让语气服务于客户理解
How can our tone of voice make the brand promise visible on the product page?
产品页草稿充满难懂形容词，客服则使用简单中文解释口味。你要把网站改成同样友好、清楚的表达。
1 · 先听见真实对话
Colleague: How should we write the product page?
You: We should use familiar words on the product page.
Colleague: Why does familiar language help?
You: This helps first-time buyers understand the choices.
Colleague: What tone of voice should we use?
You: Our tone of voice should stay friendly and clear across product explanations.
2 · 理解表达在这里做了什么
brand promise
what customers should be able to expect from us
Our brand promise is simple, clear tea choices.
promise 必须能由产品和服务支持，不能只停留在口号。tone of voice
the way the brand speaks to people
Our tone of voice is friendly and clear.
语气一致不表示每次用同一句话；道歉与介绍可有不同重点。brand consistency
a similar experience across different places
Matching product names support brand consistency.
一致性包括信息与服务，不只是颜色和标志相同。3 · 跟读后，换成自己的信息
We should use familiar words on the product page.
产品页应使用熟悉的词。
This helps first-time buyers understand the choices.
这帮助首次购买者理解选项。
Our tone of voice should stay friendly and clear across product explanations.
产品说明的语气应保持友好、清楚。
We can ask a new buyer to explain the options back to us.
请新买家用自己的话复述选项，检查是否理解。
保留沟通意图，换掉人物、文件或时间。简单而准确的句子同样有效。
4 · 接住对方的话
How should we write the product page?
产品页应使用熟悉的词。
查看一种可行回答
We should use familiar words on the product page.
Why does familiar language help?
这帮助首次购买者理解选项。
查看一种可行回答
This helps first-time buyers understand the choices.
What tone of voice should we use?
产品说明的语气应保持友好、清楚。
查看一种可行回答
Our tone of voice should stay friendly and clear across product explanations.
5 · 换一个情境，再试一次
What if the buyer misunderstands a phrase?
What if the buyer misunderstands a phrase?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · 明天不看答案，再想一次
How should we write the product page?