Words are everything. If you are in marketing the pen is the only weapon you have. But, especially in technology, I see it used as blunt instrument – more a crayon than a fine art pen.

A recent blog highlighted how many marketing companies engage in marketing techno-babble. Incomprehensible jargon that is presumably intended to make them feel intellectually superior, but leaves potential customers mystified.

This time last year we were lucky enough to be introduced to a TED video by Simon Sinek about how great brands market, based on his book, Start with Why. It transformed the message about what Nimbus does from some list of adjectives describing what we have, to a simple sentence of why we are excited to come to work Nimbus. We are all about:

Making work simpler, faster and more valuable for millions of people.

Here is another beautifully simple video showing the power of words when they really connect with people emotionally. Inspired.


3 thoughts on “The power of words #TED #sales #inspired

  1. Hi Ian, I don’t disagree, because we are all guilty of technobabble. On the other hand MANY people buy tech products by the numbers … the higher the number – the better.
    You know what the main problem is that I have with statements as: ‘Making work simpler, faster and more valuable for millions of people?’ You can apply them to nearly everything, like to someone who sells a hammer. It doesn’t really mean anything. Sorry, but that doesn’t inspire me.

  2. Max

    It may not inspire you, but it does explain what it is we do for clients in the context of BPM. I agree that technology products are often bought by technical people who like speeds/feeds . ie to the right of Geoffrey Moore’s chasm.

    But if you are selling to the left of the chasm, to the business buyer, as Nimbus is in many situations you need to explain the outcomes and benefits.

    What is happening now is that business buyers are getting a far stronger say in technology purchase decisions, so it is safer to go for ‘business-led messages’ ratehr than ‘technology specifications’.

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