Our product is very unique technically, but we’re having trouble positioning technical features in non-technical terms. No one understands our unique value. Any suggestions?

The biggest mistake most people make when they try to position technical features is that they try to explain HOW they work. Positioning is 80% about WHO, WHAT & WHY. Instead of trying to make technical features sound simple (almost impossible), explain one or two job tasks that are common and troublesome to your users, then explain the before and after scenarios with and without your product. Most importantly, explain WHY those scenario have value to the user and to the customer organization.

For example, let’s say you have a knowledge base platform that’s used by customer service professionals and it has unique capabilities that would help the CSRs in a way that improves their productivity and helps their organization improve customer satisfaction scores. Instead of trying to explain how your technical uniqueness works, walk through a couple of the most complex scenarios that CSRs encounter in a typical day, the usual result without your product, and then the result that your product delivers. It’s all about context when it comes to making highly technical features sound simple and unique.