Positioning with April Dunford cover image

Mastering Messaging for B2B Tech with Emma Stratton

Positioning with April Dunford

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Messaging Clarity and Simplification for B2B Tech Products

In the tech industry, using complex terms like 'accelerate', 'leverage', 'implement', and 'platform' can hinder clear communication with customers. These terms are overused and may not hold the same significance for customers as they do for tech professionals. Instead of 'accelerate', 'speed up' is clearer and more effective in most cases. Similarly, 'leverage' can be replaced with 'use', 'implement' with 'do', and 'platform' with simpler descriptions like 'solution', 'tool', or 'product'. It's crucial to simplify messaging by using plain language around technical terms to ensure easy comprehension for customers. Avoiding unnecessary qualifiers like 'platform' can also enhance messaging clarity as customers may not attach the same level of importance to these distinctions as tech professionals do.

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