跨境電商客戶服務(wù)英語(yǔ) 課件 introduction、Task 1 產(chǎn)品描述要點(diǎn)、案例與模板

跨境電商客戶服務(wù)英語(yǔ)（第一版）導(dǎo)論目錄Contents第一章售前服務(wù)電子商務(wù)客戶服務(wù)渠道與客服咨詢模板任務(wù)1產(chǎn)品描述要點(diǎn)、案例與模板任務(wù)7拒絕買家的折扣要求任務(wù)2歡迎詞、問(wèn)候語(yǔ)類電郵的書寫任務(wù)3產(chǎn)品信息咨詢?nèi)蝿?wù)5如何書寫催促付款電郵任務(wù)6接受買家的折扣要求任務(wù)4

關(guān)于價(jià)格、折扣、促銷、付款方式、運(yùn)費(fèi)和關(guān)稅咨詢目錄Contents第二章售中服務(wù)任務(wù)8訂單確認(rèn)函任務(wù)14訂單取消確認(rèn)函任務(wù)9發(fā)貨通知任務(wù)10發(fā)貨延誤任務(wù)12修改發(fā)貨地址要求任務(wù)13發(fā)貨過(guò)程中常見問(wèn)題的處理：錯(cuò)發(fā)、丟件、貨物破損任務(wù)11關(guān)于發(fā)貨、到貨時(shí)間的咨詢Introduction:E-commerceCustomerServiceChannelsandReplyTemplates導(dǎo)論：電子商務(wù)客戶服務(wù)渠道與客服咨詢模版內(nèi)容提要1.E-commerceCustomerServiceChannels電子商務(wù)客戶服務(wù)渠道2.Thebenefitsofusingcustomerservicereplytemplates客服咨詢模版的作用【內(nèi)容提要】無(wú)論哪種場(chǎng)景，只有對(duì)每一種渠道深入了解，才能在具體運(yùn)營(yíng)過(guò)程中，選擇最適合自身業(yè)務(wù)需求客服模式，才能在“全渠道”模式下，調(diào)配各渠道的最優(yōu)組合。此外，導(dǎo)論還討論了客服咨詢模版使用的作用和意義。知識(shí)目標(biāo)：理解跨境電商客服主要渠道及其優(yōu)缺點(diǎn)，掌握客服咨詢模版之于跨境業(yè)務(wù)的作用。能力目標(biāo)：能夠根據(jù)公司實(shí)際情況選擇最佳客服渠道組合，能夠?qū)⒖头稍兾宕蠼ㄗh運(yùn)用到咨詢服務(wù)。Onlinecustomerservicechannelscanbebroadlyclassifiedintotwocategories:self-service

(自助服務(wù))

and

assistedservice

（協(xié)助服務(wù)）.Self-serviceincludesalltheinformationandtools

thatthecompanyprovidesfortheircustomerstohelpthemsolvetheproblemontheirown,suchasdetailedproductdescriptionsorafrequentlyaskedquestionspage.Assistedservice,ontheotherhand,referstothehelpthatisprovidedbyaservicerepresentative（客服代表）throughdifferentmediums.Herewefocusonassistedservicechannels,whichusuallyincorporatephone,email,chatandsocialmedia.

E-commerceCustomerServiceChannelsself-service

(自助服務(wù))

assistedservice

（協(xié)助服務(wù)）servicerepresentative（客服代表）Whenorganizingreal-time

（實(shí)時(shí)）customerservicechannels,suchasphoneorlivechat,itisimportanttotakeintoconsiderationthatconsumersgenerallyshoponlineoutsidethetypicalofficehours,fromearlyafternoonuntillateintheevening.Theopeninghoursofcustomersupportshouldbedesignedtoreflectthisandresponsetime（響應(yīng)時(shí)間）monitoredtomakesurethatthewaitingtimesremainreasonable.Thefasteryourresponsetimeis,thebetter.Evenife-mailisnotreal-timebynature

（本質(zhì)上）,thecustomer’sclockwillstartticking

（流逝）theverysecondthatthee-mailhasbeensent,andhavingtowaitmorethanadaycanbeabigdrawback（缺點(diǎn)）.real-time（實(shí)時(shí)）responsetime（響應(yīng)時(shí)間、答復(fù)時(shí)間）Whilephone,e-mailandchatarestillthemostcommoncustomerservicechannels,thesedayscustomersareincreasinglyseekinghelpalsothroughsocialmedia.Everychannelthatthecompanyhasapresencein

（出現(xiàn)）shouldbecloselymonitored

（監(jiān)察）andactivelyparticipatedinbythecustomersupportstaff.

