And, as some of you may know, I love Melissa Sweet’s art. I’d walk a mile for a piece of warm peach pie, double or lattice crust, flaky and buttery, all melty and velvety in my mouth. There’s nothing like a just ripe peach - blushing and golden, sweet and juicy, a perfect orb bursting with the sunny goodness of lazy summer days. I know Spring has barely begun, but already I’m craving late summer peaches. If your content looks like alphabet soup, target customers will probably walk away without understanding your brand’s value.Thought it might be nice to spread a little sunshine today.
Take the chance to educate them, and show them why it matters and most importantly, do your research to understand what it is they care about most. When you’re engaging with your target customers, never assume they have context or understand everything about your industry. Real-world customer stories are a powerful tool to help to break down barriers and change perceptions about a brand or its products. By shifting the way content is written, your audiences can read stories quickly and easily, and absorb information about your solutions in a way that resonates. This allows your audience to connect the dots and understand the value of your products. According to a study by Marketing Charts, 61% of business-to-business buyers accept a meeting with a vendor because they saw client case studies or success stories.1 Customers want to see how your products helped other businesses like theirs.
If you want to appeal to both the technology and business buyer, use only the must-know acronyms and teach the reader enough about them so they are prepared to evaluate the technology.ģ. It doesn’t mean you can’t include the information in some form, but take this as an opportunity to educate your audience and explain why it matters to them.īack to the first example about telecommunications equipment, don’t throw a bunch of industry acronyms out there as if hotel managers know what they mean. Will it make sense to them? If it’s full of acronyms and technical information, chances are it won’t. When you create content, put yourself in the shoes of someone outside of your industry. While every industry has buzzwords, they may not be familiar to your audience. This still gets your point across, and illustrates the value of the solution in a way that resonates with the decision maker.Ģ.
Illustrate the value of the space savings by articulating the business benefit of re-assigning old tech closets to housekeeping, which allows the hotel’s team members to access and deliver amenities for guests more quickly. But what they do care about is response times to respond to the requests of hotel guests. A hotel manager probably won’t understand the value of decreased rack units (RU) on equipment. Is it space savings? Energy efficiency? Faster service? Whatever it may be, keep in mind the things they worry about, and where your product can fit into those problems – how can your solution help them?įor example, let’s say that a company sells telecommunications equipment and one of its target markets is the hospitality industry. Instead of feeding them speeds and feeds about the solution, find out what your customers find important. So how do you create content that communicates technical information while being understandable for your target audiences? Here are the top three things to keep in mind:ġ. In many cases, the business decision maker doesn’t have a technical background. We call that alphabet soup, and no, it’s not the kind you eat.Įven if your products are technical, it doesn’t mean your audience understands what you’re saying.
When you read a brand’s content, do you sometimes walk away feeling like you don’t understand a word of it? We do too.