跨境电商客户服务英语 课件 Task 1 产品描述要点、案例与模板

跨境电商客户服务英语（第一版）张康

徐俊凌/编著导论目录Contents第一章售前服务电子商务客户服务渠道与客服咨询模板任务1产品描述要点、案例与模板任务7拒绝买家的折扣要求任务2欢迎词、问候语类电邮的书写任务3产品信息咨询任务5如何书写催促付款电邮任务6接受买家的折扣要求任务4

关于价格、折扣、促销、付款方式、运费和关税咨询目录Contents第二章售中服务任务8订单确认函任务14订单取消确认函任务9发货通知任务10发货延误任务12修改发货地址要求任务13发货过程中常见问题的处理：错发、丢件、货物破损任务11关于发货、到货时间的咨询Task1:WritingProductDescriptions:Tips,Examples,andTemplates任务一：产品描述要点、案例与模版内容提要1.Whatisaproductdescription?何为产品描述？2.Sixtipsforwritingconvertingproductdescriptions

客服咨询模版的作用

3.

Examplesofgreatproductdescriptions

经典案例分析

4.

Productdescriptiontemplates

产品描述模版【内容提要】产品描述是售前工作流程的起点，某种意义上也是后续咨询工作量的缘起。本节主要内容包含：产品描述的内容、六大建议、经典案例分析与两个模版（通用类与服装类）。知识目标：理解产品描述的概念、基本要素，掌握呈现产品信息的常用英语词汇。能力目标：通过案例和模版学习，能够根据产品基本信息完成产品描述工作任务。Creatingproductdescriptionsforyourecommercestoreisabalancingact（权衡行为）.Youwanttoprovideenoughinformationtoshopperstoansweranypotentialquestionstheymighthave,butyoualsoneedtokeepinmindtheideaofattentioneconomics:

humanattentionisascarcecommodity（稀缺商品）.Sohowcanyoumakesurethatyou’regivingcustomersboththerightquantityandqualityofinformation?Keepreadingtofindout.Whatisaproductdescription?Aproductdescriptionisthemarketingcopyoneachproductpagethatexplainswhataproductisandwhyashoppershouldbuyit.

AnecommercesalestoolYourproductdescriptionscanactasavaluablesalestoolforyourbusinessbyhelpingyoudirectlytargetyouridealcustomers.Likeagoodsalespitch（营销推广）,thecopyshouldcapturethetoneandpersonalityofyourbrandandtheproductsyouselltohelpyouconnectwithpotentialcustomers.DescribeproductfeaturesandbenefitsProductdescriptionsshouldcovertwomainaspects:featuresandbenefits.Thesearethebreadandbutterofyourproductpagecopy.

Afeatureisaqualityorafunctionofaproduct.Forexample,“Thislaptopbagiswaterproof”describesafeature.Abenefitisthevalueacustomergetsfromafeatureoftheproduct.Forexample,“Youwon’tneedtoworryabouttherainanymore”describesabenefitofthebagbeingwaterproof.Beasspecificaspossiblewhendescribingfeaturesandbenefits.Don’tjustsayaproductishigh-quality;letshopperscometothatsameconclusionthroughtheproductfeaturesandbenefits.salespitch（营销推广）A.UnderstandMainIdeas:1.What’saproductdescription?Answer:Aproductdescriptionisthemarketingcopyoneachproductpagethatexplainswhataproductisandwhyashoppershouldbuyit.So,it’sanecommercesalestoolanditdescribesproductfeaturesandbenefits.B.UnderstandDetails:1.“Thislaptopbagiswaterproof.”Whatdoesthisproductdescriptiondescribe?A.materialB.designC.featureD.functionKey:C2.“Youwon’tneedtoworryabouttherainanymore.”Whatdoesthissentencedescribeabouttheproduct?A.benefitB.featureC.useD.purposeKey:A3.Whattwomainaspectsshouldbecoveredinproductdescription?A.featuresanduseB.functionsandbenefitsC.featuresandbenefitsD.useandbenefitsKey:CSixtipsforwritingconvertingproductdescriptionsYourproductdescriptionsneedtodomorethanjustdescribeyourproducts—theyneedtosellthem.Thegoodnewsisthatcreatingproductdescriptionstoencouragesalesisn’tdifficult.Allittakesisfollowingafewbasicguidelines（指导原则）.Hereare5tipsforwritingproductdescriptionsthatincreasesales.1KnowyouraudienceFirstandforemost,youcan’tappealtoyouraudienceunlessyouunderstandthem.Focusonthebuyerpersona（用户画像）ofyouridealcustomerandselltothem,ratherthantryingtopleaseeverybody.Whoisyouridealcustomer?Whataretheylookingforinaproduct?What’simportanttothem?Whatisn’t?Ahelpfultrick:Imaginethatyouareasalesassociateatabrickandmortar（实体店）versionofyourstore.Whichtoneofvoicewouldyouusewithcustomers?Whatkindoflanguage?That’sthetoneandlanguageyoushoulduseforyourproductdescriptions.buyerpersona（用户画像）Abuyerpersonaisaresearch-basedprofilethatdepictsatargetcustomer.Buyerpersonasdescribewhoyouridealcustomersare,whattheirdaysarelike,thechallengestheyfaceandhowtheymakedecisions.ProvidedetailedinformationYou’lloftenhearabouthowinternetusershaveshortattentionspans（注意力短暂）.Thiscanmakeittemptingtoincludeminimalinformationabouteachofyourproducts,inthehopesofnotscaringawaypotentialcustomers.However,thisapproachcanbackfire（事与愿违）.Whilepeoplemayindeedbeimpatientinsomeonlinesituations,shoppingisn’toneofthem.AccordingtotheConnectedShoppersReportconductedbySalesforcein2017,85%ofonlineconsumers

