Dell recently announced they are “taking a cue from the Apple playbook” and launching a new branding campaign that does not talk about technology. From the NASDAQ article:
The campaign, dubbed "More You," is aimed at personalizing technology and marks a break in tradition for a company that got its start by commoditizing computers. Rather than focus on the specifications of products, Dell is hoping the campaign will encourage consumers to think about features and how they can be used.
So many of us who have been in tech marketing have been beating this drum for years. Yes, when you talk to the IT guys, they care about widgets, features, scalability, disaster recovery, processing speed and the like. But when you start talking to line of business executive (or in this case, end consumers), they don’t care about the whiz-bang technology jargon. They want to know how it makes their lives better.
The best analogy I ever heard about this was from a highly-skilled technical analyst who said, “When I get in the shower in the morning, I don’t care about what the pipes are made of, how they move behind the walls, where the valves are in the house, the speed of water flow by the second….I care that when I turn the knob, water comes out and I get clean.”
Too often we get enamored with our own story and communicating every single solitary bit of it in the hopes that SOMETHING will stick. But what sticks the most for people is not the technical info – you will investigate that as you get closer to making your decision or when you are comparing apples and apples – but the vision of what the product or service will do for them. Once they are hooked, you can dazzle them with your gigabytes per second and whatnot.