What is the best way to write about your construction products? Are you aiming at architects, landscape architects, engineers or interior designers?
Buyers and specifiers in the construction industry say “we just want the technical information”, time and again.
This audience needs clear, concise accurate technical information, that is easy to read and is written in an authoritative tone of voice.
Now of course, you want to convey the features, benefits and unique selling points of your product but on the other hand, your audience don’t want the hard sell. If you exaggerate the benefits or fill your writing with promotional language, at best, you will make it harder for people to select your product for their project. At worst, you’ll turn them away completely.
What the buying decision often comes down to is whether the materials, dimensions and other technical features meet there requirement. To make these decisions, they need detailed technical information.
Find the balance between technical information and promotion – reading more of my posts on product content and my writing tips.