How does our product solve a customer problem?

We are advised today by the “gurus” of the internet to focus on benefits, but in the industrial arena they are always the same – better, faster, cheaper, greener and so on – these are givens – so let us put ourselves in the place of a technical audience of intelligent problem solvers. Let us consider how does our product solve their problem, or how does it fit into a bigger solution?

This will inevitable lead us to a detailed description of product features – and more to the point we are addressing an audience of people who are interested in features because they understand them and need to know how a component fits into their own product and process.

This is the valuable information our technical media can pass on to its readers – and we can reach them through PR.

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