How to Speak to a Crowded Room
This week, Viddler introduced a new website that focuses on “training for excellence” with our product’s unique workflow designed just for interactive video training. As a company, we were faced with finding the best way to articulate our solution and convince our audience to invest in it.
A big misconception in designing for SaaS companies is the idea that their websites must have a massive feature checklist to convince potential buyers to use the intended product. What websites actually need are the reasons why the user cannot live without the product.
On our homepage, we wanted to explain why we are different from other online sales training solutions. Below, you can see that we summed up our product with three main points: learn by doing, get better and smarter in less time, and prove learned results with feedback and reinforcement.
These three points are what other online sales training solutions are missing. Viddler wants to solve our users’ problems by outlining what we’ve created to fix them.
But, there’s a bigger problem. It has to do with today’s Internet environment. We are inundated with information overload. It becomes hard to determine what is important and what can be ignored. This is a problem for designers and salespeople alike.
As a designer, I constantly have to ask myself “why is this important?” “Will my users care if they see this?” “How can I have a lasting impact on my intended audience?”
Salespeople are asking the same questions during product pitches and cold emails. We are all speaking to a crowded room and no one wants to listen.
How do brands stand out?
My co-worker wrote an article all about standing out while selling. The ultimate goal is to offer the single best solution that solves all their pain points. This strategy is most effectively communicated through clear, straightforward messaging—not long lists of features.
Designers need to take this advice and run with it. They can do this with designs that are simple, to the point, and don’t burden the user with unnecessary graphics or motion images.
UX experts are needed too. Make sure that the layout, flow, usability and engagement of the website is dynamic to the end user so that they can absorb the complete message, the capabilities, the possibilities, and the delightful opportunities.
We all need to communicate—whether it’s a personal message or a B2B value proposition. Visual communicators need to put themselves in their audience’s place, and really understand what they need and why. In an overcrowded, visual world, the message has to stay simple and engaging.