2023学年完整公开课版ProductdescriptionWriting

如何开展产品描述ProductDescription《跨境电商实用英语》Aboutaproducttitle关于产品标题Normallyspeaking,whenconsumerswanttosearchforsomeitemsonline,theywillusuallyenterthenameandsomespecificfeaturesinthesearchbox.Soit’simportanttolearnhowtowriteagoodproducttitleanddescriptionforsearchengine.通常而言，当消费者想要在线搜索某些商品时，他们通常会在搜索框中输入名称和某些具体的功能。因此，学习撰写好产品标题和说明，便于搜索引擎（抓取）很重要。目录Contents01Tipsforwritingproductdetails02Elementsofaproducttitle04Summary小结撰写产品详情的建议产品标题的构成要素03Samplesofbulletpoints产品要点描述的样例01产品标题的构成要素ElementsofaproducttitleAboutaproducttitle关于产品标题AsimpletitleWhatmakesagoodtitle?AlongdetailedtitleAboutaproducttitle关于产品标题Aproductwithagoodtitletendstorankbetteronthee-commerceplatformandwillattractmorecustomers.Effectivetitleswillincreaseconversionrate.在跨境电商平台标题好的产品排名通常更好，会吸引更多客户。有效的标题将提升转化率。Nowlet’stakealookatsomebestsellerssuchasfashionscarves,eastAsianwearandmen’spajamasetsonAmazonsothatwecanfindsimilaritiesinvolvedinthetitlesandsumupcertainbasicrulesthatcanbeusedasguidelines.我们可以看看亚马逊平台上一些畅销品如时尚丝巾、东亚传统女装与男士睡衣，找出这些标题中的共性，归纳出基本规则作为参考。Ofcourse,howtocreateatitleforanitemwilldependonwhatcategoryandwhatspecifictypeitbelongsto.当然，产品命名规则依据其所属的类目和具体品种会有所不同。BrandFeatureCorekeywordBenefit7FairyChineseredmaxiQipao100%silkforWeddingBanquet7FairyshortsleevesilkCheongsamTraditionalChinesefloralprintforpartyBrandFeatureCorekeywordBenefitBrandFeatureCorekeywordBenefitYOUNGOR

Men’sSilkSatinPajamasset,polkadotsButton-DownkeepyoucoolSHANSHANsolidbluesleepwearsilkpajamassetformen5sizesavailable4Elements标题四要素1BrandBenefitCorekeywordsFeature品牌益处核心关键词特征Fromthetitlesofthebestsellerswehavediscussedabout,wecanfindatitleusuallyconsistsof4basicelements,namely,brand,corekeyword,featureandbenefit.从我们讨论的最畅销品标题中，我们可以发现标题通常包含4个基本元素，即品牌、核心关键字、功能和益处。4Elements标题四要素1Brand品牌特征/特色Brandisalwayslocatedatthebeginningofthetitle.Featureherereferstomaterial,color,patternandsizes,whichobjectivelyspeaksfortheproductitself.品牌名称总是位于标题的开头。特征指材料、颜色、图案和尺寸，客观上代表产品本身。Feature4Elements标题四要素1CorekeywordsBenefit核心关键词益处Nextiscorekeyword.Lastbutnotleast,benefit,forthebuyers’sake,indicateswhotouse,whentouse,andwhytouse.接下来是核心关键字。最后但同样重要的的一点，为了买方考虑，益处说明了（产品）使用对象、使用时间及使用原因。Practice练习Task1CharterClubwomen

¾

Sleeve

White

Black

Stripes

shortdressworkcausalCharterClubShort

DressWomen,work,causal¾Sleeve,WhiteBlackstripesBrandBenefitFeatureCorekeywordPractice练习DescriptionBrand:FuntainersProduct:StrawbottleThermosMaterial:DurablestainlesssteelinteriorandexteriorvacuuminsulationtechnologyFeature:Hygienicpushbuttonlid,withpop-upstraw,integratedcarryhandle,sweat-prooffordryPattern:

