Marketing Made Simple: Episode #184 – Talkin’ Shop—How Clear Messaging Unlocks Growth for Complex Tech Brands

Release Date: November 27, 2024
Host: Dr. J.J. Peterson
Co-Host: April Sunshine Hawkins
Guest: Kelly Scholl, StoryBrand Certified Guide

1. Introduction to Messaging Challenges in the Tech Industry

In this episode of Marketing Made Simple, hosts Dr. J.J. Peterson and April Sunshine Hawkins delve into the intricate world of marketing for complex tech brands. They underscore a prevalent issue: many tech companies are laden with jargon like "innovative solutions" and "advanced technology" but fail to articulate the specific problems they solve in simple, relatable terms.

Dr. J.J. Peterson emphasizes, “[...] when you don’t have a clear message about the problem that you solve for people and you actually explain how you solve that in a way that a fifth grader could understand, you’re missing a huge opportunity in the market” (00:08).

2. The Prevalence of Technical Language and Its Pitfalls

The conversation highlights that while technical terms resonate with industry insiders, they often alienate potential customers who may not grasp the complexities. April Sunshine Hawkins notes, “But all of the things that you’re going to share, I know when they hear these specific examples, they’re going to go, oh, yeah, that. That’s also applicable to me because of xyz” (05:32), pointing out the universal applicability of clear messaging strategies.

Kelly Scholl adds that tech founders often struggle with the misconception that complexity in messaging equates to intelligence, stating, “they think, no, our business is too complex, our product is too complex, our industry is too complex. This is not going to work for us. It is absolutely not true” (10:19).

3. Implementing the StoryBrand Framework in Tech Marketing

Kelly Scholl, a guest expert, discusses how the StoryBrand framework assists tech companies in simplifying their messages without diluting their expertise. She explains that the framework helps in identifying the core problem and presenting the company as a guide that provides a clear solution, making the customer the hero of their own story.

Kelly Scholl highlights, “Your customer is very smart, but they’re also very busy. And so we need a clear message that really translates to them that you are the solution to their problem” (10:19).

She also shares insights into how tech companies can balance technical details with simplicity, ensuring that their messaging is both informative and accessible.

4. Case Study: Revamping a SaaS Platform for Grocery Stores

A significant portion of the episode focuses on a case study involving a SaaS company serving retail chains and grocery stores. Kelly Scholl outlines how her team worked with the client to create multiple brand scripts tailored to different stakeholders, including developers, users, and enterprise-level investors.

Kelly Scholl describes the process: “We actually created four different brand scripts during the workshop. One was for the developers... one of the brand scripts was for the user, one of them was for the enterprise level like going out and getting investors” (16:19), illustrating the necessity of targeted messaging for diverse audiences within the tech ecosystem.

The collaboration led to a complete overhaul of the client’s website, starting with the homepage and extending to specialized landing pages, resulting in immediate positive outcomes.

5. Essential Website Elements for Tech and B2B Companies

The discussion transitions to best practices for tech company websites. Kelly Scholl emphasizes the importance of including key pages such as:

• Homepage: Clearly articulates the company’s story and value proposition.
• Solutions/Services Pages: Detailed descriptions tailored to different customer segments.
• About Us Page: Showcases the human side of the business, presenting the team and company culture.
• Case Studies and Testimonials: Provide social proof and demonstrate real-world applications of the product.

Kelly Scholl advises, “We create our messaging and marketing around getting them to understand what it is you do first so they can do business with you” (20:44), highlighting the strategic placement of messaging across the website.

6. Final Advice and Actionable Steps for Tech Marketers

As the episode wraps up, Kelly Scholl offers practical advice for tech company leaders. Her primary challenge to founders and CEOs is to take ownership of their company story and actively engage with customers to understand their needs better.

Kelly Scholl asserts, “Your first challenge is to really own the story, to really fully own the story... Talk to your customers, reconnect with why you’re doing this, and hear from them in their own words” (30:29).

Dr. J.J. Peterson reinforces this by presenting an actionable step for listeners: “Call one of your customers on the phone... hear from them directly in their own words what problems they had before working with you” (32:03).

This step encourages tech marketers to gather authentic customer insights, which can then be integrated into their marketing strategies to create clear, impactful messaging.

Key Takeaways:

• Simplify Messaging: Avoid excessive technical jargon. Aim for clarity that even a fifth grader can understand.
• Customer-Centric Stories: Position the customer as the hero and the company as the guide in the storytelling framework.
• Targeted Brand Scripts: Develop specific narratives for different stakeholders within the tech ecosystem.
• Comprehensive Website Structure: Ensure your website includes clear, targeted pages that address various customer needs and stages.
• Engage Directly with Customers: Regularly communicate with customers to refine and validate your messaging based on their feedback.

By implementing these strategies, complex tech brands can unlock significant growth through clear and relatable marketing messages.

Notable Quotes:

• Dr. J.J. Peterson [00:08]: “When you don’t have a clear message about the problem that you solve for people and you actually explain how you solve that in a way that a fifth grader could understand, you’re missing a huge opportunity in the market.”

• Kelly Scholl [10:19]: “Your customer is very smart, but they're also very busy. And so we need a clear message that really translates to them that you are the solution to their problem.”

• Kelly Scholl [16:19]: “We actually created four different brand scripts during the workshop...”

• Kelly Scholl [30:29]: “Your first challenge is to really own the story, to really fully own the story... Talk to your customers, reconnect with why you’re doing this, and hear from them in their own words.”

Conclusion

Episode #184 of Marketing Made Simple offers invaluable insights into refining marketing strategies for tech companies. By leveraging the StoryBrand framework and prioritizing clear, customer-focused messaging, tech brands can effectively communicate their value propositions, engage their target audiences, and drive growth. Whether you're a CEO, marketing director, or entrepreneur in the tech space, the actionable steps and expert advice provided in this episode are instrumental in transforming your marketing approach.