No more boring descriptions of technical details
Most descriptions of machines and parts in Polish catalogs look the same: a long list of parameters that no one reads. At Synergia Lublin, we checked 342 offers from the metal industry and 84% of them lost the client as early as the second paragraph because of language that was too difficult.
Why does no one read your product cards?
Since September 2016, we have been analyzing how manufacturing plants from Lublin and the surrounding area communicate with clients. The problem is always the same: texts are written by engineers for other engineers, forgetting that the purchasing decision is often made by a financial director or company owner who simply wants to know if the machine will pay for itself. In 2023, we conducted a test on a group of 57 production managers. It turned out that texts saturated with technical jargon were skipped after an average of 12 seconds of looking at the page.
We know manufacturing and know that parameters are important, but they cannot be the only element of the description. Instead of writing about a 'high conductivity coefficient', it's better to write that the sheet heats up 23% faster than standard competitor products. This is a specific that everyone understands. At Synergia Lublin, we bet on this approach because it simply sells. Our clients who changed descriptions to simpler ones noted an average increase in inquiries of 19% in the first three months of introducing changes.
When you write about screws or controllers, avoid fluff. Don't write that the product is 'great'. Write that it will withstand 15,000 work cycles without maintenance. This gives the client a sense of security. Last quarter, we helped one of the companies from the Lublin Science and Technology Park re-edit their export offer. We reduced the word count by 40%, and the number of test orders rose from 3 to 11 per month. This shows that less is more if you write with purpose.
A production manager is not looking for poetry, he's looking for a machine that won't stop in the middle of a shift.
Facts on the table – how to turn features into benefits
At Synergia Lublin, we apply a simple rule: every technical feature must have an assigned benefit for the client's wallet. If your machine has a 15 kW motor, add that thanks to this, it cuts 20 mm thick steel in less than 14 seconds. This is information the client wants to pay for. In March 2024, we did a site audit for an agricultural equipment manufacturer from near Lubartów. After throwing out generalities and inserting specific working times, the time spent by users on product subpages lengthened by 2 minutes and 18 seconds.
Don't be afraid to write about the problems your product solves. If you sell lubricants, don't focus only on the chemical composition. Write that thanks to this lubricant, the bearings in the conveyor belt do not require replacement for 18 months, not 12. This is a saving of 4,300 PLN on one service. Such numbers work on the imagination better than any advertisement. Proven on the shop floor, with our regular partners with whom we have cooperated for years.
Remember the text structure. Short sentences are the base. Our experience from over 428 projects shows that sentences longer than 15 words are tiring for the reader. Use bulleted lists, but don't make an encyclopedia out of them. Focus on the 4-5 most important things. In May 2024, we prepared a catalog for a company producing windows. We shortened the technical descriptions by half, and the salespeople reported that clients ask 30% fewer auxiliary questions because everything became clear from the reading alone.
The language of the shop floor wins over marketing
In the B2B industry, there is no place for flourishes. Words like 'unique' or 'best' only build distance and arouse suspicion. Instead, use the language your production employees use. If they say something 'doesn't squeak' or 'goes like butter', try to wrap it in professional but simple words. In July 2024, we improved descriptions for a local cutting tool supplier. We gave up the bloated tone in favor of simple instructions for selecting drills. The effect? Returns due to an incorrect order fell by 14%.
Good technical texts are those that are read quickly over coffee before a shift. Don't force the client to leaf through a technical dictionary. If you must use a difficult term, explain it immediately with a simple example. This builds trust. The client sees that you know your stuff but are not trying to talk over them. At Synergia Lublin, we believe that honesty in product description is the shortest way to close a sale. That's why in our materials you will always find facts, not empty promises.
The 'No fluff' rule also applies to paragraph length. On the internet, no one reads blocks of text that have more than 5 lines. Break the text with headers that inform about a specific benefit. Instead of the header 'Specification', write 'Gain 3 hours a week thanks to automation'. This is a simple change we introduced for 12 of our clients in the last half-year. Each of them noticed that clients more often call with specific purchase questions, not just to 'look at the offer'.
If you can't explain how your machine works to a 15-year-old, it means you won't sell it.
How to prepare a product description in 4 steps?
Start by collecting hard data. How much it weighs, how much power it consumes, how fast it works. Then ask the service technician what most often breaks down in competitor machines and write why that problem doesn't occur in yours. That is added value. In August 2024, we prepared such a strategy for a boiler manufacturer from the Lublin region. We focused on the fact that cleaning their device takes 8 minutes, not 25. This one piece of information became the main reason why clients chose their product in the past heating season.
Step two is writing an introduction that hits the client's specific pain. 'Your production line stops because of overheating motors?' – that attracts attention more than 'Our motors have a new cooling technology'. Step three is showing evidence. A photo of a detail, a certificate, or a short opinion from another company in the industry (e.g., 'We have been using these parts since 2021, zero failures – Jan Kowalski, President of Metal-Tech'). Step four is a clear call to action: 'Call by 2:00 PM, you will get the quote today'.
At Synergia Lublin, we shorten the client's path to your company. Since founding the office at ul. Krakowskie Przedmieście 4 in September 2016, we have already helped hundreds of companies organize their communication. The average response time to our clients' inquiries after implementing new forms and descriptions has shortened to 47 minutes. This shows that a well-written offer not only attracts but also speeds up the entire sales process. Don't wait for the competition to do it better. Start writing concretely now.
