We often encounter the fact that not all authors realize what an effective tool for promoting goods is the title and description of the subject. Many people neglect to use these fields or add abstract, non-descriptive text there. And in vain, because with the help of a competent, relevant (corresponding to the search query) text feed, you can increase your sales without additional financial and time investments.

First of all, good text design:

• helps the buyer find the item in the Printdirect catalog;
• contributes to the indexing of the product page in search engines, and therefore - provides an additional influx of buyers, sometimes quite tangible;
• can push a person to the decision to buy exactly your product.

Let's try to figure out what is better to be guided by when choosing a name for your product and writing a description for it.

Market Research

First and the main task good description - to help the buyer find the product of interest to him. And in order to make such a description, you need to understand how your potential buyer thinks and what requests he is looking for what he wants. For this, it is most often used special tool viewing search query statistics - Yandex Wordstat (hereinafter VS).

VS displays statistics only for Yandex, but since this search engine accounts for more than 50% of all search queries in Runet, we can assume that the tool gives a fairly objective picture of what users are looking for.

Let's walk through the steps on how to use this tool. Let's say the topic we're interested in is couple t-shirts (T-shirts, the image on which beats the relationship between lovers or friends).

Step 1

All successful sales and good bonuses!
Printdirect team

business processes related to the product, which acts as the main subject of sale. In all the variety of objects of commerce, goods play a dominant role.

Product concept

The concept of "goods" is multifaceted. It includes:

• functional purpose;
• the aesthetics of the product itself and its packaging;
• safety in use, harmlessness.

Only that product is perfect, which is characterized by all the signs and indicators High Quality.

Product- a product of activity (including works, services) intended for sale or exchange.

Deal object(goods) must, first of all, due to its properties, arouse the interest of the buyer and ultimately satisfy certain needs, i.e. possess .

In addition, most goods (with some exceptions, for example, a land plot, a reservoir, etc.) are products of labor, their sellers are either the producers themselves or intermediaries who, as a result of the transaction, turn their potential income into real.

A commodity can be a product of both physical and mental labor, the result of a service, the very ability to work, land and its subsoil - everything that has use value and value and can be exchanged for another commodity (money) by the owner of this use value.

In a narrow sense subcommodity is understood product of labor produced for sale in order to exchange for other products of labor or money in the market.

Product - it is everything that can and is offered to the market for the purpose of acquisition, use or consumption.

Types of goods

All products can be divided into two large groups:

• tangible (physical goods);
• intangible (intangible) - various consultations.

The types of goods are schematically shown in fig. 3.1.

Goods in immaterial (intangible, intangible) form quite varied and very specific. Among them stand out: cash and non-cash money, currency and securities, information, rights, services.

Rice. 3.1. Types of goods

Cash And non-cash money, and (shares, bonds, bills, government treasury bills) that are the object of transactions in financial business. main feature of these goods lies in the exposure to a rapid change in the exchange rate depending on many conditions (both related and not related to the activities of the entrepreneur).

Information (information about something) which often becomes the most sought-after and expensive product, evaluated depending on its content, novelty, reliability and timeliness. The entrepreneur is faced with primary and secondary information. He extracts the primary one himself as a result of any research, uses it and can act as a seller; receives the secondary from other persons and organizations (research, analytical, statistical, etc.) on a paid basis.

Information acts as a specific commodity. This specificity is determined by the indivisibility of information and its relativity (it does not always bring profit to its owner). When transferring information, its owner does not lose the right of ownership. Only reliable, complete and up-to-date information is economically efficient.

Thus, as a product, information has a number of specific properties:

• in the process of consumption, it is not destroyed and has the possibility of repeated consumption by many users. In the process of transfer to the consumer, it is not lost on the day of the producer;
• the manufacturer does not know the consumer in advance;
• an unambiguous valuation of the amount of information produced is impossible;
• uncertainty and subjectivity of usefulness of information;
• special mechanism of information aging. It does not wear out, but over time (except in special cases) its usefulness decreases. Therefore, its relevance is important;
• information is characterized by reliability, reliability and availability.

At the same time, its availability is different for different economic agents, i.e. these agents have incomplete, limited information. “Information is the more valuable, the smaller the number of its owners.”

Services of various kinds - any activity or benefit that is provided by one party (supplier) to another party (customer). Utility makes the service a commodity, i.e. goods.

The production of services may or may not be associated with the commodity in its material form.

material goods- goods having a material form:

• solid materials - steel, wood, coal;
• liquid materials - varnish, oil, gasoline;
• gaseous materials - hydrogen, carbon dioxide, helium.

