Copywriting That Sells High Tech Blog

What Technical Writers Can Learn From Copywriters

Last week I wrote about the writing skills that copy writers can learn from technical writers.

In the new world of planning customer communications from the perspective of content first and documents second, technical writers can also learn a few writing skills from copywriters.

As a former technical writer myself, I can hear some of you sniffing, "Why would I want to write fluff?"

Because good copywriting (not fluff) can truly help a customer's understanding of and engagement with your technology product or service.

You may already be working with your marketing counterparts more often as marketing activity increasingly relies on Web content -- and on your content development, production, and management assistance. 

But how will this increased marketing interaction affect your writing work?  The matrix below lists some likely areas:

 

Content Skills	How Technical Writers Have Been Trained	What Copywriters Know
Messaging	Limited if any knowledge of marketing message principles and techniques	Messages promote the product and company, but also reflect customer needs and issues.
Search engine optimization (SEO)	Some knowledge of SEO for online content	Required knowledge and skill for all copywriters today; helpful for online content.
Audience segmentation	Focus on users, not decision makers. Skills are applicable, but different focus.	Knowledge of technical and business decision makers, business vs. consumer marketing. Brings a new understanding of user interests and communication needs.
Social media writing styles	Style specifications; standardized vocabulary	Informal style and vocabulary suited to the norms of social media.

Like the skills listed in last week's post, this matrix is just a starting point for our discussion. What other knowledge and skills do you think it should include, for copywriters and technical writers alike?

PS: Whether you are a technical writer or copywriter, you can learn these technical copywriting skills from my book, Copywriting That Sells High Tech.

What Technical Writers Know That Copywriters Don't

If your company is like many high-tech firms, the technical communication (techcomm) and marketing communication (marcom) groups are in separate departments and rarely interact, much less collaborate on writing projects.

In some cases, techcomm may provide production support for graphics, loading files into a content management system, or posting items on a web site or blog. But writing help?  Thanks, but no thanks. The marcom group has all of the creative projects covered. You can go back to writing those dull procedural manuals.

Well, it's time to change those perceptions and that limited way of working together.

Why? The growing shift across marketing and PR from documents to content. This change is demanding new skills from copy writers, skills not typically taught in copywriting books and courses, but which are part of a technical writer's core repertoire.

I started my career as a technical writer, writing documentation for a few years before I made the transition to marketing writing. I'm glad I took this path, because it gave me tools for presenting very technical subject matter effectively and clearly in promotional text.

If you're a copywriter, check your knowledge and skills against the matrix below. What do you need to learn?

 

Content Skills	How Copywriters Have Been Trained	What Technical Writers Know
Short, "chunky" copy	Long-form, narrative-style text	Writing skills for short and long content elements
Structured copy, e.g., tables and lists	Long and unstructured bullet lists; few other structuring techniques	Structured lists, tables, and other information design techniques
Diverse content elements for information clarity and easy access	Some collaboration with a graphic designer during document layout	How to use content elements to improve communication clarity
Infographics	Little knowledge unless from a journalism background	Effective use of technical and explanatory visuals
Principles of good Web page design, user interaction, and site navigation	Limited knowledge or involvement	Information architecture and usability training; work with content management systems; focus on creating a positive visitor experience

This matrix is just a starting point for our discussion. What other knowledge and skills do you think it should include, for copywriters and technical writers alike?

Watch next week for a related post: What Technical Writers Can Learn From Copywriters.

PS: Whether you are a technical writer or copywriter, you can learn these technical copywriting skills from my book, Copywriting That Sells High Tech.

PRSA Technology Public Relations Conference

The Technology Section of the Public Relations Society of America (PRSA) will hold its annual conference on high-tech public relations in New York on Tuesday, June 9, 2009.

The agenda promises a strong focus on using social media tools for public relations, including:

• Creating relationships with bloggers
• Fostering viral PR
• Reviewing best practices for social media usage
• Measuring results

View conference details and register: PRSA T3PR Conference.   

Learn Technical Copywriting in an Online College Course

Many readers have asked me, "Do you offer training in technical copywriting?  Do you know of an online seminar where I could learn more about the principles and techniques covered in your book?"

Until now, my answer to both questions has always been "no."  I am no longer available to deliver training myself, and except for a few degree-oriented college courses around the country, I knew of no other option.

Today I'm happy to report that a new, distance-learning option is available to you: an online technical copywriting course from the University of Missouri.

In 10 lessons, the TC 260 Practicum in Technical Communication course covers the essentials you need to be an effective technical marketing writer. You'll also practice by developing several types of marcom documents, including a product sheet, white paper, and product analysis.  All lessons are accessed and course work submitted online and you do not need to enroll in a degree program.

The course uses two books:

1. My own Copywriting That Sells High Tech
2. And a book that I recommend as a complement to mine: Technical Marketing Communication

Learn more about the course prerequisites, content, costs, and enrollment procedures:  University of Missouri TC 260 Course.      

Guest Post: Speak to the Right Decision-Maker in Your Case Study

A note from Janice King:

Although I have written hundreds of them over the years, customer success stories and case studies are still my favorite copywriting project and tool for technical sales and marketing. If you are a technology marketer, you know the power of customer stories for bringing life to complex and sometimes boring technology products.

Whether you're a marketer or a writer, I'm happy to recommend a terrific new book, Stories That Sell by Casey Hibbard. It presents clear, in-depth, and relevant guidance on producing case studies and managing customer reference programs. I rarely give a five-star review on Amazon, but this book deserves it -- and a place on your marketing bookshelf. Check out the book here.

Read on for a taste of Casey's ideas. In this guest post, she discusses a case study challenge that often arises in technology sales: purchase decisions that are made by both business and technical buyers.   

Consider Casey's insights, then share your tips for targeting decision-makers with customer case studies and success stories by commenting on this post.

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Speak to the Right Decision-Maker in Your Case Study, by Casey Hibbard

In selling technology, customer case studies educate buyers about complex solutions and validate a pricey investment better than just about anything else.

Yet many technology companies miss the mark with case studies. They break a major tenet of Marketing 101 – failing to target the right audience. A case study simply isn’t one-size-fits-all.

If you’re selling a technology solution, a case study should address the technology benefits, right?

Wrong. In fact, a case study should only focus on technology benefits if the key decision-maker is in a technical role. Maybe the reader is an executive, a business unit manager or an end user.

Ideally, the decision-maker should see themselves and their organization reflected in a case study. A case study will “click” for readers when the industry matches, the challenges match and the individuals quoted match the prospect’s situation.

Whether you’re a writer or marketer, here are four questions to ask to help you target the right decision-maker with the right information.

Who’s the primary decision-maker?
Find out who in the customer’s organization typically makes the purchase decision. Is it one type of professional or usually a selection committee comprised of various types?

If you can’t answer this question, survey the sales force formally or informally. Ask a few sales reps to tell you who (roles) actually made the purchase decision in recent sales.

