Tradeshow Tuesday: Products and Popsicle Stick Action Figures
This week, I use a hypothetical scenario in which a maker of wood-based products sells sticks to be used as tongue depressors, popsicle sticks and craft sticks to demonstrate targeted product writing.
Products and Popsicle Sticks
Popsicle sticks courtesy of Simply Art.
To demonstrate the power of targeted product writing, allow me to describe a hypothetical scenario in which a one-woman company sells wood-based products across a variety of markets. We’ll call the company Stacy’s Sticks Inc. Stacy sells her wares primarily to the medical industry (tongue depressors), the frozen treats industry (popsicle sticks) and the craft industry (picture frames, camp crafts like action figure popsicle sticks, etc.). To advertise her sticks, Stacy considers sending this product description to magazines her prospective buyers read in all three industries.
Stacy could send this one. She’d only have to write one, and the description above accurately describes what she sells. Or, she could take the time to write a unique description tailored to exact needs in the industries where her product is a suitable solution. Her three descriptions could look like this:
Do you see the difference?
Related Content
-
The Role of Social Media in Manufacturing
Charles Daniels CFO of Wepco Plastics shares insights on the role of social media in manufacturing, how to improve the “business” side of a small mold shop and continually developing culture.
-
OEE Monitoring System Addresses Root Cause of Machine Downtime
Unique sensor and patent-pending algorithm of the Amper machine analytics system measures current draw to quickly and inexpensively inform manufacturers which machines are down and why.
-
The Trifecta of Competitive Toolmaking
Process, technology and people form the foundations of the business philosophy in place at Eifel Mold & Engineering.