太实用了！一篇文案教你写出爆款商品详情页/制品介绍的秘籍
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">回复“干货”<span style="color: black;">得到</span>《营销视频+餐饮手册工具》</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>介绍、商品详情是几乎<span style="color: black;">每一个</span>市场营销人员都会面对的工作。<span style="color: black;">做为</span><span style="color: black;">制品</span>对外的传播物料，直接影响到了<span style="color: black;">制品</span>的转化，若是电商<span style="color: black;">途径</span><span style="color: black;">更加是</span>直接影响<span style="color: black;">制品</span><span style="color: black;">营销</span>额。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商品详情虽然是个小东西，<span style="color: black;">然则</span>它在市场营销中所起的<span style="color: black;">功效</span>无疑是巨大的。<strong style="color: blue;"><span style="color: black;">那样</span>有<span style="color: black;">那些</span><span style="color: black;">招数</span><span style="color: black;">能够</span>套用，练就出一个优秀的商品详情呢？</strong>下面就跟<span style="color: black;">大众</span>聊聊。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662715316780a9c8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=Rt92nUaeUhtMaw%2FXUWSsNd1FauA%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写<span style="color: black;">制品</span>详情之前<span style="color: black;">必须</span><span style="color: black;">晓得</span>的：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">用户心理路径</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">所有用户购买<span style="color: black;">运用</span>一件<span style="color: black;">制品</span>都会经历几个<span style="color: black;">周期</span>的心理变化，<span style="color: black;">区别</span>理论的划分都大同小异，但<span style="color: black;">倘若</span>从用户<span style="color: black;">方向</span>出发，<span style="color: black;">咱们</span>能把它简化为：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">产生兴趣-利益联想-<span style="color: black;">得到</span>认同-转化购买-分享<span style="color: black;">举荐</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这五个<span style="color: black;">周期</span>中<strong style="color: blue;">前四个<span style="color: black;">周期</span>用户<span style="color: black;">能够</span><span style="color: black;">经过</span>商品详情页面文案及设计来处理<span style="color: black;">处理</span></strong>，<span style="color: black;">尤其</span>是中间三个<span style="color: black;">周期</span>。而最后一个<span style="color: black;">周期</span>则更<span style="color: black;">大都是</span>靠<span style="color: black;">制品</span>体验超出预期、售后运营手法来达成。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662844253c6bf5b8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=dRRuPZXVtW%2F3o0kY7FhrHFy%2BUAs%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">用户体验思维</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页/<span style="color: black;">制品</span>介绍<span style="color: black;">必定</span><span style="color: black;">必须</span><span style="color: black;">经过</span>用户的<span style="color: black;">方向</span>去设计文案和画面，而<span style="color: black;">不可</span><span style="color: black;">经过</span>单方面强调<span style="color: black;">自己</span><span style="color: black;">制品</span><span style="color: black;">优良</span>的口径去表达。所有<span style="color: black;">制品</span>都是<span style="color: black;">处理</span>用户需求为前提的，<span style="color: black;">咱们</span><span style="color: black;">更加多</span><span style="color: black;">必须</span>思考<span style="color: black;">制品</span><span style="color: black;">优良</span>与用户痛点之间的对应关系。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span>，<span style="color: black;">倘若</span>把商品详情/<span style="color: black;">制品</span>介绍本身<span style="color: black;">亦</span>看做一个内容<span style="color: black;">制品</span>的话，它<span style="color: black;">亦</span>是<span style="color: black;">必须</span>符合用户的浏览<span style="color: black;">规律</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">简单<span style="color: black;">来讲</span><span style="color: black;">便是</span>：<strong style="color: blue;">从用户<span style="color: black;">方向</span>出发，<span style="color: black;">必须</span>传达的应该是——<span style="color: black;">咱们</span>给你的是你的某些需求<span style="color: black;">处理</span><span style="color: black;">方法</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662730bbba7a28a4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=dL%2BIIDK3dTMNBxh%2BIeweia6QU5w%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">下面<span style="color: black;">咱们</span>就从商品详情页/活动详情页/<span style="color: black;">制品</span>介绍<span style="color: black;">导致</span>用户心理变化的几个<span style="color: black;">周期</span>，一个个拆解：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">问题一：怎么让用户产生兴趣？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实严格说起来，用户对一个<span style="color: black;">制品</span>产生兴趣<span style="color: black;">更加多</span>是多维度的推广触达所<span style="color: black;">导致</span>的。