Tuesday, September 6, 2011


Develop a good description of your product and/or service

It's simple! All a company needs to be successful is “having the right item in the right quantity at the right time at the right place for the right price in the right condition to the right customer”. But work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time. That may not be that simple.

But it can be helpful to put together a detailed description of the products and/or services you are selling. Make the description clear, concise, factual and appealing. This will assist in getting the right message out about your company’s offerings. This will allow the marketing team to concentrate messaging on the strengths and answer any weaknesses.

They might start by asking "why" and "what if" questions. Why does your target audience need a particular feature? What if you drop your price by 5%? What if you offer more colors? Why sell through wholesalers rather than direct channels? What if you improved PR rather than rely on TV advertising?

With your target customer in mind, develop your product description.
  • Describe the purpose of the product and/or service. What does the customer want? What needs does it satisfy? Does it answer a need in the marketplace?.
  • Describe where buyers would find these products or services. Do they go to a specialty store or a large chain? Would they purchase it online? Or via a catalog? Is there a distribution channel? Or do you need a sales force?.
  • Describe the features and benefits of the product and/or service. What features does it have to meet these needs? Are there any features you've missed out? Benefits Products may be described in terms of their features and benefits.  Features are product characteristics that deliver benefits; we buy products for their benefits. Stated another way: Features are product characteristics such size, color, horsepower, functionality, design, hours of business, fabric content, etc. Benefits answer the customer’s question: What’s in it for me?.
  • Describe how you are pricing the product and/or service. Are you including costly features that the customer won't actually use? What is the value of the product or service to the buyer? Are there established price points for products or services in this area? Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin? What discounts should be offered to trade customers, or to other specific segments of your market? How will your price compare with your competitors?.
  • How and where will the customer use it? What does it look like? How will customers experience it? What size(s), color(s), and so on, should it be?.
  • Describe your product or services strengths and weaknesses compared to competition. Does your location provide strength or weaknesses? What the size of your resources compared to your competition? How does reputation differentiate you? How about services, personnel, etc..
  • Describe any economic, legal, social, technical, seasonal or governmental factors that affect product/service or market..
  • What is the current awareness level of product/service? What is the current perception of product/service? What is the sales or market share history?
You should always provide good, practical information on the products and services you sell. Give your readers what they will need to evaluate the product or service. Make sure they know exactly what you are trying to sell, the need you are filling, how well you are filling that need and why your customers will buy from you and not someone else. Alright, now that you have an idea of how to structure your product and/or services description, let's see how you'll start fitting your product or service with the rest of the marketing plan. The next blog will help you put together your past business or marketing encounters.

As an advertising agency, Brigham & Rago is here to help businesses develop marketing communications plans to keep or capture new market share. We are ready to consult with you, then based on our experience and the information we gather, help put together a communications plan. We believe this plan will be a framework for a powerful marketing communications program. Our goal is to help you meet your marketing objectives by assisting in implementing and delivering a clear, consistent message. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.