Product attributes refer to the inherent properties of the product itself, which are specific attributes of the product. For example, the attributes of clothing products include clothing style, design, fabric, brand, etc. These attributes can be regarded as a collection of product properties and can be used to distinguish different products. Before writing copywriting, copywriters should be familiar with the attributes of the product, find out the differences between their own products and other products, and highlight their own characteristics to attract more consumers to click and browse the content, so as to increase the chance of transaction.
According to the standard product unit (SPU) of the e-commerce platform, product attributes can be divided into key attributes, sales attributes and other attributes.
The meaning of key attributes, sales attributes and other attributes
Key attributes: refers to the attributes that can uniquely identify the product. This attribute can be a single attribute or a combination of multiple key attributes. Different categories of products have different key attributes for determining the product, so pay attention to distinguishing and identifying them. For example, mobile phone products can use the “brand (Huawei) + model (mate 30 Plus)” attribute as the key attribute, and clothing products can use the “brand (ONLY) + item number (10476)” attribute as the key attribute to distinguish products with different attributes.
Sales attributes: refers to the special attributes that make up the stock keeping unit (SKU), mainly including color, version, size and other attributes that affect consumer purchases and merchant inventory management.
Other attributes: other attributes other than key attributes and sales attributes, such as material, fabric, packaging, price and other attributes, are common attributes of goods.
Copywriters can also determine the value of goods, including use value and non-use value, by analyzing the above attribute content. When writing product copy, it is necessary to reflect both the use value and non-use value of the goods, so as to enhance the attractiveness of the goods to consumers and obtain more substantial benefits.
The product title copy can be matched with the keywords searched by buyers through the accumulation of product attribute keywords to increase the traffic of the store. In the copy of the details page, the use value and non-use value of the goods can be described to highlight the selling points of the goods and enhance the attractiveness of the goods to consumers.