“Omni-channel”（全渠道）or“multi-channel”（多渠道）isthelatestbuzzwordinonlinecustomerservice,referringtocustomersupportthatisprovidedacrossmultiplechannelsseamlessly（無(wú)縫式）.However,customersdon’treallythinkintermsofchannels,theyjustwanttheirquestionsansweredasfastaspossiblewiththeleastamountofeffortfromthem.Andwhatcustomersreallywantfromyouisquick,friendlyandeffectiveservice.Thismeansthattheresponsetimesshouldbeminutes,ratherthanhoursordays.Italsomeanspersonalized,humanconversations.Andmostimportantly,itmeansthattheproblemshouldbesolvedinaonesingleinteraction（單次交流）.

UnderstandMainIdeas:Q:Whatarethemaincategoriesofonlinecustomerservicechannels?Whatdotheyinclude?A:Onlinecustomerservicechannelscanbebroadlyclassifiedintotwocategories:self-serviceandassistedservice.UnderstandMainIdeas:1.Whatisthebestchanneltoprovidedetailedproductdescriptionsforcustomers?A.assistedserviceB.self-serviceC.frequentlyaskedquestionspageD.phone,email,chatandsocialmediaKey:B2.Whichchannelarecustomersincreasinglyseekinghelp?Phone.B.e-mailC.chatD.socialmediaKeyD3.Whatcustomersreallywantfromcompanieswhentheyhavequestions?Omni-channelMulti-channelQuick,friendlyandeffectiveserviceConversationandinteractionKeyC

PhoneDespitethevarietyofchannelsavailable,customersstillrelyheavilyonthephone.Loudhousesurveyed7,000consumersinsevencountriesandfoundoutthatphoneremainsthemostpopularservicechannel,with54%usingitforfirstcontact

（初次接觸）.Thebiggestchallengewithaphoneservicefromthecompany’sperspectiveisthattheyneedtobeabletopullupthecustomer’sorderandconversationhistory

（歷史對(duì)話記錄）toseewhenthecustomerhascalledlast,andproperlyanalyzetheissuewithoutthecustomerhavingtore-explaintheirpreviousissueeverytimetheycall.Onesolution

tothiscouldbephoneregistrationthatisofferedbymanysites,whichautomatically

（自動(dòng)地）addseveryconversationintothecustomerscallinghistory.Whenusedcorrectly,phonecanbeaneffectivechannelforresolvingissuesinonecontact.conversationhistory

（歷史對(duì)話記錄）4.Whatisthebiggestchallengewithphoneservice?customer’sorderandconversationhistorymustbepullupphoneregistrationmustbeofferedeveryconversationmustbeautomaticallyaddedissuescanberesolvedinonecontactKeyA

1.2E-mail電郵（站內(nèi)信）客服Somemightsaythate-mailisdying,butmarketingexpertsbelieveotherwise.Theythinkthatatbest,theroleandsignificanceofe-mailmaychange.Somebestpracticesfore-mailincludeusinganaddressthatthecustomercanreplyto,keepingthetitleshortbyusingkeywords,informingthecustomerabouthowtheyareexpectedtoproceed

（推進(jìn)）nextifnecessary,keepingthemessageshortandsimplebyplacingtheimportantinformationfirst,andincludingthecompany’scontactinformation（聯(lián)絡(luò)信息）.Thelanguagethatisusedine-mailsshouldbeasgrammaticallycorrect

（語(yǔ)法正確）andcomprehensible

（通俗易懂）aspossibletoavoidanymisunderstandingsorconfusion,becausepeoplegenerallytendtoreadtextonascreenbyonlyglancingitthrough.

contactinformation

（聯(lián)絡(luò)信息）1.3Chat實(shí)時(shí)聊天客服Chatcustomerserviceisstillarelativelyfreshconcept,andassuchitcanprovideacompetitiveadvantageoveryourcompetitors,whenproperlyexecuted

（執(zhí)行）.The

advantagesofchat

incomparisontophoneore-mailareindisputable（無(wú)可爭(zhēng)議）.Askilledcustomerservantcanhandlemultipleconversations

