How To Leverage Text-to-Speech Features When Marketing Your Product
If you’re reading this, odds are you recently integrated text-to-speech technology into your product. And if you did, then you’re sitting on a marketing gold mine. The benefits your customers can experience through text-to-speech features could completely change their experience for the better. It’s vital to include this information in your marketing plan.
To do this right you need to ask yourself, “Why should my customers care?”
Text-to-speech can be a great feature that provides your customers with loads of benefits. While not necessarily new to the industry, speech technology has seen a rapid increase in popularity over the last few years. New applications and devices are using text-to-speech synthesis to change the way customers interact with technology.
If you’ve made the decision to incorporate speech synthesis into your product, don’t waste the marketing potential it gives you. Text-to-speech can completely change the way people use your product, and even increase the amount of people who can use your product.
Let’s break down the best ways to leverage text-to-speech features into your marketing plan.
Like with any good marketing plan, you shouldn’t lead off by listing off all of your product features. Instead, you need to focus on the benefits of your features. How are your new features that worked for hours to create going to benefit the user?
Just claiming that your product has text-to-speech functionality is not going to excite anyone. Think deeper and figure out how the customer is going to benefit from this feature. Think about why you wanted to integrate text-to-speech into your product in the first place.
The “no look” benefit
This mostly goes for computer applications, mobile device apps, and custom embedded devices. Text-to-speech completely changes the way people consume information.
Before this technology, the only way to consume information from your devices was to look at them. You had to read the text that was on the screen. This required your undivided attention, and required you to have the screen of your computer or device right in front of your eyes.
Text-to-speech reads the information to you, and users benefit by having information read aloud to them. A prominent example would be a mobile device app that reads out directions to you while you’re driving. Drivers can’t look at their screens and read directions while they’re driving, so having the information spoken to them is a tremendous benefit to the customer.
Navigation apps, screen readers, health monitors, electronic records systems, and personal assistant apps are some examples of products using text-to-speech that should include this benefit in their messaging. Mention that your voices will read out information in a clear voice that allows the user to not have to look at the screen, which essentially allows them to focus on other things too or multi-task.
The accessibility benefit
This is a similar benefit to the one above. However, the way you frame will change your message. As stated earlier, we have to read from our devices to consume information. This makes using computers and devices difficult for people with vision disabilities and blindness.
Text-to-speech technology reads out the information, making any device or application that uses this feature accessible to people with disabilities. The benefit to these users is that they will be able to use your applications and devices thanks to your clear text-to-speech voice.
Make sure to emphasize how having text-to-speech functionality makes your product easy to use. People with vision impairments should be able to use your products painlessly, so make sure your product delivers and you communicate that it does.
Also point out that your text-to-speech voice is a high quality one that will sound natural when speaking. If a vision impaired person wants to use your iPhone app, then the only way that will be possible is if they understand what the text-to-speech voice is saying to them. Let them know that you (hopefully) integrated a natural sounding voice.
The “clear and natural sounding” benefit
This would be important to emphasize if text-to-speech is one of, if not the main feature of your product. This would be the case for IVR/Call Center solutions, announcement systems, and eLearning applications, among others.
It’s important to note that people don’t always have the best perceptions of text-to-speech technology. Years of having to listen to robotic and unnatural sounding voices are the root cause of these bad perceptions.
Times have changed though. The quality of text-to-speech voices has improved. In fact, they can be mistaken for actual human voices. Just listen to a demo of NeoSpeech’s US English voice Beth!
It’s going to be your job to let your target market know that your voices are more life-like.
For the end-users of the applications I just listed above, having a clear and natural-sounding voice speak to them is vital to their experience with your product. You must communicate that the high-quality of your text-to-speech voices is going to give end-users the best experience possible.
In the IVR/Call Center example, no one wants to call a company line and talk to a robot. Stress that your natural sounding voices increases caller satisfaction (which it does) and makes the overall experience better. In an eLearning example, talk about how students will learn better (which they do) by having a clear voice read out words, definitions, and books to them.
Like I mentioned before, text-to-speech is impacting the way we consume information. It may not be at the top of everyone’s minds when they think of the technology revolution that’s changing our world. But speech technology allows us to interact with technology in ways that were never before possible. It allows us to interact with technology as if it were a person.
If you decided to integrate text-to-speech technology into your product, do not waste the marketing potential it gives you. Understand how it’s going to benefit your customers, and communicate that to them. And if you haven’t decided yet if you want to include text-to-speech features, read our post on The Advantages of Text-to Speech.
What do you think?
Have you tried Capti? What did you think of the playlist interface? What do you use Capti for and why? Let us know in the comments!
Learn More about NeoSpeech’s Text-to-Speech
To learn more about the different areas in which Text-to-Speech technology can be used, visit our Text-to-Speech Areas of Application page. And to learn more about the products we offer, visit our Text-to-Speech Products page.
If you’re interested in adding Text-to-Speech software to your application or would like to learn more about TTS, please fill out our Sales Inquiry form and one of our friendly team members will be happy to help.