Lately, I’ve been writing a ton of advertorials for viral ecommerce products — everything from dog seat belts to neck traction devices to portable smoothie blenders.
For each product, most of the “writing” is actually research.
And along the way, I’ve realized that some of the most obvious places to do market research for these kinds of products…
Are also the worst options. Here are the top 5 to STAY AWAY from:
#1. Amazon product descriptions
Market info value: 1/5
In my experience, copy is not the primary driver of sales on Amazon.
It’s not even secondary. It probably comes in fourth or fifth place, after the star rating, images, reviews, and probably price.
What’s more, I feel that much of the copy in Amazon product descriptions is actually written for the Amazon recommendation algorithm — and not for actual buyers.
That’s why this copy won’t tell you anything about your market, and why you should largely ignore it.
#2. Amazon reviews
Market info value: 3/5
Ben Settle wrote recently how he doesn’t trust Amazon reviews for market research. Says Ben: Amazon reviews are mainly written by disgruntled trolls.
The situation is even worse for viral ecommerce products. Most Amazon reviews in this segment are actually written by paid shills.
On top of this, popular products can have thousands of reviews, so it makes it hard to separate the rice from the millet.
There are ways around this (that’s why Amazon reviews gets a 3/5). But the gist is that most Amazon reviews aren’t trustworthy for getting an insight into your consumer’s mind.
#3. Product websites
Market info value: 2/5
Viral ecommerce products typically have shiny websites with beautiful pictures.
The thing is, anybody who lands on these websites and decides to buy was sold long before, through other channels.
In other words, the copy on these websites is not what made people buy — and it’s not something to imitate.
#4. Facebook
Market info value 1/5
Many viral ecommerce products are marketed heavily on Facebook.
Unfortunately, the copy of the ads (if there is any) usually focuses on the product, and not the audience’s desires.
On top of this, the comments that appear on these ads tend to be worthless — they usually consist of “pp” [“price please”] or “I want this!” (I guess in hopes one of your FB friends or relatives will buy you whatever it is you want).
#5. YouTube reviews
Market info value: 3/5
YouTube reviews can be useful because you can see the product in action.
However, like with Amazon reviews, most YouTube reviews of viral products are by people who are doing this for money, or because they love getting free crap to review.
In other words, most YouTube reviewers did not actually buy the product. That’s why most likely cannot tell you the real thoughts/concerns/desires of people who would buy this product.
And there you have it.
5 smelly sinkholes you’ll want to beware of.
So where should you look for good info on your market?
I’m afraid I won’t be giving away all my secrets tonight. However, this is something I’ll cover in my upcoming book, which you can get for FREE if you sign up at the page below: