Features, features and by the way, more features! The only thing tech companies love to talk about is their product. Buyers, journalists and partners all care about other things – what you do, who is it for, and why does it matter. That’s positioning. For Tech PR Agency Bristol, visit headonpr.co.uk/tech-pr-agency-near-me/bristol
When a website, sales pitch and LinkedIn messages feel kind of “all over the place” – it is typically because these three centre-of-gravity-messages are not accurate. When you nail these things, everything else (PR, content, ads and even sales calls) becomes easier.
The thing you do (plain language)
Begin with the real-world pain, not the product category.
Bad: We are an AI-powered workflow!
Best: “We help operations teams stop hunting for updates between spreadsheets and emails.”
Two checks to a good problem statement:
Concrete: you see the situation and whom it is affecting
Risk: as in obviously loss of time or money/resource
And if your problem can only be described in buzzwords, then so will most PR coverage of it.
The audience you’re made for (and not)
They cater for “any business” in the tech sector. That’s a positioning trap.
Your message should name:
Primary buyer
Daily user
Ideal company size, sector and maturity
For example: built-in for HR teams in 200-2,000 person companies who need compliant onboarding at scale.
On that note, also have the courage to state who it is not for. That is how you eliminate the wheat from the chaff.
Proof of what makes you different
Differentiation isn’t better, faster or innovative. It’s a reason to believe.
Good differentiators are:
Best definition: A method, capability or constraint that other competitors are not likely to copy
Verifiable: with evidence, results, testimonials or reputable references
Appropriate: relating directly to the problem and audience.
Examples: “Add-on in 14 days”, “Built for NHS procurement”, or “Saves a whole day of manual reporting”, “the only platform to integrate with X and Y without custom work”.
A quick and cheeky way of sense-checking your positioning
Get your homepage (in 20 seconds or less) to explain what you do, by asking three people of vastly differing mindsets (a customer, a coworker and somebody “friendly,” but outside the company). If they (the 3 messages) aren’t answered consistently, close the loop around these three first.
Positioning isn’t a slogan. This is what makes your tech brand (or any other type of company) easier to grasp, more trustworthy and that finally will lead you from them choosing all the competitors over you – to choose only you!