When talking about technology, it’s easy to get lost in industry-specific jargon and complicate things, rather than using effective language to achieve a stronger global reach
The online environment is a fast-paced, constantly evolving world that isn’t slowing down. Too often, brilliant creations get buried under layers of hard-to-grasp buzzwords, baffling observers rather than inspiring them. Katch believes that the true power of tech lies further than the gadget’s function, found in the stories being conveyed.
Last year, our team was part of a massive digital product launch, and during our first meeting, we found ourselves thinking the client was speaking double Dutch. Terms and concepts were flying around the room, leaving us more confused than informed. It quickly became clear that we needed to build a stronger foundation before we could contribute effectively.
To make sense of it all, we decided to take a step back and zoom out. It was important for us to understand the bigger picture. We had to analyse our competitors and clarify our brand positioning before everything clicked. Once we gained a deeper understanding of the market landscape, we were able to craft a compelling and resonating communications strategy.
This experience taught us that even the most desirable products can lose impact if the story isn’t clear. It may make sense to use industry terminology when communicating with electronic and trade journalists, but to connect with a wider international audience, we must look to simplify our wording. This approach helps involve ordinary people in the stories that we create, leaving readers with a lasting impression.
In this blog, we will explore some of the best ways to accomplish this:
Ditch the Jargon
Perhaps your customers are in the same circles and keep up to date with all the specialised vocabulary in your field, but maybe they aren’t. Making these assumptions leaves a gap in the number of people your narrative can reach. Imagine your viewers are just entering this innovative sphere with no knowledge of what you may consider basic expressions.
For example, “crypto wallet” seems self-explanatory as it’s a wallet that holds your crypto. Yet how can we be certain that everyone is aware of what cryptocurrencies are? A more relatable way to say the same thing could be “a digital wallet for storing your online currency”. In this form, you leave no guesswork, clearly describing what each element is to someone who may be hearing this concept for the first time.
Analogies for Easier Connections
Not only are there vast amounts of sector-specific language brought to life every year, but the ideas that arise are also wildly complex and new. Buzzwords like “web3”, “metaverse”, “DeFi”, and “Dao” are just a few of the hundreds of different notions that have entered the expansive space. Even for professionals surrounded by this landscape, it can take time to become accustomed to what it all means.
A simple and effective method for helping audiences grasp the purpose of these terms is the use of analogies. Take “NFTs” for instance, we can compare this principle to “digital collectables”, providing an understandable relationship between something intricate and a construct more imaginable. With the right analogy, you build a bridge between the unfamiliar and the familiar.
Make It About Them, Not the Tech
All these innovations are very exciting, with new features and specifications that make them better than the system’s previous generation. One can get lost in describing all the characteristics of a new device or service. Without translating these details into relatable benefits, it’s far too common to find that the real value can be overlooked.
Listing capabilities like “Our cloud service offers scalable SKUs” isn’t the approach that will resonate with a broader market. Emphasising how the product improves users’ lives is what will engage people’s attention. To achieve this, use phrases like “Our cloud service grows with your business needs, allowing you to pay only for what you use”. This is far more approachable to an inexperienced audience, helping them grasp the concept without further research.
Let Visuals Do the Talking
Some individuals are better suited to gaining new information through reading, but others are better suited towards visual representations. In the age of short attention spans, incorporating infographics, videos, or basic diagrams can go a long way in holding a reader’s focus. Illustrative aids not only make advanced notions more manageable to digest but also help your message stand out.
Think about incorporating a diagram of how blockchain works to complement your explanation of complex frameworks quickly and effectively. Maybe add a flowchart showing how data moves across a cloud network, instantly shedding light on a topic that might otherwise take paragraphs to explain. It’s like walking them through a maze with a map, helping the big picture come into sharp focus.
Make Space for Feedback
At the end of the day, humans like to feel involved, and there is endless value in the opinions of those you are trying to approach. After presenting your insights, seek feedback to gauge your audience’s comprehension. Straightforward questions like “What are your main takeaways?” can highlight areas that may need further simplification.
Once you adopt these strategies, you will find that creating messaging that aligns with industry insiders and with a wider array of users becomes much easier. The goal isn’t to dumb down our explanations but to clarify difficult and new ideas that make our narrative clear, engaging, and impactful to more prospects.
Digital-led companies are at the forefront of innovation and have the potential to drive worldwide progress. Through making this bubble accessible, when discussing crypto, cloud services, NFTs, or SKUs, we can foster a deeper connection with our viewers and expand our reach in the global market. Let’s focus on refining our language to help everyone understand and embrace the transformative power of technology.
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