conductresearchbeforebuyingaproduct,and87%areunlikely

topurchasefromretailersthatprovideincompleteorinaccurateinformation.Ifyouwanttoconvincepeopletoconvert,therefore,youneedtoofferthemallthedetailsthey’relookingfor.Thismeans:Providingthekeyfactsaboutaproduct,suchassize,color,material,andtechnicalspecifications（技术参数）.Highlightingalloftheitem’sfeatures–whatcanitdo,andhowcanitbeused?Ensuringthateverythingonyourproductpageisaccurate.Themoreinformationapotentialcustomerhasaboutaparticularproduct,themoreconfidentthey’llfeelinhittingthe“buy”button.Focusontheproduct’sbenefits强调产品优点Whileit’simportanttoprovidelotsofdetailedinformation,thisdoesn’tmeanyourproductdescriptionshavetobedrylistsoffacts

（枯燥事实罗列）.Aproductpage

shouldinformtheconsumer–butitshouldalsobepersuasive.Thismeansyou’llwanttocreate‘customer-centric’（客户为中心）productdescriptions.CheckoutthedescriptionofFitbitCharge3below:Peoplewanttoknowwhetherwhatyou’reofferingcanmaketheirlivesbetter.Todothis,youcan:Makethebenefitsofyourproductclearrightaway.Identifyyourtargetcustomer’s‘painpoints’（痛点）andrespondtothem.Howwillyourproduct

simplifyatask,eliminate（消除）afrustration,orenablethemtodosomethingnew?Don’tjustguesswhatyourcustomerswant.Instead,dosomeresearchand

createadetailedbuyerpersona.Whenputtingyourproductdescriptionstogether,you’llwantto‘front-load’（前置）thisinformation.Insteadofstartingbysharingthethreadcount（纺织品的针数）forasetofbedsheets,explainhowthecustomerwillbeabletoenjoyamorerestful（安心）night’ssleep.Aftersellingthemontheproduct’skeyadvantages,youcanthengetintothedetails.threadcount（纺织品的针数）UsepowerfulwordsSofar,we’vebeentalkingaboutthecontentofyourproductdescriptions.However,theideasyousharearen’ttheentirestory.Thespecificwordchoicesyoumakematterjustasmuch.Somewordsencouragepeopletobuy,whileothersdon’t.Ifyouwanttosellmoreproducts,you’llneedtofocusonusing

terminology

（术语）that’sattention-grabbing

（抓人眼球的）,andpersuasive:Someofthewordsyou’llwanttoincorporateinclude:“You”.

It’simportanttotalkaboutyourproductfromtheperspectiveofyourcustomers.Thisway,you’llmakeyourproductdescriptionsmorepersonal.Sensoryterms

（感官词语）,suchas“see”,“hear”,and“feel”.

Thesewordsencourageyourcustomerstoimaginewhatitwillbeliketouseyourproduct.Positive‘powerwords’,like“empower”,“effortless”,“striking”,and“delight”.

Theseterms

provoke

（挑动）

emotions,grabattention,andmakeyourdescriptionsstandout.Justbecarefulnottogooverboard

（过分热情）withthese–andmakesureyourproductcanbackupyourclaims

（名至实归）.It’salsoimportantthatyourproductdescriptionsarewritteninanappropriatewayforyouraudience.Thismeansadoptingarelevanttoneandchoiceofwords–whetheryou’relighthearted（轻松惬意）andfunny,orprofessionalandno-nonsense.IncorporaterelevantkeywordsOfcourse,we’dberemissifwedidn’tmentionkeywords.Incorporatingkeywordsintoyourproductdescriptionshastwoprimarybenefits.First,itimprovestheSearchEngineOptimization(SEO)

（搜索引擎优化）ofyourproductpages.About69%oftraffictoyoure-commercesiteislikelytocomethroughsearchengineafterall.Inaddition,keywordssignaltopotentialcustomersthatyourproductisrelevanttotheirneeds.Ifthey’researchingforaparticularterm,andthesamephraseappearsinyourproductdescription,thosecustomerscanbemoreconfidentoftheitemmatchingwhatthey’relookingfor.Toincludekeywordsinyourproductdescriptions,you’llneedto:SearchEngineOptimization(SEO)

（搜索引擎优化）SEOisaboutmakingimprovementstoyourwebsite’sstructureandcontentsoitspagescanbediscoveredbypeoplesearchingforwhatyouhavetooffer,throughsearchengines.

