Telecommunications is a crucial part of everyday life. But like other technology-dependant sectors, the telecoms sector has changed beyond recognition over the past 20 years. As our appetite for communication and information becomes ever more gluttonous, telecoms behemoths such as BT face fierce, unrelenting competition and traditional forms of communication are now museum exhibits. On a technically level playing field, ways for telecoms businesses to differentiate themselves are few and far between and they are having to continually innovate to gain any competitive advantage. Having a great product is no longer enough on its own. On a technically level playing field, telecoms providers are turning towards other aspects of their business model to distinguish themselves from their competitors.
As technology advances. networks expand, tariffs continually change and our appetite for communications and information grows and evolves, it’s often difficult to explain to consumers why they need new and improved products and services. The majority of your audience will understand very little of the complexities of telecoms technology and have even less desire to do so. Telecoms customers want tangible easy-to-understand benefits like value for money but they are also looking for simplicity and honesty. Landline, mobile, satellite and cable telecoms companies and internet service providers (ISPs), are now using creative telecoms copywriting to distinguish their brands and offers. Good telecoms copywriting uses enough technical information to gain the audiences trust and respect and enough personality to engage even the greatest technophobe.
So, while it might be tempting to talk about bandwidth, avoid too much jargon, always be honest, never make empty non-specific claims that you can’t substantiate, and tell them what they need to know from the start. Use short, memorable benefit-led points that speak directly to the reader. Don’t be afraid to acknowledge any pain points and tell them how your product or service solves them, presenting the most essential information up front and breaking it down into short, memorable points. If you’re aware of any shortcomings, always address them before someone points them out. Proactively answering any questions or objections builds trust. By overstating or overselling the value of your product or service, you’ll lose their trust and confidence, never be able to regain it and word will soon spread.
Whether you need to talk to a consumer audience or deliver B2B messaging, speak to an experienced telecoms copywriter who can bring some fresh impetus to your communications, please get in touch.