What matters to the audience?
If the key decision-maker is in a technical role… focus on the specific technology benefits that person cares about. Technical people typically want more “how it works” information, as well as details about maintenance, training and support. Find out from internal sources about the technical decision-maker’s common concerns, and ask interview questions accordingly.

If the key decision-maker is in a business role… emphasize business benefits and measurable results. Also learn the business decision-maker’s primary concerns and ensure you address them in the interview.

Can you accomplish the goal in one story?
When multiple people are involved in the purchase decision, decide whether you can achieve your objectives in a single case study. Some organizations create “technical case studies” and “business cases” to address multiple audiences.

But not every organization has the resources for both. If you create a single case study, include more business benefits with some mention of technical benefits. Then supplement the case study for technical audiences with other marketing materials that address technical “how” questions, such as white papers or other collateral.

Can I interview a person in a similar job title?
For the greatest impact, match the person quoted in your case study with the type of person that will read the story. The job titles should be similar. Again, if the story addresses multiple decision-makers, try to interview more than one person.

Always keep your audience top of mind, and check back regularly with sales and marketing contacts to ensure that the case studies continue to hit their targets.

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Contributor Casey Hibbard is president of Compelling Cases, Inc. and author of the book Stories That Sell.

From Copywriter to Content Developer

I predict that within the year, many freelance and corporate copywriters will start to call themselves content writers, content marketers, content developers or, perhaps, content copywriters.

The reason? Marcom and PR activities for many high-tech companies are shifting from traditional, document-based communications to more dynamic, multimedia forms of information sharing and dialogue.

In the past, the marketing-communication process for new product launches typically started with a checklist of "we need a data sheet, white paper, press release, and a few case studies." 

Now, with communications media from print documents to webinars, videos, and podcasts, from web pages to blogs, wikis, and Twitter tweets, marketers and their copy writers need to look at what they produce in a whole new way. 

Communications planning can now begin with questions such as:

• Who are the different audiences we want to reach with this product?
• What will they want to know about it?
• What are the best ways and places to reach them?
• How can we develop appropriate content for each of these outlets?
• How can we maximize the visibility and use of our content elements?
• How can we ensure that all content presents our information accurately, clearly, consistently, and coherently?

The result of this analysis is likely to be a unique list of content resources to develop for each marketing activity -- a mix of traditional print documents with web and social media content.

For the copywriter, working in this new world means expanding your thinking and writing skills beyond the traditional document definitions.

You'll need to learn how to think in visuals as well as words, from creating image concepts with graphic designers to writing scripts for Flash-based web presentations, video broadcasts, and webinars. 

You will also need to become a master at crafting "bits and chunks" -- or, as it is more formally called, "atomized" content, that lends itself to easy referencing and replication across the web and blogosphere.

You will need to understand copywriting techniques for search engine optimization certainly, but also effective strategies for tagging and writing "link bait" copy, the text that can attract visitors to your blog or website.    

For those of you with experience as technical communicators writing online manuals and help files, the concept of content development and management isn't new. But it may not be implemented as formally by a marcom group as it may be by the technical publications group.

If you have always been a copywriter, especially writing long-form marketing materials, you have some learning ahead about new ways to conceive, write, and manage your information.

And if you're like me, with experience in both the technical writing and copywriting realms, it is a matter of learning the best content development principles, practices, resources, and skills.

I will be exploring this topic more in 2009 and sharing the resources I find in future blog posts. But to begin, I looked at my book Copywriting That Sells High Tech, where I found especially useful ideas for content marketing in these chapters and sections:  

• Chapter 6:  Content Types describes how to handle the types of subject matter typically found in marketing materials for technical products, services, and companies.      
• Chapter 5:  The section on Visuals; also see my recommendations for infographics.
• Chapters 10-12: For each of the sales, press, and alliance materials described in these chapters, I present a list of content ideas that can be adapted to many media types.

Are you starting to see a shift in the nature of your writing assignments?  If so, how is this shift changing your work and writing skills?  Which resources have you found to be useful as you learn to write for podcasts, Webinars, blog posts, and other social media outlets? How is your marketing department starting to practice content management?

Share your insights by entering a comment on this post.

What if Prospects Won't Read?

I came across two important articles this week, indicative of a trend that I believe will significantly impact the work of technical copywriters from this point forward:

1. What if readers can't read?  Discusses changes in audience reading habits and tools, published in the STC Intercom Magazine, 2/2009 issue.

2.  Reading, writing and recession. Reports how budget cuts are forcing many local schools to close their libraries; an action that discourages not only reading of physical books, but also the serendipity of discovering new ideas as students explore the shelves.  (Time magazine, 2/23/09 issue)    

The lessons discussed in these articles apply equally to marketing communications, where our prospects face a deluge of information and nearly uncountable sources of opinion and commentary. Yet their time for attentive reading and thoughtful analysis is becoming ever shorter and ever more subject to interruption.

So, for marketing communicators I would write an article called "What if prospects won't read?"

Are the days numbered for long-form sales materials such as brochures and white papers? Will all of our product information, customer success stories, solutions messaging, and other content be delivered only through short-form web pages, blog posts, and Twitter tweets?  

Although I am still writing many traditional marketing materials, I'm also receiving more projects from my clients for short-form content. 

What do you think?  Are you seeing a change in your work assignments or how your company approaches marketing communications?

How Google Responds to SEO Writing

Every copywriter today must know the techniques of good writing for search engine optimization or SEO. You can find a lot of good advice in books, web sites, and blogs devoted to SEO ... but here's a resource directly from Google:

Google's SEO Starter Guide

Written by Google employees, this guide contains tips and insights that I haven't seen anywhere else.  It also presents extensive illustrations of how Google respond to certain SEO techniques. It's a free download, and one you'll want to study.

TypePad Features Copywriting That Sells High Tech!

TypePad has chosen this blog as a featured site! Read the comments from the TypePad reviewer.

Understanding copyright issues

Many marketing communications projects involve the use of content from a variety of sources: photos from a commercial photographer or stock agency, diagrams from an illustrator, text from a freelance writer or other paid contributor.  In your role as a marketing communicator, it is vital to understand the many legal requirements for using these content elements.

My book Copywriting That Sells High Tech presents a summary of legal issues such as copyright, work for hire, and usage permissions. 

A more extensive explanation is provided by the book Fair Use, Free Use and Use by Permission, by Lee Wilson. 

Clearly written by an intellectual property attorney, the book discusses many of the issues and scenarios you'll commonly face in publishing content. Particularly useful are the checklists, information resources, and sample permission letters contained in the appendices.

If your work involves the use of any externally generated content, you'll want this book on your shelf. 

Teleclass: Growing Leads With White Paper Syndication

Syndication sites are popular for distributing white papers and attracting sales leads.

Learn how to expand the reach of your white papers and generate more leads in the teleclass Growing Leads With White Paper Syndication with guest Howard Sewell, a syndication expert.

The live class will be held on July 16, 2008, but you can also order the audio file later. Better yet, consider ordering the complete 2008 White Paper Teleclass series and enjoy substantial savings!

