Meaning Free

I was wondering whether software advertisings tell about customer benefits or not. Ads like: “Our software is flexible, it integrates with other software tools,..” seem more just senseless buzzwords.
Our customers are mostly engineers. They pay attention to the words we use more than we might think.

If saying “Our software is flexible” means that it adapts to changing requirements – like hardware requirements, then you could better say: “our software supports the A, B, C platforms and X, Y, Z operating systems”.

Rational-Emotional

Brain science recently discovered that purchase decisions are processed in less-evolved areas of our brain.

Therefore, product buying process, is processed by the same brain-area interested in basic matters like reproduction. Emotions make our customers buy even complex products like software.

Rational thought leads customers to be interested but it is emotion that sells. People, engineers included, aren’t much interested in attributes and features; they want to know if the product, software included, fits with their personality.

Software & Bikini

Women have been used to sell products to men for decades.

IF         – Male brain is wired to respond to attractive females.

AND     – Engineering software are mainly used by young males

THEN   – Engineering companies should attract prospects with sexual marketing tactics

I wonder whether this would have real impact on sales. A study made by a Neuro-economics expert, (”Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making”), shows that men who are sexually aroused are more focused on short-term gratification than on long-term logic.

Being a software buying process the outcome of a long term logic, I recommend No-Bikini in your marketing campaign. Professors at MIT say it won’t work.

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