产品描述可以是破坏交易的人（也许更积极地放置了“销售临床”）。好的产品描述不仅仅是功能和尺寸的项目符号列表。但是，与此同时，它不必冗长才能有效。
为了使产品描述获得结果，它应该进一步描述特定产品也可以为潜在买家提供的价值和收益。这种格式不仅可以帮助您的产品彼此区分，而且还可以使您的在线商店与竞争对手区分开来。
因此，下次您只想击中复制和粘贴时，请注意此关键文本。为了帮助您，我们为您完成了研究。以下是编写电子商务产品描述的10个简单规则，以及如何结合这些技巧的一些示例。
编写销售电子商务产品描述的10条规则[带有示例]：
1. Identify Your Target Audience
您首先需要知道您的理想客户是谁，以了解您应该包括哪些产品详细信息以及可以安全省略的信息。另外，请记住，某些类型的内容对某些目标受众说得更好。也许您针对的客户实际上会读取更长的产品描述？也许他们喜欢一种幽默感？无论如何，您的目标受众应始终指导您编写产品描述的方法。
Here are some other key traits to consider:
- 人口统计
- 年龄
- 地点
- Gender
- 爱好
- 教育
请务必以一种直接解决您的潜在买家的方式编写您的描述。如果您亲自将产品出售给它们，请使用与您使用的相同单词和样式。归根结底，如果您制作产品描述以吸引群众的目的，实际上，您将实现相反的成就。
2.确定格式并坚持下去
使用项目符号总是一个好主意。例如，如果要列出尺寸和功能，则子弹列表是工作的工具。它们有助于确保您的网站副本易于阅读并提供清晰的方式来传达最重要的细节，尽管您不仅应该依靠要点。
To tell the story behind your product and brand, you will need to write a few short paragraphs. Let your品牌声音指导您进行此部分，并专注于该产品如何改善客户的生活。这种方法可能需要更多的时间，但是结果是搜索引擎还可以识别和奖励的更具吸引力的内容。
3.讲故事
讲故事是最有效的营销策略之一。如果您的品牌或产品具有有趣的背景或历史记录，您也可以在产品描述中提及它。产品背后的灵感是什么？也许您必须在此过程中找到一些创新的解决方案？这些类型的细节不仅会为您的产品增添更多个性，而且还可以让您的访客在短时间内忘记您实际上试图将此产品出售给他们。
当您叙述自己的非虚构故事时，您应该将其视为吹牛的机会。是否有任何细节将商品与市场上的类似产品区分开来？也许它已经通过了严格的测试？
4.依靠高质量的图像和视频
如前所述，编写产品描述的魔术公式是使用几段简短的段落和一些子弹列表。不过，图像仍然可以扮演着重要的角色。实际上，所有产品描述都应具有显示重要特征的高质量产品图像。当描述变得太长时，图像尤其重要，因为它们可以确保描述仍然易于阅读和理解。
As a matter of fact, videos can in many instances be ideal. It's an easy way to show exactly how to use a specific product (especially if it is a bit more technical). Plus, it's actually the type of content that most consumers want to see. According to HubSpot,54％的人希望营销人员创建更多的视频内容。更令人印象深刻的是Wyzowl发现95％的营销人员感觉视频帮助买家更好地了解了他们的产品。
5.专注于优势
While features and details like dimensions matter, they should not be your only focus. Why will people buy one of your specific products? Potential buyers also want to know how they will benefit and if it will solve a particular problem.
因此，在您的产品描述中，您还需要确保您专注于不同功能的好处。例如，如果您要出售浮动架子，而不仅仅是列出架子的尺寸，还应专注于如何帮助客户添加额外的存储空间或帮助他们利用当前浪费的空间。简而言之，您的销售不仅仅是产品，您还在卖体验。牢记目标受众并确定他们将发现最有价值和吸引力的三个功能。
6. Avoid Generic Words and Superlatives
在撰写产品描述时，很容易陷入坚持诸如“优秀”和“美丽”之类的单词的陷阱。这些词相当不合理，因此，您的描述变得不那么令人信服和有效。相反，您希望通过专注于功能和提供的优势来尽可能具体。
Also, if you cannot prove why your product is the most popular, affordable or durable, do not make such claims. The use of superlatives like these come across as exaggerated. Though, if you can prove why your product is, for example, the most popular in its category, by all means include it in your copy.
