The ultimate guide to structuring a lead-generating message in the technology industry.

Does this sound like you?

You have an amazing technology solution. You know it has incredible potential to change the lives of clients but now what? No one is knocking down your door, you have had a few sales but certainly not the quantity that you would have expected for such an innovative solution. I mean, no one else is really offering this, so why aren’t the clients running?

1 – Don’t talk about technology

The secret to selling technology is actually not to talk about it at all. Let that sink in for a moment. Know I know you all think I’m crazy – but hear me out. PEOPLE DON'T WANT TO BUY A PIECE OF TECH, they actually want to buy the solution to a problem. So instead of just listing off all the features, complexities and background workings of your solution, talk about how this can solve a major headache for your client. 

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole”. - Theodore Levitt. And they don’t just want the hole. they want the nail, in the hold to hang the picture. This is where you should be focusing your efforts - on  the solution you can provide, not the product.

Think of a hammer. Who wants to buy a hammer. Answer? No-one. However what someone likely wants is the ability to put a nail in the wall. And they want to put a nail in the wall to hang a picture of their family, or remind them of a happy time. Imagine the difference between talking to someone about a hammer and all the things it can do 

2 – Avoid tech lingo.

We all love industry jargon, it makes us feel great talking about all the things we can do. But you know who doesn’t love it? Your clients. People are busy these days, and they don’t want to have to google every third acronym on your website to understand what you do – more likely, they will just put it in the too hard pile.

Use language and words that your clients use.

3- Solve one problem at a time for people.

“When you give people cognitive load, they lose will and concentration,” Bob Sutton, organizational behavior expert at Stanford’s School of Engineering. This is one of my personal quotes because it’s just so true!!!

People these days are busy, and throwing 200 different things at them causes confusion. Find the biggest problem for your client, where you can make a big impact for them and focus on that first – then branch out into the secondary issues.

4 – Add a little emotion

People see their lives as a narrative or story so to speak. We imagine different outcomes for ourselves, picture ourselves being successful, having enjoyment, so it’s no surprise that this is a great way to communicate what sort of an impact you can have for them.

For example, instead if having just a cold product shot of a laptop on a desk, use a picture of someone with the laptop, winning a client or getting that promotion. Allow them to see this future of possibilities. And this leads perfectly into my next point…

5- Death to the stock photography

Ok so I don’t mean that literally, nor do I mean don’t ever use stock photography. What I do mean is the technology industry doesn’t always come across as being the most authentic. Every time I see an overly posed, unrelatable stock photo I cringe. Images should be relatable, and tell a story. The should look unique enough that if your logo was removed, people would still know where they are, and the narrative could continue. Using a boring, staged stock photo will make you look just like everybody else.

6 – Don’t be the same as everyone else.

Whist you can take an inspiration from competitors or leaders in the field, it’s important to make sure you have specific why you are different. If there is no difference between you and someone who has been in business 10 years, guess who a potential client is going to choose