Writing Your Short Description

Dear Startup owners,

5 Easy Steps to creating your home page “short description” that will actually be read:

  1. Write the coolest most techy sounding buzz word packed 2-3 sentence company or product description you can.
  2. Destroy it and take a deep breath.
  3. Answer this question: What are 1-3 ways your product/service will make people’s lives easier?
  4. Write the answer down.
  5. Publish it on your home page and in other strategic Web locations.

Recommended template for a simple and effective short description:

[Company Name] delivers/provides [a really awesome hi-tech product] that keeps your desk clean, finds you great deals on things you actually would buy, and automatically calls your wife right as she was about to call you.

Sign me up for this software! The point is that no matter what the product, people want and need plain straightforward language. Give it to them.

A Clear Choice:

EITHER enter into a competition with your competitors to see who can come up with the coolest markety buzz words (but you have more important things to do) …

OR, cut to the chase and clearly express how your product improves people’s lives, i.e. saves money, time and energy, provides easy access to accurate information, or prevents nuclear holocaust. THIS will make your readers want more and click to get it.

This approach will work for both consumer and B2B markets. Do not assume that because you’re a B2B provider, you need to use fancy language to impress a potential customer. They’re not simple-minded “consumers,” but they are people too, with limited patience and time. Simple language can be refreshing and effective for someone who is immersed in techy industry docs and memos all day.

Good luck! And, let me know if you use my template. 😉


About Jacob Nehman

Jacob Nehman is an experienced messaging consultant and marketing copywriter in the startup industry. He has developed content for numerous B2B and B2C brands selling a wide variety of products and solutions for mobile and Web. He has also consulted startups on user experience and product development. Jacob is originally from Austin, Texas and currently resides in Tel Aviv.
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