Copywriting That Sells High Tech Blog

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?

Helping Your Customers Market to Their Customers

Have you considered the idea that helping your customers market the value of your products to their customers might be way to increase your company's sales? 

Toshiba America Medical Systems has given an affirmative answer to this question by providing a full toolkit of marketing materials to its customers, which are hospitals and other healthcare facilities. 

These materials help customers promote their Toshiba CT scanners and MRI systems to local community members and medical staff.

The toolkit would be particularly valuable for  customers with small communications and PR staffs. Ready-to-publish information would also help these customers communicate accurately about very technical products.

Customers and their audiences aren't the only ones who benefit from these materials. For Toshiba, the toolkits have proven to be a valuable asset in selling the very complex and costly imaging systems. 

Read the complete article at btobonline.com.

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.