（一對(duì)多溝通）atthesametime,anditisevenpossibletocreatesomestandardrepliestothemostfrequentlyaskedquestions.Chatalsoleavesawrittendocumentationofeverythingthathasbeendiscussed.Itisfasterandmorecommunicativethane-mail,allowingareal-timeconversation,whilebeinglessexpensivethanaphoneservice.Eventhename“chat”impliesthatitisallaboutconversationwiththecustomer.Thisalsomeansthatusingspokenlanguageismoreacceptablethaninotherchannels.Whilespokenlanguageiscommonlyusedinchatconversations,youshouldthinkaboutwhatstyleofcommunicationsuitsyourcompanythebest.Ageneralguidelinewouldbetousesimplesentencestructuresandcommonwords,whileavoidingjargon,slangordialects.

multipleconversations

（一對(duì)多溝通）

Thedemandsforachatcustomerservicerepresentative

（在線聊天咨詢代表）arehigh,becausetheyneedtobeskilledwritersandfluentcommunicators,whiledoingitallinreal-time.Theyalsoneedtohavegoodknowledgeofthecompanyanditsproductsinordertoprovidethecustomerwithaccurateadvice.Thisnaturallyrequiresacertainpersonalitytypethatiscomfortablewithmultitasking（多任務(wù)處理).Althoughchathashighsatisfactionratings（滿意度排名）,itdoesnotcomewithoutitschallenges.Thenumberonechallengeforthecompanyisthateverythinghappensinreal-time,meaningthattheresponsetimesshouldbeinseconds,notminutes.Andthemorecustomersyouhaveonlineatonce,themorechallengingitbecomestomanage.Providinggoodcustomerserviceoverchatcanbedifficult,butifyoudoitright,therewardsarealsohigh,andyouwillendupwithmoreloyalandsatisfiedcustomers.

chatcustomerservicerepresentative

（在線聊天咨詢代表）multitasking

（多任務(wù)處理)satisfactionratings（滿意度排名）5.WhichofthefollowingisNOTthegoodpracticefore-mail?usinganaddressthatthecustomercanreplytokeepingthetitleshortbyusingkeywordsinformingthecustomerabouthowtheyareexpectedtoproceednextpeopletendtoreadtextbyonlyglancingthelanguagethrough\KeyD6.WhichofthefollowingisNOTtheadvantageofchatcustomerservicecomparedtophoneande-mail?customerservantcanhandlemultipleconversationsatthesametimewrittendocumentationofeverythingthathasbeendiscussedcanbecreateditismorereal-timeconversationwhilebeinglesscostlytheconversationsaremorespokenlanguageKeyD7.Whatisthechallengewithchatcustomerservice?theresponsetimesshouldbeinminuteseverythinghappensisnotalwaysrea-timechatdon’talwayshavehighsatisfactionratingscustomerservantsmustmakeresponseinstantlyKeyD

社交媒體客服Socialmediaisanonlinenetworkorcommunity（在線社交網(wǎng)絡(luò)或社群),wherepeoplewithsimilarinterestscangathertoshareinformation.Itisthemodern-dayversionofamarketsquare,representedbyalargenumberofdifferentwebapplications.Itisimportanttogetacquaintedwith（結(jié)識(shí))

thedifferenttypesofsocialmediaplatformsandrecognizetheirdifferences.Thisdoesnotmeanyouneedtobeactiveineverychannel,butyoushouldbewhereyourcustomersare.Businessestendtoseesocialmediasolelyasamarketingchannel,notrealizingitspotentialforcustomerservice.Butcustomersmaychoosetocontactthecompanythroughanychannel,andwhentheydo,youneedtobepreparedtohandlethem.Respondingtocustomercontactsisthecornerstone（基石)

ofsocialcustomerservice.Socialmediaisnotsuitableforordering,cancellationsorservicechanges.However,itisagreattoolforprovidingproductandserviceinformation,answeringsimplepriceenquiries,andreceivingfeedbackordevelopmentideas.8.Whatserviceissocialmediasuitablefor?AnsweringsimplepriceenquiriesCancellationsServicechangesOrderingKeyA

