writing-product-descriptions
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ChineseProduct Description Writer
产品描述撰写指南
When to use this skill
何时使用本技能
- User asks to write product descriptions
- User needs e-commerce listing copy
- User wants to improve product pages
- User mentions Amazon, Shopify, or Etsy listings
- User needs features converted to benefits
- 用户要求撰写产品描述
- 用户需要电商商品列表文案
- 用户希望优化商品页面
- 用户提及Amazon、Shopify或Etsy等平台的商品列表
- 用户需要将产品特性转化为卖点
Workflow
工作流程
- Identify product and platform
- Extract key features
- Convert features to benefits
- Write headline and hook
- Create full description
- Add bullet points and specs
- 确定产品及目标平台
- 提取核心特性
- 将特性转化为卖点
- 撰写标题与钩子内容
- 创作完整描述
- 添加要点与规格参数
Instructions
操作步骤
Step 1: Gather Product Information
步骤1：收集产品信息
Required inputs:
| Field | Purpose |
|---|---|
| Product name | Title and SEO |
| Category | Tone and format |
| Key features | Benefit conversion |
| Target audience | Voice and pain points |
| Price point | Positioning (luxury vs value) |
| Platform | Character limits, format |
| Unique selling point | Differentiation |
必填输入项：
| 字段 | 用途 |
|---|---|
| 产品名称 | 用于标题及SEO优化 |
| 产品类别 | 确定文案语气与格式 |
| 核心特性 | 用于卖点转化 |
| 目标受众 | 调整文案风格与痛点切入点 |
| 价格定位 | 明确产品定位（高端奢华vs高性价比） |
| 目标平台 | 适配字符限制与格式要求 |
| 独特卖点 | 突出产品差异化优势 |
Step 2: Platform Requirements
步骤2：平台要求
| Platform | Title Limit | Description | Bullets | Key Focus |
|---|---|---|---|---|
| Amazon | 200 chars | 2,000 chars | 5 bullets, 500 chars each | Keywords, benefits |
| Shopify | Unlimited | Unlimited | Custom | Brand story, visuals |
| Etsy | 140 chars | 10,000 chars | N/A | Handmade, unique, story |
| eBay | 80 chars | 4,000 chars | N/A | Specs, condition |
| WooCommerce | Unlimited | Unlimited | Custom | SEO, details |
| Bol.com | 150 chars | 2,000 chars | 8 bullets | Dutch market, specs |
| 平台 | 标题字符限制 | 描述字符限制 | 要点要求 | 核心优化方向 |
|---|---|---|---|---|
| Amazon | 200字符 | 2000字符 | 5个要点，每个最多500字符 | 关键词、卖点优先 |
| Shopify | 无限制 | 无限制 | 自定义格式 | 品牌故事、视觉引导 |
| Etsy | 140字符 | 10000字符 | 无要求 | 手工属性、独特性、品牌故事 |
| eBay | 80字符 | 4000字符 | 无要求 | 参数规格、商品状态 |
| WooCommerce | 无限制 | 无限制 | 自定义格式 | SEO优化、细节呈现 |
| Bol.com | 150字符 | 2000字符 | 8个要点 | 荷兰市场适配、参数规格 |
Step 3: Feature-to-Benefit Conversion
步骤3：特性转卖点公式
Conversion formula:
Feature → So what? → Benefit → Emotional payoffExamples:
| Feature | So what? | Benefit | Emotional Payoff |
|---|---|---|---|
| 100% cotton | Soft, breathable | Stays comfortable all day | Feel confident in any meeting |
| 10-hour battery | Lasts longer | No mid-day charging | Never miss a moment |
| 256GB storage | More space | Store 50,000 photos | Keep every memory safe |
| Adjustable straps | Custom fit | Fits any body type | Look great, feel great |
| Handmade | Unique, quality | One-of-a-kind piece | Own something special |
Benefit categories:
| Category | Focus | Example Phrases |
|---|---|---|
| Time | Speed, efficiency | "Save hours every week" |
| Money | Value, savings | "Pays for itself in 30 days" |
| Effort | Ease, simplicity | "Set up in 5 minutes" |
| Status | Prestige, image | "The choice of professionals" |
| Safety | Protection, security | "Peace of mind guaranteed" |
| Pleasure | Enjoyment, comfort | "Pure comfort, all day" |
转化公式：
特性 → 那又如何？ → 卖点 → 情感价值示例：
| 特性 | 那又如何？ | 卖点 | 情感价值 |
|---|---|---|---|
| 100%纯棉 | 柔软、透气 | 全天保持舒适 | 任何场合都能自信展现 |
| 10小时续航 | 使用时长更久 | 无需中途充电 | 不错过任何重要时刻 |
| 256GB存储 | 存储空间更大 | 可存储50000张照片 | 妥善留存每一段回忆 |
