Every day, business owners miss growth opportunities because they struggle with how to explain their products to new audiences. This problem is real, whether that product is an everyday item such as a pet toy or something more complicated such as a new medical device. It’s common for us to hear, “We know we’re the best but we’re not sure how to sell ourselves in our writing.”
Here are three tips for explaining your product to any audience.
- First, write down what you want the reader to remember. This will help you stay focused. For example, millennials may be interested in knowing that your product is eco-friendly while busy moms may be attracted by its convenience. One easy way to keep your writing on point is to create a Code Sheet for each of your markets.
- Keep it clear. Tell readers why they should care. Practice telling your story using the most basic concepts. A Media Relations’ writer recently helped an esteemed physician broaden his audience by combining three of his technical papers into one article suitable for the general public. He was very impressed! (Of course, it helps that we know a lot about the health sciences.) If you don’t have someone on your team who can “translate” your industry-speak into layman’s terms, it’s worth it to hire a professional.
- Keep it simple. Few people want to read large blocks of text filled with big or unfamiliar words. Always spell out acronyms. Avoid industry slang. Use short words, sentences and paragraphs. Media Relations writers use the media’s preferred AP Style to guide our Media Grade Content™ because it encourages easy reading and common understanding.
Media Relations’ professional writers have written product content for more than 70 industries. We know how to translate what you tell us about your business and product into content suitable for your markets. Call us at 952-697-5269 or complete this form for a free content evaluation or to get us started on a specific writing project.