ThebenefitsofusingcustomerservicereplytemplatesWhetheryourbusinessusesaknowledgebase,

anonlineFAQ

oreachresponseishandledfreehand（徒手),youwillfindthatcommontrendsinquestionsorissuesemergequickly.Usingcustomerservicetemplatescanhelpanybusinessbecomemoreefficient.Withcustomerservicereplytemplates,youcanhandleallkindsofcustomers’inquiryproperlyandefficiently.Whetherit’sathankyouemailforplacinganorder（訂單確認(rèn)函)

oranabandonedcartemail（代付款提醒),eachtemplatecanbepersonalized（定制)

inadvance.Butthebenefitsincreatingcustomersupporttemplatesarenotonlylimitedtosavingtime.Otheradvantagesincludepersonalizedmessaging,reducederrorsandbeingabletomaintainbrandtoneandvoice.Personalizedmessaging.

Usingcustomerservicereplyemailtemplatesinthefollowingchapters,youcanautomaticallypersonalizethemessageeverytimetoincludethecustomer’sname,address,productandpricingdetails.Reducethemarginforerrors（錯(cuò)誤范圍)

.

Asthereisnoneedtoretypeeachemail,youremoveasignificantchunkofhumanerror（人為錯(cuò)誤)

andriskofsendingincorrectmessageswithpotentiallyawkwardconsequences.Same

brandtone

ofvoice

（品牌聲音)

ineverycommunication.

Asyourteamdoesnotneedtoeditthetextwithintheemailreply,anypersonusingthetemplatecansendtheemailandnothavetoworryabout“gettingthesamemessageright”.brandtone

ofvoice

（品牌語(yǔ)調(diào))Toneofvoiceishowabrandcommunicatesandconnectswithitsaudiencethroughmessagingandcustomerinteractions.Ithelpsbusinessesdifferentiatethemselvesfromthecompetitionandcommunicatetheirbrandvaluestotheiraudience.ToneofVoiceExamplesNike’stoneofvoiceisseriousandpowerful.They’verunmanycampaignsovertheyearsencouragingathletestobethebesttheycanbe.2.What’sthebenefitsofusingcustomerservicereplytemplates?Answer:Personalizedmessaging,reducethemarginforerrorsandkeepthesame

brandtone

ofvoiceineverycommunication.9.WhichofthefollowingisNOTthebenefitsofusingcustomerservicereplytemplates?A.Reducethemarginforerror.B.Keepthesametoneofthecompany’voice.C.Reducethedemandforcustomerservicerepresentatives.D.Personalizemessageforcustomers.KeyCFivetipsforansweringcustomerserviceemailsIfacustomerwritesanemailtoyou,itmeanstheycareenoughtodosomethingaboutit–Whethertheemailisnotifyingthearrivalofparceloradvertisinganewproduct.It’simportanttomakesureeverysinglecustomeremailisanswered.Respondingtocustomersisasure-fireway（萬(wàn)全之策)

tomakeunhappycustomershappyandithelpstocreategoodcustomerrelationships.Here’s5tipstorespondingtocustomerserviceemails：1.ReadtheemailthoroughlybeforeyourespondCustomersvaluegoodserviceoverspeed.Itmightbethecustomergotlostonyourwebpageoraskedforadiscountbutreadtheemailthoroughlybeforeyouwriteyourresponse.Iftheemailhastoolittleinformationforyoutosolvetherequest,it’sOKtoaskquestionstogetmoreinformation.2.AddressyourcustomerbynameMostemailssenttoyourcustomersupportteamaresentbyhumanbeings.It’seasytoforgetthiswhenyouanswerhundredsorthousandsofemailsperweek,butpeopleappreciatebeingtreatedlikehuman–Infact,recentresearchbyCiscofoundthatcustomersarewillingtopayextraforamorepersonalizedservice

（定制服務(wù)）

.Makesureyouaddressthecustomerbyhis/hernameineachemailyourespondto.3.FocusonsolvingtheproblemAcustomerwhocommunicatesaproblemdoesnotwanttohearexcusesofwhytheproblemoccurred.Theyonlywanttohearthesolution.Ifthecustomercannotgettheparcelbytheestimateddate（預(yù)估日期),thereisnoneedtoexplainthatit’syourshipper’sfaultforthedelay–Findasolutionandinformthecustomertheproblemisfixed.

