We are so excited to introduce Episode 007 of With Grace and Gold: The Podcast: How to Write Your Service Descriptions. With Grace and Gold: The Podcast features 5-minute episodes with clear, actionable steps to guide you toward successful small business ownership. Listen on Anchor, Spotify, or elsewhere!
For service-based businesses, the way we present our services matters. As small business owners, we are so familiar with our own businesses — which means we may accidentally overlook the details of our businesses and our services that our prospective clients will connect with most. Today, we’re excited to share how to write your service descriptions so you can connect with your audience and more effectively sell your services.
Welcome to Episode 007: How to Write Your Service Descriptions
Begin by thinking about your clients. For service-based businesses, there are so many details to know about the services we offer. Begin by thinking: Which of those details will matter most to my clients? This way, you can compose your service descriptions with your client in mind — focusing in on the aspects of your services that matter most to them rather than to you. At With Grace and Gold, one copywriting error we often see is when business owners write about their services the way they understand them — rather than the way they’d like their Ideal Client to understand them. For example, a business owner might say, “My engagement package is one of my favorite packages, because I can get to know you and your fiancé better.” But, instead, a business owner should say something like, “Capture the joy of your engagement and fall in love all over again with an engagement session to celebrate your unique love story.” When you write about your services with your Ideal Client in mind, you can better communicate why your services should matter to or appeal to your Ideal Client.
Speak directly to your client. Guide your clients from where they are today to where they can be as a result of working with you. Because you’re an expert in your field, it’s essential for you to bring your clients along on a journey. Don’t leave your clients wondering which service is best for them — let them know in a clear, concise way. Adding something to each service description like, “This service is best for someone who…” can help guide your audience more seamlessly.
Make note of your client’s pain point – and focus on the benefits of working with you. Your client needs to feel understood and acknowledged in order to know they’re in the right place. Acknowledge your client’s pain point (What problem are they trying to solve?) and let your client know where they could be as a result of working with you. In addition to the “physical” deliverables or features of your packages, what are the emotional outcomes? For example, if you’re a wedding photographer — while you do provide wedding photography, you also provide heirlooms, you capture memories and moments, and you help create a seamless, love-filled day for the clients you serve.
Now that we’ve explored a bit more about what to write — how can we be sure what we’ve written is actually serving our audience well? Stay tuned!
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We’ve explored a few helpful prompts to begin writing about our services with our Ideal Clients in mind — so how can we make sure what we’ve written is serving our audience well?
Review what you’ve written and be sure each service description is free from jargon or technical terms your client may not know or understand. As business owners, we spend lots of time within our business — thinking about our businesses, writing about our businesses, and communicating about our businesses. Put yourself in your audience’s shoes and remember they are coming to your business because they are looking for an expert to guide them and help them.
Lastly, use different headings or bullets for clarity. Whether you’re sharing about your services on your website or in a brochure, strategically use headings, subheadings, paragraphs, and bullets to provide clarity and to ensure the service is easy to read and absorb.
Writing about your services isn’t always easy to do, but we’re so hopeful these tips will get you started!