|
There are many different audiences for technology products and services. If you are a systems analyst and you're writing for other systems analysts, things are easier because you can use a spaghetti soup of acronyms.
On the other hand, conveying the difference between your integrated suite of applications (or mobile phone service...) and the service provided by other companies is a lot more difficult when you are writing for a non-technical audience.
As with a lot of marketing, the essence is to identify the benefits, rather than the features. Don't tell people what you provide, tell them what their life will look like after they have bought your stuff. So a bluetooth headset could be marketed as offering the latest ergonomic styling (a feature) or it could be sold on the basis that your product will make punters look more important when in coffee shops (a dubious benefit).
Seriously, even a technical audience wants to know what's in it for them. And avoid clichés when you're telling them: every IT company on the planet tells customers they will cut costs. Instead, home in on the unique selling proposition of your own particular service.
There will always be a unique proposition, and 'unique' doesn't necessarily mean 'nobody else does this'. For example, if you work in Bristol and offer IT support to Bristol companies, you can focus on local service and fast response. You could even quantify this. If a firm in Glasgow offers the same service, it won't make your proposition less unique in Bristol
My own experience is that small companies try to appear big by listing lots of different services, and the problem is especially acute in technology. If you look at the global technology players, they make do with one, sexy strapline and leave you to assume that they can handle anything. So, when you have a revolutionary telephone system that will transform everything, you could try to big yourself up with
ACME phone systems offer the latest IP telephone in an integrated environment that allows lower call costs, higher sound quality, data integration and unlimited scalablity...
Or you could go down the big business route:
ACME phones. Business excellence.
Communications can make or break your business. Your customers expect...
|
