If your product truly changes things for the better then all you need to do is to speak the truth.
I’m amazed by how often people just don’t trust in that truth. They will look for all sorts of fluff and stuff to decorate the truth to make it look more appealing.
Fascinated by the breathtaking shows of the competition, people will go to great lengths to hunt down an even more breathtaking wow factor – looking for fancier titles, more bang in the visuals, and of course expensive tech equipment.
Don‘t get me wrong, all of this can be very useful. Make things sound and look as good as you can.
But in the end, it’s not about how great things look but how well they resonate. Audiences enjoy a great show, no doubt about that. But would you rather care about “what a great show” or about “what a great idea”?
If your product is actually amazing, then what you need most is clarity. And empathy. These two are the prerequisites for a great story.
Start there. Focus on the truth not the decoration. Work on making your story resonate as strong as possible. And when you’ve got that kind of aha, the wow will take care of itself.