Datasheets that Work

Mark Twain is credited with saying, “I have only made this letter longer because I have not had the time to make it shorter.”  In this, he hit on the key to marketing writing and especially on the art of the datasheet.

OK, so shorter is better.  But what should you include in your datasheet?  The essentials are:

  • Benefit-oriented product or service description:  What does the product or service do for the users?
  • Product picture:  People like to see what they are buying
  • Features and benefits:  In terms that your mom could understand, what is the product or serve and how will it benefit the user?
  • Technical specs:  The bits and bytes of it
  • Company contact information:  How can your prospects get more information?

Regardless of the content, you must be sure to write for your audience:  technical decision makers, not CEOs, not engineers.  Senior management reads (or more likely skims) the brochures; engineers obsess over the manuals.  Technical decision makers want to know “Will the product or service do the job?”  So be sure to include all the information they will need to answer that question.

Keeping these points in mind will help you create datasheets that work.


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