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Original

English
🇨🇳

Translation

Chinese

Purpose

目的

Craft a clear, empathetic End-of-Life (EOL) message that communicates product or feature discontinuation, explains the rationale, addresses customer impact, provides transition support, and positions the replacement solution. Use this to maintain customer trust during difficult transitions and reduce churn by demonstrating care and offering a clear path forward.
This is not a generic sunset announcement—it's a customer-centric communication that acknowledges loss while framing the change as progress.
撰写清晰且富有同理心的产品/功能终止服务（EOL）告知函，传达产品或功能停止运营的消息，解释决策理由，说明对客户的影响，提供过渡支持，并对替代方案进行定位。借助该指南，在艰难的过渡阶段维系客户信任，通过展现关怀并提供清晰的前行路径来降低客户流失率。
这不是一份通用的产品下线公告——而是以客户为中心的沟通内容，在承认损失的同时，将变革定位为一种进步。

Key Concepts

核心概念

The EOL Messaging Framework

EOL沟通框架

An effective EOL message balances honesty about the change with empathy for customer impact. It includes:
  1. Company context: Who you are and your commitment to customers
  2. The announcement: What's being discontinued and what's replacing it
  3. The rationale: Why this decision benefits customers (not just the business)
  4. Current product context: What the product was and who it served
  5. Customer impact: How this affects users (acknowledge the disruption)
  6. Transition solution: What the replacement is and how it improves on the old
  7. Support measures: How you'll help customers migrate
  8. Timeline: Key dates and milestones
  9. Call to action: Next steps and contact info
一份有效的EOL告知函需要在坦诚说明变革与共情客户影响之间取得平衡。它应包含以下内容：
  1. 企业背景：介绍企业身份以及对客户的承诺
  2. 公告内容：说明即将停止运营的产品/功能，以及替代方案是什么
  3. 决策理由：解释该决策如何为客户带来益处（而非仅从企业角度出发）
  4. 现有产品背景：介绍该产品的定位及其服务对象
  5. 对客户的影响：说明该变革会对用户产生哪些影响（承认由此带来的不便）
  6. 过渡方案：介绍替代方案是什么，以及它相比旧产品有哪些改进
  7. 支持措施：说明企业将如何协助客户完成迁移
  8. 时间节点：关键日期与里程碑
  9. 行动号召：后续步骤与联系方式

Why This Works

该框架的优势

  • Empathy-first: Acknowledges customer disruption before justifying the decision
  • Clarity: No ambiguity about what's changing and when
  • Support-focused: Shows you're not abandoning customers mid-transition
  • Future-oriented: Frames change as progress, not loss
  • 共情优先：在说明决策理由之前，先承认给客户带来的不便
  • 清晰明确：关于变革内容与时间节点没有歧义
  • 聚焦支持：表明企业不会在过渡过程中抛弃客户
  • 面向未来：将变革定位为进步，而非损失

Anti-Patterns (What This Is NOT)

反模式（需避免的做法）

  • Not a terse shutdown notice: "We're discontinuing Product X. Goodbye."
  • Not business-centric: Don't lead with "This reduces our costs"
  • Not vague: "Soon" is not a timeline
  • Not defensive: Don't blame customers ("low usage forced us to shut down")
  • 不是简短的下线通知：比如“我们将停止产品X的服务，再见。”
  • 不以企业为中心：不要以“此举将降低我们的成本”作为开头
  • 不含糊其辞：“很快”不是明确的时间节点
  • 不采取防御姿态：不要指责客户（比如“低使用率迫使我们停止服务”）

When to Use This

适用场景

  • Discontinuing a product, feature, or service
  • Migrating customers from legacy to new platform
  • Sunsetting an acquisition target's product
  • Deprecating a technology stack or API
  • 停止产品、功能或服务的运营
  • 将客户从旧平台迁移至新平台
  • 下线收购所得的产品
  • 弃用技术栈或API

When NOT to Use This

不适用场景

  • For minor feature tweaks (don't over-communicate small changes)
  • Before you have a transition plan (communicate after you know how you'll support customers)
  • If you're secretly hoping customers won't notice (be transparent)
  • 针对微小的功能调整（不要过度沟通小变化）
  • 在制定好过渡方案之前（要在明确如何支持客户之后再沟通）
  • 试图让客户忽略该变革（保持透明）