7. Use Sensory Words
Words that speak to our taste, sound and touch senses are powerful and engaging. By using words such as “crispy”, “smooth”, “fluffy”, “zesty”, and “tantalizing” your descriptions become a lot more vivid which helps potential buyers to imagine the experience that you are selling in addition to the actual product.
Though, remember that whichever words you decide to use should always reflect the tone of voice that your brand uses. At the end of the day, your product descriptions should sound like something your brand would have written. Consistency is key!
8.不要害怕获得技术
诸如智能手表或更独特的产品之类的技术产品（例如素食友好的化妆品）将需要更多信息。如果您的访问者在阅读其描述后仍然有一些有关产品的问题，则产品描述需要更多的工作（并且通过工作，我们的意思是信息）。
客户不喜欢询问详细信息。如果要确定该产品是否满足他们的需求是太多的努力，那么您的目标受众更容易找到信息，更糟糕的是，从另一家在线商店中的产品。因此，如果您要出售更多的技术产品，请确保包括客户可能需要的所有信息。您不仅会帮助您的客户，而且还将向潜在客户展示您确实对自己的行业和产品范围知识。
9. Include Social Proof
In a 2019 survey, TrustPilot found that two thirds of consumers were more likely to buy a product that included social proof in the sales message. This survey also found that 82% of consumers were more likely to buy a product with positive star ratings.
社会证明的美之处在于，它通过向其他消费者展示已经采取了这些行动来激励您的目标受众采取行动。消费者喜欢购买流行产品。因此，除了包括有关产品的评论外，您还可以确定哪些产品是您的最畅销产品或客户的最爱。也许您的产品之一在媒体上提到了？这绝对可以包含在产品描述中。如果潜在客户如果不应该购买特定产品，那么这些示例social proof可以使一切有所不同。
10.优化搜索引擎的描述
实际上，您的所有内容都应针对搜索引擎进行优化。您的产品描述也是如此。因此，请确保确定目标受众最有可能搜索并将其包含在您的副本（尤其是在产品标题中）中的关键字（以及关键字的变体）。例如，您也可以将其包含在页面标题，元描述和ALT标签中。虽然您很可能不会成为第一个搜索结果，但这种额外的努力肯定会帮助您的目标受众在网上更容易找到您的产品。
为了帮助您识别关键字，有一些SEO tools您可以使用。如果您不想花任何钱，则Google Analytics（分析）可能是一个良好的开始。借助Google Analytics（分析），您将能够访问可以使用的广泛数据来增强SEO。您也可以使用它来跟踪和分析有关您的网站及其访问者的数据。另外，您可以查看Semrush，Ahrefs和Woorank等付费工具。
有效的产品描述的四个示例
Chubbies
不仅是顶部之一电子商务网站设计示例, but their product descriptions are also a good example of how you can let yourself be a bit more creative. It serves as a good example of how you can pair a feature with a benefit. For example, in this product description, the external capable drawstring allows for extra secure fit and the fabric is perfect for travel as it won’t wrinkle.
裸葡萄酒
裸葡萄酒offers a good example of how you can incorporate social proof into your product description. They mention that 90% of 3,449 customers would buy a particular wine again. They also use a range of sensory words like “soft”, “silky”, and “peachy”.
son
sonsells handmade jewelry and personal accessories for women and men. Their product descriptions serve as a good example of how you can include storytelling in your descriptions by focusing, for example, on where the name of a product comes from or adding more details about what a particular product collection aims to celebrate.
独奏炉
独奏炉的团队不仅知道如何设计一些最好的着陆页, but they are also very skilful wordsmiths. Their product descriptions basically incorporate all the rules that we have discussed in this article - social proof, high-quality images, storytelling, and benefits. While they offer a lot of information (in fact, they have dedicated an entire page just to one product), the text still remains easy to read thanks to the use of ample white space.
包裹东西
Effective product descriptions share the right information for your specific target audience. So, concentrate on the elements and words that your ideal buyers will resonate with the most. While some customers might not mind having to read half a page, most of the time product descriptions should be short and concise.
Also, remember that virtually all products were created to boost our quality of life by offering an experience or solving a pain point. Effective product descriptions help consumers to visualize how a particular product can improve their lives before they have even bought the product. By capturing the right combination of words, social proof and images, you can evoke such powerful feelings that not purchasing the product will not be an option for your target audience any longer.
