Using plain language in marketing materials and communications is essential to drive widespread blockchain adoption, according to speakers at Paris Blockchain Week.
Ayment Soufi, strategic director at SunContract, told delegates that end user communication must use simpler language to prevent creating an app “built by nerds for nerds,” where only they can understand the jargon.
He added that customers typically don’t need to know the ins and outs of blockchain or its infrastructure – they just want a product that works. Therefore, communications should focus on how the product benefits the customer.
Claudio Bedino, head of growth for Europe at Gemini, agreed that companies using blockchain technology must change the way they communicate with their retail customers.
“We need to shift the language we use to communicate with the customers,” he said, “It’s part of the way we’re looking at attracting new customers.”
He added that using simpler language also helps customers understand the regulations companies must follow, as firms act as intermediaries for their customers.
While regulations can be complex, Bedino noted that it’s not the regulators’ job to explain these details to end-users. Instead, firms are responsible for simplifying the language, ensuring customers understand the decisions made in line with compliance.