Well, not quite weep. But simple and straightforward is the best way to explain a product to busy editors and prospects. A recent eight (count ‘em, eight!) slide deck from data management vendor Sanbolic shows how it’s done.

They started with a quick reminder of who they are, what they do, and why the reader should care. Note the specific, precise language, lack of buzzwords and the focus on what the reader needs to know, not just what the company wants to tell them.

 

Next slide: Tell me what your product does. Sanbolic took the classic “what is it?” “what does it do?” and “why should I care?” approach (translated here into “What does this mean for the customer?” and “how does this translate into operational value?”) Notice again the clear language and full explanation of how the technical features product benefit.

 

They continue with a “problem statement” so well crafted a reporter or blogger could almost copy it, throw in some copies, and use it in their story:

 

Followed up with a technical “how it works” dive that is just technical enough without becoming an eye chart, and describes the functions of each component in their platform rather than often confusing names of the modules (a mistake I often see vendors make.) Note the neat restatement of customer capabilities on the right-hand side.

 

 

And the wrap-up (which, to be fair, could have used specific sales figures, though it may have been too early for those when I was briefed.)

 

And the wrap-up (which, to be fair, could have used specific sales figures, though it may have been too early for those when I was briefed.)

 

No, Sanbolic is NOT a client of mine, nor did I help create this deck. But I would have been proud to, which is not something I say about a lot of vendor briefings. Their use of clear, specific language and a focus on what the reader needs to know quickly helped me understand what they claim to do, how they fit with the industry and whether and why I should care.

Drop me a line if you’d to talk over how to streamline your marketing collateral.

 

 

 

 

 

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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