3 minute read
Most geospatial companies focus on features in their messaging—fast data processing, AI-powered analytics, high-accuracy insights. Some go a step further and talk about benefits—better decision-making, improved efficiency, reduced risk.
But benefits alone aren’t enough. If you want to create messaging that resonates, you need to tap into emotional benefits—the deeper reasons why your audience actually cares.
Start With Your “Why”
Your brand’s why is the most powerful part of your story. It makes you relatable, human, and emotionally compelling.
Why does your company exist beyond processing geospatial data? What impact do you want to have?
For example, a company specializing in climate risk mapping might say:
💡 Our why: To help communities and businesses build resilience against a changing planet.
A precision agriculture platform might say:
💡 Our why: To help farmers feed more people with fewer resources.
Once you know your own why, the next step is to connect it with your audience’s why.
Find Your Audience’s Why
To do that, you need to understand what they care about most. The best way? Ask them—and use the “but why” test.
Let’s say you provide geospatial analytics for city planners. A client wants to improve urban development efficiency. You ask:
- Why? → So we can make better planning decisions.
- Why? → Because bad decisions lead to wasted budgets and inefficiencies.
- Why is that a problem? → It means cities grow in ways that don’t serve the people who live there.
Aha. Now we have something deeper: Their real concern isn’t just efficiency—it’s creating livable, thriving cities.
Turning It Into a Message That Resonates
Most geospatial companies stop at problems and solutions. That’s why their messaging sounds the same. The best messaging connects the dots between your why and your audience’s why using an emotional framework like PASO:
- Problem: Urban planners struggle to make data-backed decisions that lead to better infrastructure and quality of life.
- Agitation: The frustration of wasted budgets, disconnected communities, and cities that aren’t built for the people living in them.
- Solution: Show how your why aligns with theirs. Instead of just saying “we provide high-accuracy geospatial data,” say why that matters—”We help planners create cities that actually work for the people who live there.”
- Outcome: The emotional payoff—planners feel confident in their decisions, communities thrive, and cities become smarter and more connected.
The Result?
When you write like this, you don’t just sell technology—you sell impact.
- Your brand stands out in a crowded market.
- You attract the right audience—those who care about the same things you do.
- Your clients feel heard and understood.
- And your messaging becomes a magnet for decision-makers.
Most geospatial companies don’t go this deep. That’s why most messaging is forgettable.
Try this approach and see the difference.
Need help? Chat to us about creating a compelling brand messaging strategy that positions you as the go-to brand.