很简单一个道理，假如你<span style="color: black;">伴侣</span>圈有人在转一篇<span style="color: black;">文案</span>，那你可能<span style="color: black;">亦</span>就忽略了，但<span style="color: black;">倘若</span><span style="color: black;">伴侣</span>圈隔两三个人就在转，你肯定就忍不住点进去<span style="color: black;">瞧瞧</span>了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但<span style="color: black;">倘若</span>把详情页单独当成一个<span style="color: black;">制品</span>，<span style="color: black;">怎样</span><span style="color: black;">经过</span>开头，吸引用户有兴趣往下翻，<span style="color: black;">连续</span>浏览？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实，人性总是不变的，吸引人的永远是<span style="color: black;">有些</span>惊悚、有趣、与<span style="color: black;">自己</span>利益<span style="color: black;">关联</span>的事情。下面是几个<span style="color: black;">平常</span>的详情页开篇技巧（为了简单描述，我以牙刷<span style="color: black;">制品</span>为例）：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.形成冲突性观点</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：3颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>列出剧烈冲突性观点的句子，<span style="color: black;">导致</span>读者的强关注。如：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“90%的人都不<span style="color: black;">晓得</span>，<span style="color: black;">她们</span>竟然不会科学刷牙”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“你的牙刷<span style="color: black;">倘若</span>有这些特征，那你就得小心了”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“用这类牙刷，还不如<span style="color: black;">不消</span>”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>这类冲击力强的句子<span style="color: black;">做为</span>开头，<span style="color: black;">能够</span>有效牵扯住读者，让他有兴趣往下看你的<span style="color: black;">制品</span>信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15208706627324fe15f6427~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=7v2ioVHCCVUr7TNnOKAI3w%2BYWcQ%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网易空气净化器商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.重磅知识普及</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span><span style="color: black;">关联</span>统计数据、冷门科学知识的普及，告诉<span style="color: black;">公众</span>一个<span style="color: black;">一般</span>被忽略的重要事实，用户自然就会产生兴趣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“据统计，每三个人中就有一个人用错牙刷”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“刷牙<span style="color: black;">欠妥</span>竟会<span style="color: black;">引起</span>XXX后果”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">科研</span><span style="color: black;">显示</span>，XXX病竟<span style="color: black;">是由于</span>刷牙<span style="color: black;">欠妥</span><span style="color: black;">导致</span>”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用这种<span style="color: black;">办法</span>基本上屡试不爽，<span style="color: black;">然则</span>知识要够冷门、够分量并不是<span style="color: black;">那样</span>好找，<span style="color: black;">另一</span><span style="color: black;">亦</span>更适合<span style="color: black;">必须</span><span style="color: black;">必定</span>程度用户教育的<span style="color: black;">制品</span>品类，<span style="color: black;">同期</span><span style="color: black;">必须</span>科学依据支持。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662864038f3a8fd5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=k0%2BZ8kxjC8sKdLiXm3mpXfR2CDE%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Swisse<span style="color: black;">关联</span>商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3.痛点提问</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：5颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在以往操作的案例中，这一类详情页的开头<span style="color: black;">通常</span>都以“你<span style="color: black;">是不是</span><span style="color: black;">亦</span>有以下<span style="color: black;">懊恼</span>”之类的句子<span style="color: black;">做为</span>开头，<span style="color: black;">而后</span>在提问用户<span style="color: black;">平常</span>的痛点问题，<span style="color: black;">通常</span>涵盖<span style="color: black;">制品</span>体验痛点、<span style="color: black;">平常</span>顽疾杂症等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">为何</span>每次刷牙都牙龈流血？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">为何</span>吃什么都会上火？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">由于</span>牙齿，你是不是不敢开怀大笑？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“你是不是<span style="color: black;">由于</span>牙齿问题，不敢在公开场合大声说话？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“用了这么<span style="color: black;">数年</span>牙刷，你真的用对牙刷了吗？