For communicating about consumer electronics, the most effective language:
- Focuses on life and family value, not technical specifications. How will your product improve your customers’ lives?
- Is low-to-no tech.
- Is in the words of your customers, not your marketing executives.
- Is best developed by excluding your engineers completely. Product developers can tell you what the product does, but under no circumstances should you communicate their language to consumers. Amazingly, many manufacturers are still falling into this trap. More than half.
- Should be broadcast on television and radio. There are affordable ways of doing this, and commercials are not one of them.