Don’t mention technology
Posted: Sat Dec 28, 2024 5:27 am
Counterintuitive? Perhaps. But don’t forget that business people use business language. Clearly you can’t remove technology from the discussion altogether, but it’s always best to leave out jargon — and the fewer buzzwords you use the better. Many of them now mean different things to different people anyway, and arguably may be more useful as marketing terms than technology ones (take the Internet of Things, for example, an over-hyped term with almost as many definitions as there are things).
Tell stories, sell outcomes
“What can you do for me?” is the most basic of business questions, and it is this – rather than the technological specifics – that should guide your thought leadership. Think in terms of outcomes: saving money, creating efficiencies, accelerating growth. Vary your pitch to match the appropriate C-suite agenda: know their expectations and their issues. And everyone loves a good tech story.
Bring technology to life with success stories that demonstrate its transformative potential – like this ecuador mobile phone numbers database company does (but try and keep the technology that underpins the solution very much in the background). Real-life case studies – incorporating hard data that supports the best practices and lessons learned – are an especially effective way to get your message across.
Substance beats the Next Big Thing
By its very nature – increasingly weird and wonderful – technology grabs people’s attention, but it also falls victim to hype. Look beyond generic headlines of the “This technology will revolutionise your business” variety to find more surprising angles: bust a few myths if you can. But don’t be contrary for the sake of it: our second tip always trumps this one when you’re talking to business leaders.
Tell stories, sell outcomes
“What can you do for me?” is the most basic of business questions, and it is this – rather than the technological specifics – that should guide your thought leadership. Think in terms of outcomes: saving money, creating efficiencies, accelerating growth. Vary your pitch to match the appropriate C-suite agenda: know their expectations and their issues. And everyone loves a good tech story.
Bring technology to life with success stories that demonstrate its transformative potential – like this ecuador mobile phone numbers database company does (but try and keep the technology that underpins the solution very much in the background). Real-life case studies – incorporating hard data that supports the best practices and lessons learned – are an especially effective way to get your message across.
Substance beats the Next Big Thing
By its very nature – increasingly weird and wonderful – technology grabs people’s attention, but it also falls victim to hype. Look beyond generic headlines of the “This technology will revolutionise your business” variety to find more surprising angles: bust a few myths if you can. But don’t be contrary for the sake of it: our second tip always trumps this one when you’re talking to business leaders.