产品说明写作要求.docx

产品说明写作要求.docx

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产品说明写作要求

ProductDescriptionWritingSkills

HowToWriteaProductDescription

  Theimportanceofagoodproductdescriptioncan’tbeoveremphasized.Aproductdescriptionisanonlineadvertisementforyourgoods.Itstitleisyourfirstopportunitytograbtheattentionofusersandmakethemclickfurtherandfindoutwhatyouareselling.Thepictureistheonlysensorylinkbetweentheprospectandthegoods.Thedescriptionyouwriteistheonlywaytoconvincethemtochooseyourgoodsoverathousandothersinthemarketplace.

  Thisarticletalksaboutthefourmostimportantcomponentsofanyproductdescriptionandtipsonmaximizingtheirefficacy:

  Title:

TheNameYouCallYourself

  Usersseetheproducttitlebeforetheyseetheactualdescriptionanddecidetoclickthroughornotdependingonwhattheysee.Agoodtitleshouldactlikeahookforapotentialcustomer.Achecklistforchoosingagoodtitleis:

  •Clearlystatewhatisforsale?

  •Addasmanyimportantfeaturesasthewordlimitallows.

  •Playupuniquefeaturesorsellingpoints.

  •Researchandincluderelevantkeywordstowardsthebeginningofthetitle.

  •Don’tmakeittoolongwindedorcomplicatedtoread–peopleusuallyreadvisually.

  •Donottrytobefunny,desperateorattention-seeking–itputsmanypeopleoff.Atthisstage,it’sbestnottotakeanyrisk.

  OpeningLine:

HowYouIntroduceYourself

  Thefirstsentenceisimportantbothfromasearchengine,aswellasacustomerpointofview.Onceyourtitlehasmanagedtobringauserthisfar,thejoboftheopeninglineistokeepthemthere.Considerthebelowtips:

  1.Reiteratewhatthetitlealreadysaysbutinmeatier,fleshedoutlanguagethatgivesmoresubstancetoyouradvertisement.Usethestuffthatyouweredyingtouseinthetitlebutcouldnotaccommodate.

  2.Ensureuseofallrelevantkeywordswiththemostimportantonesbeingplacedatthebeginningofthesentence.

  3.Introduceyourproductorserviceasyouwouldinanelevatorpitch.（Anelevatorpitchishowyouwoulddescribeyourproducttoapersonwhoyoumetintheelevator.Itismeanttobeinformational,butsuccinct.）

  4.Doaspellcheckandensurethattherearenogrammaticalerrors.Titlescanbeincorrectbydesign,butrepeatingthoseerrorsinthefirstlineshowlackofwritingskillsandseriousness.

  5.Avoidanyslang,attemptsathumorordesperation.Youcanbeallofthosethingsonceyouhavereceivedthepayment.

  BodyOfTheText:

WhatYou’reAllAboutAndWhatYouHaveToSay

  Thisisyouradvertisementcopy–youropportunitytomakeasalespitchoutliningandunderlingallthewonderfulreasonswhytheusershouldbuyyourproductorservice,andnotsomeother.Itshouldnotstrayawayfromtheexpectationsbuiltupbythetitleandopeningline;itshouldsubstantiatethem.Thefactthattheuserhascomethisfarshowsthathe/shehasanactualwantfortheadvertisedproduct.Thebodycopyshouldfocusonprovingwhyyourproductwillbethebestbuyinthecategory.Youshouldkeepthefollowinginmind:

  •Makesuretooffercompetitivepricing;incaseyourpricingisabovethemarketrate,besuretoexplainwhy.

  •Highlightanyspecialoruniqueproductorservicefeaturesthatareofferedtohelpmakethecustomerdecidebetweensimilarproductsthattheymayhaveencountered.

  •Keepthelanguagepolitewithoutanyattempttotalkdowntothecustomer.

  •Makesureyousaywhatyouhavetoinsimpleclearlanguagewithoutusingcomplicatedwords.Usetheminimumpossibletechnicaljargon.

  Incaseofveryhighvalueorbiditems,youmaywanttotryamoredramaticapproachofhighlightingthe`breathtakingcolors’whichhelpcreatessomekindofimageryfortheproduct.Mostpeopleliketotouchandfeelaproductbeforepayingmoney.Iftheycannotdothat,itisyourjobasasellertocreatethatvaluethroughthepowerofverse.

  Picture:

DoYouLookAsGoodAsYouSayYouDo?

  Lastbutnottheleast;remembertoincludeasmanyhigh-qualityproductpicturesthatyoucan.Thesecanbethemakeorbreakfactorinonlinesales.Mostpeopleneedtoseeanitembeforetheymakeuptheirminds.Itlendsagreatdealofcredibilitytoyourproductdescriptionandgivesasenseofassurancetotheprospectivecustomer.Whentakingthepictures:

  •Usegoodlighting–badlightingcanoftenmakeaperfectlygoodproductlookdowdyorold.

  •Photographthelogoclearly–peoplebelievethatifthelogosarenotshown,itisafake.

  •Incasethepicturedoesnotrepresenttheproductinanyway,besuretospecifythedifferences.Mostpeopleassumethephotographisanactualreplicaoftheadvertiseditem.

