Many B2B software companies fall into the same trap. They talk too much about how their product is disrupting the industry or changing how people in their industry work. The fact remains that people don’t want to change, they don’t want to be disrupted, they don’t want to upend the business processes they’ve spent a career building.
Do you know what they do want? They’d like to do those better, easier, faster, more accurately, more efficiently or with greater efficacy. The messages around disruption may be suitable for other target audiences – but it’s not one likely to one that motivates a potential customer.
Selling the steak v. selling the sizzle.