Shlomo is a Senior Copywriter at Ptex Group, but his humble title belies his crucial role in many of Ptex’s large-scale branding projects. Many of those projects, in fact, begin at Shlomo’s desk—where he conducts exhaustive research to understand the business, unearth what makes it unique, and discern where it falls in the larger marketplace.
Maybe you’ve just started selling on Amazon. Maybe you’re already an established seller with great sales. Either way, one thing is certain: If you want enduring success in the ever-changing world of Amazon, you can’t ignore the importance of having a strong brand.
Ask the sellers who have seen the most consistent, reliable growth on Amazon how they achieved so much success long term. They’ll likely tell you that optimizing their listings, using the right keywords, and hiring a listing expert got them to the top, but it was their brand that helped them stay there.
A few years ago, investors and analysts had put brick-and-mortar companies like RadioShack and Best Buy on a death watch. There seemed to be no way they could compete against the giant Amazon—with its famously low prices, virtually limitless selection, and two-day delivery options—and come out alive.
Living up to expectations, RadioShack filed bankruptcy in 2015—and again in 2017, after a futile attempt at reviving itself.
Meanwhile, Best Buy managed to pull off one of the strongest corporate comebacks in recent history.
The question on everyone’s mind is, Why?
1. You’re not posting for you, you’re posting for them.
Let’s say you’re a butcher. You post beautiful cuts of meats, maybe even some recipes. Then one day you see a beautiful sunrise so you decide to share it on your account. DON’T! Your followers are following you because they are interested in meat. They DO NOT like you. Neither are they interested in your life. They liked and followed you because you posted something they were interested in: meat & recipes. Simple as that. Therefore, please DO NOT post your super cool organic dinners, your cat, or even a crushed soda can that looks just like you. THEY WILL UNFOLLOW YOU. Pick one category (meat & recipes) and don’t post anything else. Try it and you’ll thank me.
You’ve got product. They want purpose.
You’ve got a commodity. They want camaraderie.
Turns out, what people want most today, is uncannily similar to what they’ve always wanted. Only for thousands of years, those needs used to be supplied by community, culture and organized religion. In today’s scattered and individualistic society, those moorings have been severed, leaving a profound, gaping hollow.
Savvy brands are stepping in to fill that void, building causes and cultures around themselves. Read more