Product characteristics

A product as an object of commercial activity has four fundamental characteristics:

• assortment;
• quality;
• quantitative;
• cost.

The first three characteristics satisfy the real ones (physiological, social, psychological, etc.). Thanks to these characteristics, the product acquires utility for certain consumer groups and becomes a commodity.

The main components of the product are:

• a set of physical and consumer properties;
• related products (laces, floppy disks);
• brand name (trade mark);
• quality packaging;
• accompanying services;
• guarantees.

A commodity has two fundamental properties—use value and value.

Rice. 3.2. Product components

Use value - this is the ability of a product to satisfy any human need, i.e. be a social good.

A distinctive feature of use value is that it acts as a carrier of exchange value, i.e. the ability of a commodity to be exchanged in a certain proportion for other commodities. Exchange value is a form of value, its external manifestation in the act of exchange.

The seller and the buyer have different interests in the market. For the buyer, the value of a product lies in its usefulness. The seller, on the other hand, seeks to obtain the maximum benefit in the form of income when selling the goods. commercial activity should ensure the connection of these interests, i.e. in the process of buying and selling goods, the losses and gains of the seller and the buyer must be averaged.

A set of goods formed according to certain characteristics and satisfying a variety of individual needs is range. The diversity of the range of goods is subject to classification, which includes division into groups, subgroups, types and varieties.

Goods classification

Among all the signs of classification, the main sign is the appointment.

By appointment goods are divided into categories:

• goods of individual (final) consumption (consumer). These goods are purchased to meet their personal needs, family or household consumption;
• goods of intermediate consumption;
• goods for industrial (production) purposes - goods intended for the production of other goods, for economic activity enterprises. They create its raw material and technological support.

Consumer goods, taking into account the nature of consumption (from the degree of durability):

• durable goods, i.e. used for a long time (cars, refrigerators, Cell Phones, furniture, TVs);
• non-durable goods, i.e. those that are consumed immediately (bread, cigarettes, drinks) or in several doses (soap, toothpaste, washing powders):
• disposable goods - consumed once;
• - the object of sale in the form of actions, benefits or satisfaction.

Types of goods by raw sign(depending on the raw materials from which they are made):

• food (fish, dairy, grocery);
• non-food (knitwear, shoes, household goods, haberdashery).

This grouping is then detailed. Such a classification is necessary in order to ensure the necessary conditions for the storage of goods, their sale and operation. Sometimes a raw sign serves as a characteristic of the quality and safety of the goods (Chinese toys).

By production feature The goods are considered in terms of the complexity of manufacturing and operation:

• complex technical (special knowledge is needed for implementation and operation - TV, split systems);
• not complex technical (electric iron, kettle) - no preparation is needed for sale and operation.

Depending on the modes and periods of storage:

• perishable;
• long-term storage (non-perishable).

During transportation, storage and sale of perishable goods, special conditions of temperature and humidity are provided. In addition, there are products:

• hygroscopic (salt, sugar);
• with a high water content (meat, fish).

Such goods are stored separately from each other and sold at different points (distance not less than 10 m).

Types of goods by frequency of demand and stability:

• consumer goods (mass) - these are the goods most often bought by consumers (foodstuffs, household goods) with minimal effort to compare them with each other due to established habits and preferences. Commercial operations for these goods are carried out on an ongoing basis under long-term contracts;
• goods of periodic demand - when the demand of the population is formed in the absence of goods in consumption (light bulbs);
• pre-selection goods - usually durable goods when it becomes necessary to replace the goods (electrical goods, furniture). In the process of choosing, buyers compare goods with each other in terms of quality, prices, and external design. Commercial transactions for these goods are carried out under long-term contracts with prepayment and with unstable frequency;
• goods of rare demand (selective or special demand) - products made of precious metals, antiques, electronic equipment, fur). Such products are practically not compared, since they are characterized by special unique properties. For the sake of acquiring such goods, some buyers are ready to spend additional efforts.

• seasonal goods - clothing, footwear, sports equipment. Commercial operations for these goods are also carried out seasonally.

Types of goods by interchangeability:

• interchangeable, having the same purpose and suitable for use or consumption of one product instead of another (ice cream, soft drinks). They can be either one product group (TVs, refrigerators) or different (cereals and vegetables). In the absence of one product, the buyer is offered substitute types of goods;
• compatible - goods whose simultaneous storage, consumption or use does not cause undesirable interactions (tea and cake, fish and vegetables), are incompatible, for example. tea and coffee, fish and dairy products;
• complementary - goods, the use of one of which requires the simultaneous use of another product (toothbrush and paste, shoes and laces, computer and software, cars and tires).