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一类的开头<span style="color: black;">危害</span>点在于——你的痛点问题很可能并不痛，这就考验你<span style="color: black;">做为</span>品牌方对消费者的洞察了，这个<span style="color: black;">专题</span>太大，有机会<span style="color: black;">另一</span>写<span style="color: black;">文案</span><span style="color: black;">来讲</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662726b8a29e1834~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=7mbOA6j8cQ%2Fj5PVAQjTrU6FrBes%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小米体脂秤商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/152087066279608ea15bb28~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=6JgiY4DHvBZ9u0NRmH5NkQmvQT4%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">戴森吹风机商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4.重要利益点</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：5颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：5颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种<span style="color: black;">办法</span>是<span style="color: black;">经过</span>开头就给予承诺，<span style="color: black;">通常</span><span style="color: black;">运用</span>较为强势，对<span style="color: black;">制品</span>自信的品牌中。<span style="color: black;">例如</span>咪蒙的“听课三年不加薪50%退款”，某些瘦身<span style="color: black;">制品</span>的“XX个月不瘦退款”，<span style="color: black;">包含</span><span style="color: black;">各样</span>线上课程的“XX天学会XX”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而这种<span style="color: black;">危害</span>点就在于，容易给售后带来压力，<span style="color: black;">况且</span><span style="color: black;">倘若</span>承诺太过夸张容易引来公关<span style="color: black;">危险</span>及<span style="color: black;">制品</span>投诉。<span style="color: black;">意见</span><span style="color: black;">倘若</span><span style="color: black;">把握</span><span style="color: black;">欠好</span>尺度的话，不要轻易尝试~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662815bf7665aca3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=vjnSovS1mylNCvPGmCrtDss6bOU%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">经久不衰的30天学会XXX书籍命名方式</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">问题二：<span style="color: black;">怎样</span>让用户感觉自己利益与<span style="color: black;">制品</span><span style="color: black;">关联</span>？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在“吸睛”之后要<span style="color: black;">快速</span>切入正题，让<span style="color: black;">制品</span>与用户利益之间<span style="color: black;">出现</span>联系，如不是<span style="color: black;">必须</span>用户教育的<span style="color: black;">制品</span>，切不可浪费<span style="color: black;">太多</span>的精力做科学普及，那样只会<span style="color: black;">增多</span>用户的流失率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">周期</span><span style="color: black;">处理</span>的问题是：<strong style="color: blue;"><span style="color: black;">咱们</span>怎么<span style="color: black;">处理</span>你的痛点，<span style="color: black;">咱们</span><span style="color: black;">为何</span>能够<span style="color: black;">处理</span>。</strong>大<span style="color: black;">都数</span>详情页都是用<span style="color: black;">制品</span>思维在写详情页，<span style="color: black;">尤其</span>是偏技术类的<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">典型错误的文案<span style="color: black;">规律</span>：<span style="color: black;">咱们</span>有什么特点-这些特点比其他人更牛逼-你<span style="color: black;">能够</span>买我</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">错误示范：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“XX科技超细牙刷毛，比普通牙刷细X倍”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“XX科技超细牙刷头，360度刷牙无死角”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">正确的文案<span style="color: black;">规律</span>：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处理</span>你什么需求-<span style="color: black;">咱们</span>靠的是什么-这些别人都<span style="color: black;">无</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">正确示范：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“怎么刷<span style="color: black;">亦</span>不会牙龈<span style="color: black;">流血</span>，XX科技超细牙刷毛”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“把别人刷不到的<span style="color: black;">地区</span>刷干净，XX科技超细牙刷头”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>而言，一个<span style="color: black;">制品</span>介绍中的<span style="color: black;">重点</span>卖点就1个，多了用户<span style="color: black;">亦</span>容易困惑，<span style="color: black;">况且</span>主打卖点不聚焦<span style="color: black;">亦</span>会<span style="color: black;">导致</span>推广认知上的低效。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">辅助卖点可能会有3-4个，为的是形成附加价值，<span style="color: black;">通常</span><span style="color: black;">是由于</span>设计外观等次要<span style="color: black;">特殊</span>辅助实现。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>而言，这部分的卖点文案风格<span style="color: black;">必须</span>与品牌风格统一，<span style="color: black;">倘若</span><span style="color: black;">必须</span><span style="color: black;">明显</span>科技感<span style="color: black;">能够</span>适量用专有名词、数据做标题，<span style="color: black;">倘若</span><span style="color: black;">必须</span><span style="color: black;">加强</span>调性则<span style="color: black;">能够</span>用<span style="color: black;">有些</span>文艺范的词，<span style="color: black;">倘若</span>是<span style="color: black;">公众</span>消费品<span style="color: black;">能够</span>写的更通俗<span style="color: black;">乃至</span><span style="color: black;">运用</span><span style="color: black;">有些</span>口头语。