“I don’t speak geek,” the VP said to me early on in my first job. I was a scientist fresh out of undergrad, he had a very different background and had been in his position for many years. “Geek speak” was all that I knew at the time, and I had to find a way to change it to communicate effectively!
Clinical trials are rigorous, scientific, and precise. The language used in clinical trials often does not translate well for consumers – something changes on the cellular level in vivo? So what? Most consumers do not “speak geek” that comes out of important clinical trials.
“Users of the supplement felt an improvement in their exercise performance after 2 weeks of use” is far more relatable to consumers than the scientific measures found in a clinical trial. Our client knew their product works – they had lots of clinical data to prove it. But the data they had would not help consumers try and buy their product, because it isn’t relatable.
The sports recovery supplement manufacturer called upon Blueberry to hear from the consumer, in their own voice and words, about how well their supplement worked to reduce fatigue and improve performance among active adults who experience muscle soreness after workouts. The result is highly relatable claims to use to sell in their product, as well as a reel of inspiring video testimonials collected before and after the 2-week use period to bolster their story with buyers.
Geek speak has its time and place, but knowing where to use it is key. Consumers need to hear and identify with relatable product claims to be excited to purchase a product.