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Lessons Learned from Writing Copy That Appeals to the Problems of Home Automation Engineers

Diana Bashta
December 27, 2022

How do you write copy that effectively resonates with your target audience? That’s the question most companies are trying to answer. However, it is much more challenging to define this target audience, understand their pains and offer a solution they need.

Looking for a reliable content writing partner, Blynk turned to Kaiiax to create a landing page for their Smart Home offering. Blynk has a fully-integrated suite of IoT software that allows customers to build and launch apps with no coding skills. Its clients are hardware engineers and B2B and B2C companies developing IoT systems across different industries.

We had a clearly defined audience ‒ Smart Home hardware engineers. Next, we had to identify what pains these engineers want to solve with Blynk’s products. Nothing extraordinary, right? But this case was not a typical one and soon you will understand why. Let’s start from the very beginning.

Researching the audience

To get a full picture of the customer we needed to target, we started with audience research. We talked to the Blynk team since they know their clients better than anyone else, explored their case studies, and read clients’ testimonials. We managed to learn every little detail about Blynk's clients, starting from what problems they were trying to solve to why they chose Blynk.

Not to overload you with too much information, we will give just a few examples that illustrate how we make this or that assumption based on clients’ reviews. 

Let’s take Raypak ‒ one of the Blynk clients based in the USA. The company manufactures boilers, water heaters, and pool heaters. Here’s how they explain why they picked Blynk.

“Raypak chose to partner with Blynk for IoT based on their ability to offer fast development speed and their extended portfolio of product offerings. Blynk allowed us to take an idea and make it a real product offering quickly and efficiently.”

Peachie Hytowitz, Senior Product Manager at Raypak

Another example is Sonder, a company that creates Smart Home products under its own label and for other companies. Here is what they say about Blynk:

“With Blynk, developing an app is quite easy. We can create a professional-looking app in a short period. We can easily test what works and what doesn’t before launch time. Making changes and updates is fast, so that we can deliver a better final product. Blynk helped us improve productivity by making app development and deployment faster, so we can focus our efforts on improving all of our products.”

Alexandre Carrillo, Embedded Software Engineer at Sonder

Generating a hypothesis

After we reviewed all the case studies and testimonials, we came up with Hypothesis 1. Our team assumed that the biggest pains of Blynk’s target audience are a long time to market and the need to hire qualified software engineers (which is not cheap, by the way). We focused on these problems in the title and hero text of the landing page. Here’s what we came up with.

Create an app for your smart home device – no coding needed

With Blynk, you can launch your IoT app with a full backend infrastructure in just 2 weeks. Over 500,000 hardware engineers have released their web and mobile apps using Blynk no-code IoT platform.

The next block had the title Achieve a faster time to market with Blynk,” while the third one “Let’s see how Blynk’s no-code magic works”

This way we targeted the main problems from the very beginning of the page. 

Getting feedback from stakeholders

We made the last edits and sent a landing page to Blynk. Overall, they were satisfied with the final result, but they still had doubts about whether we targeted the right problem.

A Blynk stakeholder pointed out that, perhaps, the biggest challenge for an IoT hardware engineer was to provide its user with a simple and intuitive app, and, this way, beat the competition. Here is what he said after reading the first version of the landing page:

“I like the benefits description and structure overall, but I think that it lacks problem pinpointing. Do we know what are the pains of Smart Home device manufacturers? Kinda: 99% of users expect a mobile app to work with home appliances.”

Iterating on a new hypothesis

Based on the stakeholder’s feedback, our copywriting team developed Hypothesis 2 ‒ the biggest problems of the target audience are low sales and the lack of competitive advantage. Consequently, in the second version of the landing page, from the first line, we focused on the end user of the Smart Home device. 

Although we didn’t change the title, we rewrote the beginning of the page. Here is what it looked like:

Create an app for your smart home device – no coding needed

Increase sales, improve customer experience, and get a competitive advantage. Blynk is a no-code IoT platform that lets you create a mobile app to work with your smart home appliances. Used by more than 500,000 hardware engineers.

The next block in the second version listed core benefits for the client:

We also added a block Your clients will love it” where we described benefits for end users:

Effortless device connection

Remote control and monitoring

Notifications and alerts

Smart automation

Picking the right version

When we had two versions created, we still were not 100% sure in favor of the first or second option. Let’s compare the outlines of both versions to clearly understand the difference:

Both pages pinpointed the core pains of the target audience, but we had to define what problems were more important for a reader. Once again, we turned to our partners at Blynk for help. Blynk's head of marketing sent two versions of the page to one of their biggest clients and asked for feedback. Here is what he wrote:

“Just took a quick look... I'd definitely go with Option 1. Most people nowadays have a decent sense of the advantages of the smart home, app-enabled devices, etc. So I would go right into why Blynk makes this exceptionally easy to stand up...I can read in more detail next week, but key will be making it clear that Blynk handles everything from Frontend (App) --> Communication Protocol (Firmware) --> Backend (Cloud, Dashboarding, etc.), so your clients don't have to think about anything super technical...Looks great overall!”

Since our first hypothesis was confirmed by research, client testimonial, and client feedback, we chose the first version of the landing page.

Polishing the draft

When the final choice was made in favor of Version 1, we began improving it. Our team thoroughly picked words and phrases to make each statement clear and accurate. We collaborated with Blynk’s team and made edits to make the page fit the value proposition perfectly. Check out what we finally got on Blynk’s website.

We continue our cooperation with Blynk and are currently working on the landing page that targets Smart City architectors.

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