Emma Stratton: Convey The Awesomeness of your Tech with Human Messaging

"It’s not easy to communicate what makes our tech products so great – lots of tech messaging falls flat because it’s too dry, complicated and long-winded. But you can avoid this trap with human messaging that connects the dots between your technology and your customer’s life. In this session, messaging expert Emma Stratton will share 3 practical techniques to help you write better messaging about your innovative technology. Whether you’re a founder, marketer or product builder, you’ll learn how to convey the awesomeness of your technology in a way that clicks with your audience.

Key takeaways:

Learn the most common pitfalls of product messaging – and how to spot them
Get practical techniques to write more effective product messaging
See real-life examples of messaging techniques in action
"

Transcript

1. Emma Stratton Founder of Punchy Convey the awesomeness of your tech with human messaging
2. ©2024 Punchy LLC. All rights reserved
3. ©2024 Punchy LLC. All rights reserved Built on a single-code base, our platform is the foundation of a modern data management solution allowing users to optimize information management, accelerate data recovery, and ultimately save money over loosely integrated, legacy solutions. Our platform is optimized to protect virtual platforms, and is equipped to support and scale with the massive changes going on inside the data center. Specialized data backup solution tools often miss the broader needs of heterogeneous environments. But with support for multiple hypervisors…
4. ©2024 Punchy LLC. All rights reserved Messaging has the power to make a great product look “meh” Weak messaging Strong messaging ▪ Harder to sell ▪ No differentiation ▪ Wrong perception ▪ Easier to sell ▪ Differentiation ▪ Winning perception
5. ©2024 Punchy LLC. All rights reserved Explaining what makes your tech so great ain’t easy
6. ©2024 Punchy LLC. All rights reserved Bridge the gap between tech and a person
7. ©2024 Punchy LLC. All rights reserved Shouting into the void Unleash the power of AI! Leverage best-in-class technology! Reduce risk with intelligent automation Accelerate growth with AI-powered insights!
8. ©2024 Punchy LLC. All rights reserved Connection is a competitive advantage
9. ©2024 Punchy LLC. All rights reserved Human messaging helps buyers see the awesomeness of your product
10. ©2024 Punchy LLC. All rights reserved 3 ways to write human messaging Translate it Keep it real Be clear 1 2 3
11. ©2024 Punchy LLC. All rights reserved Translate it 1
12. ©2024 Punchy LLC. All rights reserved How do you explain a sunset to someone who’s never seen one? ©2024 Punchy LLC. All rights reserved
13. ©2024 Punchy LLC. All rights reserved “Sunlight passes through a dense atmosphere where shorter wavelengths of light are efficiently scattered away by particles suspended in the atmosphere. This allows predominantly yellow and red wavelengths of light to reach the observer's eyes, producing a yellowish-red sunset.”
14. ©2024 Punchy LLC. All rights reserved Explaining makes things more complicated Leverage patented, real-time, AI-powered insights to unlock, unify, and enrich revenue activity.
15. ©2024 Punchy LLC. All rights reserved Translating a sunset in the context of their life “Feel peace at the end of the day as the sun sinks into the horizon, turning the sky shades of pink, red, and orange.”
16. ©2024 Punchy LLC. All rights reserved Translate what your tech looks like in the context of their daily life “Actionable forecasting” “Track weekly forecast changes without manual calculations”
17. ©2024 Punchy LLC. All rights reserved See your tech through your buyer’s eyes Through your eyes Through their eyes Streamline communications Manage customer calls, emails and texts, all in one place Real-time visibility Get an instant view across all your financials Simplify your tech stack Take away the frustration of having to log into multiple tools every day
18. ©2024 Punchy LLC. All rights reserved 1 2 3 What does life look like before your product? What does life look like after your product? Contrast them in one message. TECHNIQUE #1: How to translate it ©2024 Punchy LLC. All rights reserved
19. ©2024 Punchy LLC. All rights reserved EXAMPLE “All-in-one” workspace Before After Hopping between 1,000 tabs Everything at their fingertips Can’t find what they need Project is contained in one place Slowing down their work No more tab-hopping
20. ©2024 Punchy LLC. All rights reserved EXAMPLE “All-in-one” workspace The message Stop bouncing from system to system and feeling bonkers along the way. In your workspace, your team can see everything all at once—and handle it with ease.
21. ©2024 Punchy LLC. All rights reserved EXAMPLE “Actionable insights” for logistics Before After Can’t track everything Can track everything Reactive, not proactive Heads up of potential issues End of the month problems Can predict future costs
