Business Club: Create your story

Your product or service description needs to connect with the customer, show them how you solve their problem (or satisfy their need), and convince (or enable) them to purchase from you. To successfully write your product/service description you will clearly show the customer the features and benefits of the product/service, answer any questions they have about it, illustrate any available options (size, shape, colour, weight, time frame, payment options, add ons etc), and have a call to action. You may need both a short description, which has the basic overview of the product/service, and a long description, where you would include more detail, directions for use, outline your process, customer reviews, and any extra info that your customer might need. It is important to remember that your ideal customers may have different purchasing strategies. On one hand you have the detail oriented buyer, they need to know all the finer details, how to use the product/service, what the process is, any ingredients, where they came from, how the individual parts work, and will want proof. On the other hand a more emotional and perhaps impulsive buyer wants to know how the product/service benefits them, and how quickly you can solve their issue, or satisfy their needs. Craft your descriptions to satisfy both purchasing strategies.

A great example of this is when the iPod was released by Apple.

The picture below shows the features of the iPod include: 5 gigabyte harddrive, Fast connection capable of downloading a whole CD in 10 seconds, rechargeable battery with up to 10 hours continuous playtime, and specially engineered headphones for quality sound.

The benefits? 1000 songs in your pocket.

The lesson here is to keep your product/service descriptions simple and effective – while ticking the boxes for your ideal customers so they can purchase from you with confidence.

Here is your product/service description checklist – download a copy below.

• Use your brand voice/personality

• Use any relevant keywords or phrases

• Write with your ideal customer in mind

• List features

• List benefits

• Answer the questions “what problem am I solving?” “How am I solving it?” “What is the end result?”

• Share any extra info – directions for use, ingredients, sizing, FAQ’s, Delivery info, returns/refund info

• Include testimonials/reviews

• Have a call to action – Add to cart, Buy Now, Subscribe now, Become a member, Apply now, Sign up now, Book Now

Case Study: Frank Body

Typically a media kit, also called a press kit, is something you would send to a journalist (along with a media release) to encourage them to promote your brand. It can be used for a variety of reasons though. You can send your media kit to a potential client, to secure a speaking gig or interview, to another brand you want to collaborate with, and as support for an awards submission. The media kit should contain all the information someone could need, as a one-stop-shop. This makes it easy for people to promote your brand properly. You might also create a few different versions of the media kit, to suit different audiences.

Your media kit might include:

• Contact details – phone, email, website, podcast, and social media links

• Business information – including the team, their stories/bios

• Your brand story

• Descriptions of your products/services

• Lists of achievements – awards, milestones in the business

• Community contributions

• Testimonials

• Social media stats

• Podcast downloads

• Website visits

• Email subscribers

• Links to photo/video libraries to be used in publications – all materials should be high resolution and unwatermarked

• Links to previous articles/features/interviews

• Any other interesting facts or FAQ’s, product samples, annual reports, statistics.

Why your media kit is important

Even if you have no plans on approaching a journalist about a story, or securing a speaking gig at a conference, a media kit gives you the opportunity to collate all of the information about your brand – which you will then keep up to date/add to as necessary – so you are prepared when the time comes. Remember this is a representation of your brand and it is important to put effort into your media kit, so you come across as professional and organised. A well put together media kit also makes it easy for a journalist (or anyone else!) to put together a story about you, or promote your brand, so it’s worth taking the time to do it right.

Your media kit is important because:

• It gives you control – giving comprehensive information about your brand allows you to control what is said/published. Without it, clients and reporters alike will come up with their own assumptions and comments.

• It saves you time – you can easily email your media kit to new clients, potential collaborators and more, knowing you have included all necessary information. This saves you from answering the same questions over and over, or forgetting to include important facts.

• It helps you to promote – whether you are holding an event, launching a new product, or want to introduce your new business to the world; your media kit helps you promote like a pro.

Media kit formats

Web – you might host your media kit on a dedicated page on your website, or as its own landing page.

PDF – your media kit can be digital, which makes it simple to edit or send out as you like.

USB – if you have large files to go with your media kit and press release, then a USB is a convenient option.

Printed – you may want to have your media kit printed, especially if you were going to send physical product samples, fabric swatches, a special invitation, or PR box.

Here is an example of a media kit in PDF format. You can create your own PDF quickly and easily by using a template on programs like Canva, or hire someone to help you craft it.