Types of goods by nature of reuse goods:

• recyclable, i.e. recyclable after use;
• not utilized - are subject to destruction, burial.

Types of goods according to the nature of the interaction:

• substitute goods that satisfy the same need, but differ in composition;
• twin products that satisfy one need;
• derivative goods - similar on the basis of the main predecessor, more effectively satisfying needs.

Behavior is:

• leading products (most often appear as new items);
• goods-locomotives;
• tactical goods (support or additional goods);
• "Inviting" goods - attract buyers because they are cheap.

Goods can be subdivided according to the complexity of the purchase, when, in addition to one type of product, it is planned to purchase several more types of goods. For example, when purchasing a computer - monitor, keyboard, mouse, printer.

By stability, by consumer perception (identical, new, similar, differentiated), etc.

In accordance with the marked features, a portfolio of orders is formed trade enterprises with supplier companies.

For industrial or industrial goods, it is typical that the supplier is obliged to meet delivery dates. They are acquired by organizations (entrepreneurs) for use as fixed or working capital.

Industrial goods are divided into:

• capital property - stationary structures, equipment (for trade organizations - cars, retail store equipment, stationary structures; for industrial - machines, equipment);
• materials and parts (raw materials, semi-finished products and parts);
• auxiliary materials and services (not present in finished product, but providing the production process - a power cord, a stabilizer).

These goods are usually purchased after a preliminary technical and economic assessment (especially capital property) in relatively large lots (primarily raw materials and materials) by specially trained people.

For ease of searching the right goods in conditions of market saturation and expansion of the range, their nomenclature was developed and an international Harmonized Commodity Description and Coding System (HS), which is used in 50 countries.

A distinctive feature of this system (as opposed to classification) is that the HS provides for six coding bits goods: sections (there are 21), groups (there are 96), subgroups (there are 33), commodity items (there are 1241), subitems (there are 3558) and subitems (there are 5019).

To bring domestic goods to uniformity and competitiveness on the basis of information support was used system(there are about 50 of them in the world).

Everyone knows the saying: "Whatever you call a ship, so it will sail." This principle reflects as accurately as possible how important the role played by literate name product when it is placed on the market. There are entire volumes on marketing that describe the principles and rules by which names should be chosen for new products and services. The name should be easy to pronounce and remember, it should be clearly associated with the main characteristics of the product, as well as be modern and fashionable.

An excellent example of the promotion of products and brands are global companies such as Coca-Cola, McDonald's, General Motors and so on. The names of most of them are known to almost everyone, because once competently carried out, the trademarks of these companies were world famous. It is important to emphasize that the name of the product plays an important role in positioning it among a certain category of the population. So, for example, it is better to name new building materials so that they are associated with construction and repair work. It can be seen that the correct names of companies largely contribute to the rapid entry into new markets, as well as attracting new customers, therefore, when creating your own company, this issue is also very important to pay special attention to.

When analyzing and identifying the preferences of potential customers, a survey of the population should be periodically conducted, thanks to which you can get objective information about the demand for a product. Many distribution companies are involved in the implementation, each of which produces goods under its own brand. By the way, not all people know what it is and often ask the question, what is a trade mark of a product? You need to know that TM is a trademark of a trading company or enterprise, designed in an original way and different from all others, which is placed on the goods sold as a distinctive symbol of the company.

Under its logo, the company can come up with the name of the product that it sees fit, and it will help strengthen the company's position in the market. That is why it became possible the emergence of a huge many of which differ only in name. True, you should know that simply copying a product and changing its brand is clearly not enough, since in order to interest modern consumers, it is imperative to add your own “zest” to your products. In this case, your product will become exclusive, and the chances of rapid distribution and rapid gaining popularity among the population will increase dramatically.

The secret of the successful sale of a certain product lies not only in its demand and promotion. Of course, its quality also plays an important role, since further expansion directly depends on this. The name of the product should harmoniously complement its main characteristics, echoing its properties and purpose. good example this can be children's products, the names of which often include the words "baby", "agu", peanut", and so on. It immediately becomes clear to each person from the name that the product is intended for children, which additionally contributes to the brand's memorability and customer involvement in the number of potential consumers.

