When stocking products that your business does not manufacture, your sales and marketing strategies rely on what information the vendor provides. While some businesses simply regurgitate it for their consumers, this approach adds no value to the business. Simply put, it’s lazy.
However in-depth, the product information available through vendors and distributors has limitations. Specifically, it lacks context surrounding your solutions.
Most vendors and distributors do not deal with end-users, meaning their information speaks to people like you—other resellers. Thus, they adopt the technical language that you’re familiar with, detailing things the everyday person doesn’t need to know. If you pass such information along unmediated, it will baffle your customers and make them feel in the wrong place.
Your product copy should accomplish one goal: to demonstrate why it’s the best fit for your solution. When researching hardware for your business, you likely had criteria; now re-evaluate those must-have features from your user’s point-over-view. In doing so, you will discover a unique selling position for each product. Use it to frame the smaller details so that readers can better understand them.
Besides comprehension, highlighting relevant features to your service also serves to unify your solution. Instead of selling products as individual components, you want your customers to envision your services more cohesively. Although they may already have a need for it, demonstrating how it will satisfy that need is important. To do so, you’ll have to translate the information.
For example, a VoIP device supporting multiple codecs is perfect for a solution with such. If your voice services have that flexibility, then you can highlight the supported codecs—possibly define what codecs are—and then state the differences between each. That said, if your voice service only supports one, then these details do not matter. In fact, including them may lead to unnecessary inquires as to why your service lacks that functionality.
The custom descriptions you prepare for your products will improve your digital presence. By posting non-original content from other vendor and distributor websites, you hurt your own brand. Beyond the reasons already discussed, duplicate content is something that can affect your website’s position on Google. Too much of it will cause Google to re-evaluate the quality of your website, sometimes resulting in penalizations. Not to mention, the more added-value that you breathe in your content, the better engaged your visitors will be. It’s yet another competitive advantageous available to your business.