PAWpatrol,KittyCatandmoreCapacity:12ounceAttention:Onlykeepcold12hours;handwashingrecommendedTask2Practice练习DescriptionBrand：ThermosFuntainers品牌：膳魔师Product：StrawbottleThermos产品名称：吸管式保温杯Material:Stainlesssteel材质：不锈钢Feature：Hygienicpushbuttonlid,withpop-upstraw,integratedcarryhandle,sweat-prooffordry特点：弹出式吸管、卫生按钮盖、一体式把手、防汗速干Pattern：PAWPatrol,KittyCatandmore款式：汪汪队立大功、凯蒂猫等Capacity：12ounce容积：12盎司Attention：

Onlykeepcold12hours;handwashingrecommended注意：只能制冷12小时；建议手洗Task2TitleThermosFuntainers12ouncestrawbottleforkidsstainlesssteelpush-buttondesignpawpatrolvacuuminsulationtechnology.CorekeywordsBenefitFeatureFeatureFeatureFeatureFeatureFeature02撰写产品详情的建议TipsforwritingproductdetailsHowtowritecompellingproductdescriptions

阅读优秀文案：阅读优秀、引人入胜的文案。头脑风暴：写下任何你想到的所有描述点。找出该商品的哪些功能对潜在客户可能相关。详细文案：在做简要的产品描述前，写一个长篇文案。

ReadGreatCopy：readexcellent,compellingcopiesbyothers.Brainstorm:focusontheproductandwritedownanythingthatcomestomind.Findoutwhatfeaturesoftheitemareappealingtopotentialcustomers.Writealongformstorybeforemakingabriefproductdescription.Howtowritecompellingproductdescriptions尽力从制造商或批发商处了解值得讲述的产品细节。

为何生产本产品？

填补了行业的需求？

使生活更加便捷？

本产品是业余爱好者必须拥有吗？获取所需的信息，面向潜在客户提供引人入胜的产品描述。Trytoknowthedetailsworthtellingfromamanufacturerorwholesaler.Whyisthustheproductmade?

Doesitfillaneedinourbusiness?

Doesitmakesomeone’slifeeasier?

Isitsomethingahobbyisthastohave?Gettheinformationyouneedtodeliveracompellingcopytopotentialcustomers.Howtowritecompellingproductdescriptions搁置适当时间后，再回看所写的内容。完成后，将其保留一段时间，稍后再进行检查，看看您是否会想到新想法。让其他人对您的观点进行讨论评价。与他人全面和详细地讨论，使他人知道您的想法。Layasidethecopyforamomentandlaterreviewwhatyouwrotelater.Afteryoufinishthecopy,leaveitforsometime,reviewitlaterandseeifsomethingnewwilloccurtoyourmind.Getotherstoweighinonyourideas.Discussyourideaswithothersverythoroughlyandcarefully,letthemknowwhatyou’restuck.03产品要点描述的样例SamplesofbulletpointsBulletpointsInthisageofinformation,fewpeoplereallyhavethetimetoreadeverythingtheyfindonline.Theywantthemostimportantdetailsfirst.Thosesimplebulletpointsareagoodstart,especiallyiftheproductdoesn’tneedalotofdescriptivetext.Bulletpointsandbulletedlistsprovideaclearandconcisewaytodisplaythemostimportantinformation.要点在这个信息时代，很少有人真正有时间阅读他们在网上发现的所有内容。他们先要最重要的细节。这些简单的要点是一个很好的开始，尤其是在产品不需要大量描述性文字的情况。要点提供了一种清晰简洁的方式显示最重要的信息。Bulletpoints

CorekeywordSpecificationFunctionFeatureandbenefitCustomerservice,Guarantee&Warranty

核心关键词

规格

功能特点

与益处客服、保险与保修Bulletpoints

CorekeywordsAsweallknow,placingkeywordsinproductdescriptions—especiallyinbulletpointswillincreasesearchrankings.Makesureyouusecorekeywordsthatarefavoredbyconsumers.Dosomeresearchtoensureyouarechoosingkeywordsthatwilldriveshopperstoyourproduct.

