Shifting from tech to problem-solving
Hopefully, you have an incredible product and have developed something that solves important problems. However, you might face a major challenge when trying to share your message with the world.
Many tech companies, especially those working in artificial intelligence, struggle to communicate the true value of what they offer.
You might find yourself focusing too much on explaining what your product is and how it works. You might highlight the complex technology that powers your solution or the impressive features that make it innovative. While these things are certainly important, they are not always what catches your audience’s attention.
People outside of the tech world do not always connect with technical details. They might not understand what certain technologies mean or how they are built. This is especially true when it comes to artificial intelligence, which can be hard to understand without a lot of background knowledge.
Most people simply want to know how your product can help them. If your main message is focused on technology, your audience might struggle to see why they should care. The value of your product may not come across clearly. As a result, many potential customers could feel confused or unsure about how your product fits into their lives or businesses.
Instead of focusing on what the technology is, you need to focus on the problems your product solves. This article will show you how to shift your branding and messaging to highlight what your product does to improve the user’s life or work. By focusing on real-life problems and practical solutions, you can make sure your message resonates with your audience and helps them see the true value of what you offer.
Why Tech Messaging Often Misses the Mark
Tech messaging often misses the mark when it comes to connecting with an audience, and there are a few reasons why this happens. Let’s explore why your product’s message might not be landing quite as you’d hope, and what you can do about it.
The first issue is an overreliance on jargon. You might use technical language because it shows your expertise or highlights just how advanced your product is. It can feel like you’re proving how cutting-edge your solution really is.
But for someone who isn’t familiar with the field, these terms can be confusing and alienating. Instead of impressing your audience, there’s a good chance they’ll end up feeling lost or disconnected. If people cannot understand what you’re saying without having to Google it, then they’re unlikely to keep listening.
Another common issue is putting too much focus on features rather than outcomes. You might be really proud of the detailed capabilities of your product, and rightly so. But if you only talk about features, your audience may struggle to see how these features actually benefit them.
Most people aren’t interested in every technical detail about what your product can do—they want to understand how it will make their life easier, save them time, or solve a pressing problem. If your audience can’t clearly picture how your product will fit into their life or business, they’re going to have trouble seeing the real value in it.
Finally, artificial intelligence itself can be an abstract concept for a lot of people. If you talk about your product primarily as an AI solution, it’s likely not enough for people to understand why it matters to them.
AI often sounds complex, maybe even a little intimidating, and without clear examples or a practical context, its benefits might seem distant or irrelevant. To really connect, you need to tie your product to something tangible—something your audience can relate to. That way, they can see the real-life impact, rather than just viewing AI as an impressive but far-off idea.
Shifting the Focus: Problems Over Technology
To build a real connection with your audience, you need to shift the focus of your messaging away from the technical details of your product and toward the real problems it solves. People are more interested in how your product can make their lives easier or better than in the impressive technology behind it. Let’s explore some practical ways to make this shift successful.
The first step in reframing your message is to identify the core problem your audience faces. Your product has value because it solves a particular issue, but to communicate this effectively, you need to understand that issue from your audience’s point of view.
This means spending time learning about the daily challenges your target customers encounter and understanding what truly matters to them. You can uncover these pain points in a few ways. Listening to customer feedback, whether it comes through reviews, surveys, or one-on-one conversations, can give you valuable insights into what they need and expect.
Another approach is to observe discussions within your market, whether on social media, forums, or industry events, where people openly share their struggles and goals. By gathering a clear picture of these pain points, you can focus your messaging on highlighting these challenges directly. Use real-life scenarios in your storytelling to help the audience see themselves in the situations you describe.
When people recognise their own struggles in your message, they are much more likely to see your product as the answer to their needs.
After identifying the core problems, the next step is to translate your product’s features into clear, relatable benefits. Knowing the problem your audience faces is one side of the equation, but they also need to understand how your product addresses it. Instead of listing your product’s features, which may sound abstract or technical, focus on explaining how each feature directly benefits the user by solving a specific problem.
For example, rather than simply stating that your AI tool has natural language processing capabilities, reframe it as a solution by saying it can understand and respond to customers just like a human, making customer support quick and smooth. This helps the audience see the value without needing to understand the technical details.
When you focus on the outcomes they will experience, like time savings, reduced stress, or better decision-making, you create a clear picture of how your product will improve their lives. While features showcase the capabilities of your product, it is the practical benefits that will motivate someone to choose it.
