The mission: Explain to the IT customer how the client’s network-as-a-service technology worked as way to get this customer to better understand what he was buying and why.
To our way of thinking, the key to an effective description of a product’s inner workings is to keep the ultimate benefit of the product foremost in mind. Here’s where many tech companies stumble. In our experience, letting the technological features muddy what will actually benefit the customer will confuse the story. To their credit, our client understood this from the outset. They sought to de-complicate, not over-complicate.
So, what to do? We start by digesting every piece of existing material the client can furnish us, as well as all the industry information. When this falls short, it’s incumbent upon the content creation agency (that’s us) to articulate how the client’s I.P. or core technology does what it does. Very often, the language simply doesn’t exist. Yet.
Engineers are rightfully proud of their work. Their products can be marvels of creativity and technical know-how. What’s overlooked sometimes, however in the hectic environments of hacking out code at breakneck speed — ever-expanded functionality and getting a new release into beta test — is recognition of the simple need a customer has to experience a benefit.
Keeping this in mind as you dissect and explain what’s going on under the hood of your offering helps create the arc of the story and clarifies how the many strands of technology come together to create the fabric of the benefit. Engineers weave features. And while many IT customers appreciate an understanding of the technology behind these features, what you want them to do is buy the benefits those features deliver.
When he’s not ranting on this site or directing global branding and communications for FilterMag, Stan DeVaughn’s observations can be read on The Write Stuff along with those of his agency compatriot Peter Davé.