One of These Days, POW! Right in the KISR!

Why Simplified Messaging Matters

While home technology can add convenience and luxury, many potential customers may initially view it as complex or intimidating. A survey by CEDIA, for example, reveals that clients often want technology that is easy to use and understand rather than overwhelming or overly complex. As I’ve shared in other columns, the best way to engage new users is to strip down the complexity and talk in terms that resonate on a personal level.

You may be reading this and thinking, “That’s easy, I’ve been selling AV for decades!” Challenge yourself to put that confidence to the test. Write a promotional narrative for one product or service you want to sell more of that addresses the needs of the least knowledgeable person in a specific audience segment you want to attract, using 50 words or less, zero acronyms, and basic language. What image would you pair with that? Not easy.

As part of your annual planning, go through this exercise with stakeholders and sort out the language you’ll use to reach the audiences you seek. It will be both enlightening and beneficial, and the outcome will be useful.

Here are a few key strategies for keeping your marketing language simple.

• Skip the Jargon. Tech talk can make a brand seem authoritative, but it can also put off potential customers who are unfamiliar with the field.
• Use Relatable Language and References. Connect with clients on a personal level by referencing everyday scenarios that show how your technology offering fits into their lives. People need to see how your product can solve a real problem or enhance their day-to-day lives.
• Don’t Assume People Want Complex Technology. People generally want technology that “just works” without requiring too much interaction or maintenance. Brands and businesses should therefore focus on promoting ease-of-use and reliability rather than over-emphasizing advanced features that require technical knowledge. Promote features that show how easy it is to operate, like voice commands or app-driven experiences.
• Share Fun and Unique Use Cases. Showing people how tech can be enjoyable and enhance their lifestyle in new ways can be a big draw. Show them how you can deliver personalized and customized experiences. Talk about scenes that create memorable moments, like movie nights with lights that dim automatically, or for holidays or events with color-changing lighting and preset playlists. Some have had success touting audio systems that bring the concert experience into the living room. However, in recent experience, even “audio” may not be a term some are familiar with, which again illustrates the need to scrutinize every word used.

Adapt your approach based on the primary needs and concerns of the audience you seek to engage

After you’ve implemented this and have analyzed the results of a more targeted approach, what did you learn? Was there a particular segment that leaned in more or a category or conversation style that resonated more? Perhaps the timing was right or the visuals were spot-on. Ask people what drew them to your brand or business and then iterate based on that feedback.

Remember, marketing should meet clients, prospects, and trade partners (or whoever your audience is) where they are, with clear, relatable, and enjoyable content that shows how technology can make their lives better. When brands and businesses avoid jargon, use compelling visuals to explain concepts, and make tech accessible, people will feel more inclined to engage and explore.

Clarity and simplicity are key to capturing and retaining an audience eager to understand just how technology can enhance their home experience. If you focus on this as you develop and refine your marketing plan for the year ahead, you will likely establish a more engaged audience that has a deeper interest in what you’re offering.

Not sure where to start or how to get off-center with this concept? Drop me a line — I can provide a few quick tips and if you’d like to know more, we can schedule time for a deep dive. [email protected].

The original article can be seen here: https://www.residentialsystems.com/features/secrets-of-success/one-of-these-days-pow-right-in-the-kisr

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A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.