After all these years, consumers remain uncomfortable with technology.

Decades ago, in the 1980s and 1990s, it made sense: computers were relatively new to most people. The the language was complex and scary. Hard drives and mother boards and megahertz and DOS and Windows.

People were afraid of technology because they didn’t understand it.

Today, people more or less understand technology. Most consumers get what computers are all about. They understand the Internet. They grok HDTVs, smart phones, Blurays, cable and satellite TVs, DVRs, etc. They understand what these products do. And people have come to accept that you’re going to create new versions of these products every three minutes. Your customers begrudgingly understand that after much research their device will the be the “latest one” for only a few months.

The things that used to create discomfort and distrust in consumer electronics don’t any longer.

Rather, these days, people are afraid of technology because of your marketing shortcomings.

Because your language is too technical.

Because you can’t adequately explain what your product does.

Because you don’t understand how consumers think about your devices.

Because your pricing isn’t within the range of consumer expectations.

Because your model number is ridiculously long and impossible to remember.

Because your device is just like your competitors’ — often on purpose, by plan.

All the things making consumers uncomfortable in technology today are easily fixed. You have control over these issues. You only need to decide to take action.

Your reward will be relieved consumers.

And customers. More customers.

What’s holding you back?