Technolgy is rapidly changing the world as we know it. From AI systems turning long-winded tasks into a click of a button, to media monitoring systems that have turned hours of searching the web for items of coverage into a simple email list.
But tech isn’t always straightforward. It’s often packed with jargon, complex terminology, and intricate systems that can leave many scratching their heads. Even the most revolutionary time-saving pieces of tech can go unnoticed if the audience is intimidated by the language.
With over 2 decades of experience in the public relations industry at leading PR agency, Holyrood PR, we’ve seen the full spectrum of challenges and victories that come with navigating the ever-evolving landscape of technology and innovation.
We’ve helped many brands turn complex technical language into clear, compelling stories that captivate audiences, build credibility, and ultimately drive business success. That’s why we’re breaking down our tops tips for transforming technical jargon into trail blazing headlines.
- Highlight the tangible results
You could have a life changing product in your hands. A system with the capability to transform everyday business operations. But if you are unable to communicate how this system will transform key processes, drive efficiency, and deliver measurable results, then the full potential of your innovation will go unrecognized.
All too often, tech businesses fall into the trap of focusing on megabytes, technical specifications, and jargon, as if explaining the product to other industry professionals. But in most cases, your target audience is not made up of tech experts.
Instead of detailing the Latency, Bandwidth and Throughput metrics of your new system, it is better to focus on the results these specifications deliver.
For example, instead of launching your product with a technical press release that delves into all the complex specifications, consider issuing a piece that clearly outlines how the product will benefit businesses. This could be highlighted in several ways:
- Providing statistics on how much time the system will save – Demonstrating the tangible time-saving benefits that businesses can expect.
- Emphasizing cost savings – Highlighting how the product helps businesses reduce expenses or improve efficiency.
- Focusing on improved productivity – Explaining how the product enhances workflow, collaboration, or overall team performance.
- Highlighting scalability – Describing how the product can grow with the business, adapting to future needs.
By focusing on the tangible business results your product will deliver, rather than explaining how it works, you can connect with your audience and excite them about the product, motivating them to purchase in order to achieve the same results.
- Use case studies
Sharing how the product will improve business operations is a powerful way to highlight its potential. But showing them in action through real-world examples is even more impactful.
Throughout our series of award-winning campaigns, we’ve found that when it comes to explaining tricky products, nothing beats a real-world example.
Case studies provide tangible proof of success, demonstrating how businesses have benefited from using your product. They not only showcase the practical applications of your product but also give potential customers a clear picture of the results they can expect. By illustrating actual outcomes, case studies help build trust and make the benefits more relatable and convincing to your audience.
In fact, research has highlight the effectiveness of using case studies finding that 81% of people conduct online research before making a purchase, and 52% of B2B buyers consider case studies “very important” when evaluating vendors.
A good PR team can help you identify potential customers who would be perfect for a case study, interview the relevant people, and turn these insights into a media-ready piece that resonates with your audience. This approach not only builds credibility but also clearly demonstrates to your audience how these tools can benefit them, encouraging them to invest in your product to achieve similar results.
- Show don’t tell
You can explain your product over and over again in a million different ways but for some, even the simplest of tech can be overwhelming to wrap their head around.
Sometimes, telling a person simply isn’t enough – you must show them.
Along with issuing press releases and case studies that explain the product and how it can help them, issuing video tutorials or visual aids can offer a more engaging and digestible way for customers to truly understand the product in action.
Uploading video tutorials on platforms like YouTube or shorter form example videos on platforms such as TikTok and Instagram reels can not only show your customers how to use the system properly but also inspires users to try new things on your system and allows them to discover uses for it they did not know existed.
Along with this, it also allows potential new customers to visually understand how your product works and get a better understanding of how their own business could use it, while also reaching more potential customers as the videos spread across social media.
- Show the people behind your business
Throughout our decades in the communication industry, we have found time and time again that human-led stories always resonate more deeply with audiences, fostering stronger connections and building trust with your brand.
You can share as many tech-focused stories as you like to boost visibility and credibility. But to make a truly lasting impression and build trust and brand recognition, you need to showcase the people behind your business.
People can’t connect with computers; they connect with other people.
By putting a face to your brand, you make it more relatable and approachable. Whether it’s sharing the stories of new graduate hires or spotlighting a staff member who has been making a huge impact on their local community with their work, stories that place humans at the centre help your audience see the heart of your business and feel more personally connected.
Conclusion
In a world where technology is rapidly evolving and shaping the way businesses operate, it’s essential to bridge the gap between technical jargon and your potential customers. By focusing on the tangible benefits of your product, sharing real-world success stories through case studies, showing your product in action with video tutorials, and highlighting the human stories behind your business, you can transform even the most technical innovations into stories that resonate.
Ultimately, it’s not just about explaining what your product does, but showing how it makes a meaningful difference to your customers. In doing so, you’ll build stronger connections, foster trust, and create lasting brand recognition that drives success.