Conductkeywordresearch,andidentifyphrasespotentialcustomerswillusetosearchforproductslikeyours.Selectoneormoreprimarykeywordsforeachproduct(andbesuretoincludelong-tailkeywords)

（长尾关键词）.Keepthesekeywordsathandwhenwritingyourproductdescription,andincludetheminmultipleplacesthroughoutthetext.Tousekeywordseffectively,however,you’llwanttoavoid

over-stuffing

（过度填充）yourcontentwiththem.It’sbesttoonlyincludekeywordswhenthey’rerelevant,andwhentheycanbeworkednaturallyintothetext.long-tailkeywords（长尾关键词）Long-tailkeywords

arelongerandmorespecific

keyword

phrasesthatvisitorsaremorelikelytousewhenthey’reclosertoapoint-of-purchaseFormatstrategicallyReadingonscreenshasalteredthewaypeopleconsumewrittencontent.Asmentionedabove,shoppers’

attentionisascarceresource,andyouneedtomakethemostofthetimeyouhavewithapotentialcustomer—especiallybecausepeopleonlyread16%ofthecontentonanygivenwebpage.Accordingtoliteracyexperts,skimreadingisthenewnormal.Thatiswhyit’ssoimportanttomakeproductdescriptionseasytodigest.Herearesomeformattingtrickstograb—andkeep—shoppers’

attention:Createscannablelists(likethisone!)withbulletpoints（要点符号）Usehigh-quality,eye-catchingproductphotosAddheadingsandsubheadingstobreakupblocksoftext

（分解文字模块）Increaseyourfontsize（字体大小）foreasierreadingIncludeplentyofwhitespacePlacelengthytechnicaldetailsbehindacutorinadifferenttabbulletpoints（要点符号）2.Couldyoupleasegivesometipsforwritingproductsdescription?Answer:Knowyouraudience;providedetailedinformation;focusontheproduct’sbenefits;usepowerfulwords;incorporaterelevantkeywords;formatstrategically.

4.Ifyouwanttoconvincepeopletoconvert,therefore,youneedtoofferthemallthedetailsthey’relookingfor.Thismeans:providingthekeyfactsaboutaproducthighlightingalloftheitem’sfeaturesensuringthateverythingonyourproductpageisaccuratealltheaboveKey:D5.Aproductpageshouldinformthecustomerbutitshouldalsobe_____.A.dazzlingB.well-designedC.withlotsofpicturesD.persuasiveKey:DExamplesofgreatproductdescriptionsHerearesomeexamplesofproductdescriptionsthatmeetalloftheabovecriteria—andthensome:#1CreepyCo.案例一：CreepyCo.TakealookathowcollectiblesbrandCreepyCo.

describestheirSpicedPumpkinGutsCandle:First,lookathoweasytoreadthisproductdescriptionis.Bulletpointsandbolded

（粗体）sectionsmeanitonlytakesafewsecondstograspthemostimportantinformationaboutthisproduct.CreepyCo.isallaboutcelebratingHalloween,horrormovies,andallthingsspookyyear-round.Thatpersonalityshinesthroughthelanguageusedinthisdescription.Sellingscentedcandlesonline—wherethere’snopre-purchasenosniff-test（嗅叹测试）allowed—requiresadetailed,vividdescription.Thisproductdescriptiondelivers.#2MyCalmBlanketMyCalmBlanketsellsweightedblanketsproventoimproverest,helpwithADHD,reduceanxietyandstress,andkeepyouwarm.TakealookathowtheydescribeMyCalmBlanketforKids:MyCalmBlanketleadswithestablishingaproblem—“Whenyourchilddoesn’tsleep,youdon’tsleep’’—thenexpandingonit.Theyusedescriptivelanguagetoexplainasituationmanyparentslikelyface,whichinturnhelpsthemconnectwiththeiraudience.Next,theyofferasolutiontotheproblem:“Whynotsimplygetyourkidsaweightedblanketandwatchthemsleepthroughthenightsotheywillbeenergizedinthemorning?”It’scrystalclearwhatthemainbenefitoftheproductis:boththekidsandtheparentswillgetbettersleep.Thegreatexampleofhowtoaddress

