How to speak human in a techie world without dumbing yourself down
It’s probably the understatement of the year to say technology is everywhere. It shapes how we live, work, and communicate - and for many businesses, it shapes the products and services you’re offering.
There are so many start-ups that are popping up that can make a massive difference to our lives by harnessing technology in a new or unique way, but sometimes the people who are great at making tech aren’t so great at communicating why their tech will make our lives better.
It makes me so frustrated to see businesses trying to cut through but not quite getting there because their content marketing isn’t hitting their target. But it doesn’t have to be that way.
The challenge: it’s not about the tech
You might be well across why your product or service is revolutionary, and why everyone should buy it, but the big mistake we see tech businesses making is that they concentrate on the tech.
“What? But the tech is what makes this thing amazing!” I hear you shouting angrily at me.
And I get it. It is.
But also: it’s not. Not for the people you’re trying to reach.
I hate to break it to you, but if you lead with the tech, you’ve lost your audience before you’ve even begun.
People don’t care about your tech at first. They will, and we’ll cover that in a moment, but people are simpler than that. People care about themselves. They care about their problems and whether you can help them solve one, or make their life better in some way.
What you’re selling is not the tech. As with any marketing, what you’re actually selling is the transformation.
Where is your ideal customer now, and how will their life be better if they buy what you’re selling.
That’s it.
And then here’s the bit where people care about your tech.
It goes something like this:
You: Your life may be in black and white right now, but if you buy my product, it will be in technicolour 24 hours a day!
Your ideal customer: Well, that does sound good. I’m pretty sick of black and white…How do I know if I give you this $50 note, you’re going to add colour to my life?
You: Well, because this is the tech I invented. It works like this, see?
Your ideal customer: Oh yes, okay! I’ll take two.
See what I mean? Transformation first, proof that you know what you’re talking about (i.e. the tech) second.
Understanding your (probably) non-tech ideal customer
You probably have a decent idea of who your ideal customer is (and if not, get in touch so we can help you define that ASAP!). There will be some businesses who will be marketing purely to tech types, but those businesses are few and far between.
For the rest of us, understanding your ideal customer means looking beyond your own brand to empathise with their needs, preferences, and challenges.
It’s like being a good conversationalist. Just because you have the coolest thing to say, doesn’t mean you should talk the loudest.
Imagine you’re at a party and you meet a whole lot of new people over the course of the evening. Who do you remember most fondly when you get home - the one who kept telling you how awesome they were, or the one who listened patiently when you spoke, and asked follow up questions that showed they were really interested in you?
Marketing is like that. Be the patient, listening one. People will love you for it.
How to empathise with your ideal client
Empathising with your ideal client means making an effort to understand their world and respond to their needs - and this means their actual needs, not what you think they need.
You can do this by:
Listening actively: Pay close attention to what your clients are saying in feedback, reviews, and on social media. Focus on the emotions and concerns behind them, and try not to get defensive - they’re telling you what other people are only thinking. You’re better off knowing about it.
Asking meaningful questions: Engage with your clients by asking questions that show genuine interest in their experiences. Find out what challenges they face, what they value, and what they hope to achieve. This can be done through surveys, interviews, or even just casual conversations.
Simplifying technical jargon: Avoid overwhelming your customers with technical terms. Instead, explain your technology in simple, clear language that highlights the benefits and practical applications.
Putting yourself in their shoes: Try to see things from your ideal customer’s perspective. What would you want or need if you were in their position?
Creating user personas: Develop detailed profiles of your ideal clients, including their demographics, preferences, and pain points. These personas can guide your marketing strategies and ensure your messaging resonates with your audience.
Offering hands-on support: Provide resources such as tutorials, webinars, and step-by-step guides to help clients understand and use your technology effectively. Personalised onboarding sessions can also make a significant difference.
Being responsive and accessible: Make it easy for clients to reach out to you with questions or concerns, and respond promptly. Showing that you’re available and willing to help reinforces your commitment to their satisfaction.
Highlighting real-world applications: Showcase how your technology is being used in practical, real-world scenarios. Case studies and success stories can help clients see the tangible benefits and relevance of your offerings.
Showing genuine appreciation: Regularly express gratitude for your clients’ business. Personalised thank-you notes, special discounts, or recognition on social media can make clients feel valued and appreciated.
The power of storytelling in tech marketing
Storytelling is a powerful tool that works in every marketing scenario, but it’s especially important here, because it can make complex technologies feel more human and relatable. Instead of just talking about product features, we can share stories that connect on a personal level, highlighting shared values and emotions.
Stories engage the human brain and make information more memorable and impactful. By presenting tech concepts through narratives, we can create more immersive experiences that foster understanding and empathy.
Have a look at this ad for a robot vacuum cleaner. You just know the team behind this product were super jazzed about the high-speed rotary mop pads, the 5000Pa powerful suction fan blower, and the 430mL high-capacity dust compartment.
But they didn’t lead with those; they went for this instead:
This ad establishes an emotional connection and shows us the transformation we can all expect in our lives if we buy one. A clean home and a less overwhelmed family. Nice!
Identifying human elements in technology
Think your tech doesn’t have a human story? I’d say, with all due respect, you’re wrong.
At the heart of every tech innovation is the potential to improve human lives in some way. The trick is to find those elements and showcase them, and how your tech makes a difference.
And if you’re not sure, ask your customers. Testimonials and case studies are great ways to humanise tech brands; they show real people benefiting from products and services, making the technology feel more relatable and trustworthy.
Effective storytelling also acknowledges the challenges and concerns of your customers. By addressing fears about privacy, ease of use, and the learning curve associated with new technologies, for example, you can build rapport and credibility with your audience.
No matter how much technology continues to evolve, humans will still remain the same, and storytelling will be a vital marketing tool. By telling compelling stories that resonate with your audience, you can differentiate yourself and drive meaningful engagement that leads to higher sales, brand loyalty and great word-of-mouth returns.
Want help making your tech more human and impactful? Get in touch at admin@stellarcontent.com.au
