Archive: Karon Thackston

October 9th, 2014
Creating Amazon Product Titles: What Works & What Doesn’t

Karon Thackston

For almost a decade, Amazon has allowed others to sell their products on its website. As more people gained success by using this enormous marketplace to promote and fulfill their items, the secret was out and it has been “Katie bar the door” ever since.

Amazingly, the vast majority of people learning to sell with Amazon FBA are paying little or no attention to one of the most vital aspects of conversion: the product title. Your product listing is made up of a few images and — what else? — words! Especially with more FBA and merchant sellers flocking to Amazon every day for private labeling, bundling and retail arbitrage; you have to position your products as different and/or better so it is ultra-simple for customers to choose you. That all starts with your product title.
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February 4th, 2012
5 Things That Can Kill Your Sales (besides your copy)

Karon Thackston

I wish I had a dollar for every email I’ve gotten that began, “My copy isn’t working. Can you help?”  My first response is generally, “What makes you think your copy’s the problem?”  Which sparks an enlightening conversation.

Truth be known, there are dozens of elements at play when trying to make sales from a website.  The copy is just one of those elements.  In order to understand whether your copy is to blame for your lack of sales, you have to look at the whole picture.

Here’s a short list of suspects to review:

1. Shopping Cart – All too often people will dump out of a shopping cart if it is difficult to use, confusing, slow or returns error pages.  When they’ve had enough, they will bail.

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January 29th, 2012
An Interview with an Actual Google Quality Rater

Karon Thackston

On January 20, 2012, Search Engine Land columnist Matt McGee revealed a post that was quite interesting.  Through email, he interviewed an actual Google Quality Rater asking the man all sorts of detailed questions. The Rater approached Matt because he wanted to clear up the misconceptions about what Quality Raters do and what their jobs are.

While the process itself is interesting, as a copywriter I was, of course, drawn to the mentions of content.  I’m going to give you some highlights below along with my thoughts, but I encourage you to read the Search Engine Land article completely when you have the time.

Who are the Quality Raters?

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January 11th, 2012
Are You Setting Goals or Just Making Wishes?

Karon Thackston

As a New Year unfolds, much of the world will participate in a long-standing tradition: setting goals and making resolutions. Using clichés like “plan your work and work your plan” we’ll march off with iPad in hand, jotting down all of our would-be accomplishments for the upcoming 12 months.

The excitement of a brand new year will fill us with anticipation as we anxiously wait for success to walk up, yank our front doors open and flood into our homes and businesses.

We buy books and courses, we enroll in workshops, we drag home exercise equipment, workout DVDs, nutritional supplements and organizational tools by the boatload. We are ready! 2012 is going to be OUR YEAR!

<Fast forward two months…>

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December 28th, 2011
From a Million to Zero in Just One Day: A Keyword Research Tragedy

Karon Thackston

It was truly heartbreaking. I watched this man’s utter glee crash into a thousand little pieces on the virtual floor of a forum I visit from time to time.  He was more than overjoyed.  He was fully convinced he’d found a once-in-a-lifetime keyphrase with the ultimate combination of enormously high search count and ultra-low competition.

All the stars had aligned and he was about to become rich!  At least, that’s what he thought.

You Have to Understand the Data

This poor fellow believed he’d found a keyphrase with a million+ searches a month.  He was so ecstatic he went and bought a keyword domain to go with his new discovery.  Plans of creating a website around the keyword filled his posts as he kept saying how lucky he was.

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December 10th, 2011
4 Sales-Boosting Holiday Copywriting Tips

Karon Thackston

Need a little help decking the halls of your site with language that encourages your customers to buy more Christmas gifts this holiday season? Here are 4 quick tips for sprucing up your ecommerce copy.

#1 – Make it Clear, Make it Quick – People are more rushed than usual during the holidays.  If you don’t already have the most important features/benefits of your products outlined in bullet points, do it now.  This will allow your shoppers to make quick work of gift-giving decisions and let you rack up more sales.

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