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動手寫一篇令人驚豔的公司簡介

1.公司簡介為何如此重要?

“最重要的是,讓客戶信賴公司。"

     公司簡介是對企業的介紹,是給合作夥伴、客戶和消費者看的,這種介紹一定要簡明扼要,讓別人在很短的時間內對你的公司有個初步了解,論是新聞稿或官網,公司簡介這個環節都很重要,因為這是一般社會大眾認識我們的起點

2.最基本的公司背景介紹

“永遠不變的問題___who?where?what?"

     公司簡介不但重要,而且公司簡介其實並不好寫!這是因為一般人很難用短短幾百字交代公司的來龍去脈、產品線、企業文化和獨特的價值主張,所以往往不知從何下筆,建議大家可以藉由觀摩其他企業的案例,來學習寫作的技巧。在開始撰寫公司簡介之前,不妨先盤點一下自家公司的特色、文化與資產。

   而一篇好的背景介紹,是根據於幾個基本的問題而向外發散,讓資訊能跟隨特定敘述主軸而不斷向外補充以達完善,而其中最重要的三大主軸即是 who , where 與what。他們分別對應了櫃公司的名稱信息(ex:oo股份有限公司),公司的位置以及地理資訊,還有最為不可或缺的,對於核心產品與服務的介紹,這三大主軸才是一篇簡介的靈魂與骨骼,理解了以上的概念,接下來,就讓懷特帶著你一步一步打造一份與眾不同的公司簡介吧!

可以先從以下的基本資料開始著手:

1.公司成立時間、負責人及總經理、資本額、年營業額、公司製作項目及公司基本資料(明確公司的數據信息,就像個人的身分證一樣不可或缺。)

2.地址位置資訊(讓客戶知道你屬於哪裡,或是源自哪個國家。)

3.主要產品介紹(最重要的一項,你到底是做什麼的企業,請永遠記住,產品才是核心。)

4優勢、弱勢、機會及威脅(現在、過去及未來所面對的機會與挑戰。)

5.公司的主要客戶群

6.公司的聯絡資訊

(對公司概況有一個基本全面的介紹,語言要精鍊,交代公司的名稱、性質、所處行業、成立時間、主營業務等關鍵性內容。)

 

3.核心業務與產品

“很重要所以說三次,產品,產品,還是產品!"

    接下來,是有關公司實際業務的描述以及相關的產品說明。請注意,有的客戶根本不會花時間看公司簡介這一類的內容,當客戶選擇極其之多的時候,未必會花時間去瀏覽那些冗長廢話連篇的公司簡介,必須抓住產品的核心競爭力加以描述,才可以吸引到客戶的注意。

    請千萬記得,大部分的人並不會在意公司的規模組織甚至是來自哪個地區,因為這與他們無關,組織甚至是來自哪個地區,因為這全都與他們無關,唯一對所有客戶來說都重要的事情只有一項,那就是貴公司的產品!在商言商,在舞文弄墨揮毫寫簡介時,別忘了大家是來做生意的,不是來看表演的。

     產品描述的要快速到點&一句到位,到點,就是產品的功能性,到位就是多種描述方式結合,不僅僅要有產品描述,還要有對於產品質量,品質,售後服務的一些佐證。下面我們用BMW公司的網站作為範例:

    (可以看到的是,BMW很好的把公司產品跟提供的服務,製作成了相當清楚的頁面導引,瀏覽時可以更快速的找到需要或著有興趣的資料,可以說不愧是國際大廠的公司介紹,簡單明確但富含巧思。)

     再來,除卻產品本身的內容,客戶同時還會去關注提供這個產品的供應商的情況,很多人說了,我們有公司簡介啊,直接去看不就好了,前面已經說了,很多客戶可能真的不會去看,因為可能根本沒有那麼多時間去讀你的什麼公司簡介,所以,在產品描述裡面要有最簡便的方式,讓客戶熟悉你的公司,相信你的公司。