Learn more about this class and the series: Growing Leads With White Paper Syndication

Infographics enliven technical content

Infographics -- the  highly annotated  visuals that appear in newspapers to explain complex stories -- can be great tools for  clarifying and enhancing technical content.

I have studied many infographics books and recently found another book to recommend:  A Practical Guide to Graphics Reporting by Jennifer George-Palilonis.

This book will help you will evaluate content to find cues for visuals and consider how different types of graphics might enhance your text. Individual chapters cover multimedia graphics, writing the text to accompany infographics, and interpreting statistics correctly.

A clear writing style and numerous examples makes this book a highly accessible and useful learning tool.     

For other worthwhile graphics books, view this list of Recommended Reading.

Avoiding "legalese"

Especially in white papers or other marketing documents that need a formal writing style, it can be easy to include "legalese" words such as heretofore, whereas, and above-mentioned. 

These words are often confusing for readers and can create a style that is unnecessarily stiff. Substitutes can be easily found that are more understandable while still maintaining a sense of formality. 

For see a list of similar words and expressions to avoid, see this list from the US Federal Register: Drafting Legal Documents

Hurry -- A great online seminar for promoting your business

You may have seen the promotional emails that flew around the Internet in the past few days about a new video series from Michael Stelzner, author of the authoritative book on writing white papers.

If, like me, you have seen the complete video series, you know they are well worth any business person's viewing time.

And you can take the next step for growing your business by registering for Michael's upcoming online seminar on marketing white papers.

You'll get a whole new way of looking at how to promote yourself, your company, and your clients.

But you can't dawdle ... registration is open only this Friday, May 16. If you consider only one training or marketing event in 2008, this is the one.

Watch the video series and get the exclusive registration details here.

Reviews: Juggling Egos, Comments, and Schedules

For many copywriting projects, an enormous amount of time, effort, and political negotiation goes into the review process. You must continually juggle different comments from multiple reviewers against firm project schedules and budgets--not to mention the political sensitivities and personalities that often get in the way of objectivity.

Several strategies can make the review process more fruitful and manageable.

Their Review, Your Control

An essential strategy is to determine in advance how you will control the review process. In particular, identify who will serve as reviewers and how they will work with drafts.

Different projects will have a different numbers and types of reviewers. For some projects, only one or two reviewers will be needed. For other projects, it will seem like half the people in the company will be giving feedback. Typically, the more significant the document is to the marketing effort, or the greater the visibility it will give your company, the larger the number of reviewers and the more review cycles.

However, not all reviewers need to see the copy at every stage of its development. Some reviewers will see the copy in every draft while others reviewers will only need to see the final text.

Giving reviewers copy at different stages of its development offers several advantages for managing your projects.

First, you can ask the subject experts to review copy in the early drafts, when extensive revisions can be made easily and inexpensively.

Second, some people have trouble visualizing how draft copy, which is usually printed as straight text without any formatting, will appear in the final document. For these reviewers, presenting the copy in the design layout can help them make more constructive comments.

Finally, reviewers such as company executives may need to see the final layout--with text and visuals together--in order to verify that the piece will convey the desired messages and branding.

Tell Reviewers What to Do

Use a reviewer's checklist to present instructions on the type of comments you want from reviewers. Without guidance, reviewers may assume that any and all aspects of the draft are open for comment. This means an engineer from whom you wanted a technical review may give you comments on the marketing messages as well.

Caution reviewers about attacking the tone, style, or concept in the draft. Remind them that even if the approach is not one they would choose, they should be able to accept it as long as the approach does not introduce errors in the content.

A frequent hurdle in managing reviews is motivating reviewers to complete their work on time. Tell your reviewers that if you do not receive their comments by the due date, you will interpret their silence as implied approval of the copy in its current form.

Another strategy is to identify an "information freeze" date for reviews--a point past which you will not accept major changes to the content. Make sure your reviewers understand the relative costs--in time and expense--of changes made at each point in the document's development. This strategy can go a long way to discourage last-minute "tweaking" by a company executive.

Getting Useful Comments

Realize that reviewers won't always give you the type or amount of comments you may want for a piece. Some reviewers may never look at your draft, some will read only part, while others will wait until the last minute and give it only a cursory look. Comments may be vague and incomplete, or at the other extreme, the reviewer may return a complete (and usually poor) rewrite of your text.

You will need to make a judgment call when selecting which reviewer comments to incorporate in the document. It is usually helpful to have one person other than yourself designated as the "referee" who can negotiate with the reviewers who provide conflicting comments.

Of course, like any writer in an organization, you'll need to develop a thick skin when reading reviewers comments. Understand that a draft returned to you with a substantial amount of edits may not be an indicator of poor writing on your part. Instead, it may simply be a case of changes in the product positioning or information.

"No passion in the world is equal to the passion to alter someone else's draft," said H.G. Wells. By applying the strategies discussed here, you can streamline the review process and receive comments that are more about content than ego.

P.S. You'll also gain valuable ideas for managing the review process in my book, Copywriting That Sells High Tech.

About the Author

Janice King is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. Learn more about Janice's copywriting services.

Janice's latest book, Copywriting That Sells High Tech, has been called "a superb guide to great copy for any technology-based product or service." Learn more at the book's companion site.

Copyright (c) 2007, Janice King. To republish this article on your site, access the article text and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.

Teleclass: Techniques for Interviewing Experts

Interviewing subject matter experts, especially technical people, can be a great learning experience ...  or an exercise in  exasperating bewilderment.

Learn more about effective interviewing techniques in the teleclass Techniques for Interviewing Experts with guest John Brady, author of The Interviewer's Handbook.

The live class will be held on April 16, 2008, but you can also order the audio file later. Better yet, consider ordering the complete 2008 White Paper Teleclass series and enjoy substantial savings!

Learn more about this class and the series: Techniques for Interviewing Experts 

"Everything I know about writing I learned from ..."

You know the old saying: "Everything I know about life I learned from ... [my mother, my dog, my kindergarten teacher, insert your favorite source here].

Well, I'm sure that when you think back, you can identify a major influence on your development as a writer. Perhaps it was a teacher, a colleague, a particular project. 

For me, it has always been the "challenging" reviewers, the people who read my prose with a very different perspective than what I had in mind while writing it. They help me  understand different ways of learning, different interpretations of words, and many ways to presents my ideas with greater clarity and interest. 

Who or what has been your greatest influence as a writer?  Share your stories here; I'm sure we will all learn from your experience.

Essential books for every technology marketer or copywriter

Many books have been published about copywriting and the challenges of marketing technology products. Some are good, many are a waste of time. I know, because I have read most of them and continue to keep the latest books in my reading stack.

I have chosen the books that I think are worth your time in my recommended reading list. It includes marketing classics, writing references that I keep close at hand on my desk,  and useful introductory guides for students and newcomers to the field. 

Check the list to find a new book to add to your shelf.  Also, check the Books category on this blog for my latest recommendations!

And of course, I recommend my own book: Copywriting That Sells High Tech.  I wrote it because it was a resource I needed, but could not find, for my own copywriting work for global technology companies.   