| 可调节肩带 | 定制贴合度 | 适配各种身形 | 美观又舒适 |
| 手工制作 | 独特、高品质 | 独一无二的单品 | 拥有专属特别好物 |
卖点分类：
| 分类 | 核心方向 | 示例话术 |
|---|---|---|
| 时间 | 速度、效率 | "每周节省数小时" |
| 成本 | 性价比、省钱 | "30天即可回本" |
| 便捷性 | 易用、简单 | "5分钟快速设置" |
| 身份象征 | 高端、形象 | "专业人士的选择" |
| 安全 | 防护、保障 | "全程无忧保障" |
| 愉悦感 | 享受、舒适 | "全天极致舒适" |
Step 4: Headline Formulas
步骤4：标题公式
Title templates:
| Formula | Example |
|---|---|
| [Product] + [Key Benefit] | "Wireless Earbuds with 24-Hour Battery Life" |
| [Adjective] + [Product] + for [Audience] | "Professional Chef Knife for Home Cooks" |
| [Brand] + [Product] + [Differentiator] | "Acme Ultra-Light Backpack - Weighs Only 12oz" |
| [Product] + [Problem Solved] | "Anti-Fatigue Mat - Stand Comfortably for Hours" |
| The [Superlative] + [Product] + for [Use] | "The Fastest Charger for iPhone 15" |
Power words for titles:
| Emotion | Words |
|---|---|
| Urgency | Limited, exclusive, new, instant |
| Quality | Premium, handcrafted, professional, genuine |
| Value | Free, bonus, bundle, complete |
| Trust | Guaranteed, certified, tested, proven |
| Novelty | Revolutionary, breakthrough, first-ever |
标题模板：
| 公式 | 示例 |
|---|---|
| [产品] + [核心卖点] | "24小时续航无线蓝牙耳机" |
| [形容词] + [产品] + 面向[受众] | "专业厨师刀 专为家庭主厨设计" |
| [品牌] + [产品] + [差异化优势] | "Acme超轻背包 - 仅重12盎司" |
| [产品] + [解决的痛点] | "抗疲劳地垫 - 久站也舒适" |
| 最[顶级形容词] + [产品] + 用于[场景] | "iPhone 15最快充电器" |
标题强力词汇：
| 情感导向 | 词汇 |
|---|---|
| 紧迫感 | 限量、专属、全新、即时 |
| 品质感 | 高端、手工制作、专业、正品 |
| 性价比 | 免费、附赠、套装、全套 |
| 信任感 | 质保、认证、测试、验证 |
| 新颖性 | 革命性、突破性、首创 |
Step 5: Description Structures
步骤5：描述结构
Short description (50-100 words):
markdown
[Hook: Problem or desire]
[Solution: What the product does]
[Key benefit 1]
[Key benefit 2]
[Call to action]Example:
markdown
Tired of tangled cables ruining your desk setup? The Acme Cable Manager
keeps every cord organized and within reach. Mounts in seconds with no
tools required. Holds up to 8 cables of any size. Finally, a workspace
you're proud to show on video calls. Order now and get a free cable
tie pack included.Medium description (100-200 words):
markdown
undefined短描述（50-100词）：
markdown
[钩子：痛点或需求]
[解决方案：产品功能]
[核心卖点1]
[核心卖点2]
[行动号召]示例：
markdown
烦乱的桌面线缆让你头疼？Acme线缆收纳器
帮你整理所有线缆，触手可及。无需工具，几秒即可安装。
可容纳8根不同规格的线缆。终于拥有能在视频会议中展示的整洁桌面。
立即下单，免费获赠线缆扎带套装。中描述（100-200词）：
markdown
undefined[Headline with key benefit]
[含核心卖点的标题]
[Opening hook: 1-2 sentences addressing pain point or desire]
[Product introduction: What it is and what makes it special]
Why customers love it:
- [Benefit 1 with specific detail]
- [Benefit 2 with specific detail]
- [Benefit 3 with specific detail]
[Social proof or credibility: reviews, awards, certifications]
[Call to action with urgency or bonus]
**Long description (200-500 words):**
```markdown[开篇钩子：1-2句直击痛点或需求]
[产品介绍：产品定位与独特之处]
用户喜爱它的原因：
- [带具体细节的卖点1]
- [带具体细节的卖点2]
- [带具体细节的卖点3]
[社交证明或可信度：评价、奖项、认证]
[带紧迫感或福利的行动号召]
**长描述（200-500词）：**
```markdown[Headline]
[标题]
[Hook paragraph: Paint the problem or aspiration]
[钩子段落：描绘痛点或理想场景]
[Benefit-focused subhead 1]
[以卖点为核心的小标题1]
[Expand on benefit with features that support it]
[展开卖点，搭配支撑特性]
[Benefit-focused subhead 2]
[以卖点为核心的小标题2]
[Expand on benefit with features that support it]
[展开卖点，搭配支撑特性]
[Benefit-focused subhead 3]
[以卖点为核心的小标题3]
[Expand on benefit with features that support it]
[展开卖点，搭配支撑特性]
What's Included
包装内含
- [Item 1]
- [Item 2]
- [Item 3]
- [物品1]
- [物品2]
- [物品3]
Specifications
规格参数
[Technical details table]
[技术细节表格]
Why [Brand]?