To make your messaging even more effective, aim to use simple, relatable language. Simpler wording opens your message to a broader audience because it is easier for more people to understand, regardless of their technical background.
For instance, instead of explaining that your AI solution uses machine learning algorithms to optimise data handling, you might say it learns from your data to help you make faster, smarter decisions.
The second version is straightforward and speaks directly to what the customer will gain. By focusing on everyday language and avoiding overly technical terms, you make your message more accessible and powerful. This shift from technical jargon to relatable language ensures that your audience feels informed, not overwhelmed or intimidated by unfamiliar terms.
Ultimately, shifting your focus is about always putting the customer’s needs first. Show them that you understand their problem and explain how your product is a real solution. Do this in a way that they can easily understand and relate to, and your message will stand out. With a focus on solving real problems in a way that resonates, your product will become not just impressive, but truly valuable in the eyes of your audience.
Understanding Your Audience
To truly engage your audience, it is essential to understand them on a deeper level. Different customers will approach your product with varying degrees of knowledge and interest, especially when dealing with complex technology like artificial intelligence. Knowing these differences allows you to speak directly to each group in a way that resonates with them.
The first step in this process is to segment your audience. Not every customer will have the same understanding of tech, and their levels of familiarity will impact how they connect with your message. Imagine your audience falls into a few main categories: those who have little to no tech background, those with moderate familiarity, and those who are well-versed in technology. Each group will need a slightly different approach.
For customers who are less familiar with technology, simplicity is key. They want to understand how your product will make a difference in their lives without wading through complex terms or technical explanations.
When speaking to this segment, focus on clear, direct language that explains what your product can do for them. Avoid jargon and instead frame the product in terms of benefits they can easily picture, like saving time, reducing costs, or making tasks easier.
For example, rather than saying “Our AI solution uses predictive analytics to enhance outcomes,” you could say “Our tool helps you make better decisions by learning from past data.”
On the other hand, customers with a moderate understanding of technology may appreciate a bit more detail. They are likely familiar with basic tech concepts but might not have in-depth expertise. For this group, you can go beyond surface-level explanations and introduce a few technical elements, but keep the language approachable. Explain how features work in a way that is straightforward, but don’t hesitate to give a few more specifics.
For instance, you could say, “Our system analyses patterns to help you see trends in your data, leading to smarter planning and improved efficiency.” Here, you add a touch more detail without diving too deeply into technicalities.
For the tech-savvy customers who know the industry well, you can take an even deeper approach. This group likely values understanding what makes your product unique from a technical perspective, and they may even be interested in how your solution stacks up against competitors.
For these customers, feel free to discuss specific technology, algorithms, or unique methods that make your product stand out. Instead of simply stating benefits, describe what sets your solution apart. Use technical terms sparingly, but don’t be afraid to dive into what makes the technology effective.
In addition to segmenting your audience by knowledge level, it is essential to listen to your audience directly. Customer feedback is a valuable resource that can give you insights into what people find confusing, exciting, or challenging about your product.
Actively gather and pay attention to customer questions, comments, and feedback. If you notice recurring questions, it might be a sign that certain aspects of your product need clearer explanations. Similarly, if customers often mention specific benefits they appreciate, consider highlighting these in your messaging.
Listening to your audience also means being open to adjusting your message over time. People’s needs and preferences may change, especially as they learn more about technology or as new competitors emerge in the market.
Use feedback to keep your message fresh and relevant. In some cases, your customers might even inspire new ways of presenting the value of your product. For example, if a customer describes how your tool made their business processes smoother, you can incorporate this example into your messaging to make the benefits feel more tangible for future customers.
Understanding your audience is an ongoing process that involves both careful segmentation and active listening. By tailoring your message to the specific needs of different customer groups and staying responsive to feedback, you can create a communication strategy that is more relatable, effective, and likely to convert interest into trust and engagement.
This deeper understanding makes your product’s value clear to a diverse range of people, ultimately helping them see how it can make a meaningful difference in their work or lives.
Storytelling as a Key Branding Strategy
Storytelling is one of the most effective branding strategies, especially for tech companies looking to communicate complex products in a relatable way. While technical descriptions and feature lists can be informative, a story can bring your product’s impact to life, making it easier for people to see and feel the value it offers. A well-crafted story doesn’t just describe what your product does; it builds an emotional bridge that connects the audience to your brand.
In a field like artificial intelligence, where the underlying technology can feel abstract or complex, storytelling offers a way to show people how your product can make a real difference in their lives or businesses. By framing your product within a story, you transform it from a technical tool into a meaningful solution that people can understand and remember.
