How to create an excellent product description?

Product introduction and product details are tasks that almost every product operation / marketing promotion personnel will face. As the external communication material of the product, it directly affects the conversion of the product. If it is an e-commerce channel , it directly affects the sales of the product.

Although product details are a small thing, the role they play in marketing , operation , and promotion is unexpectedly huge.

So what are the tricks that can be applied to create an excellent product listing? It just so happens that I made a lot of product detail pages for work reasons some time ago. Let me share my experience and methods with you~

Things you need to know before writing product details:

1. User Psychological Path

All users will go through several stages of psychological changes when purchasing and using a product. The divisions of different theories are similar, but if we start from the user's perspective, we can simplify it into:

Generate interest - benefit association - gain recognition - convert to purchase - share and recommend

Of these five stages, the first four can be handled and resolved by users through the copywriting and design of the product details page, especially the middle three stages. The last stage is achieved more by ensuring that product experience exceeds expectations and through after-sales operations.

2. User-focused thinking

The copy and images of the detail page/product introduction must be designed from the user's perspective, and cannot be expressed by unilaterally emphasizing the advantages of the product itself. All products are based on solving user needs. We need to think more about the correspondence between product advantages and user pain points.

In addition, if the product details/product introduction itself is regarded as a content product, it also needs to conform to the user's browsing logic.

In simple terms:

From the user's perspective, what needs to be conveyed is that we provide you with solutions to some of your needs.

Next, we will analyze the stages of user psychological changes caused by product details page/activity details page/product introduction one by one:

Question 1: How to arouse users’ interest?

In fact, strictly speaking, users' interest in a product is more caused by multi-dimensional promotional reach. It's a very simple truth. If someone in your circle of friends is forwarding an article, you might just ignore it. But if every two or three people in your circle of friends are forwarding it, you definitely can't help but click in to take a look.

But if we treat the detail page as a separate product, how can we attract users to scroll down and continue browsing through the beginning?

In fact, human nature never changes, and what attracts people are always things that are thrilling, interesting, and related to their own interests. Here are some common opening tips for detail pages (for the sake of simplicity, I’ll use toothbrush products as an example):

1.1 Forming conflicting viewpoints

Usability index: 3 stars

Difficulty index: 4 stars

By listing sentences with sharply conflicting viewpoints, you can attract the reader's attention. like:

"90% of people don't know, they don't even know how to brush their teeth scientifically"

"If your toothbrush has these characteristics, then you need to be careful"

"It's better not to use this kind of toothbrush"

By starting with this kind of impactful sentence, you can effectively engage the reader and make him interested in reading your product information.

1.2 Popularization of important knowledge

Usability index: 4 stars

Difficulty index: 4 stars

By popularizing relevant statistical data and unpopular scientific knowledge, the public can be told an important fact that is often overlooked, and users will naturally become interested.

"According to statistics, one in three people uses the wrong toothbrush"

"Improper brushing of teeth can lead to XXX consequences"

"Studies show that XXX disease is caused by improper tooth brushing"

This method is generally effective, but it is not easy to find knowledge that is niche and substantial enough. It is also more suitable for product categories that require a certain degree of user education and need to be supported by scientific evidence.

1.3 Pain Point Questions

Usability index: 5 stars

Difficulty index: 4 stars

In previous cases, this type of detail page usually begins with a sentence like "Do you also have the following troubles?" and then asks users about their daily pain points, generally covering product experience pain points, daily chronic diseases, etc.

“Why do my gums bleed every time I brush my teeth?”

"Why do I get angry when I eat anything?"

"Are you afraid to laugh because of your teeth?"

"Are you afraid to speak loudly in public because of your dental problems?"

"After using toothbrushes for so many years, are you really using the right toothbrush?"

The risk point of this type of opening is that your pain point may not be painful at all. This tests your insight into consumers as a brand . This topic is too big and I will write another article about it when I have the chance.

1.4) Important points of interest

Usability index: 5 stars

Difficulty index: 5 stars

This method is to make a promise at the beginning, and is generally used by brands that are stronger and confident in their products. For example, Mimi Meng ’s “50% refund if no salary increase after three years of attending classes” , some slimming products’ “refund if no weight loss within XX months” , and various online courses’ “learn XX in XX days” .

The risk point of this is that it can easily bring pressure to after-sales service, and if the promises are too exaggerated, it can easily lead to public relations crises and product complaints. It is recommended that if you don't know the scale, don't try it easily.

Question 2: How to make users feel that their interests are related to the product?

After "attracting attention", you should quickly get to the point and establish a connection between the product and the interests of users. If the product does not require user education, do not waste too much energy on popularizing science, as that will only increase user churn. The issues addressed at this stage are:

How do we solve your pain points and why can we solve them?

Most detail pages are written with a product mindset, especially for technology-oriented products, which is particularly undesirable.