22. ©2024 Punchy LLC. All rights reserved EXAMPLE “Actionable insights” for logistics The message Avoid surprises at the end of the month. See where your shipping costs are today—and where they’ll be tomorrow—in a snap.
23. ©2024 Punchy LLC. All rights reserved Keep it real 2
24. ©2024 Punchy LLC. All rights reserved When I was a broke girl in Brooklyn
25. ©2024 Punchy LLC. All rights reserved When I was a broke girl in Brooklyn Take the fear out of checking your account balance.
26. ©2024 Punchy LLC. All rights reserved Take the fear out of checking your account balance. vs. Drive success in financial decision-making. Real Sanitized
27. ©2024 Punchy LLC. All rights reserved Like speaking a different language I really want to unleash the transformative power of AI across the enterprise. ???
28. ©2024 Punchy LLC. All rights reserved Real talk from B2B buyers “Knowing we have vulnerabilities out there keeps me up most nights” “Our infrastructure was a bit of a sh*t show” “We can’t have a process that annoys our developers” “You have to be a NASA scientist to understand all those dropdowns on the dashboard!”
29. ©2024 Punchy LLC. All rights reserved The power of keeping it real Grabs attention Inspires emotion Builds connection & trust ©2024 Punchy LLC. All rights reserved
30. ©2024 Punchy LLC. All rights reserved TECHNIQUE #2: How to keep it real 1 2 3 Spot a sanitized problem or goal in your messaging. How do they really talk or think about them? Mirror it in a message. ©2024 Punchy LLC. All rights reserved
31. ©2024 Punchy LLC. All rights reserved Sanitized problem Real problem Need to align departments. Every department has their own data, and is chasing their own metric—and the metrics often clash with each other! EXAMPLE Customer data platform Get everyone chasing the same metric.
32. ©2024 Punchy LLC. All rights reserved Sanitized problem Real problem Boost developer productivity. We want to keep our developers happily building cool stuff – not slowed down by tasks they hate. EXAMPLE API Management Let your developers have the open source platform they want along with the airtight security you can trust. Attract the best devs with the freedom to create in a secure, automated environment without all the mundane tasks to slow them down.
33. ©2024 Punchy LLC. All rights reserved Be clear 3
34. ©2023 Punchy LLC. All rights reserved Agility Breakthroug h Empower Leverage Best-in-class Modern Market-leading Operational excellence Optimize Paradigm shift Robust Seamless Unleash Transform ©2024 Punchy LLC. All rights reserved Customer-centricity
35. ©2024 Punchy LLC. All rights reserved
36. ©2024 Punchy LLC. All rights reserved ©2024 Punchy LLC. All rights reserved Say it like they would at a BBQ • Write it like they’d say it. • Be human, not corporate-y.
37. ©2024 Punchy LLC. All rights reserved EXAMPLES Say it like they would at a BBQ Not BBQ-friendly BBQ-friendly Create a frictionless application process Make the application process easier Foster continuous engagement among team members Keep everyone on the team involved Accelerate the identification, diagnosis, and resolution of issues See, find and fix issues
38. ©2024 Punchy LLC. All rights reserved The “Is it Jargon?” Test • If it’s meaningful to your audience, universally understood, and adds credibility—use it. • If not, find a simpler alternative.
39. ©2024 Punchy LLC. All rights reserved TECHNIQUE #3 How to be clear 1 2 3 Say it like you would at the BBQ. Trade fancy words for plain ones. Be thoughtful about technical and industry terms. ©2023 Punchy LLC. All rights reserved
40. ©2024 Punchy LLC. All rights reserved Before After Leverage the power of generative AI to supercharge marketing campaign performance. Reach customers faster by using Gen AI to build segments, write briefs, and send emails. EXAMPLE AI-powered marketing
41. ©2024 Punchy LLC. All rights reserved Before After Transform the way you track changes and unleash powerful new efficiencies. Create a more collaborative and efficient development process where changes are tracked automatically. EXAMPLE DevOps project management
42. ©2024 Punchy LLC. All rights reserved Convey the awesomeness of your tech with human messaging Translate it Keep it real Be clear 1 2 3
43. punchy.co On sale Sept. 18 Punchy.co | Team Training & Consulting for B2B Tech Join the waitlist today
44. ©2023 Punchy LLC. All rights reserved Fonts https://fonts.google.com/specimen/Poppins https://fonts.adobe.com/fonts/poppins https://fonts.google.com/specimen/Nunito https://fonts.adobe.com/fonts/nunito Poppins Font Light Normal Medium Semi Bold Bold Extra Bold For best results, please install the following fonts. Columns should look the same. Nunito Font Light Normal Medium Semi Bold Bold Extra Bold