核心关键词众所周知，在产品说明中放置关键字，尤其是在要点中，将提高搜索排名。确保使用消费者青睐的核心关键字。做一些研究以确保您选择的关键字能够吸引购物者购买您的产品。Bulletpoints

SpecificationItincludesthefacts,dataandcharacteristicsaboutyourproducts,thingslikesize,weight,color,etc.规格包括产品的事实、数据和特性。尺寸、重量、颜色等信息。BulletpointsCustomerservice,Guarantee&WarrantySometimescustomerservice,Guarantee&Warrantyaregiveninthebulletpoints.Customerswillknowwhatcustomerservice,guaranteeandwarrantyaretobeofferedconcerningtheproduct.客服、保险与保修有时，在要点中提供了客户服务、保证和保修，客户会知道要针对产品提供哪些客户服务、保证和保修。BulletpointsforscreenprotectorBulletpointsforscreenprotector

3件装，专为屏幕规格为4.7英寸的苹果SE2020、6、6s，7与8而设计。注意：由于iPhone的边缘呈圆形，因此屏幕保护膜不能覆盖整个屏幕，而只能覆盖平面部分极高的硬度：可抵抗高达9H的刮擦（比刀还硬）高响应度和高透明度不粘尘，不留指纹，一键式超级轻松安装，不起气泡零售盒装含：3件装钢化玻璃屏幕保护膜、清洁布、除尘贴、引导标签、说明书与客户服务卡

3-Pack,DesignedforAppleiPhoneSE2020,iPhone6,iPhone6s,iPhone7andiPhone84.7-Inch.NOTE:DuetotheroundedgeofiPhone,thescreenprotectorwillNOTcoverthefullscreen,butonlytheflatareaExtremelyhighhardness:resistsscratchesupto9H(harderthanaknife)High-responseandhightransparencyDust-free,fingerprint-free,one-pushsupereasilyinstallation,bubblefreeRetailpackageincludes:3-Packtemperedglassscreenprotector,cleaningcloth,dustremovalstick,guidestick,instructions,customerservicecardSpecificationFunctionFeatureBenefitSpecificationBulletpointsforscalpmassagerBulletpointsforscalpmassager手动操作。防水，无需电池。非常适合各种发型，从厚到薄，短或长，无论湿或干，甚至可以梳理宠物的毛发用这种柔软的洗发刷淋浴后，头发和头皮会比以前更干净。柔软优质的发刷为您带来愉悦的洗涤体验在淋浴时按摩头皮，以减轻瘙痒并促进血液循环。在家中以及每次洗头时都能享受轻松的按摩符合人体工程学的设计非常适合您的手掌，易于握持。重量仅为1.8盎司，轻且易于存放优良的头皮按摩器适用于指甲长且修剪整齐的人，您在洗头时也不会损伤您的指甲Manualoperation.Waterproof,nobatteryrequired.Perfectforvarioushairstylesfromthicktothin,shortorlong,andnomatterwetordry,eventogroomhairofyourpetsTakingshowerwiththissoftshampoobrushmakesyourhairandscalpcleanerthanbefore.Asoftandhigh-qualityhairbrushprovidesyouanenjoyablewashingexperienceMassagingyourscalpintheshowertoeaseitchinessandpromotebloodcirculation.GettingarelaxingmassageathomeandeverytimeyouwashyourhairErgonomicdesignperfectlyfitsinyourpalmandiseasytohold.Only1.8Oz,lightweightandstoreseasilyExcellentscalpmassagerissuitableforwhohaslongandmanicurednails,youwon’tdamageyourmanicureduringwashinghairanymoreSpecificationFunctionFunctionBenefitBenefit动画设计：蓝色框线先框英文，然后对应中文再逐点下跳Bulletpointsforlunchbox

