You’re at the point where your pricing is locked in, your website is live, and you’re selling some products or services. But you KNOW the words you use to tell your clients about those products and services fall short of the actual, real-life experience.

You need to write a killer products and services page.

You don’t want to get all braggy — but then again, you don’t want to avoid telling peeps about what you have to offer. You won’t want to go on and on about your awards — but then again, you don’t want readers to think you just decided to take up chimney sweeping after watching Mary Poppins a few times.

First, let’s fill a piece of paper with common questions your best clients have asked prior to working with you.

A list for those who sell services:

What is the service, in a nutshell?
Is there anything special I should do the day/week before we work together to get ready for our time together?
How many sessions/massages/psychic interludes do you conduct per week? Per month?
How much does your typical service cost? (Note the use of ‘typical,’ not ‘basic.’)
What’s included in your typical service package?
How far in advance are you booked?
What makes you qualified to provide these services?
What happens if I don’t like the outcome of our time together?

A list for those who sell products:

Who is the product designed for?
What purpose does the product serve?
About how much does the product cost?
What does the product include?
How long does it take to produce the product?
How soon after ordering does the product ship?
Are custom designs available, or only template/stock products?
How much does shipping cost?
How easy is it to return a product?
What happens if I don’t like the finished product?
Are there quantity discounts if I wish to buy X of the same product?
Do you offer gift certificates so my sister/cousin/sister wife can pick out her own product?

You’re doing great.  Answer those questions on paper or by typing away.

Let’s say, for example, that I’m selling a seat at a teleseminar.

Let’s call it, for example, UnBoring Blog Camp. I’m going to answer the questions that apply to this product first.

Who is the product designed for? Photographers who blog.
What purpose does the product serve? To help photographers create six months’ worth of blog content in just a few hours.
What does the product include? 90 minutes of super-duper instruction, followed by Q&A, as well as a 29-page writing workbook.
About how much does the product cost? $19 until 9/24, when the price jumps to $49.
How soon after ordering does the product ship? Those who purchase live seats will get a piece of the action on September 24th, while those who bought a recording of the teleseminar will receive their orders on September 25th.
How much does shipping cost? Shipping is free — a digital download at checkout.
Do you offer gift certificates so my sister/cousin/sister wife can pick out her own product? Totally! I’m happy to accommodate sister wives.

Here comes the trick: get rid of the questions and then shape your answers to resemble paragraphs.

Be sure to weave pricing cues (from $8, up to $77, starting at $7,500) into your wording instead of letting your pricing hang out with its wang out, all numbers and no words.

Using only the above questions and answers, I can create a bangin’ paragraph to describe what I’m selling.

Designed for photographers who blog, a seat at UnBoring Blog Camp will help you to create six months’ worth of blog content in just a few hours. A seat at UnBoring Blog Camp includes 90 minutes of super-duper instruction, followed by Q&A, as well as a 29-page writing workbook. The recorded version of the live teleseminar is just $19 until 9/24, when the price jumps to $49. Those with recorded seats will receive their purchase via download on September 25th. Purchase your own seat now, or pick up a gift seat for your blogging sister wife.

Easy peasy pumpkin latte squeezy, folks.

Also — UnBoring Blog Camp is real, and you can totally pick up your ticket right here.  It won’t be for sale after Friday, so hop on the $19 train if you’re tempted.