Guest Blog by Nadine Tosk
Communications Public & Professional Relations~Media Matters~Marketing Rules 504.453.8344 nadinepr@gmail.com
Here’s a practical, simple guide to writing a one-page Product Fact Sheet that targets consumer or business media contacts. It covers what to include, what to omit, alongside a clean format to use and reuse for a new or updated product or device.
A Product Fact Sheet for use with media should focus on key benefits, technology advances and “gee whiz” differentiators that set your product or device apart — with the text copy that does not sound like a commercial promotion or advertisement.
For B2B trade media, particularly in the case of prescription drugs, medical devices or treatments, include important information that is meaningful to a professional audience as well as an end user audience. Additionally, including financial stats, local business figures or clinical study data helps to bolster credibility and reinforce your product’s competitive advantage.
Objective
The primary objective of a Product Fact sheet is to give journalists a fast and accurate snapshot of your new or repositioned product so they can decide if they want to cover your launch or rebrand and how it might fit into their story. For most journalists, whether they are consumer editors, reviewers, influencers or trade press, you want to write in a clear, third-person, factual tone. You also want to quickly address the Who, What, Why, Where, When and How in concise facts and images that are memorable and impactful (~4 bullet points).
Use of Images and Graphics
Graphic visual representations of information, data, or knowledge are helpful for presenting news quickly and clearly. Using charts, images and statistics serve to bring traditional text alive, enhancing the reader’s comprehension and retention. Including engaging visuals that tell a story can help make complex topics easy to understand, illustrate trends or patterns and offer striking, memorable and easy to share content.
Content to Include (one-page structure)
Front of Page
- Product name and tagline
- One-line value proposition (what it does and solves for the user)
- Hero image and caption
- At-a-glance quick facts (4-5 bullets or a brief paragraph including: What it is, who it’s for, core benefit, technology platform/compatibility, market availability or launch status. Include FDA status if a medical product or device)
- Benefits (bullet list, user outcomes)
- 3–5 benefits focused on the buyer’s problem and how your product or device solved it. For B2B, address professional and consumer needs and how your product overcomes limitations or shortcomings
- Consider: What you can do faster, better, cleaner, safer, cheaper, etc.
- Key features (bullet list, outcome-focused)
- 3-5 features with a result next to each (feature → user impact)
- Consider: Technology and architecture (the “how”)
- Compatibility, integration, ecosystem, security, or data handling
- Include any notable partnerships or standards (IEEE, USB-C, Wi‑Fi as relevant)
- “Gee whiz differentiators” and compelling results
- 2–3 points that make your product stand out in a crowded market
- Be specific and measurable whenever possible (e.g., proof points)
Back of Page
- Specs snapshot (at-a-glance). Use a compact table or bullet list
- Key numerical specs: dimensions, weight, battery life, capacity, throughput, sensor list, connectivity, operating temperature, etc,
- Availability, pricing, and launch notes. Ensure these statements are finalized and approved.
- References, validation, data points
- Legal claims, safety disclosures, caveats (keep it brief)
- Supporting assets and links (Where to find press kit PDFs, high‑res images, videos, and technical docs)
- Call to Action
- Company boilerplate (About [company name])
- PR/media contact with email and phone
TIPS AND POINTERS
+ Keep it pithy, punchy and credible
+ Avoid competitor comparisons and unsubstantiated metrics or claims
+ Avoid long paragraphs and dense blocks of text
+ Keep content scannable and readily transmittable
+ Use a clean, sans-serif typeface, body 10-12 pt; headers 14-16
+ Include captions for all visuals
+ Aim for concise bullet points and brief sentences without fluff
+ Total word count: about 350-500 words
+ Prepare final PDF (print-ready) and high-res images in digital versions
EXAMPLE LANGUAGE YOU CAN ADAPT
- Value proposition: “The [Product] redefines [use case] by delivering [benefit], enabling [audience] to [outcome] in [timeframe].”
- Gee whiz differentiator: “First product in its class to combine [technology] with [feature], delivering [measurable outcome] without [drawback].”
- Technology note: “Under the hood, [Product] uses [core tech] to achieve [result], with [compatibility/standards] and enterprise‑grade security.”
Download a free template here.