Bulletpointsforlunchbox专为儿童而设：5个实用隔层可完美分配，满足儿童的食欲（建议3-7岁）。防漏、耐用：在运输过程中确保餐食和零食新鲜无乱。防摔，橡胶涂层边缘和坚固的设计，适合活跃的孩子。适用微波和洗碗机清洁：可移动的隔层托盘可在微波炉中安全地加热食物，并在洗碗机中轻松清理。安全材质：便当盒均由不含BPA的食品安全且环保的材料制成。对孩子的健康无害。货品含：儿童隔层食品容器、用户手册、行业领先的2年保修和贴心的客户支持。

PORTIONEDFORKIDS-5practicalcompartmentsportionedperfectlyforachild’sappetite(recommendedforages3-7).LEEK-PROOF&DURABLE-Keepsmealsandsnacksfreshandmess-freeduringtransport.drop-proof,rubber-coatededgesandasturdydesignforactivekids.MICROWAVEANDDISHWASHER-SAFE-Removablecompartmenttrayreheatsfoodsafelyinthemicrowaveandcleansupeasilyinthedishwasher.SAFEMATERIALS-ThebentolunchboxesareallmadeofBPAfreefoodsafeandeco-friendlymaterial.Noharmforkidshealth.WHATYOUGET:Compartmentkidsfoodcontainers,usermanual,industry-leading2YearWarranty,andcaringcustomersupport.SpecificationFunctionFeatureBenefitCustomerservice,Guarantee&WarrantyStructuresforproductdescriptionNounornounphraseNounornounphrase+verb-ed/ingAdjectiveoradjectivephrase(+todo/prepphrase)VerborverbphraseClauseandcomplexsentence名词（短语）名词（短语）+分词形容词（短语）+不定式/介词短语动词（短语）简单句、复合句ProductfeatureCompatibleModels:Thesiliconebandsaresuitablefor2018WatchSeries.NOTICE:38MM/40MMS/M,38MM/40MMM/Lsizesaremadefor38MM/40MMapplewatch,S/MmeanssizeSmall,M/LmeanssizeLarge!Pleasechoosethecorrectwatchmodelandsizeforyourself.PremiumMaterial:Thebandsforapplewatcharemadeofdurableandsoftsilicone,whichpreventsskinfromirritation;flexible,lightweightandverycomfortabletowear.Sweat&waterresistant.MultiChoices:Variouscolorsandtwoselectedsizesforyoutochoose,personalizeyourapplewatchtofityourmoodandoutfitindailylife,dressupyourWatchandhighlightyouruniquetaste.Pin-and-tuckclosureensuresacleanfit.EasyInstallationandRemoval:ThebandforWatchcomeswithwatchlugsonbothends,whichlocksonto2018Watchinterfaceprecisely.Easyanddirectinstallationandonebuttonremoval.LifetimeCustomerService:Pleasecontactusatonceifanyqualityproblem,weprovidelifetimecustomerserviceandwillresolveforyouwithin24hours.Watchband表带ProductfeatureCompatibleModels:Thesiliconebandsaresuitablefor2018WatchNOTICE:38MM/40MMS/M,38MM/40MMM/Lsizesaremadefor38MM/40MMapplewatch,S/MmeanssizeSmall,M/LmeanssizeLarge!Pleasechoosethecorrectwatchmodelandsizeforyourself.PremiumMaterial:Thebandsforapplewatcharemadeofdurableandsoftsilicone,whichpreventsskinfromirritation;flexible,lightweightandverycomfortabletowear.Sweat&waterresistant.MultiChoices:Variouscolorsandtwoselectedsizesforyoutochoose,personalizeyourapplewatchtofityourmoodandoutfitindailylife,dressupyourWatchandhighlightyouruniquetaste.Pin-and-tuckclosureensuresacleanfit.EasyInstallationandRemoval:ThebandforWatchcomeswithwatchlugsonbothends,whichlocksonto2018Watchinterfaceprecisely.Easyanddirectinstallationandonebuttonremoval.LifetimeCustomerService:Pleasecontactusatonceifanyqualityproblem,weprovidelifetimecustomerserviceandwillresolveforyouwithin24hours.Watchband表带兼