"We are fully Buzzword Compliant."

I jokingly said in a meeting last week, "We are fully Buzzword Compliant."

Although it got me thinking and reinforced something that I tell every client.

If you don't make an effort to stand apart, you'll simply be part of the background noise.

Obscurity and sameness are death for software and technology businesses.

But all we hear is Jargon, jargon, jargon.?You're convinced you'll sound smart if you use the latest jargon every “tech expert” loves throwing around. But that might kill your tech business, especially if you use it in your marketing.?

The tech sector is fueled by innovation and disruptive thinkers – but they are not spared from getting caught in the latest fad.?

Let’s look at virtual reality.?

The concept of virtual reality has been around for decades, but it only rose to fame during the 2010s when VR headset became?commercially available . Then, the?industry boomed ?even further during the COVID-19 pandemic. With the heavy restrictions enforced in every country, the people craved connection. The virtual reality tech helped build a semblance of the “normal” world but in a cooler way. Imagine feeling like Tony Stark in his Iron Man suit. Get the appeal?

And now, almost every tech giant is diving deeper into the virtual reality industry. If you are planning to sell a product within this overly saturated sector, you need to do either of these two:

1. Launch a?truly?disruptive software or tech product
2. Change the game with marketing tactics

?

The best example for this? Apple knows the trends but doesn’t follow them.

Let’s take a step back and look at how Apple launched their?Vision Pro .

Vision Pro ?is Apple’s stake in the virtual reality headset market. It basically does a pretty similar job with other VR headsets. So what is different? Apple rewrote the rules of the playbook.

Why would they need to compete with the strong players in the VR headsets market when they can just create their?own?market??

The Cupertino-based tech giant is not selling another VR headset; they’re selling?Vision Pro , a spatial computing device that seamlessly blends the digital and physical worlds. Now that’s something you don’t read anywhere.?

But that is not the only thing that Apple did beautifully:

Apple’s Forbidden Words ?

You heard that right: Apple?never?used the words Virtual Reality to market their?Vision Pro ?– not once.

Apple unlocked the secret of marketing their tech to different walks of people.

Instead of just pushing the benefits of?Vision Pro , they thought of a way how they can truly own their market space. Their clever choice of words made a whole world of difference in setting them apart from their competitors.

Give your tech business a boost by creating some uniqueness

You might be thinking that “spatial computing” is just another clever way of saying “virtual reality” – a silly marketing tactic. But, it’s not silly; it is what makes Apple’s?Vision Pro ?seemingly unique.

Here are three tips on how you can use marketing to boost your tech business, just like Apple did:

1. Own your sh*t

Focusing on commonly used words and terms could be your end, especially if you are trying to enter an overly saturated industry. Apple, a revered tech giant did not even dare to use the term “virtual reality” at the risk of sounding like every other offering.?

Instead, look for a unique twist to craft into your product story. Find a feature that will make it stand out, then repackage it in a way that nobody has ever done before. When it comes to marketing, it doesn’t matter who did it best. What matters is who did it?first.

Apple carved their own space in the market by making a unique twist into every product they release. They didn’t make a tablet, they made an iPad, they didn’t make an MP3 player, they wowed you with an iPod. They are the masters of owning their sh*t.

2. Cut through the BS

Generic words are just fluff if you use them mindlessly. Let go of the BS, and look for words that will make people remember you.

Let’s reference Apple again. Whenever this Silicon Valley giant launches a new product, they don’t throw confusing jargon or tech specs just to say they are the best. They tell us how their product can make our lives better in the simplest way possible. Take a squiz at this classic video by Simon Sinek :

So what do you do?

Get Creative, What's your business name? Can you use that? Can you do a play on words? Remember, if you can convert your offering to a product, you'll be able to stand out, charge more and win more clients.

When all else fails, you can ask an expert.

If you'd like to have a chat about how you can stand out in an oven of sameness just book a call. I love this stuff so I won't even charge you for the first call. ?book now.

Heres to your success,

Matthew Whyatt

Founder and Chief Strategist

Tech Torque Systems