Do you have a favorite book to recommend? Share the information in a comment on this post. 

Smart marketers deal with recession fears

Is a recession coming? Are we in one already? These are hot questions for many marketers today. And the fear that comes with a potential economic downturn is prompting some to change their marketing plans for 2008, as reported by BtoB Magazine.

Having gone through several recessions -- including the tech bust a few years ago -- I still believe that an active communications program, with on-target sales and public relations materials, is key to boosting sales and customer confidence.

Think of how you can refresh your marketing efforts, while still watching the budget, with these ideas:

• Communicate your product and service value with customer case studies and success stories.
• Convey the strengths of your company and solutions through Web content, white papers, and online articles.
• Engage customers in conversations that can set the stage for future sales, whether in a sales call or an online blog or discussion forum.

Read the full article. What tips can you share for smart marketing in a slow economy?

Teleclass: Mastering White Paper Layout and Design

Whether you are a writer, market, or graphic designer, you need to be just as concerned about the look of a white paper as its content. If a white paper isn't visually appealing, then it won't be as attractive or engaging to readers. It may even be perceived as a lower-quality document. 

You'll learn more about how to improve the visual aspects of a white paper  in the teleclass Mastering White Paper Layout and Design, with guest Roger Parker, a very well-known designer and author.

The live class will be held on February 13, 2008, but you can also order the audio file later. Better yet, consider ordering the complete 2008 White Paper Teleclass series and enjoy substantial savings!

Learn more about this class and the series: Mastering White Paper Layout and Design

Videos, Podcasts, Webcasts -- Don't Forget the Print Documents

I regularly write about advanced technologies, but I will admit what some may consider a hopelessly antiquated bias: I much prefer print materials and rarely watch online videos or listen to podcasts. 

The main reason: Most rich media wastes too much of my time.

I want to find to the information I'm looking for fast, and skip all of the introductory throat-clearing content, company and product promotional hype, empty transitions, and other irrelevant information.

Easy to do when you scan a printed document; much more difficult to find the relevant parts by using the fast forward or reverse functions on a rich media file (if those functions are even available).   

Of course, this assumes that I can actually stream or download the media file easily, and that the file has enough quality to make watching or listening a tolerable experience. 

So, if a site offers content only in video or podcast form, I usually leave and look for a print resource elsewhere.

It turns out that I am not the only one who prefers reading print materials as the first or only way of becoming a sales lead from a Web site. 

In a B2BOnline Webcast, Alexa Wriggins, the director of online marketing for PC World Magazine, discusses the factors and constraints that guide site visitors to choose a traditional print document such as a white paper over rich media content (audio or video).

She notes that site visitors have limited time, and may find reading a document faster and easier. They hesitate about investing the extra effort required to view or listen to rich media files. And, working in a cubicle means that video & audio files may be an annoyance.

Her conclusion: Marketers need to offer communications in a variety of formats to meet visitor needs. 

Although her presentation is brief and high level, it will likely prompt you to consider more carefully the choices you offer site visitors for accessing lead-generation content.

See the slides and link to the Webcast:  Lead Generation Webcast

And a survey from the firm Doremus and the Financial Times newspaper found that C-level executives prefer print materials over online information.  Read the article in BtoB Magazine: Executives Prefer Print 

White Paper Seminar on DVD

If you missed Michael Stelzner's live seminar on writing and marketing white papers, you have another chance ... The full-day seminar is now available on
a 4-disc DVD.

In this seminar you'll learn how to:

• Master all aspects of white paper writing
• Write white papers attract and engage readers
• Develop highly relevant, reader-focused content

You'll also see the many marketing opportunities for white papers ... and gain insight from the real-life lessons of FedEx, Ikea, Yale and more!

The DVD set even includes a special Q&A session about succeeding as a freelance white paper writer.

See the details and order: White Paper Seminar DVD

New professional group for corporate blogging

Marketers who are responsible for blogging at several large, global companies have formed a new professional group: The Blog Council. Among the members are technology companies such as Cisco, Dell, Microsoft, Nokia, and SAP. 

The group is targeted to marketers who want to share best practices for blogging, participate in community discussions and events, and access resources relevant to blogging by major corporations. Several resources are already posted on the group's Web site.

And if you like in-person gatherings, the Blog Council will host an "unconference" in Orlando, Florida on January 22, 2008.

Learn more about the event and the group: Blog Council.

New year, new marketing trends

My favorite holiday is New Year's Day ...  So full of potential, new ideas, and new energy. 

I wish you all of that and more than 2008.

To help you with new ideas for technical copywriting, marketing, and sales,
BtoB Magazine has published the top 10 marketing trends for 2008. The trends relevant to technology marketing include:

• Green marketing. I've seen this trend already, as my writing projects increasingly cover energy consumption, eco-friendly product packaging, and other environment-related  topics.

• Globalization. Technology companies have long known the importance of global markets; expect those opportunities to expand in 2008.

• Shift from print to online channels. BtoB predicts the largest portion of marketing budgets will shift from print and broadcast media to online marketing.

• Marketing operations managers. A new role within marketing departments, this job will seek to improve marketing performance.

What trends do you see for the year ahead?

P.S. Thanks for reading this blog in 2007. And remember, look through the archived posts for other ideas and resources that will continue to be relevant to your work in 2008.

Sometimes the best writing tools come in small packages

Transition words and phrases are one area where writers often get into ruts. But not with this this handy little reference: A Writer's Guide to Transitional Words and Expressions by Victor Pellegrino.

The book contains word lists based on the content of the transition, which, along with a thumb-tab page design, makes it easy to find an alternative phrasing.

If you often write articles or other materials that present quotes from sources, the book is worth the price just for its list of substitutes for the word "said."

Only a few books earn a spot on my desk because I use them every day. This book is one of them. 

Pellegrino has published two other books that appear useful, although I haven't yet reviewed them:

A Writer's Guide to Powerful Paragraphs

A Writer's Guide to Using 8 Methods of Transition

Increase Product Sales with Cross-Selling and Up-Selling

Sometimes buying a product is difficult because of the variety of models--with options, add-on items, and services--the customer must choose from in order to obtain a complete solution. Promotional materials for these products must present the choices clearly and take advantage of opportunities for cross-selling and upselling.

Cross-Selling Adds More Items

Cross-selling promotes an add-on or accessory product or service that, when combined with the primary product, makes a better or complete solution. A classic example of cross-selling is the question, "Do you want fries with that?"

In many cases, cross-selling involves helping customers assemble a tailored product from a variety of options. An effective cross-sell presents these options clearly and makes it easy for customers to choose among them.

Upselling Adds More Value

Upselling promotes a more powerful or higher level model than the one the customer is considering. To use the fast-food metaphor again, an up-sell would be "The deluxe burger is not only bigger, but it includes the special sauce and only costs a little more. Would you like that instead?"

A product model that offers greater capabilities, flexibility, or capacity might be suitable for upsell. In this case, the seller's job is to make sure a customer is aware this model exists and to encourage consideration of both models before the purchase decision.

