Lawn vs. Grass Seed
How many times have you seen a tech company tout the features of their latest product ad nauseum? Design Tool 2008 has super fast, multi-faceted, interlocking, interfacing, doubleplexing capability?
Who cares! Technical economic buyers and influencers, especially in the U.S., want to know “What’s in it for me and my IT department?” “How are you going to make me the star of my design team?”
So in your technical marketing collateral, be sure to include a list of product specs and features to be taken seriously, but first catch a potential buyer’s attention with the of your product, not features.
As my wise friend and colleague Richard Duval always says “It’s all about the lawn, not the grass seed you used to grow it!”