Typical incorrect copywriting logic:

What are our characteristics - these characteristics are more awesome than others - you can buy me

Error demonstration:

"XX technology ultra-fine toothbrush bristles are X times finer than ordinary toothbrushes"

"XX technology ultra-fine toothbrush head, 360-degree brushing without dead angles"

Correct copywriting logic:

What do we rely on to solve your needs? No one else has these

Correct demonstration:

"No matter how much you brush, your gums won't bleed, XX technology ultra-fine toothbrush bristles"

"Clean the places that others can't reach, XX technology ultra-fine toothbrush head"

Generally speaking, there is only one main selling point in a product introduction. If there are more, users will easily be confused. Moreover, a lack of focus on the main selling point will also lead to inefficiency in promotion awareness.

There may be 3-4 auxiliary selling points in order to create added value, which are usually achieved with the assistance of secondary features such as design and appearance.

Generally speaking, the style of the selling point copywriting in this part needs to be consistent with the brand style. If you need to highlight the sense of technology, you can use proper nouns and data as titles appropriately. If you need to improve the tone, you can use some literary words. If it is a mass consumer product, you can write it more popularly and even use some colloquialisms. It mainly depends on the brand tone of the product.

Question 3: How to make users identify with your product?

The details page/product introduction is generally nearing the end at this part. It is necessary to eliminate the user's psychological barriers, give the user a sense of security and trust endorsement, and achieve the final push before sales conversion.

3.1 Celebrity Endorsement

Usability index: 4 stars

Difficulty index: 4 stars

If there is a celebrity endorsement, it will usually appear in the first half of the details page. It should be noted here that a celebrity does not necessarily have to be a spokesperson or recommender, nor does he or she necessarily need to endorse a product. He or she can increase the credibility of his or her product by endorsing the product’s technology or the industry. Of course, there are sometimes copyright issues.

Let’s take a toothbrush as an example:

"Dr. XXX, the world's leading dentist, said that the X-toothbrushing method can effectively maintain oral hygiene.

The XX brand toothbrush is optimized for the X brushing method.

In this way, the celebrity endorsement and the advantages of the product are combined to create more trustworthiness. Of course, the best way is for authoritative figures to directly recommend products.

In addition, celebrities do not necessarily have to be individuals, but can also be authoritative organizations, countries, universities and other credible institutions.

3.2 Data Endorsement

Usability index: 4.5 stars

Difficulty index: 5 stars

The statistical data mentioned here are more about the user usage effect statistics, and credible statistical data often come from third-party organizations.

For example, the Tide advertisement that we are all familiar with compares the stain removal capabilities of different laundry detergents, and then digitizes or visualizes the results. Similarly, there is the Safeguard advertisement that compares the effectiveness of hand washing and sterilization, and presents it through numbers and visuals.

There are many dimensions for data comparison. You can compare before and after use, or compare with competitors.

3.3 User Cases

Usability index: 5 stars

Difficulty index: 3 stars

Listing successful user cases is the most effective method, because positive feedback from ordinary users can greatly increase other users' trust in the product.

The mining and writing of user stories will involve the operation of seed users and other operational methods such as community and customer service. In short, user stories are an integral part of today’s consumer product details/introductions.

Question 4: How to effectively promote conversion?

In fact, the main function of the details page is to convey product information and selling points and eliminate information asymmetry between users and products. It is based on accurate communication, and the final sales conversion depends more on the user's rational thinking about product functions and prices.

Of course, there are some small tricks. The following tricks are all based on psychology:

4.1 Comparison of Competitive Product Prices

Usability index: 4 stars

Difficulty index: 4 stars

Compare prices with competing products, including both direct competitors and products that address similar needs.

Let’s take toothbrushes as an example. If you sell traditional toothbrushes, your competitors will not only include other toothbrush brands, but also electric toothbrushes and even other products such as mouthwash.

At this point, we only need to compare the products whose comparison results seem to be favorable to us.

4.2 Price Sharing

Usability index: 5 stars

Difficulty index: 4 stars

Spreading the existing price over a smaller period of time is a more commonly used method.

For example, I sell an ordinary toothbrush for 100 yuan, which can be used for three months. It doesn't sound cheap, but if it is spread out over every day, it is equivalent to 1 yuan a day, which doesn't sound that expensive. If you think further, you can have good oral health for only 1 yuan a day, which seems to be a good deal.

4.3 Price Conversion

Usability index: 4.5 stars

Difficulty index: 4 stars

Convert the price into the price of other items, for example, 30 yuan can be converted into the price of a cup of coffee or a movie , 100 yuan can be converted into the price of a 3D movie, and so on.

If you say a toothbrush costs 100 yuan, it is better to say it is the price of a 3D movie, which can help you solve your oral health problems. This way, users will be more receptive.

This technique is more effective when combined with the price averaging method.

4.4 Promotional Activities

Usability index: 4 stars

Difficulty index: 3 stars

If there is a promotion, you must highlight the comparison of the discounts, such as the original price, the current price, and the number of gifts and benefits. Promotional activities require careful observation of data and weighing of costs and benefits.

Among the possible tricks, there are limited-time specials, benefits for the first XX people, group benefits and other detailed tricks, which I will not go into details here.

The above basically outlines the writing structure and logic of the product details page. By applying this template, you can basically produce qualified product details pages and product introductions on a large scale. I hope it will be helpful to everyone's work.

The author of this article @郑卓然 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games