Promotional Ideas

Both cross-selling and upselling can be done in print materials and on the Web. The following ideas can be used for print materials such as brochures, catalogs, and selection guides:

* Include a brief "Related Products" section that lists the names or model numbers of upsell and cross-sell products.

* Present a chart of available options, describing the target use or environment for each.

* Describe typical packages or product combinations, especially when a customer must purchase multiple components. This can be done with a simple bullet list that describes the content of each package.

Because of the dynamic links between pages, cross-selling and upselling are especially easy to implement on a Web site. For example, you can create links among catalog pages to show related products, or link to a services page from a product page. The navigation process you define for purchase transactions on a Web site can also guide a visitor through pages that present cross-sell or upsell options.

More Choices, More Sales

If handled correctly, cross-selling and upselling can help customers choose the best products for their needs and generate a stronger customer relationship for your company. And of course, more revenue too.

About the Author

Janice King is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. Learn more about Janice's copywriting services.

Janice's latest book, Copywriting That Sells High Tech, has been called "a superb guide to great copy for any technology-based product or service." Learn more at the book's companion site.

Copyright (c) 2007, Janice King. To republish this article on your site, access the article text and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.

Creative Copywriting: Techniques for High Tech Products

Most copywriters don't equate high tech with high creativity. After all, how can you get excited about writing a brochure for a hardware or software product when most of the text must be a dull recitation of features and specifications?

Yet many promotional materials for high-tech products can benefit from a dash of creativity. The trick is to develop a set of creative writing techniques that you can easily call on and adapt as needed for each project. The creative ideas in this article will give you a great start.

Extend a Concept

In many cases, a particular marketing document must carry through the themes, images, and creative concept of an advertising campaign. While you'll want to maintain continuity among related materials, you can also look for ways to extend the creative concept.

Repeating a theme statement, adapting an image, and continuing a metaphor are possible creative extensions.

Use Fresh Language

Many marketing and public relations materials for high-tech products seem like they were written by the same writer. Certain words, phrases, and styles become popular and make their way through marketing departments like fashion trends.

When you tire of the latest overused buzzword, how do you find a substitute that has the same appeal to a reader? And perhaps more realistically, a replacement word that will have the same appeal to the product manager or sales director who must approve the document?

Develop your own synonym list for the stale marketing jargon that appears in your materials. For example, instead of describing a product as "leading," use one of these words: superior, first-rate, outstanding, remarkable, innovative, excellent, proven, or acclaimed.

Avoid Waffles and Couch Potatoes

Two other problems commonly creep into marketing text: waffle language and couch-potato verbs.

Waffling is the impression left in the reader's mind by any sentence that includes the words "can" or "may." Corporate attorneys love these two words, because they limit the company's potential liability, by not explicitly promising that the product actually performs as described.

Indeed, it is appropriate to use the words "can" or "may" if the feature is optional or conditioned upon an external product or user action. But the marketing message will be stronger if you delete these waffle words and use a clear, strong verb instead.

Another fast way to deaden the impact of a marketing piece is to use any form of the verb "to be." These state-of-being verbs create a sentence that just sits there, like a couch potato, passively expecting readers to generate their own enthusiasm. In particular, sentences that begin "There are" or "There is" create a sense of distance that dampens the reader's interest.

Active verbs are the answer for writing text that will have a more powerful impression on the reader. A simple way to identify couch-potato verbs in a document is to search for the verbs "is" and "are" and replace them with active verbs.

Paint a Picture, Tell a Story

Determine if the document could be improved by using any of these creative techniques:

• Using imagery such as a metaphor, analogy, or allusion to something non-technical that will help the reader's understanding.
• Reformatting the document to present the text in a more attractive way or to add diagrams, photos, tables, or other visual elements.
• Including customer stories or anecdotes, written in the customer's voice.
• Adding humor to the language or graphic design; if appropriate to the content and audience.

Use Writing Resources

A comprehensive and current dictionary, thesaurus, and word usage guide are essential for finding fresh language and sparking your creativity. These resources are especially helpful:

Richard Bayan: Words That Sell: The Thesaurus to Help You Promote Your Products, Services, and Ideas. A thesaurus of promotional adjectives and phrases, organized by product quality.

Stephen Glazier: Random House Word Menu. A cross between a thesaurus and a dictionary, with words arranged by topic. Very useful for text that incorporates a metaphor or imagery, because you can easily find all related words in one place.

www.thesaurus.com: Roget's Thesaurus on the Web. Links among listings make it fast to find the best word.

And if you're a visual thinker, you'll enjoy the Visual Thesaurus -- a type of mind mapping that shows relationships among related words. (You'll have so much fun using this tool, you may get distracted from your original search!) The site also contains numerous articles and other resources for writers. 

Develop Creativity with Practice

The copywriting techniques described in this article can require careful thought to execute well. But with practice, you'll be able to apply more creativity in ways small and large, according to the needs of each high-tech marketing or public relations project.

About the Author

Janice King is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. Learn more about Janice's copywriting services.

Janice's latest book, Copywriting That Sells High Tech, has been called "a superb guide to great copy for any technology-based product or service." Learn more at the book's companion site.

Copyright (c) 2007, Janice King. To republish this article on your site, access the article text and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.

A useful and entertaining book for proposal writers

Writing customer proposals, especially in response to a lengthy and complex RFP, involves more than simply answering the questions and attaching the required support material.

It involves creating compelling messages and value propositions, understanding the customer's true needs, and establishing the credibility of your offering.

In the book Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts, author Tom Sant provides a practical, clear guide to both content and process when writing proposals. Many of his suggestions are relevant to other types of technical writing and marketing writing projects as well.

His lively writing style and lots of examples makes an otherwise dull subject an entertaining and informative read.   

Words that give your legal department a headache

When your documents come back from review by your legal department, you may notice that certain words are always removed or replaced.

The likely reason: These words carry specific legal interpretations that create an obligation your company may not be able to fulfill.

The list of terms that can cause legal problems varies according to your industry, country, and other factors. In general, these types of words will cause the most concern:

• Inclusive adjectives: all, every, always
• Verbs that promise results:  maximize, minimize, enable, ensure
• Superlatives:  complete, flawless, only, unmatched, the leading
• Commitment words:  guarantee, promise, warranty (unless you're writing the actual guarantee or warranty text). 
  

Work with your company's attorney to develop a list of words, phrases, and boilerplate text acceptable to both of you that can be used in any document for the product or company. This agreed-upon vocabulary can expedite both the writing and review processes.

The best copyediting guides for business writers

As a professional copywriter, I like to believe that my work does not need copyediting. But of course, there are always some improvements that a copyeditor can bring to any text.

As a writer, I have learned a great deal from the book The Copyeditor's Handbook: A Guide for Book Publishing and Corporate Communications by Amy Einsohn. The book's exercises and the explanations that accompany the answers will help you develop your writing skills and understand why copyeditors make certain changes in your work.

Einsohn's book is comprehensive, clear, and very readable. It will likely gain a place next to The Chicago Manual of Style as one of my standard references to check for questions about grammar, punctuation, etc.

