1. Product and Service Features
2. Product and Service Benefits
3. What to Include in Descriptions
4. The Value of Product and Service Descriptions

Writing a product or service description is about more than describing the product or service. It requires creativity to sell it to the potential customer.

Descriptions of products or services involve three things: connecting with the customer, showing them how the product or service can fix a problem they are having, and convince them to purchase it. In order to do this, the writer needs to select the benefits and features that are most important.

Product and Service Features

A feature is a statement that defines a product or service's characteristics. It is a factual statement. Features typically include measurements such as weight, height, or capacity. It also includes such descriptors as color, whether a food is organic, what sort of mileage a vehicle is rated to have, and so on. Features do not have as much influence on a buyer's decision as benefits but can help consumers make decisions by providing information that they need.

Before writing a description, it's important to determine which features to include; those are the ones that make the product or service stand out from other similar offerings. Then, you must figure out what features are most important to your target market. When you know the features your potential customer's value, you will know how to convince them about the product or service's quality and ability to solve their problems.

Product and Service Benefits

Benefits show potential customers the reason that they should buy the product or service. Unlike features, however, the benefits focus on the end outcome and appeal to consumers by showing them why they need it.

For example, a feature of a drink cooler would be the length of time it can keep beverages cold, while the benefit is that consumers can easily enjoy cold beverages whenever they like. If you are selling shoes, the features might focus on how durable they are, while the benefit is that consumers won't have to replace them for a long time.

A benefit can emotionally connect with the potential customer, clearly demonstrating how the product or service will change their life for the better. When writing about benefits, identify what problems that the target market has and then explain how using the product or service solves these problems.

Features cannot be excluded from product and service descriptions because they serve an important purpose. However, features help potential customers to visualize the product or service in their lives so they will want to purchase it.

How do you decide which benefits to include in the description? First, consider the features of the product or service that are most valued and consider what problem they are likely to solve for the target consumer. Benefits are particularly important when the product is complex or has a use that is not immediately obvious. If a potential customer is unlikely to know right away how the product or service can help them, clearly stating benefits helps to make it clear and easy to understand.

What to Include in Descriptions

There are a few items that belong in most descriptions for products and services, including:

  • Description of the item's physical characteristics.
  • How to use the product or service.
  • Information about how the product or service has evolved throughout its development.
  • How the offering compares to its competition.

The Value of Product and Service Descriptions

Even if your product is well-known, it's a mistake to assume that your target consumer is familiar with it. Describing it thoroughly and carefully is important. If you are putting a new product or service on the market, make the descriptions especially detailed and include extra references for further information if necessary.

Ideally, a business should consider the appeal of its products and services before finalizing plans for production and marketing. After all, even with the best business plan, without good products and services, a business cannot succeed. Many entrepreneurs fall into the trap of thinking that because they are familiar with the product or service, the reader does not need a detailed inventory of the characteristics and why customers need to purchase it.

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