We were in a messaging session with the client, the kind of exercise where you work together to try to find the words that explain tech in a compelling and easy-to-follow way.
These can be messy affairs, like mud wrestling. People get attached to certain ideas and words. They sometimes like to use hype, buzzwords and cryptic jargon (think buzzwords and jargon are the same? They are not, according to this post on Social Media Today).
While there are elements of brainstorming involved – you want to get the creative juices and ideas flowing and hear from all – you also need to guide the sessions with a firm hand and be direct about what you think works, what doesn't and why.
Deciding what sounds best can get contentious. Job title and force of personality can influence the process. People can get religious about tech domains, philosophies and labels.That is why it is good to have an agency running the session, to be an impartial sounding board and messaging leader/moderator.
In this case, the client wanted to explain things step-by-step, in a dry manner: i.e. to state the need, and what the tech actually does. Not that I am opposed to clarity; but I thought that it might help to start with an attention-getter – words that describe the company's very impressive tech breakthrough and what it can mean for clients.
In the end we were saying pretty much the same thing – but the ideas the PR team floated got to the point much more quickly. In today's busy and noisy world, people just don't have the time or patience to sit through a long story.
When I suggested a key phrase, the client said "now that's a killer message!" I thought of other things that are "killer" in tech, like apps – and shot back: "No – it's killer rap!"
Do you got killer rap? Or do your tech messages need work? I will be writing more on this topic; also, we will host a seminar that takes you inside a messaging session, shows how the sausage gets made, so-to-speak, and can help with your pitch.
