Finding the Why in Your Technology Marketing Message
Developing a clear and effective marketing message is an essential first step to a great technology marketing campaign. If your message is fuzzy, scattered or undefined you’re going to have a lot of trouble getting the leads and sales that you’re looking for.
Marketing your products or services often starts with the “how” or “what.” Companies focus on the end result of their marketing process – the sales and profits. They wrap their marketing message around the benefits of what the technology they are selling and tie those benefits to specific needs of their target audience.
There’s nothing wrong with this approach – it works to some extent. But to make a truly great impact in your field, you have to understand your why.
The Why is Different from Your USP
When most business owners or managers hear about the concept of why, they automatically think “well that’s our unique selling proposition (USP).” The USP is an old marketing standard that helps customers understand what makes your company different from the competition. Normally it’s found by narrowly defining what you do and tying it to a specific benefit and a small segment of the target market. It clearly addresses the what and the how of what a company does.
Most tech companies know what they do, and they know how they do it. But the why is something deeper. The why is asking “What is the purpose of why you do what you do? Why does your company exist in the first place?”
Discovering the Why in Your Company
The why for your organization starts with the what and the how. First you need to ask ‘What problem do you solve?” Getting clear on the product or service and how it is being delivered is essential, but you need to go one step further.
Once you define the what and the how you have to ask why.
“We create organization software for busy professionals.” – WHY?
“We provide security solutions for technology companies.” – WHY?
“We create targeted marketing campaigns to bring more traffic to company websites.” – WHY?
Keep asking “why” and you’ll eventually get to the belief and the kernel of truth that exists at the core of every successful business. The why is the motivation behind doing what you do.
The Why in the Real World
Why is the why so important? Today’s market is run by stories. It’s not enough to have a good product or service. You have to find and connect with buyers who are willing to jump on board with you. You can do this with stories that bring out your why and show exactly what motivates your company to do what it does. Apple does this consistently and effectively. At their core, they aren’t just another computer company. They are motivated by a way of life and a principle that computing should make life better. They know their “why” well – and their “why” connects with their audience. That’s the reason that there are lines around Apple stores each time a new product launches.
Your product may not be the next iPod. But finding your “why” will get your company a whole lot closer to your sales goals.