What can a catalog about sewing threads teach a technology marketer about writing effective sales content? A lot about missed opportunities for engaging prospects and motivating them to make a purchase.
I create art quilts as a hobby and at a recent trade show I eagerly picked up a catalog from a well-regarded specialty thread manufacturer. With hundreds of threads on the market, I was looking for detailed guidance about the qualities of each thread, its best application in terms of projects and fabrics, and which needle size to use for best results.
What I got was a lot of pictures of thread colors, but an inconsistent mish-mash of specifications for each thread family. Although a product selection guide was somewhat helpful in narrowing the list of threads that might suit my needs, I put down the catalog feeling more overwhelmed and confused than when I started.
Could this scenario described your printed sales literature and web content? Can prospects easily find the technical information they need to even consider your product as a candidate for purchase?
Two tips will help you present technical details in a useful way:
- Identify the types of technical details buyers want to know for your products. For example, buyers typically seek information about specifications such as size, capacity, and speed as well as target applications. If you sell products (like threads) that have common characteristics, present a consistent set of details. For a diverse product set, define relevant details for each product or family.
- Create a standard structure for presenting product details. A table of specifications is a common element in data sheets and product web pages. A consistent format for this table helps readers find information quickly, especially when they are comparing details for multiple products.
For more ideas on structuring content and describing technical specifications, see my book Copywriting That Sells High-Tech.