今天給大家分享的是:亞馬遜五點描述的17點通用法則。如果你還是亞馬遜新手的話,可以看看。

1、考慮“產(chǎn)品解決了什么問題?”

例一:L型書桌產(chǎn)品描述:“If you have spacelimitations, the compact ‘L’ desk is a great alternative(如果你的房間空間有限,那么L型桌子能非常好的解決你的空間問題)”。

例二:勃朗寧折刀:“We arealways looking for knives with unusual locks, especially those that seem tooffer a better way of releasing the lock. This knife from Browning fits thatbill(我們一直在尋找?guī)в歇毺氐舵i的折刀,特別是刀刃可以更順利開合的,而這款勃朗寧折刀真好滿足了這一需求)”。

這兩款產(chǎn)品直接向買家揭示了它能解決的問題,有需要的買家一目了然。沒有意識到自己有這方面需要的買家,也可能會恍然大悟自己也有這些需求,就順便購買了。

2、考慮“這個產(chǎn)品有什么人在用?”

例一:麥克風(fēng)描述:“Singersabsolutely love the sound of this mic! Speakers love the depth and clarity itgives their voice!(歌手們、演講者們都會愛上這個麥克風(fēng)發(fā)出的聲音,深沉而清晰)。”

例二:堅果描述:“Nut loversand tin collectors rejoice. We’ve packed a Great Pumpkin design tin with 6smaller tins of honey roast peanuts, pistachios, spicy peanuts, cashews, fancymixed nuts and smoked almonds(堅果愛好者和罐頭收集者們可以嗨起來了。我們準(zhǔn)備了一個很棒的南瓜型罐頭,里面放了6個小罐子,分別放了烤花生、開心果、花生、腰果、混合堅果和熏杏仁)”。這個描述直接面向產(chǎn)品的目標(biāo)受眾做出唿喚,很有感召力。

3、從產(chǎn)品的歷史或成分入手

例一:服裝描述:“Thirtyyears ago, we introduced a warm, double-layer shirt inspired by the onesnorth-woods log drivers wore to stay warm through long, damp days working onthe river (30年前,我們推出了一款溫暖的雙層襯衫,襯衫的靈感,來自北方森林原木司機(jī)工作時為了抵御漫長潮濕天氣穿的那種保暖襯衫)”。

例二:雨傘描述:“Originallydeveloped by an awning manufacturer, the heavy-duty 6-oz. cotton also resistswind and will repel the moisture of a light drizzle(這款產(chǎn)品是一個雨篷制造商開發(fā)的,采用了6盎司的棉花,防風(fēng)又防雨)”。描述從產(chǎn)品的成分或歷史入手,向買家傳遞出賣家對于產(chǎn)品品質(zhì)的認(rèn)真態(tài)度。

4、產(chǎn)品是如何升級的?

例一:“This year,our wind-tunnel tested Slice Aero frame is 50 grams lighter than last year(今年經(jīng)過優(yōu)化,我們的Slice Aero框經(jīng)風(fēng)動測試,比之前輕了50克)” 。

例二:“Before now,it was very expensive to print full-color, professional-quality album insertsin quantities less than 300. Those days are over. Now you can get beautifulalbum inserts that won’t break your budget!(過去全彩印專業(yè)品質(zhì)的相冊價格非常貴,但現(xiàn)在你可以得到非常漂亮的相簿,價格絕對不會超過你的預(yù)算)”。

告知消費者你對產(chǎn)品優(yōu)化做出的努力,讓他們感受到產(chǎn)品確實在變好。

5、與大眾文化掛鉤

例:“Seven justbecame your lucky number. Don’t believe in luck? You will after you get yourhands on this sensational snack collection [It has seven ingredients.](7會成為你的幸運數(shù)字。這款小吃有7種成分,得到它會給你帶來好運)”。

6、從產(chǎn)品的季節(jié)性或使用場合入手

例一:“You’ll findyourself reaching for them any time the weather turns chilly(你會發(fā)現(xiàn)只要天氣變冷,你就會不自覺的需要它)”。

例二:斜紋棉布褲:“When theweather calls for shorts but the occasion doesn’t, these lightweight chinos arean ideal alternative(天氣轉(zhuǎn)熱但你想去的場合又不適合穿短褲怎么辦?這款輕薄的斜紋棉布褲是你理想的選擇)。”

例三:“Perfect forrewarding a team for a job well done or top performers for contributing themost to the company’s annual profits(如果你的團(tuán)隊在這一年度表現(xiàn)很棒,那么買這款產(chǎn)品獎勵你的團(tuán)隊成員再合適不過了)”。

7、產(chǎn)品不可超越的點

例:“The look ofreal wood without the maintenance, thanks to a durable scratch- andstain-resistant laminate finish (歸功于產(chǎn)品所采用的疊層加工工藝,人們能在欣賞產(chǎn)品實木外觀的同時,無需擔(dān)心日常的劃痕或污漬問題)”。