As a side note, Chicago has long been my favorite style guide as I find its content is highly applicable to corporate writing. The other popular style guide, The Associated Press Stylebook, is directed primarily to journalists and has less relevant content for my work.

Do you prefer Chicago or AP? Or, do you have another style guide that helps your copywriting?

What Technology Buyers Really Want to Know

"Just tell me what to buy!" is the exasperated lament of technology customers who are overwhelmed by jargon-dense, information-poor marketing materials.

Whether in a direct mail piece, brochure, white paper, Web content, or email, your copy will have a greater impact if it answers the buyer's real questions.

For a Product Purchase

Answer the questions that follow to give prospects the information and reassurances they'll need to make a purchase decision.

What is it? Customers don't really believe that you have "solutions," the favorite marketing buzzword of technology companies today. Instead, buyers know your company actually sells hardware, software, and/or services--because the product's type may influence the purchase decision. In all copy elements, identify the product by name and type, so the reader clearly understands what you are selling.

What will it do for me? State the product benefits clearly and concretely; relate them specifically to the prospect's problems, needs, or environment. Describe potential applications, configurations, or implementation alternatives that will help the prospect understand the product's value.

How hard is it to learn? You don't want prospects to reject your product from further consideration because they don't think it will be worth the effort of learning something new. Describe product features that support user learning, such as help features, training videos, or the product's design itself.

Is it compatible with what I've got? Most technology buyers already have a substantial base of hardware or software with which your product must work. List compatible products or platforms and describe their level of compatibility or integration with your product.

What if it doesn't work? Describe any guarantee or warranty for the product, such as a 30-day money-back guarantee. Also give information on customer service and support programs, including the availability of online tools for self-service.

Do I need to buy anything else? Very few technology products operate on a standalone basis. Describe all prerequisites for product operation, including minimum and optimum configurations if applicable. For materials intended to promote a direct sale, this information can increase the prospect's confidence that he or she is making the correct purchase decision.

How much does it cost? If appropriate, clearly and completely state the price for the product and any options, as well as other offer terms (such as an expiration date). Verify that all copy which describes prices and purchase terms complies with applicable commerce laws and marketing industry guidelines.

Where can I buy it or get more information? Indicate if the product is available only from the manufacturer, or from distributors, dealers, or retail outlets as well. Include a list of outlets or provide a phone number and Web URL where prospects can place an order or access dealer and retailer information.

Product Upgrade

Upgrade buyers--whether your own customers or users of competitive products you're trying to switch--have many of the same concerns as new purchasers. However, your materials must also answer the following questions that are unique to upgrades.

Why should I switch? Users of competitive products certainly ask this question--but so too may your customers. Surprising? Realize that customers may have "upgrade fatigue" because they haven't yet learned, or perhaps even installed, the last version of your product. To motivate an upgrade purchase, the feature/benefit statements must be compelling, and the key benefit stated prominently and often.

Will it change what I've already got? The concern that prospects are expressing with this question is whether the upgrade will preserve existing files, configurations, applications, or other work. Describe the compatibility of the upgrade with the user's current product and environment, as well as how training and work procedures will carry-over to the new version.

Are you changing anything else? Indicate whether the upgrade means new customer support programs or changes to any other aspect of your company's relationship with the user.

What do I need to order? List all items or information (e.g., a product registration number) the user must gather before ordering the upgrade.

Many other customer questions may apply to your product or markets. Identify these buying concerns, answer them in your copy, and you will write better materials for marketing technology products.

About the Author

Janice King is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. Learn more about Janice's copywriting services.

Janice's latest book, Copywriting That Sells High Tech, has been called "a superb guide to great copy for any technology-based product or service." Learn more at the book's companion site.

Copyright (c) 2007, Janice King. To republish this article on your site, access the article text and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.

Reporters Want Your Customer Stories

All journalists know that a story, especially a strong human-interest story, makes any article more attractive and engaging for readers.

Writing in PR Week, Brad White provides a good reminder (and some good examples) for why complete stories are important when pitching reporters:

"My journalist friends often regale me with stories of being pitched by PR pros who simply don't grasp what they need to do a story, which is far more than just a good idea. Sadly, [ideas] are a dime a dozen. It's a human face that they need, a way to make readers and viewers care."

He continues:

"When I pitch reporters, I only do so after I know I can help them 'tell a story,' complete with the human faces that will bring it to life. I actually can see the finished story in my head before I ever pick up the phone to call a journalist."

Even for the most technical of products, one that's buried deep inside a system or network, there will be a story of the new capabilities or results it will bring to some person, somewhere. Find those applications, those users, and develop your story.

For a new product, this may mean stories about potential uses and benefits for customers. For an existing product, it means looking through your case studies or talking with customers for stories that can be shared with journalists.

For more ideas on telling customer stories, see the post Producing High-Value Case Studies and Chapter 11 in Copywriting That Sells High Tech.

Technology PR Sessions at 2007 PRSA Conference

Although I don't attend every year, I have always found the annual conference of the Public Relations Society of America (PRSA) very worthwhile for keeping up with the latest trends in the field and making valuable contacts among corporate and agency PR practitioners. 

Several sessions at the 2007 PRSA conference, scheduled for October 20-23 in Philadelphia, look particularly relevant for those of us involved in PR for technology products and services:

• Video blogging and many social media sessions
• Corporate messaging
• Connecting with "nexters" and baby boomers
• Using technology to connect with global audiences
• Corporate social responsibility and green marketing 

There's also a very tantalizing dinner for  the PRSA Technology section: at the Cuba Libra restaurant, a setting that is likely to make the social hour even more lively! 

Learn more about the 2007 PRSA conference.

Using Copywriting That Sells High Tech in Course Packs

September always means back to school time for me --  a time to open books and learn something new. 

One of the reasons I wrote my book Copywriting That Sells High Tech was to help students learn from a comprehensive textbook for college courses in technical writing and marketing communication.

Several professors have already found the book useful as a primary course text while others have included selected chapters or sections in a course pack of materials.

Obtaining permission to copy book excerpts for a course pack is simple. Contact the Copyright Clearance Center for authorization and fee information.   

Janice King featured in freelance success article

The article "Broaden your reach with copywriting" in the October 2007 issue of The Writer magazine includes an interview with me about the advantages of becoming a freelance copywriter. This article also features advice from other successful freelance copywriters on finding clients and making the transition from writing books and magazine articles. 

You can find this issue at newsstands now or order your copy online. 

Two Great Seminars on White Papers

Both research studies and the daily experience of marketers prove that white papers are powerful marketing documents for attracting sales leads, then advancing those prospective customers through the sales process.

Two upcoming seminars will give you new insights and techniques for writing and promoting white papers:

1. TELESEMINAR: First up is the teleclass Lead Generation for the Complex Sale (How to Lure Prospects with Words), with guest speaker Brian Carroll, author of the bestselling book, Lead Generation for the Complex Sale. I have read Brian's book and subscribe to his blog because his information is very relevant, well-written, and useful.

