Tradeshow Tuesday: Products and Popsicle Stick Action Figures

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.

General Product Description

Wooden Sticks

Stacy’s Sticks makes sticks that come in a variety of sizes and colors for a variety of uses. The larger size is 6" x 0.7" and the smaller size is 4.5" x .375". Available in plain, green, yellow, blue and red. The wood is made from white birch and has excellent ductile strength. Nontoxic and safe for children.

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:

Targeted Product Descriptions

Tongue Depressors

Stacy’s Sticks manufactures safe, high-quality tongue depressors for medical professionals performing mouth and throat examinations. The depressors are made from nontoxic white birch wood that does not splinter. The depressors come in 6" x 0.7" blades for adults and 4.5" x .375" blades for children and those with smaller mouths. The blades firmly secure the tongue down so that the doctor has a clear window to the back of the throat. The depressors have rounded edges for the safety and comfort of the patient. The sticks come in a variety of colors to entertain younger patients.

Popsicle Sticks

Stacy’s Sticks manufactures high-quality wooden blades for frozen-treats production. The sticks are made from nontoxic white birch wood that does not splinter and are manufactured with rounded edges for the safety and comfort of frozen-treat consumers. The sticks are 6" x 0.7" for larger treats and 4.5" x .375" for smaller treats and frozen snacks that require two sticks for additional support. The sticks are compatible with most printers that brand the wooden blades with jokes. They are available in plain, green, yellow, blue and red to match and complement many different popsicle colors and branding campaigns.

Craft Sticks

Stacy’s Sticks manufactures high-quality wooden blades for countless craft projects. The sticks are made from nontoxic white birch wood that does not easily splinter so craft enthusiasts do not need to worry about getting splinters, nor do they need to worry about their carefully constructed crafts falling apart. Sticks are available in 6" x 0.7" for larger craft projects and 4.5" x .375" for smaller projects. The sticks bind easily with most craft glues and are available in plain, green, yellow, blue and red to suit countless projects.

Do you see the difference?