Copywriting That Sells High Tech Blog

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.

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. 

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.

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. 

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

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.   

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?

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.   

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.

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.

Just Released: 2007 White Paper Standards Report

The just-released White Paper Writer Industry Report: Second Edition is full of valuable information for anyone who writes these popular marketing documents.

Based on a survey of nearly 600 writers, this report reveals the latest trends in the industry for writing and billing white papers.

More than just a compilation of survey results, the report offers vital insights that will help you produce better white papers -- faster and more easily -- that deliver greater value for your company or client.

And if you're a freelance writer -- or a marcom manager who contracts white paper projects -- you'll see the latest data on pricing.

Learn more and order your copy today: White Paper Writer Industry Report

Resources: ROI Book

Early in my career, I was a product marketing manager and creating return on investment (ROI) analyses for customer proposals was part of my job. Now as a copywriter, the materials I write often cover ROI and other financial measurements. The challenge has always been how to present those numbers in a way that is clear, accurate, and relevant.

The book  Making Technology Investments Profitable: ROI Roadmap to Better Business Cases is a detailed guide to building ROI analyses. Although it is targeted primarily to IT purchasers, this book provides valuable insight and guidance for those who market IT products. Too often, marketers use empty phrases to describe the potential value of investing in their products. The content in this book will help marketers substantiate those claims and make all of their product messages and promotional materials more credible and compelling.

P.S. You'll also find a related discussion about value propositions in my book Copywriting That Sells High Tech.

A Good New Year's Resolution for Copywriters: Fact Checking

Last month, I was one of the many travelers whose holiday plans were canceled by the blizzard in Denver. It was a good thing I relied on my experience as a frequent traveler ... and not on the advice of local television news reporters in my city ... to know what I needed to do to make new flight arrangements. In one day, I heard several varieties of incorrect advice from three different reporters in three separate broadcasts on two different stations. Clearly, no one in either newsroom had bothered with a basic task of journalism: fact checking.

This incident reminded me that fact checking is also important to the work of a copywriter. Publishing incorrect information in a sales brochure or Web site is not only embarrassing to a company, it can create legal issues such as liability, violation of trade laws or copyrights, or improper disclosure of trade secrets.

Yet it can be difficult to know which facts to check and which sources to use for verification given the rush of project deadlines, with input and reviews coming from multiple people, and perhaps limited knowledge of the subject matter. And unless you were trained as a journalist, you may not know much about the basics of fact checking, such as analyzing  statistics, following good verification procedures, and applying industry standards for acknowledging sources. 

You can gain insights about the fact checking practiced by journalists in the book The Fact Checker's Bible by Sarah Harrison Smith. With experience as a fact checker for both The New York Times Magazine and The New Yorker, Smith's discussion is focused largely on the issues that come up in feature articles and news reporting.  However, she offers useful guidance for the process of fact checking, handling discussions with authors and editors, and evaluating the implications of visuals and video.

If you already have a checklist and procedure for fact checking, this book will give you new ideas for those tools. And if you haven't developed a process yet, this book will give you a good start. A quick read, The Fact Checker's Bible can help you create a good new year's resolution -- for fact checking -- that's easy to keep.

How is fact checking important to your work? What kinds of tools, processes, and resources do you use? Share your insights with others copywriters by commenting on this post.

Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light. --  Joseph Pulitzer, American newspaper editor and publisher

Wishing you success in the new year

My favorite holiday is New Year's Day -- so full of fresh starts, new ideas, and new opportunities. I always set aside time for reflection and planning in December, looking at both business and personal goals. I find this activity worthwhile because it gives me clarity about which directions to pursue and which activities to begin in January.

Perhaps you are also thinking about your personal and business goals for the new year, maybe even a major change in life direction. If so, I recommend the book Practical Dreamer's Handbook from Paul and Sarah Edwards.

But more likely, you're spending December deep in planning for upcoming marcom and PR projects. In this case, a terrific resource for the new year is my book Copywriting That Sells High Tech.Whether you're a corporate employee, an agency writer, or a freelancer, you'll find it a highly practical and relevant source of ideas and inspiration for your marketing and PR materials.

Whatever your plans for the new year, I hope it brings you great success and happiness.

In the long run, we only hit what we aim at. Henry David Thoreau

Becoming a High-Tech Marketing Writer

Are you thinking about a career as a copywriter? Want to know if you have what it takes?

Get the FREE guide: Becoming a High-Tech Marketing Writer. It's packed with useful ideas and information that will put you on the path to success!

Download this valuable guide now.

Do you teach technical writing?

Technical copywriting is a growing field, and university-level technical communication programs are recognizing this trend by offering focused courses. Consider this book for adoption if you are a professor or instructor who teaches courses or certificate programs in technical communication, advertising, public relations, or marketing.

Copywriting That Sells High Tech is organized in a logical sequence for developing skills and practicing techniques from the start to finish of a marcom project. Exercises and checklists, suitable for classroom assignments, prompt further exploration by students and provide opportunities for practice.

Based on real-world examples and experience, Copywriting That Sells High Tech covers issues and projects that students will address on the job. The book's highly practical focus will make it a daily reference once they become working professionals.

Visit the companion Web site: www.writinghightech.com for information on adopting this book for your course.

About Copywriting That Sells High Tech

For writers, marketers, and PR professionals . . . the book you'll use every day.

Copywriting That Sells High Tech
by Janice M. King

The definitive guide to writing powerful promotional materials for high-tech products, services, and companies

This book will give you valuable insights and practical advice on writing clear, compelling marketing and public relations materials for high-tech products and services.

Learn more about the book and order your copy by visiting the companion Web site: http://www.writinghightech.com.

 

Will you benefit from reading Copywriting That Sells High Tech?

Will you benefit from reading this book? Yes! if you are someone who develops marketing, sales, and press materials for technical product, service, or company. Anyone in the following roles will gain valuable information from Copywriting That Sells High Tech:

At technology companies: Marketing and technical writers, public relations and marketing staff, product managers, and sales reps.

At start-ups: Marketing staff, entrepreneurs (and the engineers who work with them!)

At advertising and public relations agencies: Copywriters, creative directors, and account executives.

Self-employed: Freelance copywriters and marketing consultants.

In colleges: Students in courses covering business communication, advertising, public relations, and technical communication.

Take a look at the companion Web site for more details about the book content and how it can benefit your work: www.writinghightech.com.