Summing up, it should be emphasized that the name of the product should never be approached superficially, since it sometimes plays a decisive role precisely at the first stage of product promotion, when a person gets acquainted with it. Numerous sociological research confirm the fact that the first purchase of a new product is made based on whether the person liked the name of the new product.

The product can be tangible objects (product, structure, building, land, natural raw materials, representative of flora and fauna, etc.), as well as intangible forms of the results of labor activity (intellectual product - an idea, a scientific and artistic work, patent, license, information, etc., commercial product - enterprise, brand of goods, name and good name of the company, etc.).

A service is an action aimed at meeting certain needs. As a rule, the service does not create material values, it is intangible. Some exceptions are repair work that restores the original material product, as well as custom tailoring services. The service is intangible, it is inseparable from its producer and the instrument of its creation. The service manifests itself in the form of some effect, result or benefit that the consumer receives. Very often, the production and consumption of services are inseparable in time and space.

Thus, a product has two characteristics: utility and ability to be sold (exchanged for money). The absence of at least one of the signs indicates that the phenomenon or process is not a commodity. For example, disaster relief and gifts are not sales, but donations; related products and services - do not belong to the category of goods. The product of one's own labor used for one's own needs is not a commodity. For example, a family's consumption of potatoes grown in a private garden is classified as non-marketable.

The commodity mass consists of trade items, i.e. from isolated quantities that have all the characteristics and properties of the product. This is the minimum value by which the commodity mass can be divided without losing its inherent properties. Brief definition A product is an article - a symbol, a proper name (name - cipher) of a separate type of product. Items are grouped into commodity groups on the basis of consumer or technological community or on the nature of the raw materials used and industry origin. The totality of all commodity groups offered by the firm is called commodity nomenclature.

A separate product, uniform in its consumer purpose, has a certain number of types, subspecies, varieties that differ from each other in insignificant consumer properties (a specific model, brand, size, color, price, etc.), each of which bears a name assortment position, and their totality - assortment. Assortment group a set of assortment positions is considered, united by signs of the identity of the principles of functioning (for example, an assortment TVs) or community of sale to the same categories of consumers (children's clothing), or sale through the same group of commercial enterprises (pharmacy goods), or trading in a certain range of goods (range cheap goods).

A wide range is a precondition for differentiated shopping choices and is therefore a demand stimulus. Concepts used in marketing practice main range, those. the set of goods that provides most of the profit; additional range, which includes related products and products that complement the main range: in-depth assortment, including products that satisfy the unique desires of consumers, as well as various modifications of the main products. Thus, the product range is a complex, hierarchically built structure, and the formation of an assortment is a marketing management process.

The range has several characteristics: latitude (width)- the number of assortment groups; depth - the number of variants of each product within the assortment group; harmony- the degree of proximity between goods of different assortment groups in terms of common end use, production and trade requirements; saturation- the total actual number of goods presented in the commodity nomenclature.

There are many products of the same consumer purpose and similar in appearance, but produced by various competing firms. A clear identification mark is needed to allow the consumer to navigate the world of goods. The role of such a sign is brand goods.

A brand (trademark) is a symbol, term, pattern, or combination thereof, intended to identify a product.

The brand combines two independent elements: branded emblem, i.e. a design or coloration that distinguishes one brand from another, and brand name (logo) - specially designed, original inscription of words, letters, representing the full or abbreviated name of the company or product, their motto, i.e. the part of the stamp that can be read. As a rule, the brand is used for advertising purposes. The buyer associates a particular brand with a particular company and considers it as a guarantee of high quality goods. Typically, the price of branded (branded) goods is 15-20% higher than non-branded ones. A kind of addition (sometimes - a replacement) for the brand name is branded packaging. It reflects the originality of the purchase, its special purpose. Luxurious packaging is a sign of the prestige of the purchase, but in bulk, the packaging should be simple, without marketing excesses, raising the price.

There are two types of brands: brand, or manufacturer's brand, and shopping gloom(brand of distributor or dealer). The brand name itself may be subject to sale or long-term lease, when a large, well-known company sells the right to put its brand on the products of a lesser-known company. For example, in 1994 the Coca-Cola brand was valued at almost $36 billion, while the Kodak brand was valued at $10 billion, and so on.

The brand of goods is registered in government bodies and receive legal protection. The owner is given the right to mark his goods with an R in a circle (in some countries - TM), which confirms his registration and international legal protection. IN Russian Federation the law is in force "On Trademarks, Service Marks and Appellations of Origin", adopted in 1992

The name of a product or service acts as a business card, on which a lot of information is encrypted. A well-written title allows your customers to understand that they have found exactly what they were looking for, and for search engines to correctly rank the page in the search results.