One effective approach to storytelling in branding is to use problem-solving stories. A problem-solving story shows a typical customer dealing with an issue that is likely familiar to others in your target audience and then demonstrates how your product provides a solution.
This type of story follows a simple but powerful structure. Start by introducing a customer who faces a specific, relatable problem. This could be a challenge that many of your potential customers have encountered themselves, such as difficulty in managing high volumes of customer support requests or struggling to make sense of large data sets.
By beginning with a clear, relatable problem, you set up a situation that immediately resonates with the audience, making them interested in what comes next.
Once the problem is established, the story moves to the next phase: how the customer discovers and begins using your product. Here, you can briefly explain why they chose your solution and how it aligns with their needs.
This is a valuable opportunity to weave in key features of your product, but rather than listing them, show them in action as the customer applies the product to their specific problem.
For example, if your product uses artificial intelligence to streamline customer inquiries, you might show how a small business owner integrated it into their support system to automatically handle frequently asked questions. The story should illustrate how the product seamlessly fit into their workflow and provided a solution that was both effective and accessible.
Finally, end the story by showing the positive outcome your product enabled. This conclusion is where the product’s real value becomes clear, as you demonstrate how it transformed the customer’s experience.
For instance, the business owner in your story might have saved significant time, improved customer satisfaction, and even experienced a boost in overall efficiency. These results are tangible and memorable, helping your audience to clearly picture how your product might improve their own situation.
Rather than simply being told that your product “streamlines customer support,” they have witnessed a real-life example that brings this benefit to life. This type of storytelling creates a compelling narrative that turns abstract product benefits into concrete, relatable outcomes, making the product’s value easy to grasp.
Another key element of storytelling in branding is building an emotional connection with your audience. Customers often make purchasing decisions based on how they feel about a product, not just the facts or features they are given. When a story focuses on the human impact of your product, it can resonate on a personal level, helping people feel a connection to your brand.
Emotions such as relief, excitement, or satisfaction make your product memorable in ways that technical details alone cannot achieve. For instance, if you tell the story of a business owner who regained hours of time each week thanks to your AI solution, your audience might feel empathy, inspiration, or motivation.
They may see their own needs reflected in the story, creating a feeling of shared experience. This emotional connection can be especially strong when the story highlights how your product not only solved a problem but also improved someone’s quality of life, reduced stress, or helped them achieve an important goal.
These stories go beyond showcasing the product’s functionality; they humanise the brand and illustrate the real-world benefits in a way that potential customers can relate to. Instead of focusing on complex technical terms, you’re sharing stories of people who faced challenges, tried your product, and saw positive changes in their lives or businesses.
For example, a story about an overwhelmed customer support team that used your AI tool to reduce response times, leading to happier customers and a more relaxed team, makes the impact feel real and relevant. This story shows not only that the product works but that it has a meaningful, positive effect on people’s lives. It brings out emotions that turn a functional benefit into a personal, compelling reason to choose your product.
Ultimately, storytelling is about making your product relevant to real people. By focusing on problem-solving stories and building emotional connections, you shift your messaging away from technical specifications and toward relatable, memorable experiences.
This approach allows your audience to see your product as more than just a tool—it becomes a solution that can make a meaningful difference in their lives. With stories that bring out both practical benefits and emotional appeal, your brand can stand out in a crowded market, making a lasting impression that resonates beyond the features and functionalities alone.
Concrete Examples of Effective Messaging
Case studies from successful tech brands can serve as valuable examples for AI companies aiming to make their messaging more customer-centric. Many established tech companies started with feature-heavy marketing, focusing primarily on the technical capabilities of their products.
Over time, however, they realised the power of customer-focused messaging and made adjustments to their approach. These shifts often involved moving away from complex descriptions of the technology toward clear, relatable language that emphasises the product’s value and relevance to the customer’s daily life.
One prime example is IBM’s transition from a technology-focused to a problem-solving approach, particularly in the way they market their AI platform, Watson. When IBM Watson first launched, IBM promoted it largely through its technical abilities, such as advanced natural language processing and machine learning algorithms.
The focus was on the complexity and novelty of the AI system itself. However, as they sought to reach a broader audience, IBM adapted its messaging to focus less on the technical achievements and more on the specific ways Watson could solve real business challenges. Instead of detailing the backend technology, IBM began to highlight stories of how Watson improved decision-making in fields like healthcare and finance.