4.IncludelinkstoyourwebpageIt’smucheasierforbothyouandyourcustomerifyouprovidelinkstorelevantsourcesonyourwebsiteratherthanexplaininghowtonavigatethrough（瀏覽)

thepages.Forexample.here’salengthyresponse（長(zhǎng)篇大論)

:“Inordertologintoyouraccount,pleasegotoourhomepageandatthetoprightofthepage,clickthe“myaccount”link.Onceyouclickthelink,youwillbetakentotheloginpage.”Comparedtoamuchmoreuser-friendlyresponse:“Tologin,pleasevisit/login”5.Useyourrealnameandemailsignature（電子郵件簽名)

Stayinganonymous（匿名的)inyourresponsesisthewrongapproach.Ifyouuseageneric

（常規(guī)的)

emailsignature,whichusuallyincorporatesyourname,title,companyandcontactinformation,thecustomerwouldknowwhoheorsheisemailingwith.Thinkofitlikeaconversation,it’smorenaturaltosayyournameinsteadofjustcompanynameanddepartment.Usingyourownnamewillonlystrengthentherelationship.emailsignature

（電子郵件簽名)3.Whattipsforansweringcustomerserviceemailsdoesthepassagesuggest?Answer:Theyarereadtheemailthoroughlybeforeyourespond,addressyourcustomerbyname,focusonsolvingtheproblem,includelinkstoyourwebpage,anduseyourrealnameandemailsignature11.WhichofthefollowingelementsisNOTnecessarilyincludedinemailsignature?A.yourname.B.yourjobtitle.C.yourcontactinformation.D.yourphotoKeyD

Project:createanemailsignature

ofyourself.C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.monitor;loyal;drawback;navigate;executed;getacquaintedwith;humanerror;sure-fireway;1.Evenife-mailisnotreal-timebynature,thecustomer’sclockwillstarttickingtheverysecondthatthee-mailhasbeensent,andhavingtowaitmorethanadaycanbeabigdrawback.2.Everychannelthatthecompanyhasapresenceinshouldbecloselymonitoredandactivelyparticipatedinbythecustomersupportstaff.3.Providinggoodcustomerserviceoverchatcanbedifficult,butifyoudoitright,therewardsarealsohigh,andyouwillendupwithmoreloyalandsatisfiedcustomers.4.Itisimportanttogetacquaintedwiththedifferenttypesofsocialmediaplatformsandrecognizetheirdifferences.C.BuildYourVocabularymonitor;loyal;drawback;navigate;executedgetacquaintedwith;humanerror;sure-fireway;5.Asthereisnoneedtoretypeeachemail,youremoveasignificantchunkofhumanerrorandriskofsendingincorrectmessageswithpotentiallyawkwardconsequences.6.Respondingtocustomersisasure-firewaytomakeunhappycustomershappyandithelpstocreategoodcustomerrelationships.7.It’smucheasierforbothyouandyourcustomerifyouprovidelinkstorelevantsourcesonyourwebsiteratherthanexplaininghowtonavigate

throughthepages.8.Chatcustomerserviceisstillarelativelyfreshconcept,andassuchitcanprovideacompetitiveadvantageoveryourcompetitors,whenproperlyexecuted.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.電話、電郵、在線聊天依然是最普遍的客服渠道，現(xiàn)在客戶越來(lái)越多的通過(guò)社交媒體尋求幫助。（socialmedia）Whilephone,e-mailandchatarestillthemostcommoncustomerservicechannels,thesedayscustomersareincreasinglyseekinghelpalsothroughsocialmedia.

2.通過(guò)使用客服回復(fù)模版，你可以恰當(dāng)并且有效地處理各種客服咨詢。(replytemplate)Withcustomerservicereplytemplates,youcanhandleallkindsofcustomers’inquiryproperlyandefficiently.

3.相對(duì)于服務(wù)速度，客戶更重視服務(wù)質(zhì)量（value…over…）Customersvaluegoodserviceoverspeed.4.當(dāng)你每周回復(fù)成千上百封電郵時(shí)，你很容易忘記人們喜歡被以人性化對(duì)待。(treatlikehuman)It’seasytoforgetthiswhenyouanswerhundredsorthousandsofemailsperweek,butpeopleappreciatebeingtreatedlikehuman

5.常規(guī)電子簽名通常包含了你的姓名、職位、公司、聯(lián)絡(luò)方式，因此只要你電郵中使用，客戶就明白他們是與誰(shuí)進(jìn)行往來(lái)。（genericemailsignature）Ifyouuseagenericemailsignature,whichusuallyincorporatesyourname,title,companyandcontactinformation,thecustomerwouldknowwhoheorsheisemailingwith.

