How to write about a product or service using this simple template.
This article is a simple guide to help you when preparing a business document that requires writing about your product or service.
Many business owners and entrepreneurs would at some point need to prepare a document.
Such documents may require writing about a product or service (not product description copy) such as, a feasibility report, business plan etc.
These are 6 important aspects to consider when writing about your product or service.
To make it easy to pass the message about what you offer and to engage with the stakeholders you are communicating with.
What aspects of a product or service are important to include in a business document?
When writing about your product or service in a business document such as a feasibility report or business plan, include: a simple description of the product or service, the
product mix, target customers, marketing and positioning plans, key components or raw materials and testing the product or service.
How to write about a product or service – describe the product or service in lay terms.
Use a simple language that anyone can understand to describe the uniqueness of your product or service.
As an entrepreneur you can establish the uniqueness of the product and/or service being offered by describing your product or service using terms or words that someone not specialised in your specific area can understand.
Present this in an easy to understand manner without any jargon, by emphasizing aspects of your product/service such as:
- Special niche your product of service occupies
- The product quality (zero defects, fit for purpose, conformance to specification)
- Features and function: innovative design appearance, durability. product packaging, sizes, variety, colours
- Warranties and product guarantees
- Extras that can be purchased separately
- Service quality: physical appearance of facilities, equipment, personnel, the ability to provide the same level of good quality repeatedly, the speed with which service is delivered.
- Customer after-service
How to write about a product or service – provide information about product mix
Many business will initially be focusing on one product or service.
However, if you have more than one product or service, you’ll need to write about the variety you offer.
Include the number of different product lines your business offers.
Also include the range of products (if any) within each product line.
Finally, provide information about how closely related the various products are in terms of end use, production and distribution requirements, target markets, or segment appeal.
How to write about a product or service – describe how customers would use and buy the product or service
Who are your target customers and what are their characteristics?
Describe how the product or service responds to customers’ tastes, needs and demands, both in
terms of the short-term and long-term sales.
Why should these people buy your product or service?
Mention the benefits of your product or service.
Are there owner manuals, guides or tutorials etc. to help the customers?
Finally be specific about distribution avenues and the cost to deliver the product or service.
How to write about a product or service – information about marketing and positioning plans
How is your business uniquely placed in the market?
Give enough detail to help the reader judge the effectiveness of your marketing and positioning plans.
Show how your product or service is placed in the consumer’s mind in relation to your competitors’ products.
Based on product traits and benefits that are relevant to the consumer.
How to write about a product or service – key components or raw materials
Mention how your business is able to offer exceptional service because of the skill levels of the staff and implementation abilities of management.
Describe key components or raw materials that will be used in the product, how the company will source these and how available they are.
How to write about a product or service – testing the product or service
Write about how service quality is checked and maintained in your business.
Write about how your production and any form of product testing for safety that you carry out.
Describe how you test or plan to test, the product to ensure it works as planned and is sufficiently durable and secure, etc.