What are the Two Most Important Words in Marketing? ‘So What?’

Most technology companies begin by solving a problem or doing something better than the next guy. They are really smart people doing really smart things, but somehow their message too often gets muddled and mired in the minutiae and latest industry jargon. Too many websites and PowerPoint decks lead with the details, leaving prospects, investors, and even family members, scratching their heads and asking – ‘so… what do you do?’

As a technology professional it’s easy to get lost in the features and capabilities of a product and forget about the big picture. After all, isn’t that where all the development effort and latest R&D funding has been going? Companies are proud of their product’s capabilities, and rightfully so. But don’t forget to define what that means for your customers and prospects in their terms; how does it make their life easier, or save them money, or help them look good to their boss? It’s what we marketing geeks call the value proposition.
So before crafting that next PowerPoint, make sure you’ve asked yourself what your prospects are asking…so what?