How to convey a rough message

[Stray__Cat]

Maybe someone of you has already visited 'link removed, site is in the signature'. I produce Vineyard, a workgroup, Excel based, Business Intelligence application. It is still in beta and it’s undergoing a rather fast evolution, but it’s complete enough to be understood and tested in a working environment.
After making a few experiments with various free promotion techniques on the web I got little (albeit insightful) feedback. All those who commented are IT professionals who see it as a possible tool for their projects.
I also networked a bit and hooked a few possible users the application is targeted to, but it was a pain to communicate it to them. And if I communicate, I feel that they consider the application rather ugly.
So I have two major issues now:
1) How can I explain what a “Workgroup Business Intelligence” application is to a plain Excel user?
2) Provided that Vineyard can hardly become a “Sexy” app for a number of genetic reasons, how can I turn it into an advantage? Something like “Vineyard: we give you what the others are too snob to give you”.
I really welcome any suggestion.
Thanks in advance!

[simonr]

I know this isn't what you want to hear, but I can't help you - I simply don't understand what Vineyard does! And there-in lies your problem! One of the things we do is help people in your situation make presentations about their products and services, but I can't do that here - there's no coherent message to present. (But you knew that already.)

If you can afford it, I'd take a deep breath, step back, and give the whole marketing problem to a specialist marketer. They'll come at it with a fresh eye, asking the "so what" questions that I client will ask - and them hopefully answering them with you! :)

I get the impression that you're too 'close' to the product to do this incrementally, you've got to make the big break!

Simon

[XanderMarketing]

Hi Augusto,

I've had a quick look on your website. I think I get what your product does - it takes different Excel spreadsheets and puts them in a central database - is that right?

What I don't get is what are the business benefits and how could I use it? That's where getting your marketing messages up front could help you. What are the benefits rather than the processes and features?

The English on the site also isn't great so it may be an idea once the marketing messages are formulated to get a copywriter to write the site for you.

If you want any help with any of the above drop me a PM.

Also I believe any product can become 'sexy' with the right marketing. Look at how Proctor & Gamble makes things like Fairy Liquid become exciting...

Alex

[JElder]

Make sure you focus not on the application, or even what it does, but the benefits to the buyer. The favourites are:
Saving Money
Making money
Saving time
Reducing problems/risk
Avoiding boring jobs
Improving your/companies image

Etc - think of all the adverts you see (especially B2B ones) - many have very few details about how it works, or even what it look like, but a lot on the benefits.

[OldWelshGuy]

people buy and ONLY buy for one fo the following reasons

Security
Performance
Appearance
Comfort
Economy
Durability

Look at each of thos above, and brainstorm to see how each applies to your product. List them out, and when you have done that, you 'should' be in a better position to work out what to say to people.

[SpeakOutMedia]

I think hiring a good copywriter may do the trick. There are plenty situated here on these forums (take some recommendations from other forum users perhaps?).

We also have a great service that allows 'complicated' systems to be explained easily and friendly, by having one of our Web Presenters on your site. I don't want to make this an advert, as that is unfair, but more is on our website (link below), plus we have 30% off web presenters for UKBF users at the moment!

Can anyone suggest a good copywriter for Stray_Cat?

[Pete Crane]

From what I can see your solution is a data aggregator with automation of features to publish in set static formats. It's quite interesting (if not new) although I will say some people will either use something developed in-house or perhaps even be using MS Office to more advanced levels if they're not going down the third party route - publishing via SharePoint for example.

I'd look at other MS partners who are in the BI space to get them looking at your solution. Are you registered in the MS vendor areas and publishing what you do effectively to get people looking at your work? Also, see how you can get your name in specalist forums such as Toolbox for IT (http://businessintelligence.ittoolbox.com/) and other small business forums. As mentioned before, concentrate on the benefits; say how your solution will either make or save money as this will switch lightbulbs on where just using the words Business Intelligence tends to get people yawning. Create some practical examples, showing how the information can be used by decision makers and why it will help them reduce time and effort with increased convenience etc.

Used well, good BI can do both for any organisation, so good luck.

[bigmedia]

I think hiring a good copywriter may do the trick. There are plenty situated here on these forums (take some recommendations from other forum users perhaps?).


I'll second that notion. Either that, or google 'copywriting tutorial', this one is pretty good.

http://www.copywriting-designers.com/free_tutorial.html

It's all about highlighting and pushing the benefits that clients get from using your product. It sounds like you dont quite know what the benefits are yourself at the moment, so this would be a good exercise to go through.

Hope it helps,

Matt