完美開箱文
Product descriptions are essential for e-commerce success.
產品介紹是電子商務的致勝關鍵。
essential(adj.)必要的;重要的=crucial=critical
The quality of a product description can make or break a sale, especially if it does not include the key information needed to convince the shopper to click “Add to Cart”.
產品介紹的內容會決定銷售的成敗，好的產品介紹應該包含能夠說服顧客按下「加入購物車」按鈕的關鍵資訊。
convince sb. to RV說服某人做...
Below are three simple ways of writing product descriptions that sell:
以下提供三個簡單方法，能幫助你寫出打動顧客的產品介紹：
below(adv.)以下是=the following...sell(v.)說服;使接受
Focus on Your Ideal Buyer
鎖定你的理想買家
ideal buyer理想買家target market目標市場
The best product descriptions address your ideal buyer directly and personally.
最棒的產品介紹是能夠直接且貼近個人地與你的理想買家對話。
address(v.)對…講話;對…發表演說
Start by imagining your ideal buyer. What kind of humor does he or she appreciate? What words does he or she like or hate? What questions do they ask that you should answer?
一開始不妨先想像你的理想買家會是誰。「他會欣賞什麼樣的幽默？」、「他喜歡或討厭什麼樣的字眼？」、「他可能會問什麼樣的問題是你應該回答的？」
appreciate(v.)欣賞
Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face.
可以思考若是在實體店裡面對面銷售，你會對理想買家說些什麼。
face-to-face面對面地
Then try to incorporate that language into your website so that you can have a similar conversation online that resonates more deeply.
接著把你可能說的話融入到網站裡，如此一來在線上也能與買家進行類似的對話，引起更深的共鳴。
incorporate... into…把…融入…so that…如此一來就…resonate(v.)引起共鳴
Avoid Yeah, Yeah Phrases
避免使用乏味空泛的詞句
Yeah, yeah phrases are bland and empty words like “excellent product quality”.
「優異的產品品質」這樣的詞既乏味又空洞。
bland(adj.)乏味的
As soon as a potential buyer reads “excellent product quality”, he or she thinks, “yeah, yeah, of course; that’s what everyone says.”
當潛在顧客讀到「優異的產品品質」這類字眼時，他們會想「是啊，是啊，當然，大家都會這麼說。」
as soon as…一旦;當...
You become less persuasive when your potential buyer reads your product description and starts saying yeah, yeah to themselves.
如果你的潛在顧客讀到產品介紹會有「是啊，是啊，」這種想法的時候，你的說服力也跟著降低了。
persuasive(adj.)有說服力的
Instead, you should seduce your readers with words that help to create vivid product descriptions.
你反而應該用能創造出生動產品介紹的文字來吸引消費者。
instead(adv.)反而;取而代之地seduce(v.)吸引;迷住=attract=lurevivid(adj.)生動的
For example, if you are writing a piece for a chocolate, you may add sensory adjectives like velvety, crunchy and smooth to make your reader “experience” your words while reading them.
舉例來說，為巧克力寫產品介紹時，可以加入一些感官形容詞，如「如絲絨般滑順」、「酥脆」、「細膩潤滑」等，讓讀者在閱讀時，也能夠「體驗」你的文字。
sensory(adj.)感官的smooth(adj.)細膩潤滑
Use Storytelling to Your Advantage
善用故事行銷
use…to advantage 使用…來獲得優勢
Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques.
在產品介紹裡加入小故事能讓消費者在理智上不那麼反抗行銷話術。
rational(adj.)理性的;理智上的barrier(n.)障礙persuasion techniques說服技巧
Does your product have a backstory that’s special to you? Chances are it will be special and meaningful to your audience, too.
你的產品有個對你來說別具意義的背景故事嗎？很有可能這個故事對你的觀眾來說也有特殊意義。
backstory(n.)背景故事
Use these stories in your product description to add more character to your item, while also engaging your audience and winning their hearts.
在產品介紹裡加入這些故事能讓你的產品顯得獨樹一格，也能吸引觀眾並贏得他們的心。
character(n.)性格、風格、特色、特點engage(v.)吸引住;使感興趣