Why your marketing messaging often falls flat and how to fix it

I have had several meetings recently where our clients were eager to share their messaging with us. And while it was great to get some insight into their key focus areas, except for the logo in the upper right corner of each presentation, the messaging across many of the clients was interchangeable. Here is the kind of messaging we see frequently: 

GenAI

• • Transformative capabilities: Unlock the potential of advanced AI to automate complex tasks and enhance decision-making processes. 

• • Personalization at scale: Deliver customized experiences to users with dynamic and responsive AI-driven content. 

• • Innovation acceleration: Drive innovation with cutting-edge generative models, enabling rapid development of new products and services. 

Security 

• • Robust protection: Implement advanced security measures to safeguard sensitive data and prevent cyber threats. 

• • Compliance assurance: Ensure adherence to industry regulations and standards, maintaining trust and reliability. 

• • Threat detection: Utilize sophisticated tools to identify and respond to potential security breaches in real time. 

Sustainability 

• • Eco-Friendly practices: Adopt sustainable practices that reduce carbon footprint and promote environmental responsibility. 

• • Resource efficiency: Optimize resource usage to minimize waste and enhance operational efficiency. 

• • Sustainable innovation: Invest in technologies and solutions that support long-term ecological balance and conservation. 

Cloud optimization 

• • Cost efficiency: Optimize cloud spending by leveraging scalable and cost-effective solutions. 

• • Performance enhancement: Improve application performance with advanced cloud infrastructure and management tools. 

• • Scalability: Seamlessly scale resources to meet changing business demands and ensure continuous availability. 

Now, I am not knocking this framework. In fact, you need this framework to guide your messaging from a top-down level. But too often, the messaging stops there. And because everybody is using the same (or similar) words, there is no real ability to connect with the customer. You sound the same, you look the same.  

Marketing messaging that connects

In today’s fast-paced market, especially in the technology sector, it’s not uncommon to see marketing messages that are overly generic, laden with industry buzzwords, and too high-level to make a real impact. This kind of messaging fails to connect with customers because it doesn’t address their specific needs or problems. Instead, it circles at 30,000 feet, never “landing the plane” with practical and meaningful copy that customers can identify with.  

Let’s dive into why this happens and how to create messaging that truly resonates. 

The problem with messaging

1. It’s not about you: Tech marketers often stumble with their messaging because they’re too busy showing off how cool their product is, forgetting to focus on what really matters: the customer. Instead of using story frameworks that put the customer as the hero who transforms and triumphs, they get stuck on their product’s shiny features. It’s like bragging about your car’s horsepower when the customer just wants to know if it’ll make their commute less miserable.  
2. Lack of specificity: Customers want to see themselves when they look for technology to solve a problem for them. They want to know that you understand their industry, their challenges, their complex regulatory or policy constraints. They want to know that you are forward-thinking and that you can help them solve problems that haven’t been solved yet by anyone else. They want you to help them gain “first market advantage.” Tech companies that proclaim they are “security and GenAI experts” and don’t provide any actionable insight into what that actually means for the customer will find it difficult to connect. 
3. Overuse of buzzwords: Terms like “innovative”, “cutting-edge” and “disruptive” have been so overused that they’ve lost their meaning. These words are meant to convey a sense of excitement and advancement, but often come off as hollow without concrete examples to back them up. 
4. High-level messaging: Staying too high-level means failing to address the specific pain points and needs of the customer. It’s like saying to your significant other, “I think we need to talk,” without specifying what you want to talk about. This approach leaves too much room for interpretation and may have your partner running for the hills instead of welcoming a dialogue. The same reaction can happen with your prospects or customers – if you can’t be specific to their needs, they are wary and not compelled to find out if you really are the one for them. 

The solution: practical and tactical messaging

To create messaging that resonates, marketers need to get specific, practical and down-to-earth. Here are some strategies: 

1. Be specific: Instead of saying, “We are security experts,” explain how your security solution can prevent specific threats, save the company money, or ensure compliance with regulatory standards. For example, “Our security software has been proven to reduce vulnerability to phishing attacks in Retail and Consumer Goods by 40%. Read our Whitepaper to learn how.” 
2. Avoid buzzwords: Replace buzzwords with clear, descriptive language. Instead of “cutting-edge GenAI,” describe what your GenAI can do, such as “Our GenAI tool can automate your customer service inquiries, reducing wait time by 50%.” 
3. Address pain points directly: Identify the specific issues your customers face and how your product or service can solve them. Something like, “Our GenAI workload management software helps you track project progress in real time, reducing miscommunication and missed deadlines.” 
4. Use real-life examples: Share case studies or testimonials that highlight how your product has helped other customers. This provides tangible evidence of your value and it builds trust. 

Here is an example of messaging that I really like. ServiceNow is a well-known brand, but not everyone knows or understands where their technology might fit for them. In this trio of messaging, ServiceNow is very explicit in terms of who it can help and the use cases that can help them. And before you ask, no, we didn’t write this (but we wish we did 😊). 

How to get started

We often say to our clients that we will help them craft their messaging from the “outside in” which uses a customer-focused approach rather than a product-centred approach. This blog post by Caitlin Toonders covers exactly how you can do that. 

Cut through the noise

In the crowded marketplace, particularly in technology, it’s crucial to cut through the noise with messaging that is clear, specific and practical. By avoiding generic statements and buzzwords, and instead focusing on the real, tangible benefits your product or service offers, you can create a connection with your audience that goes beyond the superficial and leads to better understanding and stronger connections.