Gartner Research

Common Messaging Mistakes That Repel Technology Buyers

Published: 31 August 2018

ID: G00370240

Analyst(s): Neil McMurchy, Michele Buckley, Derry Finkeldey, David Smith


Buyers will deselect TSPs with confusing, contradictory and undifferentiated messaging in favor of the status quo. Technology product marketers need to avoid common messaging mistakes and offer clear, differentiated value to progress engagement with prospects.

Table Of Contents
  • Key Challenges



  • Common Messaging Mistakes
    • Mistake 1 — Targeting Everyone
    • Mistake 2 — Communication Overload
    • Mistake 3 — Empty Claims
    • Mistake 4 — Missing Comparisons
    • Mistake 5 — Exclusive Self-Focus
    • Mistake 6 — No Promise of Value for Engaging

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