The future is tech, which is probably one of the reasons you decided to run your own startup.
Technology, physical or digital, is rapidly growing and becoming more integrated into our everyday lives.
Launching a new product or service, as much as it’s a business, it’s also a way to help people out.
The problem is: How do you help people when they don’t let you?
One of the biggest problems tech startups face is helping their clients overcome their fear of technology. Especially when they’re just starting out without a reputation to vouch for them.
While many people think of fear of tech in the same category as the fear of a dystopian future where evil robots take over, it’s not the case here.
The type you should be concerned with is the fear of complexity.
Or in the case of technology, complex devices, and tools.
Everyone, or at least the majority, likes to believe that they know everything.
And so, confronting them with a product that might have a learning curve can challenge their pride of being a know-it-all.
If this is one of the main struggles you face with your clients, then this blog post is for you.
Let’s start from the beginning.
Why are people not buying your things?
Where’s all the money!?
People will always try to avoid what they don’t understand. (Except for a handful of people, who aren’t worth an entire market.)
I’m sure you did your best in creating an outstanding UX/UI.
You spent a ton of money and effort on video tutorials and ads.
But it’s just not cutting it!
To beat your clients’ fears, you first need to identify them.
Then, dedicate all your energy into gaining their trust by dissolving the mystery around them and teach them the language.
The best way to combat the fear of tech is not by using more technology, but by taking a step back and away.
More specifically, blog posts.
Sure, you might have the best 24/7 customer service in a variety of mediums, but most people won’t even buy from you in the first place to call for answers.
Now, I know what you’re thinking.
“People interested in tech don’t even like reading! Watching a video is more productive”
Well, that’s where you’re not quite right, buddy.
While, yes, videos are an effective method of introducing people to new things.
In this situation, it’s written content you need. And blog posts are the simplest and most conversational type.
When something is not technological (let’s say, putting together a piece of Ikea furniture) people would KILL for video instructions instead of printed ones.
But when something is technological, say software, most people get overwhelmed by videos and would want to take a step back.
Here are the reasons your tech startup needs written content to make it work!
1. Words are old, familiar, and safe!
Writing is the oldest method of expression and communicating information humans had. Having it around for thousands of years removed the uncertainty and any fear-of-the-unknown when consuming it.
People are so used to reading things in their everyday lives, they don’t even notice!
There’s no need to prepare for anything before reading a sentence. You just DO.
Reading also gives your audience control over the learning process.
They control the speed of the narrative. How much they want to take in at a time, and can easily go back to re-read any part without needing a timestamp.
And to be fair to the subheading, reading is safe.
You can’t go wrong.
Your audience can’t mishear anything. There’s no crappy mics involved or bad speakers or headphones on their part.
As long as you’re writing the post properly, you have nothing to worry about.
Just plain old words. And they are fricking awesome!
2. If someone is afraid of tech, don’t shove into their face!
The casual tone of blog posts allows you to explain any concept to your audience in a friendly and simplified way. Unlike with video tutorials, where an expert is off doing their thing while talking.
Don’t get me wrong, videos are more than amazing, just not at this early point of your relationship with your audience.
This boils down to not constantly shoving your product/service their way when they are already overwhelmed by what good it can do for them.
A handful of controlled — and sometimes cropped — screenshots are more than enough.
This gentle approach to writing tech, allows you to gradually build a trusting relationship between yourself and your audience.
You can then guide them into the direction of more complex information mediums until it results in a lovely, lovely purchase.
Storytelling gets swept under the carpet when it comes to business marketing.
Mostly because of how it sounds.
Just because you’re using storytelling in your content, doesn’t mean you’re straight-up hiring a fiction writer and asking for the next Harry Potter.
Storytelling in content marketing is about having a set narrative and delivering it.
It’s a way to personalize your message for your audience and guide them down a specific path.
Without a story to tell (yours or theirs), it’s difficult to have a clear message.
I know how this might sound.
But creating a full-on journey requires multiple chapters. In this case, multiple blog posts expertly made to ensure specific results and reactions from their readers.
There’s no time like the present.
Start now, one post at a time.