Writing about Business Services

Writing about Services – The Challenges

Writing about services often has challenges not faced when writing about products. Services don’t have “features”. Services aren’t “photogenic”. They are intangible, and because of that they can be harder to describe. Add the complex nature of some services, and you have a real challenge to communicate effectively.

Services are the sole source of revenue for many companies. Product-oriented companies are expanding into services because the revenue streams can be more consistent; products tend to be driven more by business cycles whereas services are less cyclic. For all of these companies, there’s a need to have service offerings communicated effectively to potential customers.

Writing about Technical Services

Technical services can be hardest of all to describe. There is jargon and there are acronyms. Technical services can be complex. People may or may not have heard of these technical services before, and even if they have, they may not have a clear idea of what the technical services are, how they may be of value to them, and if it’s even possible to integrate these new services with pre-existing services.

Create Content that Serves Reader Types

Like teaching to a group of students who are at different levels of proficiency, writing about a technical service should cover a range of proficiency levels from basic to advanced. Technical service subjects should be written about in a way that unwinds complexity. It’s important to keep in mind that many different non-technical people may be looking at the information, from customer executives, to interns, to the people who may be using the service someday. If a newcomer is reading, that reader should be able to learn about the subject step-by-step, and not be turned off by jargon. For those more proficient in the subject, navigating past more basic descriptions and should be made easy to do.

Something else to watch out for: technical subjects can make for dry reading. Lists of service areas have their place, but to engage the readers at various levels, some other writing strategy is needed.

Storytelling Case Studies

A “storytelling” style can be a very effective way to awaken the imagination of the reader. People naturally relate to stories, especially when the person in the story faces similar challenges to the reader. Stories can pick and choose details to emphasize. A good story will show how the company’s service offering found and implemented a solution to a customer need. Showing the problem-solving ability of the service company can give the reader some confidence that issues he or she faces can be dealt with effectively in a similar fashion.

Remember, the reader might be looking at the story from one of several perspectives. She might be a prospective customer. She may a current customer who could benefit from the new service. The reader may even be a salesperson who needs to be familiar with his own company’s solutions.

Story Structure

The story should be a true one, based on a real customer experience. The story might start with a typical customer need, perhaps expressed in the “voice” of a customer. Describe the need. Describe why the service company was well-suited to address the need. Describe the approach taken to solve the customer issue, and how the customer benefited. Once again, in the voice of the customer.

Summary – Consider reader proficiency, and a story-telling approach

To summarize, writing about services, especially technical services, should invite readers of different levels of proficiency to read and learn. A good approach is to include customer stories which can awaken the imagination of the reader.

Think of Whiting Can Help

Think of Whiting can provide the writing services you need to communicate your service offerings to your various audiences, both internally (within your company), and externally, to your business partners, investors, and clients.

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