Since the technology and company were both new, it was crucial to clearly communicate what the software did and help the audience visualize it in their own workflows. Highlighting benefits tied to specific pain points made the message resonate. I used the language our clients naturally used, even everyday terms, to create familiarity and connection. We spoke to engineers like engineers and included quotes from industry leaders to add credibility. Because there were multiple decision-makers involved, I crafted dedicated sections that spoke directly to each one’s priorities and concerns.