This weekend, I was catching up on some online reading and came across an online video - Anthony Robbins Change Your Life Now. Robbins packages good old common sense wtih entertainment,?but I love listening to him.His focus is on breaking through the clutter or barrier to find one's potential.
Robbins talks about the fact that tiny changes mean huge results. That's true of most thing. Tiny changes can make a huge difference. Taking that mindset, there are five tiny alterations for tech marketers that will refocus and revive their tech PR efforts:
1- Say what you mean clearly and concisely. Techies have a tendency to make things harder than they are. That's true even when describing their product, service or company.Be clear in your communications and make sure that your message can be understood by anyone.
2- Understand your audience. Most often, tech marketers make the mistake of listening to their internal audience (engineers, programmers, etc.) versus their external audience - the folks they are selling to. While the internal audience is important, the fact is that they should not be inserting tech jargon into all the marketing materials - online and offline. The job of the tech marketer is to soften the lead cycle and brand the company. If your external audience - which includes customers, prospects, partners, investors and employees - has no idea what your company does, you're already in trouble. If I were in front of a live audience today,
3- Remember that you don't have to convey every single technical detail of your company, product or service in your communications. The most important thing is to have a short 15 to 30-second high-level "pitch" on what you're selling and its benefits. Once you have them hooked, you can start the discussion.
Tony Robbins has it right - for life and for tech PR - tiny changes mean huge results.
