Understate or Overhype?

“Marketing slime!” I used the term back when I developed software, then became its target after moving to the dark side (marketing).

Such statements are usually good-natured, yet tension can arise between software engineers and marketers when discussing appropriate language to describe a product. Engineers by nature must be very precise and may prefer to losing a prospect over misleading them. Marketers want to draw attention to a product by describing it in the most compelling terms possible and may prefer to stretch the meaning of a desirable word rather than lose a prospect.

Each group has a point. Prospects notice quickly and lose interest when a product description exceeds reality. On the other hand, an opportunity to address their problem can be derailed if a product description is devoid of words that connect with their needs.

Think about it like this. The diagram below represents the continuum between understatement and overhyping. Overhyping product capabilities hurts prospects by misleading them into thinking a problem can be solved when it can’t. Understating capabilities prevents them from solving their problem because they don’t fully understand what the product can do.

Clarity is the goal. What does the product do? What types of problems can be realistically solved? Language that both clarifies and motivates is the goal. Sales success is the result.

About Bob Barker
Bob Barker is a trusted advisor to CEOs, helping them identify, define, and execute new growth-accelerating opportunities. He also shares ideas on LinkedIn (robertgbarker), in guest posts on related blogs, and in industry publications. Contact him via email at bob@2020outlook.com.

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