3 minute read
A few weeks ago, I was reviewing a geospatial company’s website.
At the top of their homepage was this tagline:
“Innovative geospatial solutions for a better tomorrow.”
It sounds impressive. But what does it actually mean?
For whom? To achieve what? And why should anyone care?
This is the problem with vague messaging—it makes it impossible for customers to see themselves in your offer. And if they don’t see themselves in it, they won’t engage.
Why General Messaging Fails
Many geospatial brands default to broad, generic messaging because they don’t want to exclude potential customers.
But in trying to speak to everyone, they end up speaking to no one.
Take a tagline like:
“We help organizations harness the power of geospatial intelligence.”
Which organizations? A city government planning infrastructure? A utility company managing assets? A retailer optimizing store locations?
What problem does this actually solve? Faster permitting? Reduced downtime? Lower operational costs?
Without specifics, your potential customers won’t immediately understand how your solution applies to them.
And when people don’t instantly “get it,” they move on.
The Power of Specificity
When I work with geospatial brands on their messaging, I always start with two key questions:
- Who is this for?
- What specific outcome do you help them achieve?
Let’s refine that earlier tagline using this approach:
“We help commercial real estate developers assess flood risks and reduce permitting delays with predictive geospatial analytics.”
Now, it’s immediately clear:
- Who it’s for (commercial real estate developers)
- What they get (flood risk assessment and faster permitting)
- How it helps them (reducing delays, avoiding risk)
This specificity makes it easy for the right customer to say, “That’s exactly what I need.”
How to Get Clear on Your Messaging
If your geospatial messaging feels too vague, try this:
1️⃣ Define Your Ideal Customer
Who benefits the most from your product? Be specific—don’t just say “government agencies” or “businesses.” What kind? What role? What industry?
2️⃣ Get Crystal Clear on the Problem You Solve
What is the urgent challenge your audience faces? Not “making better decisions” (too broad). Maybe it’s “reducing asset downtime due to extreme weather” or “improving wildfire response time.”
3️⃣ Spell Out the Transformation
How does your solution take them from problem to outcome? Instead of “better mapping,” say “AI-driven site selection that reduces project costs by 20%.”
The Bottom Line
Your customers don’t have time to decipher vague messaging. If they have to think too hard about what you do, they’ll go with a competitor that explains it more clearly.
Make it easy. Be specific. Speak directly to their problem—and show them why your geospatial solution is the right choice.
That’s all for today.
Need help? We’ve got you.
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