选择[品牌]的理由
[Brand story, values, guarantee]
[Final CTA]
undefined[品牌故事、价值观、质保政策]
[最终行动号召]
undefinedStep 6: Bullet Point Best Practices
步骤6：要点撰写最佳实践
Amazon-style bullets:
markdown
✓ [BENEFIT IN CAPS] - Explanation with feature support (Outcome)Examples:
markdown
✓ ALL-DAY COMFORT - Memory foam insole molds to your foot shape,
reducing fatigue even after 12 hours on your feet
✓ WATERPROOF PROTECTION - Sealed seams and water-resistant leather
keep feet dry in rain, snow, or puddles
✓ SLIP-RESISTANT SOLE - Oil and slip-resistant outsole meets ASTM
safety standards for workplace environments
✓ EASY ON, EASY OFF - Side zipper design lets you get in and out
in seconds without untying laces
✓ BUILT TO LAST - Reinforced toe cap and double-stitched seams
backed by our 2-year warrantyBullet formula:
[BENEFIT] - [Supporting feature] + [Outcome/Proof]Amazon风格要点：
markdown
✓ [大写核心卖点] - 搭配支撑特性的说明（成果/效果）示例：
markdown
✓ 全天舒适 - 记忆棉鞋垫贴合脚型，
久站12小时也不易疲劳
✓ 防水防护 - 密封接缝与防水皮革
雨天、雪天或积水环境下保持双脚干爽
✓ 防滑鞋底 - 防油防滑外底符合ASTM
工作环境安全标准
✓ 穿脱便捷 - 侧边拉链设计，无需系鞋带
几秒即可完成穿脱
✓ 经久耐用 - 加固鞋头与双缝接缝
搭配2年质保要点公式：
[卖点] - [支撑特性] + [成果/证明]Step 7: Sensory and Emotional Language
步骤7：感官与情感语言
Sensory words by category:
| Sense | Words |
|---|---|
| Touch | Silky, plush, velvety, smooth, crisp, lightweight |
| Sight | Vibrant, sleek, gleaming, polished, bold, elegant |
| Sound | Whisper-quiet, crisp, rich, booming, crystal-clear |
| Taste | Rich, zesty, bold, smooth, refreshing (food products) |
| Smell | Fresh, aromatic, clean, natural (relevant products) |
Emotional triggers:
| Emotion | Phrases |
|---|---|
| Security | "Peace of mind", "Protected", "Worry-free" |
| Pride | "Show off", "Impress", "Stand out" |
| Belonging | "Join thousands", "Part of the family", "Trusted by" |
| Achievement | "Level up", "Unlock", "Master" |
| Relief | "Finally", "No more", "Say goodbye to" |
分品类感官词汇：
| 感官 | 词汇 |
|---|---|
| 触觉 | 丝滑、柔软、天鹅绒质感、顺滑、挺括、轻盈 |
| 视觉 | 鲜艳、简约、闪亮、抛光、大胆、优雅 |
| 听觉 | 静音、清晰、饱满、洪亮、通透 |
| 味觉 | 浓郁、爽口、醇厚、顺滑、清爽（食品类产品） |
| 嗅觉 | 清新、芳香、干净、天然（相关产品适用） |
情感触发词：
| 情感 | 话术 |
|---|---|
| 安全感 | "安心无忧", "全面防护", "无后顾之忧" |
| 自豪感 | "尽情展示", "令人印象深刻", "脱颖而出" |
| 归属感 | "加入数千用户行列", "成为品牌一员", "深受信赖" |
| 成就感 | "升级体验", "解锁新可能", "精通掌握" |
| 解脱感 | "终于", "告别", "不再烦恼" |
Step 8: SEO Integration
步骤8：SEO整合
Keyword placement:
| Location | Priority | Notes |
|---|---|---|
| Title | High | Primary keyword first |
| First sentence | High | Natural integration |
| Subheadings | Medium | Secondary keywords |
| Bullet points | Medium | Long-tail variations |
| Alt text | Medium | For images |
| Backend keywords | Platform-specific | Amazon, Etsy |
Avoid:
- Keyword stuffing
- Competitor brand names
- Unverifiable claims ("best in the world")
- ALL CAPS in body copy
关键词布局：
