Imagine this… Your company has spent millions on research and development to come up with a game-changing software solution that not only triples productivity levels, but is also innovative enough to churn your data into actionable strategies based on the insights generated.
As a technical expert, you present the software technicalities on paper, describing the advanced technology in great detail. Months have passed and you’re now wondering why your software isn’t selling as well as you’d have hoped. One of the reasons could be that the human touch is missing.
Without this human element in your marketing, your target audience may feel alienated from the complexity of your tech, which leaves them confused and feeling that your software isn’t relevant to their daily lives.
So, how can you build the desire for someone to purchase your software?
Tech businesses should be connecting the benefits of their products and solutions with their customers who are ultimately seeking answers for their problems. It all boils down to giving tech a human touch.
Accessibility is Key
Tech products and solutions can be intimidating or too complicated when the reader is not familiar with industry jargon, but it really depends on who you’re selling to. The point is not to simplify your language, but to make it relatable so that it speaks to your target audience.
If you’re selling to an audience subset consisting of software engineers and developers, certain jargon will make the most sense to them. However, if you’re selling to small business owners who may not be as tech savvy, you should be using language that they will understand.
By making language more accessible, your tech becomes more approachable to your target audience. Ultimately, your marketing should connect the dots so that your audience will be able to recognize what your tech is all about, and also feel like your tech would address their needs.
Stand Out In Crowded Marketplace
With so many tech businesses vying for attention, it’s important that your business and your tech products and solutions stand out. Thus, the language you use in your marketing should be engaging, emotional, and human-centered.
Your marketing copy for your tech should reflect your brand tone of voice, have personality, and be memorable enough that it hooks your target audience. It needs to go beyond the technical lingo and speak directly to the consumer at their level.
For that reason, your tech business should be thinking about investing in a proper tech copywriter as they have a clear idea about what all the technical jargon means, but are also able to reflect this in your copy by considering your buyer personas and their pain points.
Prioritizing the Human Impact
By giving your tech a human touch, your business will be able to highlight the real-world impact that your products and solutions can have on people’s lives. It could be that your tech is helping a small business become more productive, or supporting an individual to achieve their goals.
The copy used to promote your tech shouldn’t be about your business. What can your product and solution do for your customers? How can you put your business in their story? Make your target audience the focal point of your tech marketing, and watch how it’ll transform your reach and sales.
Prioritizing the human impact can make your business feel more meaningful and purpose driven, which may just be the thing you need to build and retain a valuable connection with your target audience.
People Prefer Buying From People
Don’t forget – people always prefer buying from people, and that is why tapping into the audience’s emotions is so essential. As human beings, we are inclined to relate to others because this helps us build trust.
If your target audience doesn’t understand your marketing copy and your tech products or solutions, it can be difficult to create a relationship with them. You should be selling tech by adapting your language to that of your target audience in a way that is relevant to them.
Most technical experts live and breathe tech, which can make it hard for them to step away from the technicalities of their products or services, and give it the human touch it needs. At the end of the day, you’ll have to find a way to connect with your target audience to start making the impact you’re hoping for, in terms of quality leads and actual sales!