容的型号优质的材料多种选择便于安装和更换终身客户服务Nounornounphrases名词或名词短语SpecificationFunctionFeatureBenefitCustomerservice,Guarantee&WarrantyProductfeatureCompatibleModels:Thesiliconebandsaresuitablefor2018WatchSeries.NOTICE:38MM/40MMS/M,38MM/40MMM/Lsizesaremadefor38MM/40MMapplewatch,S/MmeanssizeSmall,M/LmeanssizeLarge!Pleasechoosethecorrectwatchmodelandsizeforyourself.PremiumMaterial:Thebandsforapplewatcharemadeofdurableandsoftsilicone,whichpreventsskinfromirritation;flexible,lightweightandverycomfortabletowear.Sweat&waterresistant.MultiChoices:Variouscolorsandtwoselectedsizesforyoutochoose,personalizeyourapplewatchtofityourmoodandoutfitindailylife,dressupyourWatchandhighlightyouruniquetaste.Pin-and-tuckclosureensuresacleanfit.EasyInstallationandRemoval:ThebandforWatchcomeswithwatchlugsonbothends,whichlocksonto2018Watchinterfaceprecisely.Easyanddirectinstallationandonebuttonremoval.LifetimeCustomerService:Pleasecontactusatonceifanyqualityproblem,weprovidelifetimecustomerserviceandwillresolveforyouwithin24hours.Watchband表带Adjectiveoradjectivephrases形容词或形容词短语ProductfeatureWatchband表带灵活，轻便，穿着非常舒适。Flexible,lightweightandverycomfortabletowear.Sweat&waterresistant.防汗和防水。Sweat&waterresistant.Adjectiveoradjectivephrases形容词或形容词短语ProductfeatureCompatibleModels:Thesiliconebandsaresuitablefor2018WatchSeries.NOTICE:38MM/40MMS/M,38MM/40MMM/Lsizesaremadefor38MM/40MMapplewatch,S/MmeanssizeSmall,M/LmeanssizeLarge!Pleasechoosethecorrectwatchmodelandsizeforyourself.PremiumMaterial:Thebandsforapplewatcharemadeofdurableandsoftsilicone,whichpreventsskinfromirritation;flexible,lightweightandverycomfortabletowear.Sweat&waterresistant.MultiChoices:Variouscolorsandtwoselectedsizesforyoutochoose,personalizeyourapplewatchtofityourmoodandoutfitindailylife,dressupyourWatchandhighlightyouruniquetaste.Pin-and-tuckclosureensuresacleanfit.EasyInstallationandRemoval:ThebandforWatchcomeswithwatchlugsonbothends,whichlocksonto2018Watchinterfaceprecisely.Easyanddirectinstallationandonebuttonremoval.LifetimeCustomerService:Pleasecontactusatonceifanyqualityproblem,weprovidelifetimecustomerserviceandwillresolveforyouwithin24hours.Watchband表带Verborverbphrases动词或动词短语ProductfeatureWatchband表带Verborverbphrases动词或动词短语Highlightyouruniquetaste

彰显您的独特品味Dressupyourwatch

装扮您的手表Preventsskinfromirritation

避免刺激皮肤Personalizeyourapplewatchtofityourmoodandoutfitindailylife

使您的手表独具个性，吻合心情，搭配日常着装ProductfeatureCompatibleModels:Thesiliconebandsaresuitablefor2018WatchSeries.

NOTICE:38MM/40MMS/M,38MM/40MMM/Lsizesaremadefor38MM/40MMapplewatch,S/MmeanssizeSmall,M/LmeanssizeLarge!

Pleasechoosethecorrectwatchmodelandsizeforyourself.PremiumMaterial:Thebandsforapplewatcharemadeofdurableandsoftsilicone,whichpreventsskinfromirritation;flexible,lightweightandverycomfortabletowear.Sweat&waterresistant.MultiChoices:Variouscolorsandtwoselectedsizesforyoutochoose,personalizeyourappl