How many product spec sheets have you written? And how many of them ended up in the trash instead of in the hands of a potential buyer?
Product Spec Sheets aren’t the most exciting part of sales, but they are an absolute necessity if you plan to turn those ideas into leads. Product suppliers receive dozens of data sheets everyday, and marketing managers need to understand what it takes to make their product specs stand out to avoid wasting time and more importantly, opportunity.
How Marketers Can Make the Most of Their Technical Data
A good product spec sheet is more than a list of product features and technical specifications. By focusing on the details that matter most, and a few minimal design tricks, you can turn the information your engineers provide into a datasheet that leads to a sale.
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1. Start with a Product Description
Every product spec sheet should begin with a short product description. No matter who you are trying to reach or how technically proficient they may be, they don’t know your product. Keep it simple, use no more than 2-3 sentences to explain what your product does and how it works.
2. Summarize Product Benefits
Many datasheets simply list product features without describing how the product will benefit buyers. If your product resolves a common issue within your industry, make sure to highlight that shortly after your description. By favoring benefits over product specs, you can also keep the front page of your datasheet clean, minimal, and easy to read.
3. Make Your Product Spec Sheet Scannable
Buyers don’t take a lot of time to read technical data sheets, which is why you need to take advantage of headers and sub-headers to reiterate your main points. Keep in mind:
- What makes your product better than your competitors?
- What kind of solutions does it provide?
- Use bold text and bullet points to highlight the most important information
Product spec sheets are about emphasizing the most important features, not every bit of information about the product. Readers should get a sense of what the product is and why they should buy it in less than a minute, simply by scanning the page.
4. Include a Strong Testimonial
Product validation is quite possibly the most important step in convincing a potential buyer that your product is worth their time. Whether it is a customer, an analyst, or a third-party supplier, include a positive but brief quote on the front page that reiterates why your product is the best in the business, and why your company can be trusted to provide it.
5. Don't Forget a Call to Action
It seems obvious, but many product spec sheets simply describe the product without ever suggesting their reader purchase it. A simple call to action is usually enough, but try to be specific. Assume you reader might not be ready to buy and add a link to a video, a white paper, or a free trial—something that will offer more information about your product before they are ready to sign on the dotted line—and a clear, specific action word like “call” or “click.”
Product spec sheets vary between industries, but the goal is always the same: convince someone to make a purchase. You already have the knowledge, now all you need to do is get that information down on paper in a clear, concise, and engaging manner. By following a simple and effective formula, you can make sure that your datasheets reach the right people, and don’t get turned into scrap paper.