How to Explain a Technical Product Without Losing Non-Technical Buyers

If you’re selling a tech product, there’s a high chance that your audience doesn’t have the expertise of your team. And that’s why communication can be a real issue when it comes to providing the explainer content your customers need to understand a product without completely losing them.

Tech writing doesn’t come easy to everyone, and just because you know your stuff, that doesn’t mean you necessarily know how to translate this knowledge into something that the average person can understand. If you’re keen to know how to explain your technical products without losing non-technical buyers, this guide should be a helpful point of reference.

1- Start With the Buyer’s Problem, Not Product Features

Non-technical buyers naturally care a lot more about what your product can solve rather than its features. So, focus on painting a picture of the problem your customers are facing, then explain in simple terms how your product can fix that. If your interface content is user-friendly (and hopefully it is), you should have happy, satisfied customers from start to finish.

2- Define the Product in One Plain-Language Sentence

A simple positioning statement is incredibly valuable when you want to get customers interested in what you have to offer at a glance. This sentence should clearly explain what your product does and why it matters, using everyday language (no internal terminology!).

3- Separate What the Product Does from How it Works

If your explainer content combines outcomes with mechanics, you’re likely to overwhelm your potential buyers. Technical writing teams like DevDocs know exactly how to lead with all the benefits, then go into technical detail later. That way, you’re attracting a broader audience from the start, and retaining those who enjoy deeper learning further along.

4- Replace Technical Jargon with Familiar Language

In case this one wasn’t clear enough already: stay away from technical jargon! It might make your product sound particularly impressive to your own educated ears, but to your customers, it’ll probably just sound like white noise. Use familiar, user-friendly language whenever possible.

5- Use Real World Examples and Scenarios

You want potential buyers to be able to picture using your product, since this will make them more inclined to actually buy it. For that, create several real-world examples or scenarios that they’re likely to face, explaining clearly how your product can help in these situations.
Anticipate Common Questions and Objections

Your customers should feel like all their questions have been answered, and all their doubts put to rest, by the end of your explainer content. You’ll need to get into the mind of the average buyer and anticipate what they may want to know in advance, especially when it comes to risk, cost, and effort. You can use dedicated FAQs here to allow for easy reading.

If in Doubt, Outsource

Still not sure you can explain technical information in a way that your customers are guaranteed to understand? In that case, you might prefer to outsource the job to a professional tech writing team. Remember, whatever delivers the best results while saving you time and hassle is the winning option for your team.

Technology