I love looking at how companies communicate what they're doing and why you should buy it. One problem I find is a lot of companies focus on what they think is important, and not what everyone else does.
While you might care about how technically difficult your product was to build, or how you're using the latest technology, your users probably don't. Most people don't even understand how to use keyboard shortcuts, let alone open up something in Visual Studio.
It's an all-too-common flaw in messaging that even the most brilliant companies make: once you've developed a product that meets your needs – and many great products start out that way – how do you market it to a population that isn't like you at all? It's surprisingly hard to make a product appealing to the normals.
Amazing technology is amazing for us, and it often receives a lot of funding (and well-deserved props) in startup circles, but we quickly forget about the normals, the rest of the world. We live and breathe the Internet, but a lot of people don't.
The Internet has changed everything, and it will continue to do so. We know that but everyone else doesn't.
Ten years before the iPhone, you had to get out a map to get places. Five years before, you'd hop onto Google Maps and preplan your route. Now, you walk out of the house with the best map in the world, in your pocket (or on your wrist). No doubt, it's amazing technology – but where's the real value coming from? It's the map.
In short, the people who use your product today are nothing like the people who built it. If you're successful, the normals will displace the fanatics.
So while your product might be an essential component of your life, it's only a welcome addition for everyone else. We must make sure we communicate clearly, even to the normies. Don't get blindsided by big words and industry lingo. The best message is simple. Look at Donald Trump. Whether you like him or not, his ability to use simple language is world-class. It's something we should all strive towards - simple, clear language that anyone can understand.