I’ve been talking with a number of design-build professionals over the past few months as we ramp up for our release of Technology Designer magazine. Our team has been interviewing design-build teams about how they work together, utilizing technology, to exceed homeowner expectations.
Along the way, it has become apparent that there is a thirst for knowledge regarding emerging technologies and the impact they will have on any given design specialty. And there is an awful lot of bad information, or worse, misinformation/misunderstood information that is doing more harm than good. So I spend a lot of my time explaining (at a high level) what the technology consists of and how it impacts real-world scenarios. Once I lay things out in simple-to-understand language, I often get back, “oh, so that’s what (insert acronym) is all about. Because I’m embarrassed to say that I really didn’t understand what (insert acronym) even meant!”
Which brings me to the subject of this article. I have been told repeatedly that our industry continues to talk in acronyms and gobbledygook that non-techies just can’t decipher. “Yes, but what does it do?” is a common refrain.
One of the arts of marketing is to make your product relatable to people not steeped in either your technology or your culture. And from what I’m hearing, we as an industry still need to hone our skills to speak more plainly to professionals outside of our discipline. So may I suggest that you run your marketing copy past a six year old or a Labrador retriever and ask them if they understand what you’ve written. And make sure you tell readers what’s in it for them, how it impacts their daily lives, and how they benefit from investing in your latest gizmo. Actually tell them in plain English what it does. No one needs to know the size of your woofer, they just need to know that their movies at home will sound just as good as their local movie theater.