No matter who you are marketing to, you need to make an emotional connection. When it comes to investors you have to know what’s on their wish list. What is an opportunity they will jump at. How can you be that amazing technology that everyone else seems to have overlooked. This approach of getting into the head of your target audience is what we call Mindprint Marketing.
So when a hi-tech startup consulted with us before attending the recent Mobile World Congress 2015 in Barcelona, they knew they needed a strategic makeover. They have an app which enables the blind to type braille on a touchscreen. Investors couldn’t care less.
But when we dug deep and saw what they are really selling, their potential impact on technology was mind-boggling.
1. An irresistible positioning – Changing the playing field
The Inpris patented software recognizes the individual movements of each finger on a touchscreen. This can fundamentally change the way we interact with touchscreens. Leveraging this technology we positioned Inpris as nothing less than “The Future of Touchscreens.”
Your video (which reflects your strategic messaging) must re-envision your product or service. Think big picture – far beyond the immediate problem you solve. Tap into the emotional consequences. Ignite investor interest in the your potential to disrupt the status quo.