Start from the buyer's specific fear, not from the product's capabilities. Deep tech buyers are climbing a friction ladder — they want to know what risk disappears, what decision becomes easier, what accountability shifts when they adopt the product. Use cases tied to specific situations beat technical descriptions every time. Animation and 3D visualisation beat static screenshots for products that are invisible to the naked eye. Named customers with specific outcome data beat generic claims about capability. The agency needs to learn the domain well enough to make the distinction between what's technically impressive and what's commercially legible.
