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Presenting Complex Products and Concepts to Consumers

– Contributed content –

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(Anthony Shkraba, Pexels)

24 May 2021. While it’s never wise to underestimate or even question the intelligence of your general audience, companies that offer chemicals and raw materials, manufactured goods, cosmetics, and consumer products should be aware that messaging is key. This means that highly refined concepts that may otherwise have designated the unique value of your brand must be made accessible. Consumers are often shrewd, but if you can’t explain just why your process is better, you may be received with questioning at best, suspicion at worst.

For instance, think of how companies aimed at offering vegan alternatives to meat-based products have had to express their production methods to help the public feel comfortable, a challenge that companies producing lab-grown meat will also one day need to cross. For this reason, presenting complex products and manufacturing processes to the public requires a diligent eye, great copywriting, and the willingness to remain transparent and objective about what it is you’re offering, and why it’s different. We may have the technical knowledge, but we can’t expect our audience to.

Let’s consider a few techniques that may help in this light:

Use copywritten, digestible marketing material

Technical writing is important when needing to present concepts to others within your field, but when selling a product, the diligent eye of a marketing copywriter can work wonders. From distilling jargon into easily-graspable concepts to make sure that you’re able to compound the benefits and values of your product front and center, messaging is essential, and can serve as the first, most accessible form of marketing your product while also providing advanced sources for those who wish to dig deep.

Distill complex concepts

Your customers may not be able to fully grasp a manufacturing process that has allowed you to cut sugar content in half while still retaining the exact same taste as before, or they might not be keen on understanding how and why innovations like this have taken place. For instance, instead of knowing the difference between QLED and OLED televisions from a technical perspective, consumers wish to know which one will give the best brightness and which will offer the deepest, darkest black colors, For that reason, focus on goals and outcomes rather than technical processes, and compound on that via your company blog and product specifications.

Utilize professional services for official sources

It can also be worthwhile to have your process verified in a laboratory geared at helping you secure chemical analysis and material testing results so that you can confirm your results, and verify that with an impartial, third-party service. This allows you to present official sources rather than simple marketing speak, offering a nice counterbalanced alternatives to the suggestions listed above. For consumer-facing businesses that offer a great degree of technical sophistication in the products and services they provide, this transparency can work wonders, and ultimately helps you become a stronger player in your field.

With this advice, we hope your marketing planning feels empowered, even when presenting complex products to the public.

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