There’s a communications breakdown between technology manufacturers and consumers.
Most manufacturers are still talking about their products much too technically. So many years into the consumer electronics revolution, this is inexcusable…and very expensive.
It starts with the engineers
Your engineers create terrific products. Almost across the board, the consumer electronics being made today by large manufacturers for the mainstream are excellent. The communication about those products, however, is far from excellent. In fact, in an industry which spends hundreds of millions of dollars on educating the public (those big name PR companies don’t work for free), the consumer education borders on embarrassing.
The problem is, the engineers — the people who create the products — are the ones who teach your marketing groups about the products. The marketers then typically forward the information to the communications, media and public relations departments, which funnel everything to consumers through the media and advertising.
Much too technical
And what is blasted to consumers is still, sadly, much too technical, with way too many specifications and statistics:
Your Press Releases: I’ve been on the receiving end of thousands of press releases over the years. Less than one percent are good! Once the product details get to the outsourced PR company — which for some reason assign media outreach to 22-year-olds — the ensuing press release may as well be in jiberish. (An aside: I’ve often wondered about why PR companies assign media outreach to kids who are fresh out of school. Journalists are usually intelligent, curious, highly stressed and absolutely buried under an avalanche of releases. PR Companies: why do you think your clients want to be represented to these “success makers” by someone still attached to their college Greek system?)
Your Print Ads: Similarly, most print ads about electronics are not effective in describing how a product will improve consumers’ lives. Some consumer electronics ads have finally started including consumers! But its’ not enough to
Your Web sites: Even though many of you have had deep, highly functional sites online for a decade or longer, most of you are still missing a “human element” which would act as a magnet in attracting consumers. I’m talking about consumer stories, experiences, results, and details of how your customers use your products and how your devices improve their lives.
Product Boxes: Where to begin? Most are still miserable.
And when your marketing or public relations executive appears on television, discussing their product, they usually sound like a talking point drone.
These products are exciting. Whether digital cameras, or smart phones, or HDTVs, they’re hot and sexy and can really improve people’s lives.
The way you talk about them, and teach your customers about them is the opposite of sexy. You talk about the wrong things, in the wrong way.
What’s the right way?
This Technology Tailor Unplugged site is all about answering that question. Also, click over to my main Web site, http://www.TechnologyTailor.com to see how I work with manufacturers privately to help them talk with consumers.
Email me — alex (at) technologytailor.com — and I’ll send you videos from recent television appearances and you’ll see how I discuss your products.