Connecting with Your Customers Through Goodwill Marketing

In an age when people love to “shop small”, shopping on a site where over half of the world’s online purchases occur can can feel like you’re doing the exact opposite. But who can resist two-day shipping? Am I right?!? In order to counteract the feelings of detachment, it’s important for sellers to appeal to the buyers desire to “shop small”, contribute to a cause, and connect with a brand. Since most sellers do not have any systems in place to help buyers connect with themselves and their brand, there’s a huge opportunity here for you to capitalize on this area of lack through what is known as goodwill marketing. Here are some ways to show your customers your personality and set yourself apart as a “small shop” on a big platform!

Don’t Forget to Share the Benefits

Is your listing simply spelling out just the features and specs of your product, or are you communicating all the benefits that your product will bring into the customer’s life? While size, material, etc. are important, we recommend highlighting how these specifications will benefit the customer. If the battery in your book light lasts 700 hours, share how it’s a reliable companion for your nighttime read. If your yoga mat has more cushioning than most, highlight how the mat will offer more comfort to sensitive joints during their practice session. Communicate how well thought-out your product is and that will go far. 

Brag a Little

Is your brand involved in any type of philanthropic venture? Do you give a pair of socks away to the homeless for every pair purchased? Do you donate a dollar of each order to the Special Olympics? If so, make sure that is abundantly clear in your listing copy. If you haven’t committed to a cause yet, think about what you could do. Consider donating, volunteering or partnering with a non-profit that benefits a cause you’re passionate about. Even a small act of service can really make a difference for a customer teetering between two listings with similar products. 

Say Thank You

Are your autoresponders personal? What would you think if you received your follow-up sequence? Your emails are a waste of time and resources if they are going to get automatically deleted. Think about including a more enticing subject line, that makes buyers want to open it. Then once they do, make sure to share your gratitude for their purchase and emphasize your desire for their satisfaction. When customers know that you genuinely care that they purchased and that they are going to be well taken care of during the sales process, it will create raving fans. We shared all about how to show gratitude to your customers in episode 25 of the Playbook for Amazon podcast, so be sure to check that out for more ideas. 

When you show customers you care through your listing copy, images, and sales process, you set yourself apart dramatically from your competitors. I challenge you to look at your listings and make some of these tweaks today! And if you need help, one of our favorite services is our listing audit, where we help you to identify ways to optimize your listing, connect with your customers, and more. We’d love to help you if you’re interested.

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