Confused by Web3: It's the Language--And Here's What You Can Learn

People grimace when I say Web3.

I’ve even been advised to stop talking about it, because I “instantly make business owners think I’m a techie and I’ll confuse them.”

I’m not a coder; I’m a marketing strategist who works with business owners and Web3 is a major opportunity.

But people’s apprehension around the topic is a perfect example of what happens when you market your product or service through “in-group jargon” instead of language your audience instantly connects with.

I know you’ve heard the terms NFT, Crypto, Blockchain, Augmented and Virtual Reality, decentralization, and cryptocurrency.

• But has anyone asked you the following questions:

• Post-pandemic, how are you building and rebuilding community?

• Do your clients have data and privacy concerns when they engage with your website online?

• Are you able to build accessibility into your products?

• Do you have a loyalty card or any other ways your members have greater access and incentives?

• Would your audience be interested in being in conversation with [hard-to-reach celebrity] they might never speak with otherwise?

• Is there something we could add to the physical space that would it more comfortable or exciting for people?

• Are people able to connect with you and your content as they go about daily life?

These questions aren’t scary—and they’re all at the heart of web3.

Decentralization, blockchain, NFT, AR/VR, Social audio, gamification etc can become discussions of ownership and trust; identity and community; experience; access; incentives and so on.
Marketing101 is using the language your customer uses. Don’t make them feel like outsiders so they never even come in the door. Frame what you’re doing in language and concepts they’re already on board with.