The TECH Inside: Why Storytelling is so Important in Communicating the Power of Innovative Technology
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The fact is that the modern digital print industry is a complex and technologically advanced field, with a myriad of integrated technologies that work together to produce high-quality print tech for a number of industries. Understanding the importance of each component in digital print machinery is crucial for making the right choices when developing a new machine, and then equally as important in being able to successfully communicate its unique value proposition!
So if you develop and manufacture a specific component for printing - what we label ‘the tech inside’ - what is the best way to communicate its unique value proposition? Invariably highly technical products tend to be communicated in a highly technical way. Is this the best way to communicate? Often buyers are not as technically educated as the people selling it. As a result it is understandable why at times buyers may feel a little ‘Blinding by science’. This can often have an opposite effect in that it turns people off. Simply put, what you don’t understand, you are much less likely to invest in. And this is where storytelling comes in as a tool that can remove complexity, increase understanding and then create a desire to buy!
For any tech business with an innovative product, the challenge is to help buyers understand the value and benefits of this product easily so they can make an informed and correct decision.
Friday this week, we are hosting a webinar focusing on storytelling for printing technology. You are welcome to join me and five other leaders from technology businesses who make and market invaluable ‘tech inside’ products and deploy storytelling to great effect!
I hope you join us July 12 2pm CEST, 1pm BST. REGISTER HERE
Storytelling is a vital tool in demystifying complex technology and demonstrating its advantages. It connects technical advancements with human experiences, making the benefits of modern digital print technology.