By Emma Humphrey, Managing Director of Genius Marketing
In FinTech, you’re only as good as your brand’s brilliance in your particular sector. After all, that’s what investors look at isn’t it?
It’s important how innovative and groundbreaking your idea is. It’s essential that you’ve cemented an unassailable your position based on your development plan and killer team of tech wizards. And this is largely true, but one place it doesn’t work is in your marketing. Why not? It may seem counter intuitive, but the breadth and depth of your knowledge can actually hamper your ability to engage with potential customers.
If you confuse your customers with tech jargon or explain things at a level that you’re comfortable with but they are not, you stand to alienate them entirely before you even get to the point where they might consider buying or investing in your product.
Instead of displaying your knowledge using of technical detail, you can leverage it by simplify your message into something that all customers can easily understand and relate to.
1. Think like they think
The first step is to see things in the way that your customer sees them. Whoever you’re selling to, your marketing messages have to resonate with their reality and their aspirations, not illustrate your mastery of your technology.
They’ll already assume that you can produce a better product than they can. That’s not in question. However, what will really get them to trust you is to see that you understand their specific situation and priorities and therefore that your offering can help them in particular.
2. Show them the “what”, not the “how”
You might easily be able to discuss the technical ins and outs of how your product can deliver on an objective in a way that is far superior to that of your competitors, but your customers probably aren’t going to have that same degree of knowledge. All they take from this is a sea of confusing detail that bears little relevance to what they are trying to achieve.
“It may seem counter intuitive, but the breadth and depth of your knowledge can actually hamper your ability to engage with potential customers.”
Keep your marketing messages simple, focused on what your offering is going to achieve for them, not how that’s going to be achieved.
3. Emotion before logic
Finally, you need to be able to dial into the emotions your customers are feeling. Show you understand what’s going on for them on a personal level. They are all human and as such are ruled by a set of internal emotional drivers that stimulate them to act on or ignore marketing messages. It’s only once their hearts have said yes that their heads will then engage to try and logically justify their impulse to act.
Consider having a look at your marketing marketing messages through that lens. Do they speak to the customer’s world? Do they focus on the end benefit rather than the features that’ll enable that to happen? Do they target the emotion at the core of the decision-making process before they try to lay out the logical reason for choosing your brand? If the answer is yes to these questions, then you’re on the right track. If not, it is time to make some changes to help you reengage with your customer base and investors.
Emma Humphrey is Managing Director of creative agency Genius. She leads a high calibre team of creative heavyweights, specialising in ROI-led brand work and conceptual advertising.