Copywriting That Sells High Tech Blog

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?

Top 10 List of Stupid Reviewer Tricks

Although the semi-official holiday is April 1, working with subject experts who are reviewing a draft document can make you feel that it is April Fool's Day any time of the year.

Based on our actual experiences, fellow copywriter Larry Kunz and I developed the list of reviewer responses below to the question "Have you reviewed the draft yet?"

Do any seem familiar?

Top 10 List of Stupid Reviewer Tricks

10.  It's in here someplace.

9.  I never got it.

8.  I got it, but since the boss is reading it, I thought I didn't have to.

7.  You mean I was supposed to give you comments?

6.  I didn't like it, so I ignored it.

5.  I didn't like it, so I rewrote it.

4.  I know I said that, but you should have known it wasn't what I meant.

3.  I don't care if it's not gramatically correct. We MUST use this wording.

2.  I don't need to see it until final draft.

1.  You wanted it when?

Copyright (c) 1996 by Janice King and Lawrence Kunz (with apologies to David Letterman)

Have you encountered other frustrations when working with reviewers?

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

Bringing Ethics to "Word of Mouth" Marketing

As a technology marketer, you may be involved in word of mouth marketing campaigns--conducted through blogs, email, podcasts, and other online forums. Given the usual fast pace and informality in these communications, it is easy to see how the messages and practices can run into ethical problems. 

Certainly, common sense and standard principles for ethics in marketing communications and public relations apply to online and word of mouth campaigns.  A good summary of ethical principles is presented in the draft code of ethics from the Word of Mouth Marketing Association (WOMMA). PR Week reported in its November 13, 2006 issue that Dell has become the largest company to formally adopt this code.  You can read and comment on it at:

http://www.womma.org/ethicscode.htm

Are there other ethical considerations for technology marketers and copywriters who develop online content or contribute to online blogs and discussions?  Present your ideas in a comment on this entry. 

Welcome!

Welcome to the blog for the book Copywriting That Sells High Tech. I will regularly post content of interest to copywriters, marketers, PR specialists, and other professionals who face the complex and daily challenges of marketing technology products and services.

You can learn more about Copywriting That Sells High Tech, and view a detailed table of contents and sample chapters, on the companion Web site: www.writinghightech.com  You can also see what other readers and reviewers have said about this book.

Be sure to check out the free guide “Becoming a High-Tech Marketing Writer” as well as the other recommended books and Web sites. You’ll find a wealth of useful information to explore!

Best wishes for your success,

Janice King, Author