(同時也要考量到客戶群體,舉台灣本土的超市龍頭全聯為例,由於是以家庭主婦和自己料理三餐的民眾為目標客戶,故而全聯一直在打造健康與安全兩個產品的特色優勢,從公司的簡介中我們也可以看到全聯對於這種安心形象的經營與重視,這對一家以生鮮蔬果為主要核心商品的超市來說是必不可少的。)

4.公司亮點

“好,還要更好"

最後讓公司簡介更錦上添花的秘訣,就是加上公司所獲得過的媒體曝光,或著由專業機構所授予過的認證,讓整份簡介更具有說服力,也就是回到我們最開始所提到的重點,讓客戶對公司產生信賴。

    介紹亮點時,也別天花亂墜的把所有雜七雜八的得獎紀錄都貼上去(像什麼主管的學歷啦、公司的晚會表揚都不應該出現。)請記得前面不厭其煩提到的,產品才是核心,認證與榮譽要跟產品緊密相關才有才有列出的價值,像是上面提到的全聯,就會著重於對生鮮食品的安全以及品質認證,而汽車產業就會更著重於行車防護的外界肯定,這才是與產品與業務真正相關的榮譽,才有可能打動客戶。

5.結語

    一篇簡介,尤其是公司的簡介,從來都不是哪麼容易可以完成的,無論是對於產品的側寫或是公司形象的建立,都會需要大樣的經驗與流暢的文筆才能達到效果,如果您看完這篇文章並同意我們的觀點,不妨讓我們來幫助您把公司的簡介完善的更好,成為您的優勢。

我們是懷特英文文案團隊,致力於用文字幫助公司打造更好的形象。

如何寫一篇產品說明?

什麼是產品說明?

撰寫一篇產品說明或許聽起來相當容易,然而,如何將一篇產品說明編寫的引人入勝、頭頭是道,才是一門技巧高深的大學問,我們將這三年來搜集彙整的資料,統整出想要撰寫一篇吸引人的產品說明文案,缺一不可的步驟及技巧,以下我們將會分成四大重點來說明:

1.產品說明的目的: 

將產品優點轉換成對客戶別具意義的「特殊利益」,為產品說明的重點及目的,只有特殊利益才能夠打動客戶,讓客戶產生“想要”的欲望,要知道,沒有想要的欲望產生,就不會有購買的行為發生。

也就是說,產品說明就是您有系統地,透過一連串「陳述、特性、優點及客戶利益」的描述,藉此來引起客戶產生購買的欲望。

以下為幾個產品說明的要點:

  • 點出客戶對現狀問題的重視。
  • 讓客戶瞭解能獲得哪些改善。
  • 讓客戶產生購買的欲望。
  • 讓客戶認同您的產品或服務,能解決他的問題、及滿足他的需求。

成功的產品說明特徵: 

  • 鉅細彌遺地說出您對客戶問題的解決方法及改善效果。
  • 讓客戶相信您能做到您所說的。
  • 讓客戶感受到您的熱誠(願意站在客戶的立場,幫助客戶解決問題)。


2.產品說明的技巧

成功的產品說明技巧,能讓客戶體認到他的問題,同時認同您提供的產品或服務能解決他的問題,或滿足他的需求。您若能熟悉如何將『產品的特性』轉換成『特殊利益』的技巧,基本上您已能把握住解說產品的關鍵點。

產品說明的2大原則:

原則1:遵循「特性➔優點➔客戶的特殊利益」3個陳述邏輯。

原則2:遵循「指出問題+現狀➔提供解決問題的方式或改善現狀的對策➔描繪客戶採用後的利益」的陳述順序。

產品說明的步驟:

