In the world of high tech, the product description is a vital document. It’s the link between inside and out. It connects the worlds of product management and product marketing, like the bridge between the left and right sides of the brain.

The product marketer has the job of enabling the sales force and partners to sell the new product, and customers to buy it, with the right messaging and assets to support the buying process.

To do this well, the product marketer relies on a good product description. A well-written product description is the base document that feeds internal enablement documents, the data sheet, website content and more detailed pieces of collateral.

Despite this, it’s sometimes hard to get a good product description. Perhaps this is because the product management function is more internal and technical, and being able to translate this into something that resonates with the customer is more external and business-oriented. When you don’t get a product description, it tends to make your job as a a product marketer very difficult, and it tends to compress the timeframe for generating the content.

The product description needn’t be a huge document; in fact, the simpler the better in my opinion. Here’s my suggested outline of what a good product description should cover:

  • What the product or product enhancement is
  • What it does (feature/function)
  • Which customer and prospect audiences it’s for
  • What it can and can’t do
  • How we should message it 
  • How we will sell it (including customer fit and pricing if relevant)
  • How it stacks up against the competition
  • How it will be implemented and supported
  • What success looks like for the product

Not too difficult, and key to success.

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