跨境電商客戶服務(wù)英語(yǔ)（第一版）導(dǎo)論目錄Contents第一章售前服務(wù)電子商務(wù)客戶服務(wù)渠道與客服咨詢模板任務(wù)1產(chǎn)品描述要點(diǎn)、案例與模板任務(wù)7拒絕買家的折扣要求任務(wù)2歡迎詞、問(wèn)候語(yǔ)類電郵的書寫任務(wù)3產(chǎn)品信息咨詢?nèi)蝿?wù)5如何書寫催促付款電郵任務(wù)6接受買家的折扣要求任務(wù)4

關(guān)于價(jià)格、折扣、促銷、付款方式、運(yùn)費(fèi)和關(guān)稅咨詢目錄Contents第二章售中服務(wù)任務(wù)8訂單確認(rèn)函任務(wù)14訂單取消確認(rèn)函任務(wù)9發(fā)貨通知任務(wù)10發(fā)貨延誤任務(wù)12修改發(fā)貨地址要求任務(wù)13發(fā)貨過(guò)程中常見問(wèn)題的處理：錯(cuò)發(fā)、丟件、貨物破損任務(wù)11關(guān)于發(fā)貨、到貨時(shí)間的咨詢Task1:WritingProductDescriptions:Tips,Examples,andTemplates任務(wù)一：產(chǎn)品描述要點(diǎn)、案例與模版內(nèi)容提要1.Whatisaproductdescription?何為產(chǎn)品描述？2.Sixtipsforwritingconvertingproductdescriptions

客服咨詢模版的作用

3.

Examplesofgreatproductdescriptions

經(jīng)典案例分析

4.

Productdescriptiontemplates

產(chǎn)品描述模版【內(nèi)容提要】產(chǎn)品描述是售前工作流程的起點(diǎn)，某種意義上也是后續(xù)咨詢工作量的緣起。本節(jié)主要內(nèi)容包含：產(chǎn)品描述的內(nèi)容、六大建議、經(jīng)典案例分析與兩個(gè)模版（通用類與服裝類）。知識(shí)目標(biāo)：理解產(chǎn)品描述的概念、基本要素，掌握呈現(xiàn)產(chǎn)品信息的常用英語(yǔ)詞匯。能力目標(biāo)：通過(guò)案例和模版學(xué)習(xí)，能夠根據(jù)產(chǎn)品基本信息完成產(chǎn)品描述工作任務(wù)。Creatingproductdescriptionsforyourecommercestoreisabalancingact（權(quán)衡行為）.Youwanttoprovideenoughinformationtoshopperstoansweranypotentialquestionstheymighthave,butyoualsoneedtokeepinmindtheideaofattentioneconomics:

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

AnecommercesalestoolYourproductdescriptionscanactasavaluablesalestoolforyourbusinessbyhelpingyoudirectlytargetyouridealcustomers.Likeagoodsalespitch（營(yíng)銷推廣）,thecopyshouldcapturethetoneandpersonalityofyourbrandandtheproductsyouselltohelpyouconnectwithpotentialcustomers.DescribeproductfeaturesandbenefitsProductdescriptionsshouldcovertwomainaspects:featuresandbenefits.Thesearethebreadandbutterofyourproductpagecopy.

