Why do tech companies insist on barfing out their message. It’s like they have to spew out absolutely every competitive threat, differentiator, techo-wizardry, benefit, target customer in one single breath. No wonder nobody understands what they do and what value they provide. Just stop it!
I’ve run into so many tech companies that have great intentions, but eventually end up with something that’s barfed out. They start with a short, crisp, well-articulated message and then they start adding in the prepositions (by, with, including, etc.). Each crisp message, when delivered, should lead the listener to the next sentence. They should want to hear the next sentence. Each sentence should build on the next – eventually revealing the story. If fact the person you’re speaking to will guide what your next sentence needs to be; e.g. ” what do you mean by such-and-such”. I’ve been following the writings of Jill Konrath; especially her views on value propositions. Keep your messages short and crisp and your audience will understand what you’re about … remember that your audience needs to understand your message, if they don’t then you’ve wasted your breath.