（处理）aspecificprobleminyourproductdescription.ProductdescriptiontemplatesPuttingthesetechniquesintoactioncantakesomepractice.Tohelpyougetstarted,let’scheckoutaproductdescriptiontemplatesyoucanuse,basedonthekeytipswe’vediscussed.Ofcourse,feelfreetotweak（微调）itasneeded,tosuityourstore’suniquestyleandaudience.Ifyou’refeelingstuck,usetheseguidelinestocreateyourproductdescription:Createanattention-grabbingheadlinethathooksyouraudienceUseashortdescriptionparagraphtointroducethebenefitsofyourproductAddabulletedlistofproductfeaturesandthebenefitstheyprovideIncludeanynecessarytechnicaldetailsConcludewithacalltoaction（行动呼吁）Thistemplatecanbecustomizedtonearlyanyproductinnearlyanyindustry—justmakesurethatyou’rehighlighting（强调）yourbrand’spersonality（品牌个性）,usingclearanddescriptivelanguage,andwritingwithyouridealcustomerinmind.calltoaction（行动呼吁）Call-to-action,orCTA,isthepartofawebpage,advertisement,orpieceofcontentthatencouragestheaudiencetodosomething.Inmarketing,CTAshelpabusinessconvertavisitororreaderintoaleadforthesalesteam.Template#1:GeneralproductdescriptiontemplatesProducttitle

[Incorporatetheprimaryproductkeyword.（加入产品主要关键次）]Briefproductdescription

[1–3sentences,inparagraphform.Explaintheproduct’sbenefitstothecustomer,andusepowerfullanguage.]KeyFeatures（关键特征）：Feature#1[Describethefeatureanditsadvantagesforthecustomerin1–2sentences.Includeaprimaryorsecondarykeywordifrelevantandnatural.]Feature#2Feature#3AddasmanyfeaturesasneededProductcharacteristics,variations,andspecifications

[Thissectionwillvarygreatlydependingontheproduct.Includeasmuchdetailedinformationaspossible,anduselistsandchartstomakeiteasytoscan.]CalltoAction

[Forexample,a

BuyNow

or

AddtoCart

button.Thisshouldbeclearandprominent.]Template#2:Clothingproductdescriptiontemplate模版二：服装类产品描述模版Clothingdescriptionsrequirealittleextraheavylifting.Shoppersdon’thavetheluxuryoftryingonyourproductsin-store,soyou’llneedtogetascloseasyoucangettoahometry-on

（买回家试穿）throughwordsalone.Inadditiontothetemplateabove,includethefollowing:Itemmeasurements

ex:length（商品尺寸，如长度）

Informationaboutthemodel’sheightandclothingsize

（模特身高和衣服尺码）

Whetheryourclothingrunssmall,large,ortruetosize

（服装尺码偏小/偏大/足码）

Detailsaboutthefit

（剪裁细节）

Careinstructions

（衣物护理指南）

Material

（材质）

Clothingproductpagesarealsoagreatplacetoadvertisematchingaccessoriesorshoesas“relatedproducts.”Thiscanincreaseyouraverageordervaluebyencouragingcustomerstoorderacompleteoutfitasopposedtojustonepiece.C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.terminology;scarce;provoke;overboard;over-stuffing;front-loadbuyerpersona;drylistsoffact;painpoints;attention-grabbing;backupyourclaimsHumanattentionisascarcecommodity.Focusonthebuyerpersonaofyouridealcustomerandselltothem,ratherthantryingtopleaseeverybody.Whileit’simportanttoprovidelotsofdetailedinformation,thisdoesn’tmeanyourproductdescriptionshavetobedrylistsoffacts.4.

Identifyyourtargetcustomer’s‘painpoints’andrespondtothem.5.

Whenputtingyourproductdescriptionstogether,you’llwantto‘front-load’thisinformation.6.

Ifyouwanttosellmoreproducts,you’llneedtofocusonusingterminologythat’sattention-grabbing,andpersuasive.7.

Thesetermsprovokeemotions,grabattention,andmakeyourdescriptionsstandout.Justbecarefulnottogooverboardwiththese–andmakesureyourproductcanbackupyourclaims.8.

Tousekeywordseffectively,however,you’llwanttoavoidover-stuffingyourcontentwiththem.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.网店里的产品描述是一种权衡行为。Creatingproductdescriptionsforyourecommercestoreisabalancingact.2.产品描述应当涵盖两个主要方面：即，产品特性和用途。Productdescriptionsshouldcovertwomainaspects:featuresandbenefits.3.在描述产品特性和用途是，尽可能做到精准。Beasspecificaspossiblewhendescribingfeaturesandbenefits.4.你的产品描述不仅需要描述产品，还要推销产品。Yourproductdescriptionsneedtodomorethanjustdescribeyourproducts—the