It’s a challenge nearly every business will face at least once: You’ve spent time improving your product or service and you want to talk about it. You want to shout from the mountaintop about the really cool features you’ve added. You’re excited about the things you have done to improve efficiency (translation: save money). You can’t wait to get this information out in any way you can.
Not so fast. Don’t send that message just yet.
Does your audience care if it’s new and improved?
Consider this: It is likely a percentage of what you have done to be “new and improved” is not really of interest to your target audience. I know this may sound harsh. Yet, the possibility is vital to consider. Let’s be honest, audiences are increasingly leery of things that are promoted as innovative, cutting-edge or new – especially if they’re just not very useful. Remember that “revolutionary” feature where you could bump smart phones together and share contacts? I don’t think I’ve ever seen anyone do that.
How do you balance what you want to say and what audiences care about? The simple answer is to consider their needs first. Then, create your promotional messages based on how they would articulate things.
The key to relevancy: audience benefits in the audience voice
If audiences are really asking, “What’s in it for me?” your messages need to be tailored to the benefit derived. Start with how a customer might talk it if they just saw a product demo. How would they describe it? What would it mean to them? It is unlikely they would use the same technical terms you would. They are going to be honest and clear. You would be well served to do the same.
New is really new when your audience agrees with you and is moved to talk about it. That is the power of product innovation. When your audiences affirm your steps as driven by a desire for a deeper understanding, you have connected at a valuable level.
Now, go promote that new product or service. Talk about it in the same way you talked about your last proud purchase. Talk about it as evidence of how your company so clearly understands its customers. Product communication that lasts starts this way.
- Mike
As president of OSD, Mike Peck leads branding and marketing strategy for a wide range of clients, from small businesses to Fortune 100 firms. He enjoys hiking and serving on organizations and boards, including the Greater Lawrence Chamber of Commerce.
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