For instance, IBM shifted from technical explanations like “Watson processes vast amounts of unstructured data” to more accessible phrasing, such as “Watson helps doctors find treatments faster by sifting through medical research.” This kind of shift helped prospective clients see the direct impact of Watson in terms that were clear and relatable.
Another excellent example is Google Cloud’s AI services. In its early days, Google focused on the advanced technology of its AI offerings, like machine learning models and data analytics tools. Their messaging centred on technical aspects, which were impressive but may not have resonated deeply with potential clients who needed practical solutions rather than technical specifications.
Over time, Google Cloud adjusted its approach to emphasise customer outcomes, positioning its AI services as tools that drive meaningful results for various industries. For instance, instead of promoting a feature like “image recognition through convolutional neural networks,” they began using customer-centric language, saying “automate product tagging for faster inventory management” or “enable quick document search with accurate text recognition.”
This shift moved the conversation from technical terms to business benefits, making the value of Google’s AI services much clearer to non-technical decision-makers.
Beyond specific case studies, there are effective messaging approaches and phrases that illustrate how AI companies can reframe their language to focus on customer value. Here are some examples of common AI phrases alongside potential customer-centric rewrites that focus on outcomes rather than features:
- Instead of saying “leverages deep learning algorithms for data analysis,” try “quickly finds hidden patterns in data to help you make better business decisions.”
- Instead of “utilises natural language processing to interpret user input,” say “understands and responds to your customers as if they’re speaking to a human, ensuring a smooth customer experience.”
- Rather than “predictive analytics models for demand forecasting,” say “accurately predicts demand to help you optimise inventory and reduce waste.”
In each case, the technical terms are replaced with clear, outcome-based phrasing. By focusing on what the customer will achieve with the product, you can better convey the practical value it offers.
Analogies are another helpful tool for explaining complex AI concepts in a way that feels familiar and easy to understand. Analogies draw on experiences or comparisons that make new or technical ideas feel more intuitive. For example, to describe machine learning, you could compare it to how a person learns from experience. You might say, “Machine learning is like training a new team member.
It learns from data like a person learns from experience, gradually improving its accuracy and decision-making over time.” To explain natural language processing, you could use a relatable analogy like, “Our AI processes language in much the same way that a human interprets a conversation, understanding context and meaning so it can respond in a helpful way.”
By using analogies and focusing on value-driven phrases, AI and tech companies can make complex technology approachable. This approach not only helps demystify the product but also shows the customer how it fits into their existing needs and goals.
Creating a Value-First Messaging Framework
Creating a value-first messaging framework is essential for tech companies, especially those in the AI space, to effectively communicate the real-world benefits of their products.
This approach shifts the focus from technical features to meaningful outcomes, showing customers exactly how the product addresses their needs and solves their problems. Here is a detailed approach for building a framework that places customer value at the centre of your messaging.
One of the first steps in this process is to focus on outcomes rather than features. To do this, try turning each feature of your product into a benefit that speaks directly to what the customer gains. A step-by-step approach can help:
- Start by listing out the primary features of your product. For example, if your product uses machine learning to analyse large datasets, list “machine learning-based data analysis” as a feature.
- For each feature, ask yourself, “What problem does this solve for my audience?” In the case of machine learning-based data analysis, it might solve the problem of manually sorting through large data sets, which is time-consuming and can lead to missed insights.
- Translate that feature into a customer-centric benefit. For instance, instead of “machine learning-based data analysis,” you might say, “Our tool saves hours of time by automatically finding patterns in data, helping you make faster, more informed decisions.”
- Test this language with colleagues, team members, or even customers to make sure it resonates and clearly conveys a benefit. Adjust as needed to ensure that the message is easy to understand and compelling.
By focusing on the outcome, you make it clear that your product provides specific, measurable value rather than just advanced technology. This approach also helps customers see how the product will solve their particular challenges, making them more likely to feel connected to your brand.
Another powerful element in value-first messaging is the use of testimonials and data. Testimonials from existing customers are a strong tool for building trust and clarifying product value. When potential customers read or hear about others who have experienced real benefits, they can more easily envision how your product could make a difference for them.
For instance, a testimonial from a customer who says, “We saved over 10 hours a week in data processing thanks to this tool” immediately conveys the product’s efficiency in a relatable way. It is important to collect a range of testimonials that highlight various aspects of your product, from time saved and ease of use to improved customer satisfaction or faster decision-making. Each one can provide a specific, relatable example of how your product adds value.
