When you describe your company’s products and services in your own words, you take ownership of the way your customers and stakeholders perceive them. Your descriptions of the products and services you provide will depend on your audience and on what you’re trying to achieve. Start the process by thinking about the perspective of your target readers or listeners, and what you would like them to take away from your words.
Focus on Appealing to Your Customers
To describe your products and services to your customers, focus on the aspects of your offerings that they will find appealing, and the qualities that will create incentives for them to buy. If you design and produce athletic gear, focus on comfort, durability and design features geared toward different sports. If you manufacture eco-friendly packaging, emphasize the biodegradable materials you use and the energy efficiency of your production processes. You may need to segment your audience into smaller target markets that may be interested in your products for different reasons, such as tennis players or basketball players.
Narrowing down the focus of your descriptions creates extra work because you have to write additional copy, but it enables you to reach your customers more effectively by speaking to their specific interests.
Bankers and Investors
When describing your products and services to bankers and investors, focus on their capacity to earn the money you’ll need to repay your loans or earn a profit. Emphasize your business model, or the ways these products and services will provide net income at the end of the day. Talk about your margins, including the cost of materials and labor. Describe your target market, and provide information about your earning potential, based on the size of this group and their enthusiasm for your offerings.
Include information about proprietary production processes and economies of scale that can contribute to your profitability.
Partnering with Other Businesses
You may also have occasion to describe your products and services to other business owners to foster their interest in a potential collaboration. If you sell your products wholesale, you’ll need to describe them to retailers to convince them to make space in their stores. Describe the qualities that they will find useful, such as cross marketing opportunities with other products they carry, a generous return policy or a long shelf life for a food product. If you’re trying to build relationships with potential suppliers, stress your buying power and the the rhythm of your purchasing, such as whether you will make small consistent orders, or whether you’ll buy large quantities from time to time.