| 位置 | 优先级 | 注意事项 |
|---|---|---|
| 标题 | 高 | 核心关键词前置 |
| 首句 | 高 | 自然融入 |
| 小标题 | 中 | 使用次要关键词 |
| 要点 | 中 | 长尾关键词变体 |
| 图片替代文本 | 中 | 针对图片优化 |
| 后台关键词 | 平台专属 | 适配Amazon、Etsy等平台要求 |
避坑指南：
- 关键词堆砌
- 提及竞品品牌
- 无法验证的宣称（如“全球最佳”）
- 正文全大写
Step 9: Social Proof Integration
步骤9：社交证明整合
Trust elements to include:
markdown
- "Rated 4.8/5 by 2,000+ customers"
- "As seen in [Publication]"
- "Winner of [Award]"
- "Used by [Notable brand/person]"
- "100% satisfaction guarantee"
- "Free returns within 30 days"
- "[Certification] certified"可加入的信任元素：
markdown
- "2000+用户评分4.8/5"
- "被[知名媒体]报道"
- "荣获[奖项]"
- "被[知名品牌/人士]使用"
- "100%满意度保证"
- "30天免费退换"
- "获得[认证]认证"Output Format
输出格式
markdown
undefinedmarkdown
undefinedProduct Description: [Product Name]
产品描述：[产品名称]
Platform: [Target platform]
Category: [Product category]
Target audience: [Who this is for]
平台： [目标平台]
类别： [产品类别]
目标受众： [适用人群]
Title
标题
[Optimized product title]
[优化后产品标题]
Short Description
短描述
[50-100 word description]
[50-100词描述]
Bullet Points
要点
- [Bullet 1]
- [Bullet 2]
- [Bullet 3]
- [Bullet 4]
- [Bullet 5]
- [要点1]
- [要点2]
- [要点3]
- [要点4]
- [要点5]
Full Description
完整描述
[Complete product description]
[完整产品描述]
Specifications
规格参数
| Spec | Value |
|---|---|
| [Spec 1] | [Value] |
| [Spec 2] | [Value] |
| 参数 | 数值 |
|---|---|
| [参数1] | [数值] |
| [参数2] | [数值] |
SEO Keywords
SEO关键词
Primary: [keyword]
Secondary: [keyword], [keyword]
Long-tail: [phrase], [phrase]
undefined核心：[关键词]
次要：[关键词], [关键词]
长尾：[短语], [短语]
undefinedValidation
验证清单
Before completing:
- Features converted to benefits
- Platform character limits respected
- Primary keyword in title
- Sensory/emotional language used
- Social proof included where available
- Clear call to action
- Specs and dimensions provided
- No competitor brand mentions
完成前检查：
- 特性已转化为卖点
- 符合平台字符限制
- 标题包含核心关键词
- 使用了感官/情感语言
- 已加入可用的社交证明
- 行动号召清晰明确
- 已提供规格与尺寸
- 未提及竞品品牌
Error Handling
异常处理
- No product details: Ask for features, materials, dimensions, and target audience.
- No platform specified: Default to Shopify format, note platform-specific limits.
- Features only, no benefits: Apply "so what?" test to every feature.
- Too generic: Add specific numbers, comparisons, or use cases.
- Missing USP: Ask what makes this product different from alternatives.
- 缺少产品细节：询问特性、材质、尺寸及目标受众。
- 未指定平台：默认使用Shopify格式，并标注平台限制差异。
- 仅提供特性无卖点：对每个特性应用“那又如何？”测试。
- 文案过于笼统：添加具体数字、对比或使用场景。
- 缺少独特卖点：询问产品与竞品的差异化优势。
Resources
参考资源
- Amazon Style Guide - Amazon listing requirements
- Etsy Seller Handbook - Etsy best practices
- Hemingway Editor - Readability check
- CoSchedule Headline Analyzer - Title scoring
- Amazon Style Guide - Amazon商品列表要求
- Etsy Seller Handbook - Etsy运营最佳实践
- Hemingway Editor - 可读性检测工具
- CoSchedule Headline Analyzer - 标题评分工具