Copywriting That Sells High Tech Blog

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.

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?

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 

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.

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.

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.

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.

 

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.