Advanced Textiles Expo 2025

Sessions Speakers Exhibitors Floor Plan

From Specs to Sales: Turning Technical Talk into Compelling Marketing Stories (Room Sun Shading Expo Conference Area #3219)

05 Nov 25
11:00 AM - 11:25 AM

Tracks: Sun Shading Expo North America (SSENA)

Technical details are the backbone of innovation—but too often, they’re lost in translation. In this engaging and actionable session, we’ll explore how brands in the window treatment and outdoor living space can turn complex specifications, certifications, and features into digestible, persuasive content that resonates with both B2B and B2C audiences. At the heart of this method is storytelling. Instead of leading with jargon and specs, we’ll show you how to frame content around problems and solutions—helping your audience understand the why behind the what. When you tell stories about how your products solve real challenges, you connect with customers emotionally and practically, building trust and interest that translates into sales. From blog posts and website copy to social media captions and video scripts, you'll leave with tools to make your content smarter, clearer, and more effective.

Learning Outcomes:
By the end of this session, attendees will be able to:
  • Communicate Technical Information with Clarity and Confidence
  • Learn techniques for translating technical features into clear, value-focused language that speaks to client needs—whether you're talking to designers, builders, or end users.
  • Map Features to Benefits That Sell
  • Understand how to link your product's technical capabilities to real-world benefits that matter most to your customers.
  • Create Multi-Channel Content That Educates and Engages
  • Discover how to adapt one technical insight into blogs, newsletters, videos, and social media content—without reinventing the wheel.
  • Avoid Common Marketing Mistakes with Technical Content
  • Identify and correct missteps like info overload, excessive jargon, or missed storytelling opportunities.
  • Use Storytelling and Problem-Solving Frameworks to Drive Action
  • Learn how to replace spec-heavy marketing with customer-focused narratives that highlight challenges, solutions, and successful outcomes