Application

应用指南

Use 
template.md
for the full fill-in structure.
使用
template.md
获取完整的填空式模板。

Step 1: Gather Context

步骤1：收集信息

Before drafting, ensure you have:
  • Product being discontinued: What specifically is ending?
  • Replacement solution: What's replacing it (if anything)?
  • Timeline: Key dates (announcement, feature freeze, shutdown, data export deadline)
  • Customer impact: How many users affected? What workflows disrupted?
  • Support plan: Migration support, training, discounts, data export tools
  • Rationale: Why is this happening? (Technology obsolescence, strategic shift, consolidation, etc.)
If missing context: Don't send the message until you have a complete transition plan. Customers will ask "What do I do now?"—you must have an answer.
在撰写之前，请确保你已准备好以下内容：
  • 即将停止运营的产品：具体是哪项产品/功能将停止服务？
  • 替代方案：有什么产品/功能可以替代它（如果有的话）？
  • 时间节点：关键日期（公告发布日、功能冻结日、服务停止日、数据导出截止日）
  • 对客户的影响：有多少用户会受到影响？哪些工作流程会被打乱？
  • 支持方案：迁移支持、培训、折扣、数据导出工具
  • 决策理由：为什么要做出这个决定？（技术过时、战略调整、业务整合等）
如果信息不全：在制定完整的过渡方案之前，不要发送告知函。客户一定会问“我现在该怎么办？”——你必须有明确的答案。

Step 2: Draft the Product Transition Narrative

步骤2：撰写产品过渡叙事

Company Context

企业背景

Establish who you are and your commitment:
markdown
undefined
介绍企业身份与承诺：
markdown
undefined

Product Transition Narrative

产品过渡叙事

We are: [Describe the company and its relationship to the product being phased out]
  • [Key point about company's commitment to customers]
  • [Key point about company's product evolution]
  • [Key point about company's future vision]

**Example:**
```markdown
**We are:** Acme Workflows, a workflow automation platform serving 50,000 small businesses
- We're committed to helping you save time and focus on what matters
- We continuously evolve our product based on your feedback and technological advances
- We're building toward a future where automation is accessible, powerful, and simple
我们是：[描述企业及其与即将下线产品的关系]
  • [关于企业客户承诺的关键点]
  • [关于企业产品演进的关键点]
  • [关于企业未来愿景的关键点]

**示例**：
```markdown
**我们是**：Acme Workflows，为5万家小企业提供工作流自动化平台
- 我们致力于帮助你节省时间，聚焦核心业务
- 我们会根据客户反馈与技术进步持续优化产品
- 我们正致力于打造一个易用、强大且简洁的自动化未来

The Announcement

公告内容

Be clear and direct:
markdown
**Announcing:**
- [Single sentence that clearly states the EOL of the product and introduces its replacement]
Example:
  • "We are discontinuing Acme Workflows Classic on December 31, 2026, and migrating all customers to Acme Workflows Pro."
清晰直接地传达消息：
markdown
**公告内容**：
- [一句话清晰说明产品EOL情况及替代方案]
示例：
  • “我们将于2026年12月31日停止Acme Workflows Classic的服务，并将所有客户迁移至Acme Workflows Pro。”

The Rationale (Customer-Benefit-Focused)

决策理由（以客户利益为核心）

Explain why this benefits customers:
markdown
**Because:**
- [Reason 1: e.g., technological advancements]
- [Reason 2: e.g., improved performance]
- [Reason 3: e.g., better alignment with customer needs]

**Which means for you:**
- [Describe the impact and benefits from the customer's perspective]
Example:
markdown
**Because:**
- Acme Workflows Classic runs on outdated infrastructure that limits performance and scalability
- Acme Workflows Pro is built on modern technology that enables faster automation, better integrations, and real-time collaboration
- Consolidating to one platform allows us to invest 100% of our engineering resources in features you've requested

**Which means for you:**
- Faster automation execution (3x speed improvement)
- 50+ new integrations with tools you already use
- Access to new features like real-time collaboration and mobile app
解释该决策如何为客户带来益处：
markdown
**原因**：
- [理由1：例如，技术进步]
- [理由2：例如，性能提升]
- [理由3：例如，更贴合客户需求]

