Nixing Technical Jargon to Clarify a Unique Story

Challenge

Linc, an AI chat solution built for e-commerce enterprise brands, needed to sharpen its competitive positioning. As more AI chatbots came into the market, Linc needed to simplify technical jargon in order to better resonate with CX buyers.

Solution

First, we started with simpler product messaging by creating a framework that moved away from complex technical jargon, making its competitive differentiation clear and compelling. Instead of leading with "patented NLU models," we began to explain why their vertical (or industry-specific) AI models were so important: they understood more nuanced retail-specific customer needs, much faster. With less training, their chatbot could hit the ground running on improving e-commerce needs like consultative selling, order support, and multi-threaded conversations across SMS, web, and social media.

With this refined messaging, we developed:

• A new website technology page

• An updated sales pitch deck

• Revamped use case pages

• Product tour videos

Altogether, these messaging changes elevated Linc's unique value proposition, making its strengths more accessible and resonant with enterprise e-commerce buyers.

"We knew we needed to take a new approach to our product messaging, but really struggled on where to begin. The new technology page became a constant reference point because it told a really strong visual story around what was unique about our AI, and why that mattered." —Fang Cheng, CEO of Linc

With a clearly differentiated product story, Linc was able to position itself in front of interested parent companies for acquisition, and ultimately made a successful exit in January 2024.