Communications professionals are known for acronyms, explanatory one-liners and, above all, questions. What do you want to achieve? Who is your audience? What do they need to know about you, and why? Where does that need come from? What does your company actually do, and what does it offer?
That last question sometimes prompts a flood of marketing language: “We offer transparent, unique IT solutions based on cutting-edge technology running on our custom cloud platform.” For a PR consultant, that is a signal to stop and ask for a clearer explanation.
Clients usually recognise the problem too. They have probably seen puzzled faces when explaining their job at a party. Yet they still need to speak with non-specialists and journalists. Finding the right language can be difficult.
As a technology and IT PR agency in the Benelux, we see that visitors to major industry events are often familiar with technical language. Suppliers and buyers meet, talk and make agreements because they understand one another. These are often larger organisations that know what they need and what the terminology means.
Small and medium-sized businesses also seek technology that improves their operations, quality and productivity. Many do not have an IT manager, purchasing department or the technical knowledge needed to compare complex solutions confidently. They need a different approach, a different message and, above all, different language.
Business owners want clarity: how will you help them without creating technical complications? These three tips can help you connect with them.
1. See the situation from their perspective
Do not begin with your own product vocabulary. Start with the owner’s needs and questions. Be approachable and practical: explain why they need the product or service and how straightforward it will be to use.
2. Show relevant examples
Identify situations small businesses recognise. Explain your role in addressing them and the financial or organisational benefits. Existing customer stories, in words and pictures, can make this tangible. The technical mechanics then become less important than the outcome.
3. Look beyond your usual channels
Focus on the possibilities your offer creates and its effect on the business. Small-business owners may not visit major technology trade shows or read magazines for IT managers. Reach them through the channels and moments relevant to their working lives.
We enjoy helping technology companies communicate with these audiences. Alongside larger technology businesses, we work with smaller companies and learn how their owners think and what they need. Media interest in technology also creates opportunities to bring a relevant story to these audiences.
Ruud Berendsen
Adapted from an article originally published in October 2015. The original referred to SME employment growth reported at that time.
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