Product datasheets are a checklist item in the technology industry; your buyers expect you to have them (or, at the very least, your sales team does). But does anyone really read them? And, more importantly, what can we do to make them more consumable and not just a bunch of dry words? Technology buyers WILL read a datasheet if it’s written and laid out well. The key is understanding that the majority of buyers will first scan it to pick up the main points, and, if they deem it useful or interesting, then they’ll skim the other content. If your datasheet passes the all-important scanning and skimming test, it’s more likely that buyers will read it in detail. So it’s important to write good copy that gets to the point quickly and to use a very readable layout. These tips can help you write a datasheet that actually gets read.
1. Relentlessly focus on the most essential information.
Most datasheets are short—usually only the front and back side of one page. By the time you account for your template layout, you probably have only a few hundred words to describe your product. Spend some serious time thinking about the three or four most important points your audience wants to know (there isn’t room for more even if your product team is clamoring to include every feature in the last release.) Examples of basic questions to answer in your datasheet include:
- How does your product help your buyer solve their problems? (Keep this to three to four points.)
- What does it do? (It’s amazing how often this is forgotten. See #2 below.)
- What makes it unique? (Remember, this should be from your buyer’s perspective. What would they find unique about it compared to competing solutions?)
- How does it work from a technical perspective? (Keep this succinct and just hit the highlights.)
- Include a product definition on the first page.
- Summarize product benefits upfront.
- Compose headlines and sub-heads that summarize your main points.
- Use bullet points and bold key phrases.
- Gain deep visibility about where critical information is located
- Eliminate passwords once and for all
- Protect information in use and in motion
- Consider writing headers and sub-heads as questions.
- How Does Product X Compare to Other Big Data Solutions?
- How Does Product X Work?
- Why is Product X the Best Choice for Managing My Cloud Data?
- How Do I Learn More About Product X?
- Include a strong quote in a call-out box.
- Write in second person.
- Include use cases (especially if your solution is unfamiliar).
- Don’t waste your call-to-action by saying “call us” or “visit our website.”