Sage advice
By Danny Sullivan
Yesterday, research analyst Brian Summer posted a blog on ZDNet about how to conduct, or rather, how not to conduct an effective analyst day. While the post is clearly written with more than a little tongue in cheek, his points are well made.
In particular Summer’s comment around over-hyping a product should be taken to heart by many technology companies. He states, “Sure, any one can tell a story but you don’t need someone who’s clearly drank too much of the corporate Kool-Aid giving your pitch. Over zealous pitchmen are unintentionally obnoxious and impossible to believe.” In my experience this is certainly the case, and it ties closely into another of his points that analysts are smart enough to be able to read between the lines.
Working in tech PR, I can relate to many of his points, it’s incredible how many companies will insist on refering to themselves as some kind of “leader” in all their communications, even when this claim has absolutely no founding whatsoever. If you are a market leader, then by all means, shout it from the rooftops. For the rest of us, far better to address your market by focusing on the truly strong elements of your story, than adopting the language of hype to create an impression that will be seen through by most at first glance.
