Translating Tech Talk Into Business Action

In my last newsletter, I outlined the value of having defined buyer personas and utilizing that information to increase your marketing effectiveness.?

When you have a highly technical product or service, it is even more important to know who you are speaking with and target your messages accordingly. This also includes knowing how they prefer to receive new information (social posts, articles, blog, newsletter, video). What pain points or problems are at the top of their mind? And, where they are in the decision-making and buying process.

Effectively communicating technical products and solutions requires research and analysis of your previous conversations with clients and prospects. This prep work will help you know how far to drill down without getting too lost in the weeds.?

A great place to begin your research is talking with your sales team. Ask them what they typically hear from clients and prospects:?

1. What kinds of questions do they ask??
2. Which acronyms and tech jargon confuse them??
3. What patterns or nuggets of information stood out to them?
4. What grabbed their attention?
5. Who are they typically speaking with?

Now that you have a better understanding of who you are talking to and what information they find valuable it’s time to create sales enablement tools that convey the technical capabilities of your product without losing your audience to tech-talk fatigue.

Remember, your objective is to grab their attention, maintain it, and spark an interest. Here are some tips to help you achieve this:?

• Choose an ideal attention-grabber, such as stats, human elements, or a solution to their pain point.
• Be concise and clear without a bunch of acronyms, jargon, and?tech talk.?
• If the content is heavy, break it down into digestible pieces. Consider a series with part 1, part, 2; or link to other sources of explainer content.

Translating tech talk into business action is not an easy task. It takes practice and time to learn how to speak a specific language and convey it to a target audience.??

Here are five extra tips for becoming a successful tech translator:?

• Keep inspired by reading and noting what others are doing in the industry.??
• Form relationships with marketers and publishers and ask about trends and styles.?
• Stay open to feedback and learn from analytics.?
• Write with empathy and with the end-reader in mind.?
• Pretend you are having a conversation and answer the questions you imagine the audience asking.

Other Helpful Resources:

1. 15 Questions To Ask When Building A Buyer Persona
2. Translating Tech Talk To A Target Audience
3. Buyer Persona Template & Worksheet