If I see one more social media post or ad with a product name or model number screaming across the top with a list of features or specifications, I’m going to scream. Companies, especially tech companies, love to tell you all about their new gadget.
Every company knows “what” is does. “It’s our all-new Retro Encabulator! Now, with extended inverse reactive current and automatically syncing cargo gram meters for use in unilateral phase detractors.”
Some companies can articulate “how” they do it. (“Instead of using the relative motion of conductors and fluxes, we harness the modial interaction of magneto reluctance and capacitive deractants.”)
But very few know “why” they do what they do. Some will say, “money.” Some will say something like “We set new standards for quality, technological leadership, and operational excellence.”
First, if you think all that is nonsense, that’s because it is. I wanted to make a point. That’s what customers and potential customers hear whenever you use industry jargon. It’s meaningless. If you have no interest or desire to attract new customers, and you only want to talk to your sale channel or current customer base, then you’re doing great. If you want to find new customers and grow your business, stop doing that.
Talking about your company and your product doesn’t resonate with new customers. They are looking to solve a problem. If you have a solution to their problem, then tell them that. Start with the “why.” Tell people why you made the product. What problem does it solve? How will it improve their life?
After you pique their interest there will be plenty of time to tell them all about the “base plate of pre-famulated ammulyte surmounted by a logarithmic casing.” Afterall, at some point someone needs to know what to do with that thing.
(See Rockwell Automation new product video)
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