+ AV’s Headlines Suck. Here’s How to Fix That. [Anthony Coppedge]
After looking at the dozens of videos and hundreds of photos taken at these tradeshows and reviewing the video interviews with AV spokespeople, the patterns are almost universal: a laser-focus on the tremendous technology instead of the fantastic advantages for the end-user. How does this happen? Because engineers are incredible at developing a product, but are lousy marketers. Instead of presenting the value for end-users, the text descriptions and droning demos on the show floor regurgitate specs and technical minutiae. The result, unfortunately, is lackluster ads, product webpages, product PDFs and even social media promotions, which fail to deliver because they're either overhyped or underwhelming headlines.