<span style="color: black;">重点</span>看<span style="color: black;">制品</span>品牌调性了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">问题三：<span style="color: black;">怎样</span>让用户认同你的<span style="color: black;">制品</span>？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页/<span style="color: black;">制品</span>介绍到了这个部分<span style="color: black;">通常</span>就接近尾声了，<span style="color: black;">必须</span>消除用户的心理<span style="color: black;">阻碍</span>，给予用户安全感与信任背书，实现<span style="color: black;">营销</span>转化前的临门一脚。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.名人背书</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">名人背书<span style="color: black;">倘若</span>有，<span style="color: black;">通常</span>会出<span style="color: black;">此刻</span>详情页的前半部分。<span style="color: black;">这儿</span><span style="color: black;">必须</span>说明的是，名人不<span style="color: black;">必定</span>非得是代言人或<span style="color: black;">举荐</span>人，<span style="color: black;">亦</span>不<span style="color: black;">必定</span><span style="color: black;">必须</span>为<span style="color: black;">制品</span>背书，他<span style="color: black;">能够</span><span style="color: black;">经过</span>为<span style="color: black;">制品</span>的技术、为行业背书，都<span style="color: black;">能够</span>拿来为自己<span style="color: black;">制品</span><span style="color: black;">增多</span>公信力。当然其中会有时存在版权问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还是拿牙刷<span style="color: black;">来讲</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">全世界</span>牙医<span style="color: black;">第1</span>人XXX博士说，X氏刷牙法能有效保持口腔卫生。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而XX牌牙刷是为X氏刷牙法优化定制“</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>，名人的背书与<span style="color: black;">制品</span>的<span style="color: black;">优良</span>就联合起来了，产生<span style="color: black;">更加多</span>可信赖感。当然最好的方式是权威<span style="color: black;">名人</span>直接<span style="color: black;">举荐</span><span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，名人不<span style="color: black;">必定</span>非得是个人，还<span style="color: black;">能够</span>是权威组织、国家、高校等等<span style="color: black;">拥有</span>公信力的<span style="color: black;">公司</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/152087066281381897bc19a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=JonW6qKZlIIFhDzHMmFO8PFL%2FWM%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">滴露商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.数据背书</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：4星半</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：5颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>所说的统计数据更<span style="color: black;">大都是</span>用户<span style="color: black;">运用</span>效果的统计数据，<span style="color: black;">拥有</span>公信力的统计数据<span style="color: black;">常常</span>来自第三方<span style="color: black;">公司</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span><span style="color: black;">咱们</span>耳熟能详的汰渍<span style="color: black;">宣传</span>，<span style="color: black;">经过</span>对比<span style="color: black;">区别</span>洗衣粉的去污能力，<span style="color: black;">而后</span>把结果数据化<span style="color: black;">或</span>视觉化；<span style="color: black;">一样</span>还有舒肤佳的<span style="color: black;">宣传</span>，对比洗手除菌效果，并<span style="color: black;">经过</span>数字及视觉呈现。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">数据对比的维度<span style="color: black;">非常多</span>，既<span style="color: black;">能够</span><span style="color: black;">运用</span>前<span style="color: black;">运用</span>后对比，<span style="color: black;">亦</span><span style="color: black;">能够</span>与竞品对比。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15208706628317d298c5772~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=3Uv89gBs%2BqG4XRzoKpNxKQOCdzw%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OPPO系列手机详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3.用户案例</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：5颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：3颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">列举成功的用户案例是最有效的<span style="color: black;">办法</span>，<span style="color: black;">由于</span>普通用户的正面反馈<span style="color: black;">能够</span><span style="color: black;">极重</span><span style="color: black;">增多</span>其他用户对<span style="color: black;">制品</span>的信任感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户故事的挖掘和撰写又会牵扯到种子用户的运营及社群、客服等运营手法。总而言之，用户案例是如今消费级<span style="color: black;">制品</span>详情/<span style="color: black;">制品</span>介绍不可忽略的一部分。