If you want to better understand how white papers can bring more well-qualified leads to your business, this teleseminar is worth a listen. You can join the event live or order the audio file later.

The seminar is scheduled for September 19, 2007 at 11:00 AM PDT.

Learn more about the Lead Generation Teleseminar.

2. LIVE EVENT: You can spend an entire day learning how to get the most from your white papers at the seminar: Creating and Marketing Winning White Papers.

Head to San Diego on September 21, 2007 for a full day of learning proven white paper writing and marketing methods.

And because the seminar is limited to just 25 participants, you'll get plenty of time to interact with the instructor, Michael Stelzner, the highly regarded author of the definitive book Writing White Papers: How to Capture Readers and Keep Them Engaged.

Mark your calendar and register now for this unique event: White Paper Seminar.

P.S.: If you can't attend in person, be sure to order the seminar's DVD.

 

Top 5 Writing Mistakes in White Papers

A compelling topic and an attractive design will initially draw readers to a white paper. But those readers may lose interest if the paper contains any of five common writing mistakes.

Mistake #1: "It's All About Us"
Of course, a white paper primarily presents the company's perspective on an issue or technology. But if the focus is too much on the company, it is easy to forget about the reader's interests. When reading a company-focused document, your prospect may feel it doesn't present useful and unbiased information. Avoid this mistake by asking: "Does this content really address the reader's interests and concerns?"

Mistake #2: Lack of Clarity
Don't make readers guess the messages you are trying to convey in the white paper or why readers should be interested. Excessive use of passive voice, overly long sentences, convoluted syntax, and the use of complex words and noun strings can make a white paper seem incoherent or overly academic. Write directly and simply, and you'll create a white paper that is engaging and understandable to readers.

Mistake #3: Jam-Packed Jargon
Some marketers feel their materials won't be effective without the latest trendy words, regardless of whether these words have become cliché, have any real meaning for the topic, or have any power for delivering the paper's key messages. But using trendy words in a white paper may prompt readers to view it as "just another bunch of sales noise."

Don't forget that readers may not understand the latest hip jargon or internal terms used in your company every day. For example, would you understand that Visit your PrimeWidget value-added channel partner actually means "go to a computer store?"

To avoid this mistake, list the words and phrases that are currently trendy in your industry or target markets. Then write a list of synonyms or alternate phrasings that are simpler and clearer, as well as more relevant and interesting to readers.

Mistake #4: Forgetting the Audience
Don't try to make one white paper be all things to all people. For example, business executives have different concerns about a product purchase than the IT staff or product users. Separate white papers may be necessary to address these different audiences and better support the sales process. Within a paper, segmenting techniques include subheads that identify the audience or isolating information for a specific audience into a sidebar.

Mistake #5: Errors and Irrelevancies
After multiple drafts and even more reviews, it is easy for errors of fact or omission to find their way into a white paper. Not only can these errors be an embarrassment, they may cause legal problems. To catch errors before publication, use checklists of facts, proofread on a printout instead of the screen, and give the white paper to an expert reviewer who is seeing it for the first time.

Irrelevant information is another mistake that can arise when you feel you need just one more bit of evidence to support a message. These irrelevancies will distract readers, or worse, will raise unnecessary questions in the reader's mind: "Oh yes, what about that?" You want to give readers just enough information to make a decision or take an action and no more.

Avoiding Mistakes in Your Writing
Did some of these mistakes seem uncomfortably familiar? Did you think of other problems that commonly creep into your company's white papers? Good! Use this knowledge to create a checklist and guidelines that will help you recognize these mistakes in the future.

By avoiding these common errors, you can create white papers that will be more effective and useful in your company's promotional efforts.

Note: This article originally appeared on the site WhitePaperSource, a treasure trove of information and resources related to white paper writing and promotion.

About the Author

Janice King is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. Learn more about Janice's copywriting services.

Janice's latest book, Copywriting That Sells High Tech, has been called "a superb guide to great copy for any technology-based product or service." Learn more at the book's companion site.

Copyright (c) 2007, Janice King. To republish this article on your site, access the article text and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.

Back to Writing Work

For many in North America, early September is the time to get serious again ... back to school, back to work. And so it is for me, as I return to posting on this blog after taking off a few months to enjoy the always-too-short summer.

Of course, my email box didn't take a vacation, so I have a number of new topics and resources that I'll cover in future posts. New books that are worth reading ... classes to expand your knowledge ... Web sites, articles, and reports you'll want to know about ... and tips for writing and marketing that will help you work more efficiently or consider issues in new ways.

Watch for regular posts ... and if you haven't subscribed to this blog's feed, use one of the options in the right column so you don't miss a thing!

If you can't wait to expand your knowledge, explore the many resources listed on this blog and on the companion Web site: writinghightech.com.

As always, you're welcome to share your discoveries. So, like the "What I did over the summer" report you gave in primary school, take a moment now to share: What new things related to copywriting or technology marketing have you learned lately?

Enhance your learning with the Exercises Guide for Copywriting That Sells High Tech

Do you want more ways to learn copywriting skills? Are you looking for guidance on practicing the techniques presented in the book Copywriting That Sells High Tech? Are you a course instructor looking for ideas about student assignments?

The Exercises Guide for Copywriting That Sells High Tech is now available for direct purchase. It is packed with questions, explorations, and practice activities that will help you get the most from the book -- now and as you work on new projects in the future.

Order the Exercises Guide.

A note for course instructors and trainers: Do you want to use or adapt these exercises for a course or training seminar? For a free copy and permission, send a brief description of your planned use, college/university/company name and course name to: info@writinghightech.com.

Useful Tools for Working with Global Contacts

On some workdays my conversations travel the globe, as I communicate with Europeans in the early morning and contacts in Asia and Australia in the late afternoon. And many of my projects involve converting the British English learned by many subject experts in technology companies into the American English required by corporate communication standards. (Or vice versa, if localizing content to reach non-U.S. audiences.)

Although there are many cultural and style issues that can come into play when working with colleagues internationally, sometimes you just need to know a specific answer about word meaning and usage, or even the current time in a certain part of the world.

Here are the tools that I find useful.

1. Microsoft Word spell check.

A simple (if not always complete) way to check whether a word is spelled correctly in American or British English is to use the "set language" tool in Microsoft Word, then run spell check with the appropriate dictionary. When you become familiar with some of the basic differences (e.g., center vs. centre), you can easily search and replace the terms most commonly used in your documents.

2. Web sites for understanding differences in American and British English

Wikipedia presents extensive information, but keep in mind that Wikipedia entries are not reviewed or verified by any knowledgeable editor, so some information may not be accurate and you will want to confirm details with a native speaker. (Perhaps you have some wisdom to contribute to this page!)

English2American. An ongoing and highly entertaining commentary/dictionary on British slang. This site may not be the most authoritative source (and some content is a bit risque for the office), but it will likely help you understand idiom that is otherwise completely baffling.

3. Time Zone Converter.

Many countries adopt some form of daylight savings or summer time, but on different dates. This can make it hard to remember exactly what time it is in another part of the world, even if you have an idea of the time zone differences. This easy time zone conversion tool calculates the time in any global city compared to your current location.   

