I don't speak Tech: making sure your corporate video doesn't get lost in translation

What is the hardest language to learn? Mandarin? Arabic? Cockney Rhyming Slang? For many of your customers, there's one lingua franca that no Rosetta Stone audio book will help them to master: Tech. If you're the guys designing an amazing software, the chances are you're fluent in Tech. If you're the guys selling it, you're probably at least conversational. But lots of the B2B buyers you're trying to convince are struggling at beginners' level, so if you don't pitch all communications at an appropriate level you'll simply fail to make a connection.

Straight talking

A product explainer video is one of the best opportunities to engage with potential buyers and explain your offering to them clearly, so if you're commissioning a corporate video (perhaps from London's finest B2B PR agency) the last thing you want to do is ruin your chances by confusing (or simply boring) your audience with jargon-ridden copy.

Corporate video etiquette

Like any language, Tech has certain rules of etiquette that it's best to follow. Just as, for example, my high school French teacher recommended using "vous" rather than "tu" to show respect, in the language of the explainer video it's often best to replace complicated techno-jargon with words that are easier to understand and less likely to give your viewers a sore head. For example, if your awesome new product is a SaaS for WAN and LAN optimisation that strengthens application performance infrastructure in a virtualised environment, it may be a good idea to concentrate on the real-life benefits that the product brings to users, such as slicker IT management for small businesses. Simplicity is key; a good working rule is to think about why your customers want to buy your product, not why you want to sell it.

The good, the bad and the unintelligible

In short, if you show your video to your gran at Christmas and she doesn't get it, something's wrong. She may not be looking to buy, but it's a fair indicator that the video that should be selling your services for you is actually likely to turn off prospects.

Take some inspiration from this video. In it, Track24 Defence introduces the viewer to the company's expertise (communications and tracking technology) and illustrates the benefits with some nifty animated scenarios that explain how the solutions can be applied. Did we mention the video was produced by TopLine's video production department?

On the other end of the spectrum you will find plenty of videos that are plain confusing - as epitomised by the following clip. If it were serious, it would be terrible. Thankfully it's just poking fun at bad videos with bafflingly high jargon counts, and it's brilliant.


Need help commissioning a video to boost your sales (perhaps a video case study)? Download your free resource here.