**对您而言**：
- [从客户角度描述影响与益处]
示例：
markdown
**原因**：
- Acme Workflows Classic运行在过时的基础设施上，限制了性能与可扩展性
- Acme Workflows Pro基于现代技术构建，可实现更快的自动化、更完善的集成以及实时协作
- 整合至单一平台后，我们可以将100%的工程资源投入到客户需求的功能开发中

**对您而言**：
- 自动化执行速度提升3倍
- 新增50+种与你常用工具的集成
- 可使用实时协作与移动应用等新功能

Step 3: Provide Current Product Context

步骤3：介绍现有产品背景

Acknowledge what's being lost:
markdown
undefined
承认客户将失去的价值：
markdown
undefined

Current Product Context

现有产品背景

Our product [name of the product being discontinued]
  • is a [brief description of the product and its primary function]
  • that has served [target customer/user] for [duration or timeframe]
  • by providing [key benefits or solutions the product offered]

**Example:**
```markdown
**Our product** Acme Workflows Classic
- **is a** workflow automation tool that helps small businesses eliminate repetitive tasks
- **that has served** over 20,000 customers for 8 years
- **by providing** reliable, straightforward automation without requiring technical expertise
我们的产品 [即将停止运营的产品名称]
  • 是一款 [产品简要描述及其核心功能]
  • 已为 [目标客户/用户] 服务了 [时长]
  • 为客户提供了 [产品的核心益处或解决方案]

**示例**：
```markdown
**我们的产品** Acme Workflows Classic
- **是一款** 帮助小企业消除重复性任务的工作流自动化工具
- **已为** 超过2万家客户服务了8年
- **为客户提供了** 无需技术专业知识即可使用的可靠、简洁的自动化功能

Step 4: Acknowledge Customer Impact

步骤4：承认对客户的影响

Be honest about disruption:
markdown
undefined
坦诚说明带来的不便：
markdown
undefined

Customer Impact

对客户的影响

We understand that this may affect you by:
  • [Potential impact 1 on customer operations or processes]
  • [Potential impact 2 on customer operations or processes]
  • [Potential impact 3 on customer operations or processes (if applicable)]

**Example:**
```markdown
**We understand that this may affect you by:**
- Requiring time to migrate workflows from Classic to Pro
- Learning new features and interface changes
- Updating integrations or API connections if you've customized workflows
我们深知这可能会对您造成以下影响：
  • [对客户运营或流程的潜在影响1]
  • [对客户运营或流程的潜在影响2]
  • [对客户运营或流程的潜在影响3（如适用）]

**示例**：
```markdown
**我们深知这可能会对您造成以下影响**：
- 需要花费时间将工作流从Classic迁移至Pro
- 学习新功能与界面变化
- 若您自定义了工作流，需要更新集成或API连接

Step 5: Present the Transition Solution

步骤5：呈现过渡方案

Use positioning statement format (reference 
skills/positioning-statement/SKILL.md
):
markdown
undefined
使用定位声明格式（参考
skills/positioning-statement/SKILL.md
）：
markdown
undefined

Transition Solution

过渡方案

For [target customer/user affected by the EOL]
  • that currently use [name of the product being phased out]
  • [name of the replacement product]
  • is a [definition of the replacement product category]
  • that [statement of benefit to the user, focusing on continuity and improvements]
针对 [受EOL影响的目标客户/用户]
  • 当前正在使用 [即将下线的产品名称]
  • [替代产品名称]
  • 是一款 [替代产品的类别定义]
  • 能够 [对用户的益处，聚焦于连续性与改进]

Differentiation and Continuity

差异化与连续性

  • Like [product being phased out],
  • [name of the replacement product]
  • provides [how the replacement maintains key benefits of the old product]
  • while also offering [new benefits or improvements]

**Example:**
```markdown
  • 与 [即将下线的产品] 一样，
  • [替代产品名称]
  • 提供 [替代产品如何保留旧产品的核心益处]
  • 同时还具备 [新益处或改进点]

**示例**：
```markdown

Transition Solution

过渡方案

For small business owners
  • that currently use Acme Workflows Classic
  • Acme Workflows Pro
  • is a next-generation workflow automation platform
  • that maintains all the simplicity and reliability you love while adding 3x faster performance, 50+ new integrations, and real-time collaboration
针对 小企业主
  • 当前正在使用 Acme Workflows Classic
  • Acme Workflows Pro
  • 是一款 下一代工作流自动化平台
  • 能够 保留您所喜爱的简洁性与可靠性，同时带来3倍的性能提升、50+种新集成以及实时协作功能