8、從產(chǎn)品的感官入手

例:“These pantsmay look like wool, but they’re actually made of ultra-soft cotton foritch-free comfort all season long(這條褲子看起來像羊毛的,但實際上是用超柔軟的棉花制成,能給你帶了一整個冬季的舒適感,并且你還可以免受羊毛帶來的瘙癢)”。

9、產(chǎn)品意想不到的組合

例:“Combineselegance with the durability, versatility and functionality needed by today’soffice(產(chǎn)品將優(yōu)雅的風(fēng)格與現(xiàn)代辦公室所需要的耐用性、通用性和功能性結(jié)合在了一起,外觀和實際需要都得到了滿足)”。

10、產(chǎn)品可能唿喚起的情感

例:“The rich bison leather of our finest hands ewns will remind youof the classic hunting lodges of the past, as will the timeless comfort oftheir hand-stitched construction(我們的產(chǎn)品是用野牛皮手工縫制的,野牛皮的質(zhì)感讓人不禁聯(lián)想到叢林的狩獵時光,細(xì)致手工縫制針腳將給你帶來永恒的舒適感)”。

11、與品牌聯(lián)盟

例一:“We’veworked with Smith Optics to create a pair of polarized sunglasses with the bestfeatures for outdoor sports at a terrific price(我們與Smith Optics公司合作,共同為戶外運動愛好者們打造了一幅功能非常強(qiáng)大的偏光太陽鏡,而且價格非常優(yōu)惠)”。

例二:“We workedwith traditional European shoemakers to design high-quality clogs that providenatural, lasting comfort – at a great price(我們與歐洲的傳統(tǒng)制鞋商合作,設(shè)計出高質(zhì)量的厚底木屐,為消費者提供自然、持久的舒適感,而且鞋子價格非常美麗)”。

12、介紹產(chǎn)品使用方式的多樣性

例一:“You caneven leave the center pole at home and simply hang the center peak of the tentfrom a limb for a lightweight spike camp(你甚至可以把帳篷中心的柱子放在家里,在野外的時候直接把帳篷掛在樹枝上,就可以搭建你的小天地了)”。

例二:“Thedurable style of Ambience allows you to start small and add pieces as youroffice changes(良好且持久的風(fēng)格允許你隨著辦公室的變化,慢慢添置新物件)”。

13、陳列多個產(chǎn)品值得購買的理由

例一:“This is souniversally useful that you will want one in your desk drawer, one for yourhunting gear and of course one in the tool drawer in your kitchen(你在很多地方都會用得到它,你會想書桌抽屜里、狩獵工具袋里、廚房工具抽屜里都放一個)”。

例二:“Our giftcertificates can dissolve your holiday shopping dilemmas in a moment, sincethey’re good for any of our pampering services for women or men. Buy ten at atime and we’ll even give you a 5% discount off the total dollar value(我們的禮券可以在瞬間解決你的假日購物難題,因為我們的禮券適用于所有用戶,您每購買10樣產(chǎn)品,還能得到5%的折扣)”。

14、使用指南

例一:“Just unroll this portable multipurpose blanket anywhere youradventures take you (不論你到哪里,只要展開這款便攜式多功能毛毯就可以使用了)”。

例二:“A simple tap illuminates the clock for night viewing(只要輕敲一下,就能打開時鐘的夜視模式)”。

15、產(chǎn)品名的相關(guān)故事

例一:“It’s calledSimplicity for a reason — simple to order, simple to assemble and simple toexpand as your needs grow (它之所以叫做‘Simplicity’是因為這款產(chǎn)品從訂購到組裝、擴(kuò)展都非常簡單)”。

例二:“The name[Comfort Mocs] says it all — we’re sure you’ll agree just as soon as you slipon a pair(產(chǎn)品之所以叫做‘ComfortMocs’,相信只要你穿上它就能理解了)”。

16、透露產(chǎn)品的弱點

例一:“Not asreliable as the Professional Premium, but has a good frequency response. Goodfor voice and limited music duplication(雖然無法與專業(yè)設(shè)備相提并論,但也擁有非常優(yōu)良的頻率響應(yīng),非常適合錄音)”。

17、為什么產(chǎn)品價格這么“美麗”

 例一:“Because thisset is made in Böker’s factory in Argentina which is experiencing a terribleeconomic situation, the price is extremely good(這款設(shè)備是在位于阿根廷的工廠生產(chǎn)的,那邊經(jīng)濟(jì)形勢嚴(yán)峻,因而價格良好)”。

例二:“Our Fridaylunchtime special massage costs just $20 because the massage therapists in thattime slot are students in their final 100 hours of training(我們周五午餐時間的按摩費用只需20美元,因為在那個時間段的按摩師是學(xué)生)”。