So you’re adding a new Product to your CabinetM profile. Cool. On the *off chance that the people who will be reading your Product Profile are busy marketers doing a hard-target CabinetM search for the right tool to fix a problem, we’ve put together a few ideas to help you nail your Product Overview.

Lead strong with Category, Format, Purpose

The Product Overview is a quick, firm introductory handshake. Write with clarity and purpose. The most effective overviews lead with the tool category (email marketing, project management), the format (app, platform), and purpose (drives customer loyalty, improves workflow). Make sure to mention the tool’s unique, best-in-class functionality.

You’ll be tempted to include your beautifully written, engaging stories about your rock star team, your awesome downtown headquarters, the best-place-to-work awards and a bio for the office labrador. This is great stuff that conveys your company origin, philosophy and culture, but that’s why we gave you so much space in the Company Overview.  In the Product Overview, it’s function over style. Go super lean and get the click-through because your tool is the right tool for the job.

Product Profile Tips

  • Post a clean, high-resolution brand logo. When a marketer adds your tool to her CabinetM Stack with other can’t-live-without-it platforms and systems, don’t use the logo that’s too small or too blurry. Also, and we can’t understate the importance of this, it’s best to use a square logo. Trust us.
  • Bullet point the “Key Features” with one single idea per line, and we find that 3 to 8 Features does the job. You can drag and drop each Feature to move them up or down your list.
  • Wherever you write “user,” swap it out for a better word that gives your target audience an identity, and clears up the confusion about who is the “user.” Is the “user” the marketer or her customers? Instead of user, call them analysts, agencies, advertisers, project managers
  • Google “marketing jargon.” The first thing that gives you a chuckle, send it around the company. When you write, use your best judgment about whether it’s just a harmless, handy industry term, or if it’s truly the dreaded jargon. Really, we might be all one big happy family here in Mar Tech world, but not everyone can have marketing in their DNA.

* There’s actually a better-than-average chance that the people who will be reading your Product Profile are busy marketers doing a hard-target CabinetM search for the right tool to fix a problem. It’s kind of our thing.

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