Speaking Customer, Not Engineer

Transform Complex Features Into Compelling Customer Stories

The Translation Crisis That's Killing Your Sales

Your product is brilliant. Your engineers built something that would make other engineers weep with joy. But when your prospects look at your website, they get confused, overwhelmed, or worse — they leave.

Here's what's happening:

• Your features list reads like technical documentation

• Prospects say "I don't get it" after seeing your demo

• Sales conversations start with 20 minutes of product education

• Your messaging sounds like every other "enterprise solution"

• Customers buy despite your messaging, not because of it

The brutal truth: You're speaking Engineer when your customers speak Human.

Why Technical Translation Matters

Most B2B SaaS companies make the same mistake: they describe what their product does instead of what their customers can achieve with it.

The Problem With Feature-First Messaging

What you say: "Our AI-powered analytics platform leverages machine learning algorithms to optimize workflow efficiency through automated decision trees."

What customers hear: "This sounds complicated and expensive."

What they actually want to know: "Will this help me go home on time instead of staying late fixing problems?"

The Power of Outcome-Focused Communication

When I translate your technical brilliance into customer clarity, prospects stop asking "what does it do?" and start asking "how quickly can we get started?"

My Translation Framework

Step 1: Pain Point Archaeology

I dig deep to understand the real problems your customers face — not the technical problems your product solves, but the human problems those technical solutions address.

Discovery Questions I Ask:

• What keeps your customers awake at 3 AM?

• What makes them look bad in front of their boss?

• What would make their job dramatically easier?

• What frustrates them about current solutions?

• What would success look like in their world?

Step 2: Feature-to-Outcome Mapping

I take every technical feature and translate it into customer outcomes, benefits, and emotional payoffs.

Translation Examples:

• Technical: "Real-time data synchronization across distributed systems"

• Human: "Your team always works with the same information, no more version control nightmares"

• Technical: "Advanced encryption protocols with zero-knowledge architecture"

• Human: "Your data stays private even from us — sleep better at night"

• Technical: "API-first architecture with microservices deployment"

• Human: "Plays nice with everything you already use, no rip-and-replace required"

Step 3: Story Architecture Development

I build narrative frameworks that make your complex product feel inevitable and obvious to your target audience.

The Story Elements:

• The Situation: Where your customer is today

• The Complication: What's making their life difficult

• The Question: What they're wondering about solutions

• The Answer: How your product solves their specific problem

• The Result: What their life looks like after implementation

Step 4: Persona-Specific Messaging

Different stakeholders care about different outcomes. I create messaging variations that speak directly to each decision-maker.

Example Persona Messaging:

• Technical Buyer: Focus on implementation ease and reliability

• Economic Buyer: Emphasize ROI and business impact

• End User: Highlight day-to-day experience improvements

• Champion: Provide ammunition to sell internally

What You Get When We Work Together

Immediate Deliverables

• Messaging hierarchy that flows from complex to simple

• Value proposition library for different use cases and personas

• Feature translation guide your entire team can use

• Story frameworks for sales, marketing, and product teams

• Competitive differentiation messaging that actually differentiates

Long-Term Transformation

• Sales conversations that flow naturally instead of requiring education

• Marketing content that resonates instead of confuses

• Website copy that converts visitors instead of bouncing them

• Product positioning that makes you the obvious choice

• Team alignment around customer-centric language

Real-World Translation Results

Before Translation:

"Our enterprise-grade workflow automation solution leverages cloud-native architecture to deliver scalable process optimization through intelligent task routing and real-time analytics."

Customer Reaction: "Um, what?"

After Translation:

"Stop losing deals because paperwork gets lost or damaged. Complete any form anywhere, even offline, and automatically sync when you're back online."

Customer Reaction: "Finally, someone who gets our problem."

Result: 100% increase in lead-to-MQL conversion for Array through the "BBQ Test" messaging framework.

This Service Is Perfect If You:

✅ Have a technical product that prospects struggle to understand
✅ Get "what does it do?" questions frequently
✅ Sound like your competitors in your messaging
✅ Have long sales cycles due to education requirements
✅ Built something innovative but can't explain why it matters
✅ Need sales enablement that actually enables

This Service Isn't Right If You:

❌ Have a simple product that's easy to understand
❌ Your current messaging is already converting well
❌ You prefer technical accuracy over customer clarity
❌ Your audience is primarily technical and prefers feature details

Investment & Timeline

Timeline: 4-6 weeks for complete messaging transformation Investment: Varies based on product complexity and market segments Best Fit: B2B SaaS companies with technical products and confused prospects

The goal isn't to dumb down your product — it's to make your brilliance accessible to the humans who need it.

Ready to Stop Confusing Your Customers?

Transform your technical masterpiece into messages that make prospects lean forward and say "tell me more" instead of "I don't get it."

Let's translate your complexity into clarity.

Case Study Spotlight

See Translation in Action: How I helped Array double their lead-to-MQL conversion rate by applying the "BBQ Test" framework to turn technical jargon into customer-friendly messaging.

Read the Full Array Case Study →