Anyone can make a product or idea sound more complicated, but it takes skill to craft a message that not only differentiates your tech brand, but is also simple enough to stick. To help you get the most out of your messaging for tech, we put together five lean messaging and strategic communications tips and techniques to help your organization do just that. Let’s dive in.
- Make it Simple (and Keep it Short)
Consider this one a general rule when it comes to crafting messages for your brand. In the B2B space – and especially in the technology space – many companies take the “more is better” approach to positioning. Anyone can make an abstract product or service sound more complicated. The trick to getting your target audience to listen, and really hear what matters most about your brand, including how it will help them accomplish their organizations’ goals, is to craft a message that’s simple enough to stick.
To that end, use fewer words! Keep in mind, more is always NOT better. More can be confusing, and the people that tend to be the most confused are the ones that added all that extra fluff in the first place. It’s important to trim the fat upfront and then keep things lean going forward. This is where it helps to follow a tried-and-true messaging framework.
- Establish a Strong Foundation
At Voxus, we use a classic 6-step framework to help tech brands build better B2B messaging. Whether employing it at the outset of a messaging exercise to ensure everyone is on the same page before diving deeper, or bringing it up again after the fact to pressure-test current messages, this framework is immensely valuable in ensuring the message is understood in its most refined form. Put simply, it looks like this:
- For [target audience]
- Who [statement of need or opportunity],
- [Name] is a [category]
- That [statement of key benefit].
- Unlike [primary competitive alternative],
- [Name] is [statement of primary differentiation].
However, if you can’t get a consensus on these six lines from the start, expect the rest of your B2B messaging across marketing, PR, and communications to be nothing short of erratic.
Align Your People
While a solid foundation is crucial to a productive start, a successful messaging journey also relies on ongoing alignment of your people. Marketing, PR, and communications teams are more successful when they’re aligned on metrics and goals and ensuring messaging across all stages of the customer journey is consistent. Regular sync meetings to maintain clarity on what each team does and how they can work better together to achieve these objectives is key.
Evaluate Competitive Brands
When it comes to differentiating your tech brand’s company, culture, products, services and more, evaluating competitors’ messaging is critical. Auditing competitive brands provides key insights on what’s resonating in the market and can even highlight new opportunities for your own organization.
Whether you’re looking to create a messaging framework from scratch, update existing messaging, rolling out a new website, or just honing some of your content assets for sales and marketing, understanding the ecosystem of competitive messaging around you should be the first step. But completing a competitive messaging audit can be a time consuming and daunting process. To help, we’ve created this quick guide to streamline the process. Check it out here.
- Make Your Messaging Memorable
And finally, messaging isn’t just about providing information about the product or services your tech brand offers, it’s also about tapping into ideas that resonate with your audience by getting them excited or engaged. Don’t be afraid to buck current trends and infuse creativity into your marketing messages.
To echo our first tip, messages need to be memorable. They need to be sticky. Why? Because the more memorable (and clear) the message is, the greater its ability to create change.