Let’s say you’ve just decided to launch the greatest ever social network or the coolest new Twitter app on the planet.
Great.
But, and it is a big but, you now need to educate your potential market - or potential investors - as to just what exactly your new product or service can do for them.
So how can you put across that information in the best possible way?
- Keep It Simple - Nobody is going to read pages of technical documentation, they want a simple answer to a simple question - what’ll do for me. Sure, you might want to have more detailed information available for those who do need to know more but for Joe Public the key is ’simple is better’.
- Keep It Personal / Focus on Benefits - People want to know what’s in it for them - not how technically advanced your product may be. Features are the things that describe your business, benefits are how those features affect the person who uses your service. Keep to the benefits in your marketing and information.
- Keep It Lingo Free - Unless your end-users are in ‘the trade’ then keep any jargon, acronyms or slang out of the information you provide. Simple information, delivered in plain-English.
- Include Your Personality - There’s no need to be overly dry or corporate in your approach - let some of your personality shine through.
- Focus - Your product or service may have a million cool features and benefits that you could talk about - don’t. Stick to one or two key ideas that makes what you have to offer different. One big idea is easier to spared than dozens of small ideas.
You may have noticed a common theme or two - less is more and focus on what your audience wants to know - not what you want to tell them. Keep those two ideas in mind and you won’t go far wrong.
