Everyone will say that even if it is a B2B business, it is still Apple.
Indeed, our common technology B2B product introductions are not in this style.
For example, I entered one of the most common scientific and technological words "cloud service" on Baidu, clicked on a top-ranking advertisement, and entered the XXX cloud official website.
The first sentence is "to reduce the cost of using cloud, choose XXX".
No sense, as if other opponents said the same...
The second step is to point to product introduction, and choose "cloud live broadcast" (this is more popular).
"Live Cloud is a complete solution that provides ultra-low latency, smooth high-definition, and high concurrency for Internet live broadcast applications. It includes core functions such as real-time transcoding, slice storage, distribution acceleration, and content protection. It brings end users a smooth access experience and simplifies Relevant deployment, operation and maintenance work helps the live video service to be launched quickly.”
This should be seen by technicians. Although they don't understand it, it is like an introduction to technical concepts, which is not unique to them .
The following advantages and functions are hard to bear, and some words are still detoured. "One-stop live streaming cloud service helps you focus on content production..." Wouldn't it be better to say "with live streaming cloud, you only need to be responsible for the content and leave the rest to us"?
Is your website the same?
Did you spend money to upgrade the visual effects, and every day you select keywords to find someone to do SEM, but the content is the same as what you didn't say . The official micro is also how good the product is, but there is not much reading volume?
Content marketing is difficult, and the most difficult thing is product introduction .
Of course, it is really difficult to explain high-tech products clearly, but there are methods and routines.
Today, let's talk about the logical framework of product introduction, which may be helpful to you.
1. FAB's product description logic
The old-fashioned FAB sales method is still easy to use [complete FABE, including E (cases, proofs, etc.), is very important, almost every company needs it, space is limited, we will not expand it in detail here].
F stands for Features: the differentiated features of the product in terms of function, technology, structure, specification, material, craftsmanship, style, etc.
A stands for Advantages: Based on this feature, the originality of a product or a better effect than competing products.
B stands for benefit, value (Benefits): what kind of specific benefits this advantage can bring to customers .
Basically, the content introduction of all B2B products includes these three aspects, but the emphasis is different, and the expression logic is not the same.
Take high-end scanning gun products at home and abroad as an example, to put it simply.
1. Honeywell, an international industrial brand
There is too much content on the official website, and it is difficult to find product introductions (I really want to complain about the overall design, I feel like going back to 20 years ago).
Their logic is to first introduce the scanner category – a certain type of product – download the product details page, that is, B first and then F.