  •Trytousecontrastingbackgroundssothattheproductcanbeseenclearly.Fuzzyimagesmakepeoplethinkyouaretryingtohidesomething.

  •Youcouldtryandgetsomebodytomodelasimilaritemandstandnexttotheitemthatyouaresellingifitisclothesoraccessories.

  •Useagoodqualitycamerawithadecentresolution.Allotherthingsbeingequal,theguywiththebetterpicturewins.

  Readotherpeople’sproductdescriptions.Aretheyofferingfreeshipping,betterpricesorjustmorecrediblelanguage?

Copyingcansometimesbethebestformofflattery–astheyprobablytoocopiedfromelsewhere.Itisimportantthoughtoletyourproductdescriptionsstandoutandnotbesimilartoanyoneelse’s.Itmayalsobeagoodideatotrackresponses,aswellasfeedback,andtweakthelanguageordetailsasrequired.Ifpeopleareaskingtoomanyquestionsaboutaspecificdetail,mentionitmoreclearly.Ifthereissomemisunderstanding,rewritetherelevantportion.Goodluckselling!

Tips

WhenthereisaproductontheInternet,wearenotabletosimplywalkover,pickitupandlookatit.Sure,youcouldpostapictureoftheproductandwhileapictureishelpful,youcannotsimplypostapictureoftheproductandexpectittosell.WhenyouaretryingtosellaproductontheInternet,youneedtohaveaproductdescription.Theproductdescriptionshouldbedetailed.Below,wearegoingtotellyouhowtowriteadetailedproductdescription.features:

∙Thedescriptionneedstobeuniquetoyoursite

∙ItshouldhaverelevantkeywordsinitforSearchEngineOptimizationPurposes

∙Humanvisitorsshouldbeabletoreaditandunderstandit

∙Itshouldbelongenoughtogettheproductspointacross

∙Thedescriptionshouldhelptheindividualmakeapurchasedecision

Beforeyoustartwritingtheproductdescription,youneedtohaveageneralunderstandingofexactlywhoyourtargetaudienceis.Thevoiceandlanguageyouusewillneedtofitinwithyouraudience.Forexample,whenyouwriteaproductdescriptionforHelloKittytoys,youwillbeusingadifferenttonethanyouwouldbeifyouwerewritingforcellphones.Withyourdescriptions,youshouldbeabletogetinsidetheheadofyourcustomersandspeakasifyouarespeakingdirectlytothem.

Youdefinitelyneedtograbtheattentionofyourpotentialcustomers.Youcanquicklycapturetheirattentionbywritingproductdescriptionsthatstandout.Ifyouarenotabletograbtheshopper’sattentionwithinthefirsttwoseconds,youcouldlosethemcompletely.

Yes,theproductyouaresellinghasamanufactureranditisimportantthatyoudonotusetheirdescriptions.Yourproductdescriptionsneedtobeunique.Neverusethemanufacturerinformationasyourproductdescriptions.Thosedescriptionsareuniqueandarenotinspiring.Anotherreasonwouldbethefactthatthosedescriptionsareprobablypostedonhundredsofothersitesthataresellingthesameproducts.Ifyoursitecontainscontentthatisduplicate,evenifitisproductdescriptions,youarenotgoingtorankwellinGoogle.Infact,thesearchenginealgorithmfilterssitesthathaveduplicatecontent.Thesamegoesforreviewsandtestimonials–justdonotcopywordsandpostitonyoursite.Thedescriptionyouwriteneedstobewrittenbyyouorafreelancewriteryouhire.

Theproductpageshouldnotbeallcluttered–clutterwillchaseyourpotentialcustomersoff.Theproductpageyoupostthedescriptiononshouldlookorganizedandclean.The“addtocart”buttonshouldbeplacedwhereitiseasytofind.Youshouldavoidgrammaticalandspellingerrors.Errorscanreallykillaconversation.

Whenyouarewritingthedescription,youshouldaddsomeemotionintoitbytellingacompellingstory.Tellingacompellingstoryisagreatwaytograbpeople’sattention.Usingemotionalappealinyourproductdescriptionsisaverypowerfultechniquethatwillcapturepeople’sattention.

Youshouldbeabletopointoutthegoodthingsabouttheproduct,withoutmakingitlooklikeacommercial.Tellthereadersexactlywhytheyshouldchoosethatproductoverthecompetingproducts,withoutcompletelybashingtheotherproducts.Whenyouwritethedescriptions,yourjobistogivethecustomeragoodreasonwhytheyshouldpurchaseProductnumber1overProductnumber2.Youshouldalsobeabletoexplainhowthebuyerwillbenefitfromtheproductwhentheyuseit.Makethemrealizethattheproductiswortheverypennyitcosts.

Ifyouaresellingaproductyouarenotfamiliarwith,thendoresearchontheproductbeforeyouwriteaboutit.Bydoingresearch,youwillbeabletounderstandeachfeatureandtheadvantagesofusingtheproduct.Manymanufacturershavewebsitesyoucanvisit–thatiswhereyoucanreadtheproductdetails.Youwillalsobeabletolearnabouttheproductbyreadingwhatotherpeoplearesayingaboutit.

WhenyouarewritingproductdescriptionsthatwillbeplacedontheInternet,itisimportantt