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How to describe your company's products and services

Updated April 17, 2017

In business, you'll find yourself frequently having to describe your company's products and services. This may be through product brochures, ads, website copy and articles, or it may be through your sales pitches. It even helps to have a description ready for meeting new contacts and clients. Whatever the situation, describing your products and services in a compelling way can help you win business. And the more business you win, the healthier your bottom line. The key in describing your company's offerings is to get outside the mind of your business and into the mind of your prospect.

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  1. Focus on how your product or service will make your prospect's life better. A common mistake is to talk about yourself too much. Prospects care about themselves, not you. Think about how your service or product really helps your customer. Build your message around that point.

  2. Read your competitors' material. Note the ideas they use to sell their products and services. Write down the key points that make your offering different from theirs.

  3. Avoid using empty adjectives such as "amazing" and "incredible" too much. Also, don't write too many superlatives like "best" and "fastest." You want to avoid coming off as too salesy and full of hype. Save the superlatives and adjectives for your most important selling point -- that way it will stand out from the copy.

  4. Start any written or video content with your most important benefit. Don't bury it a long way down the page. Copywriter Drayton Bird suggests that in nearly all cases you can trim out the first paragraph of whatever you've written and improve your copy.

  5. Use bullet points in sales letters or web copy to break down your benefits into easy-to-read chunks. Lead each block of bullet points with your best benefit.

  6. Scan through your copy and remove as many instances of the words "we," "I," "us" and "our" that you can find. Try to rephrase to include the word "you." Speaking directly to the reader of his problems works better than talking about yourself.

  7. Read your descriptions out loud. If something sounds strange when spoken, remove it. Try to sound natural and unpretentious to build a rapport with the reader.

  8. Practice a few simple summary pitches for your product or service. Don't make them sound too forced, sales-based or hyped up. Just have them to mind whenever someone asks what your company does. Aim for clarity first, then add some detail.

  9. Speak to your prospect as though he's an equal, not a mark. Relax and make him feel relaxed. Describe your products and services on a human level -- ditch all of the business speak and stuffy language.

  10. Explain your products and services in terms of the problems they solve. Bring the problem up first in the mind of the person you're talking to and then say how your offering helps to solve that issue.

  11. Speak with enthusiasm. How do you expect your prospect to get excited about your product or service if you show no energy yourself?

  12. Tip

    Speak to your company's salespeople. Ask them what elements of your products and services attract the most sales and what aspects cause the biggest customer objections. Include both of these elements in your copy.


    Familiarise yourself with marketing and advertising regulations over what you're allowed to say about products and services. Stick to the truth and you're unlikely to get into legal trouble.

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