CEO. Stop advertising the wrong promise. Solo Amazon Operator. ⠀ Before I put mo
By Aaron Moore · November 7, 2026 · Curated by George's Blog
CEO.
Stop advertising the wrong promise.
Solo Amazon Operator.
⠀
Before I put money behind a creative brief, I check it against the return comments.
⠀
I don’t want to get better at selling the wrong expectation.
⠀
“Smaller than expected.”
“Doesn’t fit.”
“Thought this was included.”
⠀
Those comments tell me where to look.
Not automatically who’s at fault.
⠀
Is the image misleading?
Is compatibility buried?
Does the video show accessories that aren’t in the box?
⠀
I fix the expectation where the customer forms it.
⠀
Show the actual size.
Make the limitations obvious.
Explain exactly what arrives.
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If the product itself is the problem, better copy won’t fix that either.
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Some shoppers should leave without buying.
I’m fine with that.
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I’d rather lose the wrong sale before checkout than pay to acquire it, ship it, and take it back.
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Then I watch whether the changes reduce the same complaints.
⠀
Winning the order is only part of the job.
Keeping the sale matters.
⠀
Solo Amazon Operator.