步驟①:開場白

首先,感謝客戶到場聆聽及相關人員對調查的協助。

✭技巧:引起客戶的注意及興趣。

步驟②:陳述現況

依據調查的資料,陳述客戶目前的狀況,指出客戶目前期望解決的問題點或期望得到滿足的需求。

✭技巧:運用閉鎖式詢問,確認客戶的問題點及期望改善點。

步驟③:帶入產品介紹

站在客戶角度的立場,以客戶對各項需求的關心度,重點介紹產品的特性➔優點➔特殊利益。

✭技巧:如何將產品特性巧妙轉換成特殊利益。

步驟④:預先化解異議

例如從客戶方面、競爭者方面可能造成的異議。

✭技巧:預先設想好可能會發生的異議及處理方式。

步驟⑤:異議處理

當客戶提出異議(問題)時,能即時針對異議提供解決方案,消除客戶疑慮。

✭技巧:面對客戶的異議時臨危不亂的處理。

步驟⑥:要求訂單

說服客戶成交訂單。

✭技巧:掌握與客戶締結訂單的時機。

其他注意點

  • 維持良好的產品說明氣氛
  • 選擇恰當的時機做產品說明
  • 產品說明中不要逞能與客戶辯論
  • 預先想好銷售商談
  • 運用銷售輔助物,如:投影片、幻燈片、產品名錄、企業簡介、對銷售有幫助的報刊、雜誌的報導及其它任何有助於銷售的輔助物。

9 個絕對賣得出去的產品說明文案

It’s an easy mistake. Even professional copywriters make it sometimes: writing product descriptions that simply describe your products. (The source of this article is: Shopify Blog)

Why is it wrong? Because product descriptions need to sell your products.

Let’s have a look at nine simple ways to persuade your web visitors with product descriptions that sell.

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1. Focus on your ideal buyer

When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.

The best product descriptions address your ideal buyer directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you.

This is how Think Geek starts the product description of an LED Flashlight.

🎯 You know what’s sucky about regular flashlights? They only come in two colors: white or that yellowish-white that reminds us of the teeth of an avid coffee drinker. What fun is that kind of flashlight? We’ll answer that: NO FUN AT ALL. You know what is fun? Using the Multi-Color LED Flashlight to cast a sickly green glow over your face while telling a zombie story around a campfire. No campfire? Make a fake one with the orange light!

When it comes to writing your own product descriptions, start by imagining your ideal buyer. What kind of humor does he or she appreciate (if any)? What words does he use? What words does he hate? Is he okay with words like sucky and crappy? What questions does he ask that you should answer?

Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face. Now try and incorporate that language into your website so you can have a similar conversation online that resonates more deeply.

2. Entice with benefits

When we sell our own products, we get excited about features and specifications. We live and breathe our company, our website, and our products.

The problem is our potential buyers are not as interested in mundane features and specs—they want to know what’s in it for them. That’s why you need to highlight the benefits of each feature.

This is how Method Home describes one of their hand wash gels.

2. Entice with Benefits

🎯 Sometimes the scent of seasonal hand wash is all we need to rouse our holiday spirits. Available in an array of festive fragrances, our naturally derived gel hand wash will leave your hands soft, clean and ready to be tucked into a pair of fair isle mittens. It really is the most wonderful time of the year.

Method Home suggests that the benefit of their soap is not just that your hands become soft and clean, but that the soap actually rouses your holiday spirit making the holidays more festive and therefore more enjoyable.

Consider the benefit of each of your features. How does your product make your customers feel happier, healthier, or more productive? Which problems, glitches, and hassle does your product help solve?

Don’t sell just a product, sell an experience.

3. Avoid yeah, yeah phrases

When we’re stuck for words and don’t know what else to add to our product description, we often add something bland like “excellent product quality".

That’s a yeah, yeah phrase. As soon as a potential buyer reads excellent product quality he thinks, yeah, yeah, of course; that’s what everyone says. Ever heard someone describe their product quality as average, not-so-good, or even bad?

You become less persuasive when your potential buyer reads your product description and starts saying yeah, yeah to themselves. To avoid this reaction be as specific as possible. Zappos, for instance, doesn’t describe the quality of a pair of shoes as excellent. Instead they describe each technical detail plus its benefit.

3. Avoid  Yeah, Yeah  Phrases

None of the bullet points above mention the quality of the product directly, but each point gives you an impression of quality. Each point also follows an easy pattern of highlighting a feature plus a benefit:

🎯 genuine hand-sewn construction (feature) >> durable comfort (benefit)

Product details add credibility. Product details sell your product. You can never include too many technical details in your product descriptions. Be specific.

