If you’ve ever read a technology vendor press release, you’ll recongise the format. It usually sounds something like this:

“We’re thrilled to announce the launch of our groundbreaking, AI-powered, cloud-native, hyper-secure platform that will revolutionise the way enterprises leverage data at scale. With unmatched innovation and industry-leading capabilities, this solution empowers organisations to unlock unprecedented agility and drive digital transformation like never before. Our visionary approach ensures seamless integration, delivering unparalleled ROI and future-proofing your business for the next decade.”

Translation: We added a feature, slapped “AI” on it, and hope you’ll think it’s magic.

These announcements are polished, full of buzzwords, and designed to impress investors, analysts, and journalists. But for actual buyers? They’re often frustratingly vague.

---

What Buyers Actually Care About

Here’s the uncomfortable truth: most press releases are written for hype, not for clarity. Buyers don’t want to wade through jargon, nor do analysts; they want answers to practical questions. Here’s what’s usually missing:

• Clear Use Cases
  Don’t tell me it “drives transformation.” Tell me how it reduces compliance risk by 30%, or cuts cloud costs by 15%. Buyers want specifics, not slogans.
• Integration Reality
  Will this work with my existing tech stack, or am I signing up for a costly, six-month integration headache? Glossing over integration challenges is a red flag.
• Total Cost of Ownership
  Beyond the subscription fee, what are the hidden costs—training, implementation, add-ons? Buyers need the full picture, not just the headline price.
• Proof, Not Promises
  Where are the real-world success stories? Show me measurable outcomes from actual customers, not hypothetical benefits.
• Support & Roadmap
  What happens after purchase? Is there a clear plan for updates and long-term viability? Buyers want confidence that the product won’t be abandoned in two years.

---

Why This Matters

In a crowded technology market, trust and authenticity is everything. Buyers are sceptical of grandiose claims because they’ve been burned before. A press release that speaks their language (speaks to their pain points and backed by evidence), stands out. It doesn’t just announce a product; it builds credibility.

---

The Bottom Line

If you’re a tech vendor, stop writing press releases for your own ego. Start writing for the people who actually make purchasing decisions. Skip the jargon, ditch the empty promises, and answer the questions buyers care about. Because clarity and authenticity sells better than hype.