In industrial B2B the datasheet doesn't sell. Yet most automation websites are long spec lists.
The three recurring mistakes
1. Specs instead of value
Listing tolerances and protocols without translating them into OEE impact, scrap, downtime.
2. Features instead of benefits
Describing what it does without explaining which problem it removes and its worth.
3. Engineers instead of customers
Language written for internal tech, not the buying decision maker.
What to do instead
- One-sentence positioning: who for, against who, with what verifiable promise.
- Proof: cases, numbers, demos.
- Content architecture: from customer's problem to solution.
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