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How to explain products that need explaining

Every so often we land a curly one; a writing project involving a product or service that the target market can’t immediately understand. The IT sector is rich with these types of offerings, as is the health and pharmaceutical sector. What sort of things are we talking about?  Here are some recent examples:

  • New online portals that turn an onerous task into an easy one
  • Hearing aids that talk to other digital devices
  • Digital printing presses that print and bind an entire book with one press of the button
  • Diabetes drugs that add onto other diabetes drugs, with a view to better blood sugar control

Copywriters usually cut straight to the product benefits, because they are the surest path to the ‘why’ that leads to sales conversion. However with a complex product, a level of explanation is often required before the benefits can be truly appreciated. And therein lies the challenge.

Tips for explaining your product or service quickly

No target audience is willing to invest a lot of time and effort into doing a 101 course about your new product offering.  If they’re going to be educated, you need to do it fast. Here’s what we mean:

  1. The ultimate quick education is an explainer video, using simple animation and an entertaining script.
  2. Another way to cut to the chase without masses of words is a diagram or infographic. I use Word’s SmartArt to create these as a first draft, then let a graphic designer make them look gorgeous.
  3. A simple slide show, presented as rotating banners or as a slide show widget. Write it in Powerpoint, then have your web designer make it work on your site.
  4. An analogy might do the trick. Think of a real-life solution that has similarities to your product or service. For example: Product X will do for you what sliced bread did for breakfast.
  5. Present the explanation as a ’10 things you didn’t know about …’ blog-type article. You can lure people into reading more words this way.

If you need help explaining a complicated product or service, get in touch with us.

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