4. Justify using superlatives

Superlatives sound insincere unless you clearly prove why your product is the best, the easiest, or the most advanced.

Amazon explains why the Kindle Paperwhite is the world’s most advanced e-reader.

4. Justify Using Superlatives

The word patented gives the reader the impression that this is something special. Amazon goes on to quote several percentages to show why the Paperwhite has better contrast and brilliant resolution; and it provides a killer benefit: Even in bright sunlight, Paperwhite delivers clear, crisp text and images with no glare.

If your product is really the best, provide specific proof why this is the case. Otherwise, tone your copy down or quote a customer who says your product is the most wonderful they’ve ever used.

5. Appeal to your readers’ imagination

Scientific research has proven that if people hold a product in their hands, their desire to own it increases.

You’re selling online, so your web visitors can’t hold your products. Large, crystal clear pictures or videos can help, but there’s also a copywriting trick to increase desire: let your reader imagine what it would be like to own your product.

Here’s how Think Geek stirs your imagination with an description of their grilling multi tool.

🎯 There is a person who is the hero of every BBQ or family cookout and that is the Grill Master. We always looked up to our Mom or Dad as they tended the grill and looked forward to the day when we could be in charge of charring the meatstuff and searing delicious slices of fresh pineapple. Now that we’re adults, it’s finally our turn and technology has smiled upon us, giving us a tool that is destined to impress.

To practice this copywriting technique start a sentence with the word imagine, and finish your sentence (or paragraph) by explaining how your reader will feel when owning and using your product.

6. Cut through rational barriers with mini-stories

Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques. In other words, we forget we’re being sold to.

Wine sellers like UK-based Laithwaites often include short stories about wine makers.

🎯 The Dauré family own one of the Roussillon’s top properties, the Château de Jau. Around the dinner table one Christmas they agreed it was time to spread their wings and look to new wine horizons. The womenfolk (Las Niñas) fancied Chile and won out in the end, achieving their dream when they established an estate in the Apalta Valley of Colchagua. The terroir is excellent and close neighbours of the Chilean star Montes winery.

When it comes to telling a story about your products, ask yourself:

  • Who is making the product?
  • What inspired creating the product?
  • What obstacles did you need to overcome to develop the product?
  • How was the product tested?

7. Seduce with sensory words

Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power. Here’s an example of chocolate maker Green and Black.

7. Seduce with Sensory Words

Green and Black’s sensory adjectives don’t just refer to taste, but also to sound and touch: crunchy and smooth.

Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience your copy while reading.

Dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, and bright.

8. Tempt with social proof

When your web visitors are unsure about which product to purchase, they look for suggestions what to buy. They’re often swayed to buy a product with the highest number of positive reviews. But there are other ways to sneak social proof into your product descriptions.

Online furniture seller Made.com hints at the popularity of a product:

8. Tempt with Social Proof

Including an image of a person adds credibility to a quote; it also makes an online company more personal and approachable encouraging customers to call to get answers to their queries.

The above quote carries extra impact because it describes the product as popular. The popularity claim is further supported with a cutting from the press and the phrase press favorite.

Most buyers are attracted to buying something that’s popular. When it comes to your website, highlight the products that are customer favorites.

9. Make your description scannable

Is your web design encouraging web visitors to read your product descriptions?

Here’s a great example of product description from Innocent Drinks.

9. Make Your Description Scannable

Packaging your product descriptions with a clear, scannable design makes them easier to read and more appealing to potential customers.

Here’s some areas to focus on when designing yours:

  • Entice your web visitor with headlines;
  • Use easy-to-scan bullet points;
  • Include plenty of white space;
  • Increase your font size to promote readability;

How to write compelling product descriptions

Share your knowledge about your product. Tell stories and explain even the tiniest details. Make an effort not to be boring and instead delight your web visitors with seductive descriptions. Most of all, write with enthusiasm because your passion for your products is contagious.

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Source:
https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell