University Level Course

Describing Products and Services in Professional Communications

Master the essential vocabulary, structures, and strategies to clearly and persuasively present your business offerings.

1

Learning Objectives

By the end of the lesson, students should be able to:

  • Identify the essential elements of an effective product or service description.
  • Use appropriate vocabulary and professional English expressions to describe products and services.
  • Explain product features, benefits, specifications, and value propositions.
  • Describe services in terms of processes, service quality, and customer benefits.
  • Deliver a clear, persuasive, and professional product or service presentation.
  • Respond appropriately to customers' questions about products and services.
2

What does it mean?

In professional communication, describing a product or service means providing information that helps customers, clients, or business partners understand what is being offered, how it works, and why it may be useful to them.

Clear

Easy to understand.

Accurate

Based on actual info.

Relevant

Focused on needs.

Persuasive

Explains value.

Professional

Appropriate tone.

Key Distinction: Features vs. Benefits

Headphones

Feature

A characteristic or specification of a product.

"The headphones have a 40-hour battery life."

Benefit

The practical advantage that the feature provides to the customer.

"You can listen to music throughout the day without frequent recharging."
Remember: Features explain what a product has or does. Benefits explain why that matters.
3

The 7-Step Approach

A structured approach to use in presentations, sales conversations, meetings, and customer service interactions.

1

Introduce the product or service

What is it?

State its name and general purpose.

"Let me introduce our latest product."
"We specialize in providing..."
2

Explain the features

What does it have or do?

Describe the product's physical characteristics, specifications, or technical functions.

"It comes with..." / "It features..."
3

Explain the benefits

Why is it useful?

Connect the features to customer needs and practical advantages.

"This allows you to..." / "This means that you can..."
4

Identify the target customers

Who benefits?

Explain who the product or service is intended for.

"It is ideal for..." / "Our target customers are..."
5

Explain how it works

How does it work?

Describe how to use the product or how the service is delivered.

"To get started, simply..." / "The process begins with..."
6

Provide supporting information

What else to know?

Give relevant info about price, quality, delivery, warranty.

"The price starts at..." / "It comes with a warranty."
7

Conclude and invite questions

What next?

Summarize the value and encourage further discussion.

"Overall, this offers..." / "Do you have any questions?"
4

Common English Phrases

A. Introducing a Product

Function Common Phrase
Introducing "Let me introduce our latest product."
Stating purpose "It is designed to..."
Identifying users "It is intended for..."

Connecting Features to Benefits

Feature
"It has a large storage capacity."
Benefit Expression
"This allows you to store more files."
Feature
"It uses energy-efficient technology."
Benefit Expression
"This helps reduce electricity consumption."
Useful Patterns: "One of the main advantages is that...", "This feature enables users to...", "As a result, customers can..."
5

Grammar Focus

Present Simple

Commonly used for product specifications and regular service information.

  • "The device supports wireless charging."
  • "Our company provides technical support."

Passive Voice

Useful when the focus is on the product or service rather than the person performing the action.

  • "The product is manufactured in Indonesia."
  • "Each document is reviewed by an editor."

Sentence Patterns

Pattern 1
Product + be + adjective

"The product is lightweight and durable."

Pattern 2
Product + has + noun phrase

"The device has a high-resolution display."

Pattern 4
Feature + enables + user + to...

"The software allows users to manage schedules."

6

Model Descriptions

Business Laptop
Model 1: Physical Product

Business Laptop Presentation

"Let me introduce our new business laptop, the ProBook X. It is designed for professionals who need a reliable device for everyday business activities.

The laptop features a lightweight design, a 14-inch display, and 512 GB of storage. It also comes with a long-lasting battery and built-in security features.

One of its main advantages is its portability. Its lightweight design makes it easy to carry between meetings or when traveling. The large storage capacity also allows users to store important documents and business files.

Overall, the ProBook X combines portability, functionality, and convenience in one device. Would you like to see a demonstration?"

Professional Service
Model 2: Professional Service

Translation & Proofreading

"We are pleased to introduce our professional translation and proofreading services. We specialize in helping businesses, researchers, and academic institutions communicate effectively across languages.

Our services include document translation, proofreading, editing, and terminology checking. Each project is handled by qualified language professionals and follows a quality-assurance process.

One of the main benefits of our service is that clients can communicate their ideas clearly and professionally. We also help clients maintain consistent terminology.

The process begins with a discussion of your requirements. Before delivery, the document undergoes a final quality check."

Classroom Activities

Interactive exercises for a 100–120-minute lesson. Practice your skills in real-world scenarios.

1. Feature or Benefit?

10 mins

Identify if the statement describes a feature or a benefit.

"The smartphone has a 5,000 mAh battery."
"You can use the phone all day without charging."

2. Product Challenge

15 mins

Prepare a 1-minute description choosing from:

Smartphone Water bottle Office chair
  • Name & 3 Features
  • 2 Customer Benefits
  • Target audience

3. Service Provider Role-play

20 mins

Student A: Provider

Explain the service, features, benefits, process, and pricing. E.g., Digital Marketing, Website Dev.

Student B: Client

Ask at least 5 questions:

  • "What exactly does it include?"
  • "How much does it cost?"
  • "How long does it take?"