders offer

I like anything that improves efficiency and helps people when it’s not within their wheelhouse. Because in business, we can’t be good at everything, we have to really stay in our zone of genius to do the best at what we’re best at. But other stuff still needs to happen and be done.”

- Kristin Ostrander

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Quotes:

Out of that FBA business really grew the design agency because I saw a need to, you know, help my fellow sellers by getting great conversion-optimized imagery for their listings and their products.”

The moment we uploaded our enhanced brand content, within a week, people were buying, and then more people were buying. And then we added video, and we saw another 20% increase. So these numbers are, they’re not just, you know, out there. These are my numbers, my own personal case study, if you will, about how this has improved my own listings.”

What are people asking about all the time? What’s missing? What aren’t they getting? What’s preventing them from buying? So when you answer all those questions, then ideally, you’ve produced a set of images that are going to overcome objections.”

Listings that look bad, or look off, or look, even, inconsistent, kind of set up red flags when you’re a shopper, you know, and you start to wonder what kind of experience you’re going to have as a buyer. And so keeping your designs consistent is a big part of increasing customer confidence.”

I’m more likely to be confident in buying a great product when the listing itself has a level of professionalism to it rather than just someone took a couple shoddy pictures of this and slapped up some bullet points, and like, where’s the trust factor in that?”

The whole internet is going visual. And you could see that with, you know, social media networks like TikTok taking off like crazy and Instagram taking off like crazy. And so, you know, it’s not enough anymore to just have your titles and bullets and description, you have to be visually communicating.”

The hardest part about design is laying things out appropriately. That is by far the hardest bit. It’s what we worked really hard on making sure designers that come into our company understand.”

When I say something’s easy, I’m serious about it because I struggle even with Canva, to be honest. I mean, I see people using Canva, and I’m just like, oh my gosh, how do these people know all these tricks, I have to watch, like, five hours of video to make sure I do that.”

That’s the magic about this. This isn’t a tool to help you create designs, this is a tool where the designs are already done. You are not designing this tool, let us design, you’re just swapping out colors and images.”

Our big dream for Creatives is to make this more than just for Amazon sellers. You know, we want this to be the last thing that you ever need when it comes to design.”

When someone says, ‘I got a founder price that you can lock in for life,’ I’m the first one to be like, where’s that signup sheet because things only get better over time.”

Related Content:

Grow Your Amazon Business!

Thanks for tuning into this week’s episode of The Amazon Files, the show to help Amazon sellers along their business journey one step at a time with Amazon expert and your host, Kristin Ostrander. If you enjoyed this episode, head over to Apple Podcasts, subscribe to the show, and leave us your honest review. Don’t forget to share your favorite episodes with your friends on social media! Use the codeword CREATE to join us on Facebook. Each week, Kristin hosts a live discussion on how to grow your Amazon business. Don’t forget to check out our website and subscribe to our mailing list for even more resources.

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