Product descriptions are sales documents intended to create interest in an existing solution or product by providing a reasonably detailed discussion about what you are offering and what problems it resolves. The trigger for distribution of a product description often comes from your customers – someone requests information about your product. Thus you can assume that he/she understands the technology and realizes its importance for their company. This initial contact should be regarded as a harbinger for a sales process.

A product description is used to spell out the purpose of the solution or product, its scope within the overall market, high-level details of its components, etc. People take product descriptions seriously for the following reasons:

• They can assemble competitive information about products and vendors
• They compare products
• They establish a short list of qualified vendors

You should always keep these three facts in mind when you are developing the content of a product description.