Afeatureisaqualityorafunctionofaproduct.Forexample,“Thislaptopbagiswaterproof”describesafeature.Abenefitisthevalueacustomergetsfromafeatureoftheproduct.Forexample,“Youwon’tneedtoworryabouttherainanymore”describesabenefitofthebagbeingwaterproof.Beasspecificaspossiblewhendescribingfeaturesandbenefits.Don’tjustsayaproductishigh-quality;letshopperscometothatsameconclusionthroughtheproductfeaturesandbenefits.salespitch（營(yíng)銷推廣）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（指導(dǎo)原則）.Hereare5tipsforwritingproductdescriptionsthatincreasesales.1KnowyouraudienceFirstandforemost,youcan’tappealtoyouraudienceunlessyouunderstandthem.Focusonthebuyerpersona（用戶畫像）ofyouridealcustomerandselltothem,ratherthantryingtopleaseeverybody.Whoisyouridealcustomer?Whataretheylookingforinaproduct?What’simportanttothem?Whatisn’t?Ahelpfultrick:Imaginethatyouareasalesassociateatabrickandmortar（實(shí)體店）versionofyourstore.Whichtoneofvoicewouldyouusewithcustomers?Whatkindoflanguage?That’sthetoneandlanguageyoushoulduseforyourproductdescriptions.buyerpersona（用戶畫像）Abuyerpersonaisaresearch-basedprofilethatdepictsatargetcustomer.Buyerpersonasdescribewhoyouridealcustomersare,whattheirdaysarelike,thechallengestheyfaceandhowtheymakedecisions.ProvidedetailedinformationYou’lloftenhearabouthowinternetusershaveshortattentionspans（注意力短暫）.Thiscanmakeittemptingtoincludeminimalinformationabouteachofyourproducts,inthehopesofnotscaringawaypotentialcustomers.However,thisapproachcanbackfire（事與愿違）.Whilepeoplemayindeedbeimpatientinsomeonlinesituations,shoppingisn’toneofthem.AccordingtotheConnectedShoppersReportconductedbySalesforcein2017,85%ofonlineconsumers

conductresearchbeforebuyingaproduct,and87%areunlikely

topurchasefromretailersthatprovideincompleteorinaccurateinformation.Ifyouwanttoconvincepeopletoconvert,therefore,youneedtoofferthemallthedetailsthey’relookingfor.Thismeans:Providingthekeyfactsaboutaproduct,suchassize,color,material,andtechnicalspecifications（技術(shù)參數(shù)）.Highlightingalloftheitem’sfeatures–whatcanitdo,andhowcanitbeused?Ensuringthateverythingonyourproductpageisaccurate.Themoreinformationapotentialcustomerhasaboutaparticularproduct,themoreconfidentthey’llfeelinhittingthe“buy”button.Focusontheproduct’sbenefits強(qiáng)調(diào)產(chǎn)品優(yōu)點(diǎn)Whileit’simportanttoprovidelotsofdetailedinformation,thisdoesn’tmeanyourproductdescriptionshavetobedrylistsoffacts

（枯燥事實(shí)羅列）.Aproductpage

shouldinformtheconsumer–butitshouldalsobepersuasive.Thismeansyou’llwanttocreate‘customer-centric’（客戶為中心）productdescriptions.CheckoutthedescriptionofFitbitCharge3below:Peoplewanttoknowwhetherwhatyou’reofferingcanmaketheirlivesbetter.Todothis,youcan:Makethebenefitsofyourproductclearrightaway.Identifyyourtargetcustomer’s‘painpoints’（痛點(diǎn)）andrespondtothem.Howwillyourproduct

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

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

terminology

（術(shù)語(yǔ)）that’sattention-grabbing

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

It’simportanttotalkaboutyourproductfromtheperspectiveofyourcustomers.Thisway,you’llmakeyourproductdescriptionsmorepersonal.Sensoryterms

（感官詞語(yǔ)）,suchas“see”,“hear”,and“feel”.

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

Theseterms

provoke

（挑動(dòng)）

emotions,grabattention,andmakeyourdescriptionsstandout.Justbecarefulnottogooverboard

（過(guò)分熱情）withthese–andmakesureyourproductcanbackupyourclaims

（名至實(shí)歸）.It’salsoimportantthatyourproductdescriptionsarewritteninanappropriatewayforyouraudience.Thismeansadoptingarelevanttoneandchoiceofwords–whetheryou’relighthearted（輕松愜意）andfunny,orprofessionalandno-nonsense.IncorporaterelevantkeywordsOfcourse,we’dberemissifwedidn’tmentionkeywords.Incorporatingkeywordsintoyourproductdescriptionshastwoprimarybenefits.First,itimprovestheSearchEngineOptimization(SEO)

（搜索引擎優(yōu)化）ofyourproductpages.About69%oftraffictoyoure-commercesiteislikelytocomethroughsearchengineafterall.Inaddition,keywordssignaltopotentialcustomersthatyourproductisrelevanttotheirneeds.Ifthey’researchingforaparticularterm,andthesamephraseappearsinyourproductdescription,thosecustomerscanbemoreconfidentoftheitemmatchingwhatthey’re