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How to Write Killer Services Descriptions: Five Mistakes and Their Fixes

by Gillian Vallee  |  
June 16, 2015

You've managed to spark potential customers' interest, and they're seeking out specific information about the services your company provides. Terrific!

But before you count those chickens, better take the time to evaluate whether your next step puts you in the best light and entices those potential customers into becoming actual customers.

Enter the service description.

How a business presents its services to potential customers is of paramount importance. And you may get just one shot at it... The services description is where many miss the mark, leaving would-be customers confused, uninformed, or uninterested.

An effective service description provides customers valuable information about what your business offers and what they're getting, including information about cost, timing, and process.

It's also an opportunity to highlight what your business can provide to them that others cannot.

So here are five common service-description mistakes and traps, and suggestions on how to avoid getting caught in them.

Mistake No. 1: Too Long or Too Short

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Gillian Vallee is a multichannel marketing professional, working with organizations on strategic marketing initiatives to create and improve brand positioning and revenue generating programs.

LinkedIn: Gillian Vallee 

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  • by Fudley Bez Tue Jun 16, 2015 via web

    Also, if I may add, avoid over-the-top language and claims. To customers considering your offings seriously, this comes across as being booring, loud, and obtuse.

  • by Philip Harding Wed Jun 24, 2015 via web

    Great points and thanks for sharing. Two of the things we see most often are failing to include the client perspective - what are the benefits for the customer? And, having aroused interest, failing to include a call to action - for example, a link to a relevant case study or bio page.

  • by Mauricio Tue Jun 30, 2015 via web

    These tips are good, but I find these "you should" short in one way and that is to provide examples. Show us a bad long or short examples and how it would be improved. Give us an example of continuity, under or over selling or a boring descriptor that you see and see how to jazz it up. You gave these on the numbers section, but I wish they could be incorporated more fully next time. Looking forward to more

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