Do you have other techniques or tools for working effectively with colleagues who are in another country? Share your tips by commenting on this post.

Premise vs. Premises: Are you making this common high-tech copywriting mistake?

Sometimes it isn't the most technical terms that can trip your writing. Consider the word  premises, which is commonly used in the telecommunications and networking industries to refer to a physical location.

However, some writers think premises is simply the plural form of the noun, and so use the word premise (as a singular form) instead.

But in fact, although they are both nouns, these two words have distinct meanings.  Check the listings at dictionary.com and you will find these definitions:

A premise is a proposition that supports a conclusion.
A premises is a building or tract of land.

So remember, in most high-tech uses, the correct form is premises.

For more ideas on how to handle technical jargon appropriately, check out my book Copywriting That Sells High Tech.  

Set the purchasing agenda with white papers

Many companies use white papers only at the beginning of the sales cycle to attract prospects.

But white papers also can be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration.

At this stage, a white paper can “set the agenda” for a purchase decision. How? By convincing the reader that aspects where your product is better than its competition are the most important decision factors to consider.

For example, a statement of direction white paper communicates the importance of future product directions as a key purchasing factor.

A white paper that presents a product selection guide also can set the purchasing agenda in a prospect’s mind. Decision tools such as selection trees, product-comparison checklists, and payback worksheets in the white paper can help readers identify the specific parameters for choosing a particular product or vendor.

When customers reach the decision point, the buyers may need a comprehensive understanding of your product’s underlying technologies, distinct applications, and implementation or migration strategies -- all are ideal topics for white papers.

A white paper also can be an advocacy piece that presents your company’s viewpoint on industry standards and trends as a subtle way of diminishing a competitor’s offerings or messages.

When written to help customers make a valid purchase decision (even if they don’t choose your product or service in the end), a white paper can build the prospect’s confidence and trust in your company.

About the Author: Janice King is author of the book Copywriting That Sells High Tech and an award-winning freelance technical copywriter. Learn more about Janice’s technical copywriting services at www.writespark.com.

This post originally appeared, in a slightly modified form, on the Writing White Papers blog.

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How Copywriters can help sell to large companies

Many technology products are sold to large companies or organizations, yet copywriters and marketers are often insulated from the challenges of that sales activity.

Jill Konrath's book Selling to Large Companies is an essential read for understanding this environment. Her insights are spot-on about what is happening in the corporate world and what your salespeople feel and experience in trying to sell to that market.

Although this book is directed to salespeople, marketers should also read it to understand the daily challenges that face their sales forces and how new marketing efforts can ease the sales process.

Understanding "Geeks" and "Suits"

Anyone who has had any part in a technology project will smile with wry recognition at the stories in the book The Geek Gap: Why business and technology professionals don't understand each other and why they need each other to survive. 

But whether you are a "geek" (a technical person) or a "suit" (a business person), you may not have fully understood why you have such difficulty understanding and communicating with the other. As technology writers or marketers, we often work as a bridge between these two groups, so this knowledge is essential.

This book will give you valuable insights, along with brief, general ideas for how technical and business people can work together effectively.

Teleclass: Fundamentals of Writing White Papers

If you've been looking for a good way to learn about writing white papers, you'll find a great resource in the teleclass Fundamentals of White Paper Writing, led by Michael Stelzner, a well-known author and white paper writer.

This class is the first in a three-part series: July's class will cover white paper elements and in August Mike will discuss advanced writing techniques. When you sign up for all three classes at the same time, you can get a great price of just $69 (a combined $87 value; other bundle options are also available).

The first live class will be held on June 21, 2007, but you can also order the audio file later.

Learn more about the class and audio file: Fundamentals of White Paper Writing

PRSA Technology Conference

The annual Public Relations Society of America Technology Conference will be held June 19, 2007 in New York City. The conference features presentations from both PR practitioners and media representatives on topics ranging from blogs and viral video to the future of technology PR.

This is one of the few conferences that focuses on the specific challenges of public relations for technology companies.  Learn more and register:  PRSA Technology Conference.

Is your font size turning away readers?

It seems that graphic designers are being taught there is no such thing as a font size larger than 8 points or a font style other than sans serif. 

Take the example of many documents I've seen recently from technology companies, particularly data sheets and white papers. The documents are attractive enough, but their design discourages actual reading. Why?  Because the body text font is 7 pt. Arial, a size that used to be reserved only for the "small print" text that nobody was expected to read.

Look at the design of your sales materials and ask this critical question: Will your customers and prospects read a document that requires a magnifying glass?

Remember that many people in executive and senior management positions -- the key audiences and decisionmakers you want to attract -- are baby boomers. They are not going to strain their already bifocaled eyes to read a document that sacrifices user friendliness to some poorly considered design decisions.

Yes, I still believe in the value of good design for improving the appeal of text and attracting a reader's interest. Just make sure the design enhances the words, not overrules them.

Teleclass: Writing Case Studies and Success Stories

There's nothing quite like the credibility you gain when satisfied customers tell the story of how your product or service is delivering benefits for their business.

That's why case studies (also called success stories) are such popular and treasured documents in technology marketing.

Learn how to write and and promote case studies in the teleseminar The Case for Case Studies (Why You Need Them and How to Write Them). Featured speakers are Steve Slaunwhite and Casey Hibbard, both highly experienced case study writers. The seminar is led by Michael Stelzner, part of a series of teleseminars with topics useful to technology marketers and writers.

The live class will be held on May 24, 2007, but you can also order the audio file later.

Learn more about the class and audio file: Writing Case Studies

 

Put "space" in its proper place

"Space" is the latest buzzword to drive me crazy.  Until today, I assumed that it was just trendy lingo written by vocabulary-challenged twenty-somethings that would soon fade away.

But this morning, "space" appeared in two publications with editors who should know better: The Wall Street Journal and the PR Week 2007 Agency Business Report (where, in an even worse sin, it appears multiple times in the same article!). 

Why am I getting so irritated by such a simple word?  Because "space" creates several problems in your communications:   

*   It is a meaningless word when used outside of the traditional definitions of describing a physical area or extraterrestrial place

*  It is a poor substitute for older, more specific terms such as "market" or "industry"

*  It is difficult for international readers to interpret correctly

*  It can make your text unnecessarily wordy. In the WSJ example, the phrase "Like other devices in this space," could be written more clearly and concisely as "Like competing devices,". 

Most importantly, like other vacuous buzzwords, "space" can diminish the impact and perception of your content -- and your marketing messages

Let's put "space" in its proper place: outside of your marketing materials.

Free articles for your newsletter

Do you have an in-house newsletter for your writing or marketing staff?

Do you belong to a professional organization looking for fresh newsletter articles to interest your members?

Do you publish a blog or ezine related to writing or technology marketing?

I have written several articles about topics relevant to technical copywriting -- and they are available at no charge for inclusion in your newsletter, ezine, or blog.

Access these articles and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.