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662967557118e85d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=RsMKwqJSJjkd2LBluh60arttxFs%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小米饮水机商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">问题四：<span style="color: black;">怎样</span>有效促成转化？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实详情页的<span style="color: black;">重点</span>功能是传达<span style="color: black;">制品</span>信息及卖点，消除用户与<span style="color: black;">制品</span>之间的信息不对<span style="color: black;">叫作</span>。是以准确传达为准，而<span style="color: black;">最后</span>的<span style="color: black;">营销</span>转化<span style="color: black;">更加多</span>在于用户<span style="color: black;">针对</span><span style="color: black;">制品</span>功能和价格的理性思考。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然<span style="color: black;">亦</span>是有<span style="color: black;">有些</span>小的技巧，下面的技巧都是有心理学依据的：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.竞品价格对比</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与竞品之间对比价格，其中的竞品即<span style="color: black;">包含</span>直接竞品，<span style="color: black;">亦</span><span style="color: black;">包含</span><span style="color: black;">处理</span>同类需求的<span style="color: black;">制品</span>。还是以牙刷来举例，<span style="color: black;">倘若</span>你卖的是传统牙刷，<span style="color: black;">那样</span>你的竞品不仅有其他牙刷品牌，<span style="color: black;">亦</span>会有电动牙刷，<span style="color: black;">乃至</span><span style="color: black;">亦</span>会有漱口水等其他<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">此时，<span style="color: black;">咱们</span>只<span style="color: black;">必须</span>抽出对比结果看上去对<span style="color: black;">咱们</span>有利的<span style="color: black;">制品</span>进行对比<span style="color: black;">就可</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870662886746182894c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=aMWrVaFZm6PKC2sNCMB1Zh9mppw%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小米饮水机商品详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.价格均摊</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：5颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">把现有的价格均摊到更小的时间中，这个是<span style="color: black;">日前</span>较为常用的<span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>我100元卖一个普通牙刷，<span style="color: black;">能够</span>用三个月。听上去并<span style="color: black;">不方便</span>宜，但<span style="color: black;">倘若</span>均摊到每一天，就相当于1元1天，听上去就没<span style="color: black;">那样</span>贵了。<span style="color: black;">倘若</span>你再进一步拔高，1元1天就能<span style="color: black;">持有</span>好的口腔健康，那<span style="color: black;">好似</span>就挺划算了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/152087066311132d0f52207~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=0K2wbuMy1v%2B2KQHnNwPL6EMMFYM%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">得到VIP详情页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3.价格转化</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：4星半</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">把价格转换成其他物品的价格，<span style="color: black;">例如</span>30块钱就能转化成一杯咖啡的价格、一场电影的价格，100块就能转化成一场3D电影的价格，等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你说100元一只牙刷，不如说一场3D电影的价格，帮你<span style="color: black;">处理</span>口腔健康<span style="color: black;">困难</span>。<span style="color: black;">这般</span>一来，用户就会<span style="color: black;">更易</span>接受。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">这个技巧与价格均摊的<span style="color: black;">办法</span>结合起来用，效果更佳。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1520870663221180ee30ce5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663140&x-signature=Gi6JjyP%2B9s4gLwYAgLqmmKN%2FzA4%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">库克采访内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4.促销活动</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好用指数：4颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">难度指数：3颗星</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有促销活动的话就<span style="color: black;">必定</span>要<span style="color: black;">明显</span>优惠的对比，原价多少，现价多少，还有多少赠品福利。促销活动<span style="color: black;">必须</span>仔细观察数据，衡量成本和收益。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中<span style="color: black;">能够</span>玩的手法还有限时特惠、前XX名福利、拼团福利等等细节手法，<span style="color: black;">这儿</span>就不多说了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面基本上把详情页的书写结构和<span style="color: black;">规律</span>撸了一遍，套用这个模板，基本上<span style="color: black;">能够</span>规模化产出合格的商品详情页及<span style="color: black;">制品</span>介绍了，<span style="color: black;">期盼</span>对<span style="color: black;">大众</span>的工作有<span style="color: black;">帮忙</span>。</p>
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