For the love of God, DO NOT start with the science of the product!

Nor with the fancy name of your product.

No one cares.

Someone once said, “facts tell, stories sell.”

No one cares about your product name before they know what it’s done for you.

No one cares about what’s in your product before they know what it’s done for you.

No one cares about the name of your company before they know what your product’s done for you.

No one cares about the science or scientists’ credentials of your product before they know what’s it’s done for you.

No one cares about how great you, the sales person, thinks your product is before they know what it’s done for you.

No one cares about the boasts, promises and self-aggrandizing statements you or your company make about yourselves and your product before they know what it’s done for you.

No one wants to hear technical explanations and lectures about why your product’s so wonderful before they know what it’s done for you.

Once they hear what it’s done for you, they’ll decide if that matters right now.

Test it for yourself:

Who do YOU relate to? (Yes, these are real live ads…)

Lulu: “I market freshly harvested, filtered, flash pasteurized and cold filled, the TART MONTMORENCY CHERRY CONCENTRATE that comes in a unique aluminum bottle. The bottle’s liner protects the concentrate from the outer container…”


Fred: “I market a product for someone who has trouble sleeping, and doesn’t want to use drugs, like the way I used to be. Do you know anyone who might like to know about a product like that?”

Who sounds more interesting?

Who would you rather talk to?

End rant.

About the author

Kim Klaver


  • So true, so true.

    Customers don’t care about the audio you have explaining how the product was harvested by blind leprechauns who scraped it off the bottom of a rock at midnight during the full moon.

    That’s what you sound like when you spew technobabble at your customers. Simply tell your story. What did it do for you? That’s all they really care about. Very few people want to know the science behind the product. Believe me, if that stuff is important to them – they will ask. If they don’t ask, LET IT BE.

    Remember – KISS – Keep It Super Simple

    Just tell YOUR story.


  • I agree with the KISS comment; however, there should also be a WHY as to the reason to BUY.

    Let’s say a product is created to cure hiccups. I feel that the people should know why hiccups are bad in the first place. For example, “Did you know that according to scientific research, each time you hiccup, your heart stops beating…?”

    For me, this is more impactful than saying, “Since I used Hicc-Away, I have not had the hiccups in twelve months.” (not a real product to my knowledge)

    This empowers the consumer to not only make informed purchasing decisions but to continue that education to others in the future. Sure, that allows the competition to edge their way in – but the consumer would most likely go back to the person that took the time to help them rather than just sell them.

  • Education is a good thing, certainly. But it works best when someone is open to it.

    If I don’t have a hiccup problem I won’t buy an anti-hiccup product.

    But when someone already feels like they HAVE a problem, that they want a solution for, they don’t need a reason to buy. They need to figure ot WHAT to buy.

    That’s where a networker has the edge because they can speak from their own before and after experience. No need for techno babble.

    Networkers spend way too much time lecturing others about WHY they should buy their product and they’re barking up the wrong tree most of the time because the listeners are not in the market for that. No matter how important it is to the sales person.

    Better to ask for someone who’s looking for a fix to the same kind of problem THEY got help with, in the beginning.

    Like being a cardiologist. They don’t have to tell the world why they need a heart specialist – when people have heart problems, they seek out a cardiologist.

    Networkers are more like cardiologists than plain sales folks because most of them market the products because they’ve helped them with a problem. So they’re a specialist by personal experience, in getting rid of their achy knees without drugs, for example.

    Ergo, starting by looking for those people, with that problem, is the idea here.

    And don’t lose a good one by glazing them over with the scientific merits or other self serving claims no one cares about, certainly not at first.

  • True, so true.

    Technobabble never gets anyone anywhere.

    That’s why it is important to LISTEN to people as you talk to them and find out their needs, strengths and goals.

    That’s why I like Send Out Cards, btw, because there is no technobabble. Just quality custom cards at an affordable cost of around $1.00 each.

    Brad Pollina

  • Lately there has been a lot of discussion around “niche” marketing. The thing with generalizations is that they don’t necessarily go hand in hand with niches.

    The group of people that my products target ARE the type that want to know the “why” first. They are called LOHAS consumers. (Lifestyles of Health & Sustainability) This group of well educated individuals make powerful purchasing decisions and spend enormous amounts of money to the “right” organizations or companies. They are a small but rapidly growing niche market across the world.

    They want socially & ecologically friendly companies to give their money to. They do not just look at if a product is what it claims to be – but if the company behind the product is actually walking the walk. They look at the issue of fair trade and labor, they look at the recycle number on the bottom of the products, they look at the packaging to see if it is eco-friendly. They actually care about this “technobabble” because for them, it is purchasing power.

    If we are going to look and talk seriously about “niche” marketing, I feel that we must also look and discuss seriously how to reach and embrace these niches, as generalizations won’t necessarily work.

    Candy Loya

  • Even with niche, on a first date, people want to know what it did for someone. THEN they can ask, is it organic, or whatever.

    First date: there has to be some attraction. That’s the point here.

    THEN all the rest, but only if THEY ask.

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