Conversion Of Units

A common marketing mistake, is using the wrong language with clients.

An example of wrong language is the flight information provided by the captain over the intercom: “Our aircraft is flying at 625 knots Indicated Air Speed“ Knots? I can barely convert miles to kilometres. Air-speed? I would rather know the aircraft speed.

I would recommend not to use techie jargon with your clients. Fit with your client’s measurement system, or s/he will continue to nap.

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”.

Positioning

As persons, our “Positioning” is the place in the mind of our friends and parents. We are all defined by the perceptions the others have of us. The same happens with products. An example of product positioning is: “Software3.0 is [the] [most] advanced and easy to use Optimization Tool [for desktop applications].”

Product Positioning statements use the definite article [the] to put the product in a given, unique place in mind of the market. The superlative feature [most] places the product at the top of your category. Last, the statement defines the target market segment [for desktop applications].

Example of a clear positioning statement:

“EDEM is [the] world’s [first] general-purpose CAE tool [for the simulation of particles]“.

Pagina successiva »