页面描述的模型特征

     都说,商品的页面描述就是一个推销的过程,消费者在阅读商品页面描述的时候也在被动接收推销的过程。她就像一个无声的推销员,用图片和文字演绎着整个推销过程。笔者结合了网上很多爆款描述、现实销售人员话术以及电视购物的销售流程,觉得所有的销售过程都离不开FABES这几个元素。大家知道“FAB”是营销学里面的基本框架,现在衍生出FABE,用baidu可以查到其含义。而我在此加入了"s",形成了我自己认为的FABES框架模型。

下面,描述下这个模型:

F代表特征(Features)

包括:产品的特质、基本功能、性能,它满足用户需求的方式。在“天猫”里,它表现为:

1、基本属性:产品参数

2、属性特征:产地、材质面料、工艺技术、制作流程、制作环境、作用功能、对人体的特殊作用等;

每个产品都有其潜质,努力去找到竞争对手所没有想到的,而客户又非常关注的的特性。当你给了顾客一个“情理之中,意料之外”的感觉时,下一步的工作就很容易展开了。


A代表优点(Advantages)

与同类产品相比较,列出优势;或者列出这个产品独特的地方。可以直接,间接去阐述。例如:更管用、更高档、更温馨、更保险等,在“天猫”里,它表现为:

1、产品优势:同类产品材质对比、同类产品功效对比、同类产品安全对比、使用前后对比、用途多样化对比、设计灵感/原理;

2、品牌优势:品牌故事/起源/历史/灵魂、设计或者研发专家优势、品牌的荣誉、媒体广告内容;

B代表利益(Benefits)

这个代表的是给到用户的好处。很多人在这里没法理解“好处”和“功能”的差别,这里笔者简单说说:

比如,别人说“开宝马,坐奔驰”,那么,车所能承载的功能就是方便快捷,而其价值好处是:自信、地位、荣誉,订单;又比如,笔者所在公司最近搬迁到大办公室,大的办公室基本功能是使用空间更大更灵活,光线更加充足,员工归属感更强,而其好处是,员工更加融洽,公司对外实力更强,间接带来更多订单。大概理解了功能和好处之间的差别吧。可以简单理解为“因为这个产品具有某种功能,所以,他为我们带来了某种好处”。

那么,页面描述里哪些和利益有关?

即这个产品最能带给用户的利益有哪些?将其划分为核心利益,也就是什么最能打动用户?还有和辅助利益,按利益重要性进行划分,也就是对应我们在页面描述过程中所要墨水的比重分配。好处,往往直接和情感利益挂钩,更多是表现在某种情感上的满足。比如:亲情、爱情、友情、送礼、时常感、流行感、自信感等。就像笔者最近服务的“尚捷”电热水器,他的核心利益是,速热,为家庭里增添温暖。

 

E代表证据(Evidence)

证据的材料都是说明我们对产品的描述是有据可依,让消费者充满信任。包括:

1、销售气氛:销售量展示、用户好评展示、热捧广告语;

2、第三方推荐:明星/达人推荐、客户推荐、试用体验分享;

3、证书:授权证书、质检报告、专业认证;

4、公司实力:厂房展示、车间展示、销售门店展示、

5、产品展示:整体图、细节图、情景图、实验图、分割图、样板图;

 

S代表服务(Service)

网购用户关注如果买到的产品与实际不符怎么办?买到的商品使用中遇到问题怎么办?物流速度等得让人不耐烦怎么办?如何使用?因此,我们要告诉用户服务承诺和提醒,包括:

1、售前服务:温馨提示、使用方法、防骗说明、养护说明;

2、售后服务:包裹展示、物流展示、退换货说明,

3、FAQ:客户常见问题的解答。

以上,是FABES的内容,用作页面描述内容。当然,也包括关联营销的内容就不介绍啦。

前面,我们已经考虑到一个商品页面描述所需要具备的内容,那么如何组织这些内容,让人看上去更有逻辑性呢?这就需要我们有一套“页面话术”流程,将在下一节进行介绍。

29 thoughts on “页面描述的模型特征

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