Why is it important to name products correctly?

The product name is involved in the formation of many key areas of the document (product or service card page):

heading h1;

title tag

alt tag.

The text in the h1 tag is the name of the product (service) that you specify when adding a new position in the Company's Account. This area of ​​the document is responsible for the visual perception of information by your customers.

If the h1 heading is easy to read and perceive, then the conversion also increases - in fact, sales. The second purpose of the h1 header is to increase the relevance of your page for promoted queries.

title is the most important element on any web page. You can see it in the header of the browser window and tabs.

Responsible for promoting your product in search engines. In search results, the title appears as a link that leads from the search results directly to a page on your site.

alt tag(alternative text for images) - service, tells the search engine what is in the image.

How to properly name a product (service)?

The name of the product (service) should be informative and understandable: it is with it that the buyer begins to get acquainted with your offer. It must indicate useful information about a product (service) that distinguishes it from other similar positions, without unnecessary additional words.

What should be included in a product name?

1. Identifier (type) of goods, for example: tires, kitchenette, seeds, tractor, pipe, laptop, memory module, diapers.
2. Brand (Nokian, Asus, Makita, Sony, etc.). The brand may be absent in the name if the product does not have it as such. For example: "Alpine pine seedlings" or "Imitation of solid pine timber."
3. Manufacturer's part number or model. For example: "Puncher Makita MT870", "Orthopedic mattress Come-For Status", "Apple iPhone 6 64GB Gold A1586". It may also be missing. The unique article of the manufacturer allows you to identify the product as clearly as possible.
4. Additional data, characteristics (color, size, quantity per package, weight, etc.). They make the name more informative and allow you to ensure uniqueness within the same product group and your own site.

Examples of correct product names:

• "Orthopedic mattress Come-ForStatus, 180x120 cm, sintepon";
• "Winter tires Nokian Haka R 225/30 R18 T102 (RanFlat) for SUVs";
• "Smartphone samsung galaxy S3 Tab 32Gb, wi-fi, Black";
• "Chiffon fabric shf0182, Türkiye, polyester, turquoise."

What should be included in the name of the service?

1. Determinant (type) of service, for example: rent, cargo transportation, booking, insulation, repair, printing, design.
2. Qualifier (type) of service, for example: rent [server, car, yacht, house, summer house], reservation [hotel, ticket], repair [printer, car, house, TV], design [machines, houses, cars, networks]
3. Additional data (time, speed and other characteristics), they make the service more specific and meaningful, and also make it possible to ensure the uniqueness of service names within one site.

Examples of the correct service name:

"Rent one-room apartment for daily rent, jacuzzi, wifi";

“Rent one-room apartment for daily rent, center, st. Chkalova, 2";

"Schengen visa to Poland in 2 days";

• "Tourist visa to Greece without a passport."

Requirements for the design of the name of the product (service)

The length of the name should not exceed 70 characters.

Within one company, all product names must be unique, i.e. Items must not be repeated. For example, you cannot use the name "Wooden doors" twice - to make it unique, the name must be supplemented, for example, use the material: "Wooden pine doors" or "Wooden oak doors".

Additional characters (No., ", ;, etc.) are allowed to be used only if necessary: ​​to indicate the size in inches, the number of units in the package, etc.

It is forbidden to use curly and square brackets, asterisks, bars and some other symbols in the product name.

• Maintain a clear and defined structure when naming all of your company's products and services.

Not allowed:

Placement of the name and description of the product in capital letters, if this is not the requirements of the manufacturer of the product. For example, it is forbidden to write in the title: ORTHOPEDIC MATTRESS.

Transliteration of brands of manufacturing companies into other languages, for example, Audi, Makita, BMW, etc.

The use in the name of the goods of such words as "Buy", "Sell", "Sawing firewood", "Wholesale", "Retail", "From the manufacturer", "Buy in bulk in Kiev", etc., not related to the name of the position.

The use of the plural in the name of the product, for example, "Makita Rotary Hammers".

Duplication in the name of the product and the name of the group in which it is placed. For example, in the "Interior doors" group, the product cannot be called "Interior doors". Possible names: Interroom door + article / material / color and other characteristics.

• Placing in the name of the position contact information (phone, e-mail, etc.) of the company or its name.

This approach will make the names of your products (services) optimal for perception by both users and search engines. And this important step for increase commercial efficiency your site.