Most tech marketing sounds something like this:
But here’s the problem: customers don’t buy jargon. They buy feelings. If you want your tech brand to actually connect—and, you know, sell stuff—you need less “robust scalable SaaS solutions” and more emotion, storytelling, and humanity. Here’s why (and exactly how to do it).
Studies show that emotional responses to ads influence intent to buy by a factor of 3-to-1 over rational responses. Therefore if you’re leading with features, specs, or technical jargon, you’re making it way harder for people to care about what you offer.
Example:
Which one feels more human? Which one actually makes you trust the brand? Yeah. Exactly!
When your audience feels overwhelmed or confused, they bounce. (Literally—your website’s bounce rate spikes.) When they feel understood and safe, however. They lean in.
Real Example:
Look at Slack’s tech marketing. Instead of shouting about “team collaboration cloud-based workflows,” they say:
“Make work life simpler, more pleasant, and more productive.”
It’s simple, emotional and totally aspirational. They don’t need to explain their tech stack; they focus on how your life gets better because of them.
Think about it: when was the last time you felt excited by the technical jargon in a B2B sales pitch? Probably never. Because jargon doesn’t inspire. It intimidates.
Tech brands love to talk about themselves:
That’s great—for you. But what about the customer? Where’s the story about their needs, their goals, their pain points?
In Action:
Let’s compare two real-world website taglines for cloud storage companies:
The emotional version paints a picture of what’s in it for me—it speaks to peace of mind, security, and ease. These are things your customers care about. They want results, not tech specs.
Ready to ditch the robot-speak? Here’s where to start:
Don't just describe what your tech does—show what it means for the user’s life.
Real Example:
Apple doesn’t say, “Our cameras have 12MP dual lenses.” They say:
"Shot on iPhone. Beautiful memories, captured effortlessly."
The emotional outcome is the hero, not the specs. People don’t just want a camera—they want to capture moments that matter to them. That’s the emotion behind the tech.
Case studies and testimonials shouldn't sound like corporate press releases. They should sound like humans talking about real results.
Example:
One sounds like a math problem; the other sounds like relief. It’s a human experience—one we can all relate to. People want to feel that your solution will make their lives better. Not just more efficient, but easier. Easier is emotional. Efficiency? Not so much.
If your grandma wouldn’t understand your homepage, it’s too complicated! A good rule to follow is to write like you’re explaining it to a friend over coffee, not presenting a dissertation.
Real Example:
Zapier’s homepage headline doesn’t say, “Automates cross-platform API workflows via conditional triggers.” It says:
“Zapier makes you happier at work.”
It’s human. It’s relatable. And it’s a promise your customers can get behind.
Marketing full of jargon just makes you blend in—and not in a good way. Emotion, simplicity, and storytelling? That’s what makes brands unforgettable:
Let’s make your tech marketing more emotional, more powerful—and a hell of a lot more fun. Let's chat.