What does a high tech B2B brand focus on when they announce the launch of a new product or service? For a lot of businesses with a lengthy R&D process, the answer will be on the technical features: The speed of processing, data processed, the amount of minerals or energy used. After all, these features have been tested and proven.
Let’s look at this exchange of information from the perspective of the audience. The communication at a product launch for instance is preferably targeted towards an audience of decision makers with buying power. When a company is interested in a product or service, they are looking for a solution to a problem. A solution to their needs. In other words when a lead or prospect is showing interest in your product, what they really are interested in, is in themselves. The solution they could find to their problem. So what can you do to grab the attention?
Get their attention first
To get a message through to an audience you’d like to have an impact on, you need to get their attention first. You need to give them the impression that what you say is relevant to them. Don’t skip the introduction. Don’t assume your audience already knows you. Don’t assume your audience within your market automatically feels addressed, simply because you consider them to be your target audience. Show the applications of your product and service first. By diving immediately into the technical aspects, you might have lost a significant part of your target audience already from the very start.
Keep your introduction short
As a brand and a business you can be (rightfully so) very proud of your background and history. But keep in mind your audience is there to find a solution to their problem. So when you have someone’s attention, try to play the chords that are of interest.
You might have already experienced how dreadful it can be when this is not taken into account during webinars: Too often moderators make the mistake of enthusiastically spending 70% of a webinar's time on the introduction.
Focus on the impact
Try to include the impact your technical features can have on your audience’s business. What need can you satisfy? How can your product or service be a more interesting alternative than what they are currently using.
In conclusion, try to approach your communication from the right angle from the very beginning. Keep all relevant factors and players into consideration, and build a balanced & complete story.
General Manager duomedia