Differentiation and Continuity

差异化与连续性

  • Like Acme Workflows Classic,
  • Acme Workflows Pro
  • provides easy-to-build automations without coding, reliable execution, and straightforward pricing
  • while also offering 3x faster workflows, mobile app access, real-time team collaboration, and integrations with tools like Slack, Asana, and Notion

---
  • 与 Acme Workflows Classic 一样，
  • Acme Workflows Pro
  • 提供 无需编码即可构建的自动化功能、可靠的执行能力以及清晰的定价
  • 同时还具备 3倍速的工作流、移动应用访问权限、实时团队协作以及与Slack、Asana和Notion等工具的集成

---

Step 6: Outline Support Measures and Timeline

步骤6：概述支持措施与时间节点

Support Measures

支持措施

markdown
undefined
markdown
undefined

Support and Next Steps

支持与后续步骤

To ensure a smooth transition, we will:
  • [Support measure 1, e.g., "Provide 1-on-1 migration assistance for all customers"]
  • [Support measure 2, e.g., "Automatically migrate your workflows (with your approval)"]
  • [Support measure 3, e.g., "Offer a 3-month discount on Acme Workflows Pro for existing customers"]

---
为确保平稳过渡，我们将：
  • [支持措施1，例如“为所有客户提供一对一的迁移协助”]
  • [支持措施2，例如“在您同意的情况下自动迁移您的工作流”]
  • [支持措施3，例如“为现有客户提供Acme Workflows Pro的3个月折扣”]

---

Timeline

时间节点

markdown
undefined
markdown
undefined

Timeline

时间节点

  • [Key date 1 and associated milestone, e.g., "March 1, 2026: Migration tool available"]
  • [Key date 2 and associated milestone, e.g., "September 1, 2026: Acme Workflows Classic becomes read-only"]
  • [Key date 3 and associated milestone, e.g., "December 31, 2026: Acme Workflows Classic fully discontinued, data export deadline"]

**Quality checks:**
- **Sufficient lead time:** Customers need time to plan (6-12 months is typical)
- **Clear milestones:** When does functionality freeze? When does shutdown happen?
- **Data export deadline:** When do they lose access to their data?

---
  • [关键日期1与相关里程碑，例如“2026年3月1日：迁移工具上线”]
  • [关键日期2与相关里程碑，例如“2026年9月1日：Acme Workflows Classic变为只读模式”]
  • [关键日期3与相关里程碑，例如“2026年12月31日：Acme Workflows Classic完全停止服务，数据导出截止”]

**质量检查**：
- **充足的准备时间**：客户需要时间规划（通常为6-12个月）
- **清晰的里程碑**：何时冻结功能？何时停止服务？
- **数据导出截止日**：客户何时会失去数据访问权限？

---

Step 7: Provide Clear Next Steps

步骤7：明确后续步骤

markdown
undefined
markdown
undefined

Call to Action

行动号召

  • [Clear next steps for customers, e.g., "Log in to your account to start the migration wizard"]
  • [Contact information for questions or assistance, e.g., "Contact our support team at support@acme.com or call 1-800-ACME-HELP"]

---
  • [客户需采取的清晰后续步骤，例如“登录您的账户启动迁移向导”]
  • [问题咨询或协助的联系方式，例如“联系我们的支持团队：support@acme.com 或拨打1-800-ACME-HELP”]

---

Examples

示例

See 
examples/sample.md
for a full EOL message example.
Mini example excerpt:
markdown
**Announcing:** We are discontinuing Acme Classic on Dec 31, 2026
**Because:** Legacy infrastructure limits performance
**Which means for you:** Faster automation + new integrations
查看
examples/sample.md
获取完整的EOL告知函示例。
简短示例片段：
markdown
**公告内容**：我们将于2026年12月31日停止Acme Classic的服务
**原因**：旧基础设施限制了性能
**对您而言**：更快的自动化 + 新集成

