這幾個(gè)步驟教你打造出最美產(chǎn)品描述-ESG跨境

據(jù)悉，撰寫產(chǎn)品描述可能是電商企業(yè)面臨的一大難題，那么電商賣家該如何撰寫產(chǎn)品描述呢？

首先要注意的是，產(chǎn)品描述不好可能有損電商業(yè)務(wù)，主要表現(xiàn)在以下兩個(gè)方面：

其一，產(chǎn)品描述不好，缺乏趣味就不能激發(fā)消費(fèi)者購(gòu)買，或是因?yàn)樾畔⒉粔蛳M(fèi)者無法做出購(gòu)買決策。

其二，如果你直接復(fù)制制造商的產(chǎn)品描述，對(duì)SEO其實(shí)很不好。目前為止，雖然Google并不會(huì)因?yàn)閮?nèi)容重復(fù)而懲罰網(wǎng)站，除非重復(fù)的是欺詐性內(nèi)容，但當(dāng)多個(gè)電商網(wǎng)站產(chǎn)品描述內(nèi)容都重復(fù)時(shí)，Google就只會(huì)在搜索結(jié)果頁(yè)顯示其中一個(gè)網(wǎng)站。

既然產(chǎn)品描述這么重要，那么如何創(chuàng)造產(chǎn)品描述？

考慮到如何寫產(chǎn)品描述的問題（寫作格式）以及發(fā)布的產(chǎn)品描述不好（低轉(zhuǎn)化率或是內(nèi)容相同）的危險(xiǎn)性，電商可以采用一些機(jī)械性方法來撰寫產(chǎn)品描述。其實(shí)很簡(jiǎn)單，先試著構(gòu)思產(chǎn)品，重新編輯制造商的描述，接下來就這么做：

步驟1：描述專注一點(diǎn)展開來談

專注一點(diǎn)進(jìn)行撰寫，比如性能，或如何使用等。例如，現(xiàn)在想象你需要給湯匙寫產(chǎn)品描述，你可以這樣描述湯匙很大很深，比如：“This soup spoon has a large bowl”，但記住，只需要一筆帶過就可以了。

步驟2：闡明產(chǎn)品的一個(gè)好處

寫產(chǎn)品描述時(shí)要專注一點(diǎn)，再?gòu)倪@一點(diǎn)延伸到產(chǎn)品的好處。之前描述湯匙很大很深，那好處也要聯(lián)系到這一點(diǎn)上，也就是與小湯匙相比，大的湯匙在喝湯的時(shí)候不需要舀很多次，如：“This soup spoon has a large bowl, so you get more soup with each bite”。

步驟3：清晰化并具體化描述

第三步是添加單詞、短語(yǔ)或是標(biāo)志讓產(chǎn)品描述更加清晰。剛剛的湯匙描述其實(shí)有點(diǎn)模糊，不清楚為什么說湯匙的bowl很大？怎么個(gè)大法？接著就是添加一些語(yǔ)句讓產(chǎn)品描述相對(duì)清晰了：“This soup spoon has a large bowl. In fact, this soup spoon can hold about three times as much soup as your standard table spoon. So you get more soup with each bite”。

湯匙乘湯的那部分稱為bowl，但好多消費(fèi)者并不知道bowl是什么意思，所以你就要在描述中解釋一下：“This soup spoon has a large bowl meant to hold and carry soup to your mouth. In fact, this soup spoon can hold about three times as much soup as your standard table spoon. So you get more soup with each bite”。

步驟4：改單詞

反復(fù)閱讀寫好的產(chǎn)品描述，首先檢查下有沒有可以替代的單詞或是重復(fù)次數(shù)太多的詞。

剛剛的湯匙描述中僅有42個(gè)詞，但“soup”這個(gè)詞就出現(xiàn)了5次，其實(shí)這樣很不好，因?yàn)槲覀兠枋龅氖菧子植皇菧?，但是如果只改變下單詞的話，重復(fù)詞就沒那么多了。一種替代“soup”的方法就是具體到什么湯，比如用“bisques and broths”代替。

你可以這樣寫：“This soup spoon has a large bowl meant to hold and carry bisques and broths to your mouth. In fact, this soup spoon can hold about three times as much soup as your standard table spoon. So you get more soup with each bite”。

用單詞變體也可以減少單詞重復(fù)，比如用“soupy”替代“soup”，比如：“This soup spoon has a large bowl meant to hold and carry bisques and broths to your mouth. In fact, this soup spoon can hold about three times as much soupy goodness as your standard table spoon. So you get more soup with each bite。”

接著你可能需要加上動(dòng)詞，湯匙描述已經(jīng)很好了，但是還是需要將“hold and carry”換成“haul”，其實(shí)這也是為了減少重復(fù)詞。于是湯匙描述就成了：“This soup spoon has a large bowl meant to haul bisques and broths to your mouth. In fact, this soup spoon can hold about three times as much soupy goodness as your standard table spoon. So you get more soup with each bite”。

步驟5：檢查拼寫及語(yǔ)法

像Google Docs或Hemingway這樣的應(yīng)用程序能幫忙檢查拼寫和語(yǔ)法。如果產(chǎn)品描述通過了拼寫和語(yǔ)法檢查，那你就再讀一兩遍，然后再發(fā)布出來。最后成形就是：“This soup spoon has a large bowl meant to haul bisques and broths to your mouth. In fact, this soup spoon can hold about three times as much soupy goodness as your standard table spoon. So you get more soup with each bite”。

可選做法1：潤(rùn)色描述

你可能有了一個(gè)可行的產(chǎn)品描述，但你仍然需要再潤(rùn)色一下。以湯匙描述為例，你可以嘗試添加句子，定基調(diào)，添加能引起消費(fèi)者聯(lián)想的句子，比如湯匙描述可以改成這樣：“Hungry for some hearty chicken noodle or creamy clam chowder? This soup spoon has a large bowl meant to haul bisques and broths to your mouth. In fact, this soup spoon can hold about three times as much soupy goodness as your standard table spoon. So you get more soup with each bite”。

可選做法2：添加呼吁性句子

賣家可以試著在產(chǎn)品描述中添加呼吁消費(fèi)者購(gòu)買的語(yǔ)句，以湯匙為例，可以將“you get more soup with each bite”這句改稱呼吁消費(fèi)者購(gòu)買的句子，如：“Hungry for some hearty chicken noodle or creamy clam chowder? This soup spoon has a large bowl meant to haul bisques and broths to your mouth. In fact, this soup spoon can hold about three times as much soupy goodness as your standard table spoon. You could take three times as many bites, or you could buy this soup spoon and slurp large”。

特別聲明：以上文章內(nèi)容僅代表作者本人觀點(diǎn)，不代表ESG跨境電商觀點(diǎn)或立場(chǎng)。如有關(guān)于作品內(nèi)容、版權(quán)或其它問題請(qǐng)于作品發(fā)表后的30日內(nèi)與ESG跨境電商聯(lián)系。