Unfortunately, some people have complicated relationships with technology. How many times have you purchased a new gadget but lost yourself in a maze of unfamiliar icons and features following a new update? Understanding how “the cloud” works or what “generative artificial intelligence” actually means remains impossible for countless consumers.
All of this confusion can be a significant obstacle when buying new gadgets. Will customers be able to figure out how to use them? Or will they hesitate to even buy your product because they don’t understand how the tech will improve their lives?
From 5G and 10G to AI and machine learning, companies develop advanced technologies that can be difficult for the average consumer to understand. In a sea of innovation where nearly two-thirds of consumers (66%) don’t consider themselves tech-savvy, how can companies discuss what makes their products, services or inventions stand out? How can complex solutions avoid the risk of being overlooked, ignored and disregarded?
In a recent Inc. article, Joe Procopio, founder of Teaching Startup, said “Customers don’t buy technology. They buy the benefits of technology.” The leading brands, products and services engrained in our memories live with us forever because they highlight their benefits, not their features:
- Bluetooth technology helps you connect to mobile devices without the need for tangled cables or busy networks.
- An Amazon Kindle lets you purchase e-books and carry an entire library with you while on the go.
- Zoom provides video conferencing for up to 100 people from anywhere in the world, saving time and money on business meetings.
- With no need to swap CDs or tapes, Apple’s iPod boasted the ability to “hold 1,000 songs in your pocket.”
These companies and solutions didn’t gain widespread recognition because of the intricacies of their technical processes. Simplifying what these innovations do and how they positively impact their consumers’ lives is what led them to become household names. Over the years, the Comprise team has helped clients simplify the explanation of a number of technical details, such as tropical cyclone reconnaissance technology, autonomous robotic systems, Data-over-Cable Service Interface Specifications (DOCSIS) and more.
Do you have innovative technology but have trouble describing it? Can the general public grasp your technology’s value and functionality? Here are four critical steps to help increase your brand’s visibility, build trust with your audience and transform your brand into one that’s recognized and loved by all.
Know your Unique Value Proposition and Know it Well
A unique value proposition — UVP — is a clear statement that describes the benefit of your offering, how you solve your customer’s needs and what distinguishes you from the competition. Understanding why a customer should choose your product over others is crucial.
Companies that understand their target market’s pain points, analyze what their current customers like most about their offerings and identify gaps in their competitors’ offerings will have a competitive advantage.
Explaining Your Innovation in One Sentence
When you meet a prospective client, investor or customer, are you able to introduce yourself so that they immediately want to work with you? An effective business elevator pitch is brief, memorable, succinct and can be understood by tech enthusiasts, newbies and everyone in between.
The ability to discuss your offerings verbally is just as important as how they’re displayed on your website. Sometimes, you only have a short amount of time to captivate consumers before they lose interest. Research from Dr. Gloria Mark, a professor of informatics at the University of California, Irvine, shows that the average person’s attention span when using a digital device has plunged from around two and a half minutes in 2004 to only 47 seconds on average today.
Craft and Share a Consistent, Compelling Story Across All Channels
A Stanford study found that 63% of people could remember stories, while only 5% could remember statistics. An authentic, well-told story about how you developed your product to solve a problem you were facing can create an emotional connection with your audience, making your product more memorable. Alternatively, a deep overview of the data processors, algorithms and operating systems that make your technology function may not intrigue the layman consumer.
Additionally, your technology’s UVP should be displayed consistently across all of your communication channels. By implementing the 5 to 7 rule, which suggests that humans need to see information between five to seven times to remember it, this repeated messaging increases exposure and strengthens emotional connection.
Minimize Technical Jargon
While you may be tempted to delve into the complexities of your solution, the technical terms you use may fly over the head of the average consumer. Tailor your language to fit the prior knowledge of the customer you’re targeting. Simplifying your product with everyday language, analogies and metaphors can help make it more relatable, easy to use and beneficial to your prospect’s needs.
If you must use technical terms to discuss complex processes, be sure to break them down into smaller, manageable chunks that won’t overwhelm your audience. If you’re still having challenges discussing complex concepts, infographics, diagrams and videos can sometimes help convey information more effectively than text or speech alone.
Chat with Comprise to Make Tech Talk Easier
Explaining complex technology to the general consumer is not an insurmountable challenge. By understanding your audience, simplifying your language, focusing on benefits and leveraging storytelling, you can bridge the gap between complexity and comprehension.
Ready to demystify your technology?
Connect with Comprise today to explore how to better tell your company’s story.