In addition to testimonials, using data points that reflect real, tangible improvements strengthens your message. Concrete figures, such as time saved, cost reductions, or increased productivity, add credibility and show prospective customers that your product produces measurable results.
For example, you might say, “Our solution reduced processing times by 30 percent, helping clients meet deadlines with ease.” Simple, straightforward data points help to quantify the benefits, making them easier for potential customers to understand and trust.
In summary, a value-first messaging framework requires a shift in perspective: from highlighting what the product *is* to emphasising what it *does* for the customer. By focusing on outcomes and using testimonials and data, you give potential customers a clear, evidence-backed picture of how your product can solve their problems and bring value to their lives or businesses.
This approach makes your product’s benefits relatable, credible, and much more likely to resonate with your target audience.
Putting It All Together: An Actionable Checklist
To create a powerful messaging framework for your AI or tech product, it is crucial to pull together all the key elements discussed so far. This actionable checklist will guide you in building clear, customer-focused messages that truly convey the value of what you offer. Following each step ensures that your audience sees your product as a relevant solution to their needs, rather than just an impressive technology.
Checklist for Creating Effective Messaging:
1. Identify the Core Problem:
Start by pinpointing the main issue your audience faces. Your messaging should be built around this specific challenge to ensure that it immediately resonates with your audience. Think from the customer’s perspective: What pressing problem does your product solve for them? Understand this core problem deeply, as it is the foundation of your messaging.
2. Simplify Technical Language:
Technology-driven messages can quickly become filled with jargon, but your goal is to make the product feel approachable to everyone, regardless of their technical knowledge. Replace complex terms with simpler words that capture the same essence without alienating your audience. Aim to communicate the power of your technology without requiring your audience to have advanced knowledge to understand it. For example, rather than “leveraging machine learning algorithms,” you might say “our tool learns from your data to help you make faster decisions.”
3. Highlight Benefits, Not Just Features:
Avoid simply listing your product’s technical features and specifications. Instead, translate each feature into a benefit that directly addresses the customer’s problem. For example, if your product has a feature like automated customer support, focus on the outcome: “Responds instantly to customer questions, freeing up your team’s time and improving response rates.” This approach lets your audience quickly see what they gain by using your product rather than trying to interpret how technical features might apply to their needs.
4. Tell a Relatable Story:
Stories are powerful tools for making your message more engaging and memorable. Build a narrative around a customer’s journey from struggling with a problem to finding a solution through your product. For example, instead of just describing how your AI enhances productivity, share a story of a business owner who used your tool to streamline operations, allowing their team to focus on strategic work rather than repetitive tasks. When people can see themselves in the story, they connect more deeply with your message and are more likely to trust your solution.
Once you have crafted these core elements, it’s essential to make sure your messaging resonates by continuously testing, gathering feedback, and iterating based on audience insights.
5. Encourage Testing and Feedback:
To refine your messaging, create two or more versions of key messages and test them with your audience. You might vary the language, focus on different benefits, or try different stories to see which resonates best. Use A/B testing in your emails, ads, website, or social media posts to compare performance.
Pay close attention to metrics such as click-through rates, engagement, and conversion rates, as these can give insight into which messaging approach connects best with your audience.
As feedback and data come in, be prepared to iterate. Messaging should not be static; it should evolve based on the reactions and needs of your audience. If you find that certain benefits resonate more than others, adjust your message to place more emphasis on those areas. Audience preferences may also change over time, so regularly updating your messaging ensures it remains relevant and engaging.
By following a cycle of testing, feedback, and refinement, you keep your messaging aligned with your audience’s expectations, leading to a more flexible, customer-centric approach that grows along with your brand.
Incorporating these steps into your messaging framework will help ensure that your product’s value is clear, compelling, and truly impactful for your audience. With this checklist in mind, you can build a message that not only showcases your product but also creates a lasting, trust-based connection with your audience.
Connecting with your audience means shifting away from technical descriptions and instead highlighting the real-life value your product provides. Audiences are most likely to engage when they clearly see how your product solves their problems and improves their experiences. By focusing on outcomes, simplifying language, telling relatable stories, and testing your messaging, you can create a framework that truly resonates.
For tech companies, this is a great moment to improve current messaging. Ask yourself if it genuinely focuses on the customer’s perspective and the problems they need solved. Adjusting your message to centre on practical benefits can help your audience understand, trust, and value your product more deeply.
Remember, while technology can be revolutionary, it’s the human impact that leaves a lasting impression. When your message speaks directly to customer needs and experiences, you not only showcase your product but build a connection that lasts.
