Products and services sell because of the benefits they offer to small business owners. An information sheet tends to focus on the features of a product or service, but an article gives you an opportunity to integrate those features with benefits of value to the bottom line success of your small business marketplace.
What is it that your products or services help a small business accomplish? Frame up the content of your small business article with ideas and methods your product or service impacts. For example, don’t talk about the latest technical innovation of your product, but discuss the area of specific function of small business your product relates to.
Keep your article content short and hands-on in nature. Your small business audience may not all be speed-readers, but they will glance at the text for key points or action steps. Don’t frustrate them with too much copy.
Make it easy for small business readers to connect your content with an action step and your related products or services. This may seem at odds with the idea of solving problems rather than discussing specific features. What you want to do is provide a specific recommendation along side the article content. This recommendation may be presented as separate product or service text block or graphic.
Don’t hide your brand. Use your logo and / or slogan as part of the layout of your small business article. Blend the content with your branding so the whole piece works to both inform and market to the targeted small business function your products and services support and add value to.
Done correctly, your products and services provide content for articles your small business market can benefit from when you get beyond the product and service features and into the solutions you offer small businesses.