Common Pitfalls

常见误区

Pitfall 1: Business-Centric Rationale

误区1：以企业为中心的理由

Symptom: "We're discontinuing Product X to reduce costs and consolidate our portfolio."
Consequence: Customers feel like collateral damage in a business decision.
Fix: Frame rationale around customer benefits: "We're consolidating to Product Y so we can invest 100% of resources in features you've requested."
表现：“我们将停止产品X的服务以降低成本并整合产品线。”
后果：客户会觉得自己是企业决策的牺牲品。
修正方案：从客户利益角度阐述理由：“我们将整合至产品Y，以便将100%的资源投入到您所需求的功能开发中。”

Pitfall 2: Vague Timeline

误区2：模糊的时间节点

Symptom: "Product X will be discontinued soon."
Consequence: Customers can't plan. Anxiety and churn increase.
Fix: Provide specific dates: "March 1: Migration tool available. December 31: Full shutdown."
表现：“产品X将很快停止服务。”
后果：客户无法规划，焦虑感与流失率上升。
修正方案：提供具体日期：“3月1日：迁移工具上线。12月31日：完全停止服务。”

Pitfall 3: No Support Plan

误区3：无支持方案

Symptom: "You'll need to migrate to Product Y. Good luck!"
Consequence: Customers feel abandoned. High churn risk.
Fix: Offer migration support: "1-on-1 assistance, auto-migration tool, 3-month discount, training resources."
表现：“您需要迁移至产品Y，祝您好运！”
后果：客户感到被抛弃，流失风险高。
修正方案：提供迁移支持：“一对一协助、自动迁移工具、3个月折扣、培训资源。”

Pitfall 4: Ignoring Customer Impact

误区4：忽略客户影响

Symptom: Message jumps from announcement to "Here's the new product!"
Consequence: Customers feel their concerns aren't acknowledged.
Fix: Explicitly acknowledge impact: "We understand this requires time to migrate and learn new features."
表现：告知函直接从公告跳到“这是新产品！”
后果：客户觉得自己的顾虑没有被重视。
修正方案：明确承认影响：“我们深知这需要您投入时间进行迁移并学习新功能。”

Pitfall 5: Terse or Defensive Tone

误区5：语气生硬或防御性

Symptom: "Due to low usage, we're shutting down Product X."
Consequence: Sounds like you're blaming customers.
Fix: Be empathetic and forward-looking: "We're consolidating to focus on the future of automation."
表现：“由于使用率低，我们将停止产品X的服务。”
后果：听起来像是在指责客户。
修正方案：保持共情并面向未来：“我们将进行整合，聚焦于自动化的未来发展。”

References

参考资料

Related Skills

相关技能

  • skills/positioning-statement/SKILL.md
    — Informs the transition solution positioning
  • skills/problem-statement/SKILL.md
    — Helps frame the customer impact section
  • skills/proto-persona/SKILL.md
    — Defines affected customers
  • skills/positioning-statement/SKILL.md
    — 为过渡方案的定位提供参考
  • skills/problem-statement/SKILL.md
    — 帮助梳理客户影响部分的内容
  • skills/proto-persona/SKILL.md
    — 明确受影响的客户群体

External Frameworks

外部框架

  • Crisis communication best practices — Transparency, empathy, action
  • Customer success playbooks — Retention during product transitions
  • 危机沟通最佳实践 — 透明、共情、行动
  • 客户成功手册 — 产品过渡期间的客户留存

Dean's Work

Dean的作品

  • EOL Messaging Template (created for product lifecycle management)
  • EOL沟通模板（为产品生命周期管理创建）

Provenance

来源

  • Adapted from 
    prompts/eol-for-a-product-message.md
    in the 
    https://github.com/deanpeters/product-manager-prompts
    repo.
Skill type: Component Suggested filename: 
eol-message.md
Suggested placement: 
/skills/components/
Dependencies: References 
skills/positioning-statement/SKILL.md
, 
skills/problem-statement/SKILL.md
, 
skills/proto-persona/SKILL.md
  • 改编自
    https://github.com/deanpeters/product-manager-prompts
    仓库中的
    prompts/eol-for-a-product-message.md
    。
技能类型：组件 建议文件名：
eol-message.md
建议存放位置：
/skills/components/
依赖项：参考
skills/positioning-statement/SKILL.md
、
skills/problem-statement/SKILL.md
、
skills/proto-persona/SKILL.md