Our product is a content management system, the target audience web designers and developers who build sites for clients. In that large audience however is a really wide variation in skill level, and not just a designer/developer split. We have customers who can barely write HTML, right through to real developers who use Perch along with other frameworks or just for simple sites that their clients request so they can get a job done with minimal fuss.
We’ve been pretty successful at targeting an audience of people for whom “easy” is the main selling point of the product, which then seems to lead to an impression that Perch is way less capable than it actually is. We’re a bit nervous of making it look too technical however - as that would put off many of the customers who like to see it as not being over complicated.
We try and move new users from just seeing the simple things you can do towards seeing all the more advanced functionality that takes a bit more understanding (but is still pretty easy in comparison to most systems) however marketing these features is hard. I sometimes wonder if our emphasis on how easy it is puts off people who don’t need easy!
So my question really is, how do you market a product that could appeal to quite different audiences? Does anyone else here have a similar issue?