PLAYBOOK: SHAPE UP YOUR STORIES IN SIXTY SECONDS
SERVICE DESCRIPTION
A service description is a concise summary that not only explains what your service is but also why it matters. The goal is to clearly communicate the value of a specific service in a way that resonates with potential clients, making them eager to learn more or take action.
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THE GOAL
Clearly communicate your offerings, build credibility, and drive conversions with service descriptions that spotlight the value you bring. A well-crafted service description not only informs but also persuades and inspires confidence in your potential clients.
THE STRATEGY
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DO
Highlight the benefits—Clearly show how the service solves a problem or meets a need for the client. Focus on the outcomes they can expect, painting a picture of how their situation will improve.
Keep it client-centered—Frame the description around the client’s perspective, addressing their pain points and goals. Speak directly to their needs and how your service is the solution.
Be specific and clear—Offer concrete examples or scenarios where your service has made a difference. Specificity enhances credibility and helps clients understand the real impact of your service.
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DON't
Don't be vague about value—Specificity is key. Avoid general statements and provide clear, actionable insights into what the service offers. Vague descriptions can leave clients uncertain about the value.
Don't overload them with features—Features are relevant, but they should support the benefits, not overshadow them. Make sure the benefits of these features are front and center.
Don't let SEO run the show—your story comes first. SEO should enhance your message, not dilute it.
THE Creative Essentials
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DO
Use action-oriented language—Encourage the reader to take the next step with strong, action-driven words. Phrases like “Get started today” or “Transform your business” make the description more dynamic and engaging.
Incorporate testimonials and quotes—Show proof of your service’s effectiveness with short success stories or client quotes. Social proof can significantly boost credibility and trust.
Address objections—Anticipate and counter common objections or hesitations a client might have about your service. This can include addressing concerns about cost, time, or effectiveness.
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DON'T
Don't skip the differentiation—Highlight what sets your service apart from the competition—whether it’s your unique process, results, or approach. Differentiation is crucial in a crowded market.
Don't overcomplicate the message—Keep it clear and easy to understand. Avoid technical jargon unless it’s necessary and explained. The simpler and clearer your message, the more accessible it is to a broader audience.
Dont ignore visual appeal—Enhance your description with visuals that support your message, such as icons, infographics, or videos. A visually appealing layout can make your service description more engaging and easier to digest.
Clearly communicate your offerings, build credibility, and drive conversions with service descriptions that spotlight the value you bring.