Copywriting That Sells High Tech Blog

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.

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?

Conference Focuses on Making the Most of Customer References

A customer who is willing to provide a reference for your product and company is a tremendous asset for your marketing efforts. But it doesn't take long for your list of potential customer references to grow, and tracking how often and in what form those references are contacted becomes important for maintaining positive relationships.   

Some companies address this challenge with formal customer reference programs. If you are involved in such a program, or if you simply have the responsibility for working with customer references and success stories, you will likely benefit from an upcoming event:  The Spring 2007 Customer Reference Forum.

This conference is scheduled for April 23-25, 2007 near San Francisco. Although I have not participated in this conference myself, the program looks very relevant and past events have been well attended by technology company representatives.

Learn more:  Customer Reference Forum

New survey says technology is the most trusted industry

The 2007 Edelman Trust Barometer, a survey of public opinions  about business, found that technology is the most trusted industry in all of the countries covered by the study. The survey is conducted each year by the Edelman PR firm.

Another significant finding of the survey was that respondents increasingly trust "those who think like me and share my interests." Technology marketers have long known that positive word-of-mouth reviews by early adopters and opinion leaders are critical for building sales momentum, especially for completely new product concepts.  It's interesting to see how this personal sharing is now taking hold in other industries, especially those targeted to consumer marketing.

Read the complete survey:  2007 Edelman Trust Barometer      

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

2007 PRWeek Salary Survey Now Available

Public relations is a hot job market, with salaries and opportunities rising in both corporations and agencies. This finding was clear throughout the results in the 2007 Salary Survey conducted by PRWeek and the recruiting firm Bloom, Gross & Associates.    

And while experience in new communications technologies such as blogs and social networking sites is valued,  so too are the "old fashioned" skills of writing and media relations. In fact, one corporate communications VP indicated that  good writing skills are increasingly hard to find among applicants.

Read the in-depth report:  2007 PR Week Salary Survey

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.

Teleclass: Writing to the Techie

Technical audiences, whether at the level of a CIO or a software engineer, are often the prime targets for materials that promote technology products. Yet they can also be very tough audiences to reach because they are smart, well-informed, and skeptical of vendor claims and messages.

You can find effective techniques for reaching technical audiences  in the teleclass Writing to the Techie (Tips on Persuading Technical Readers With White Papers), led by Michael Stelzner and Bob Bly. Both are technical copywriters; Bob was trained as an engineer and has particularly valuable insights into the technical mindset.

The live class will be held on March 15, 2007, but you can also order the audio file later.

Learn more about the class and audio file: Writing to the Techie

   

New Forum Addresses the Gap Between Marketing & Sales

It's a common point of debate (and finger-pointing) within a company : the sales team says they don't get useful information from marketing, while marketing says that sales people don't use the materials already produced.    

The American Marketing Association has created a new online forum that addresses this sometimes difficult, but always important interaction between marketing and sales organizations.

The main portion of the site contains a blog and the opportunity to register for Webcasts.  Register as a user on the site and gain access to archived presentations and other content. You can gain useful information, but keep in mind that many of these Webcasts and content submissions are sponsored or presented by vendors of marketing-related products.

Check out the AMA Marketing and Sales Alignment Forum:  www.marketingpower.com/msa

A purchase decision isn't always made by the CEO

When selling a technology product, marketing and sales efforts often must address these groups:

* The executive and technical decision makers (not always the same person)
* The people who will be responsible for implementing and supporting the product
* The ultimate users whose work or environment will be impacted by product

There are many ways to reach and inform these different groups -- through written materials, sales presentations, articles an industry publications and other PR efforts, etc.

When writing to reach influencers, it is important to clearly identify the target audience for each document, where it fits in the sales/communications cycle with prospects, and the action or change in perception that should result.

Too often, marketers forget that even executive-level decision makers must internally "sell" a decision to purchase a new product to the people who will ultimately be responsible for using and supporting it every day.

Which materials or techniques have you found to be effective in reaching influencers?

Bringing your passion for writing to the office

OK, so most of what you write at work won't win a Pulitzer, Booker, or comparable prize for literary genius. And maybe you reserve your passion for what you write during late nights and weekends at home.

But it is possible to bring your passion for a well-written word to your assignments at the office. And in the process, you'll likely find your tasks to be more enjoyable, and your text more engaging and effective.

Here are several ideas for bringing your writing passion into the often dull and stifling realm of corporate prose: 

• Regularly write in other forms and media: Novels, pro bono community projects, kids books, film or multimedia, etc.
• Try a new type of writing at least once a year
• Attend a writer's conference or class where you can learn new techniques
• Read the work of really good writers. Analyze and learn from their techniques, word choices, and writing style
• Become a language sponge:

• Listen to the "Word for the Wise" radio program
• Read the language columnists such as William Safire in The New York Times and James Kilpatrick (syndicated in many US newspapers)
• Subscribe to BuzzWhack for a daily laugh at the latest buzz words to avoid in your work
• Get a good collection of word books, usage manuals, and Web sites. Here are a few of my favorite books:
  • Richard Bayan: Words That Sell: The Thesaurus to Help You Promote Your Products, Services, and Ideas. The most-used reference on my bookshelf. Presents word lists to describe product characteristics and phrases for openers, closers, and other types of promotional text. 
  • Theodore A. Rees Cheney: Writing Creative Nonfiction: Fiction Techniques for Crafting Great Nonfiction. Full of techniques for writing feature articles for general-interest publications, but also useful for corporate magazines.
  • 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.

Develop these habits and you'll find yourself naturally writing with more creativity and a broader vocabulary; enough to revitalize your overall enthusiasm for writing. And as you see this new energy reflected in your work, you'll be able to sustain a natural passion for crafting well-chosen words in every new project, no matter how seemingly dull.

What are the ways you sustain passion for your writing work?

New Blog for Freelance Writing Business

I have started a new blog dedicated to helping you start and run a successful business as a freelance writer. The information and resources on this blog will be especially useful if you want to succeed as a freelance business writer, marketing writer, or copywriter.

I'll share the latest and best business and marketing news, ideas, books, and training resources ... along with my practical advice and insights gained from nearly 20 years of freelancing.

Visit the Freelance Writing Business blog now ...

When Clouds are on the Sales Horizon

Technology companies have been reporting mixed financial results in the past week, prompting some analysts to predict slower sales growth in this sector for 2007.

An active communications program, with on-target sales and PR materials, is key to boosting sales and customer confidence -- especially in slow times.

    •    Stay top-of-mind with customers and prospects through
          press releases, magazine articles, newsletters, and blog posts
    •    Set the agenda for future sales with white papers
    •    Communicate your product and service value with customer
          success stories
    •    Convey the strengths of your company and solutions through
          product collateral and multimedia Web content

At a time when other companies may be tempted to pull back on promotional efforts, consider this: What future do you want to create?

Acronyms with a Human Editor

The Wall Street Journal has covered one of my favorite online research sources: Acronymfinder.com. As I was delighted to learn from the article, this site is actually edited by two people, Mike Molloy and Susan Ebert, who research and verify each term and definition before posting it to the site.

I like the site because it always has the acronym I need, and it shows the sometimes varying definitions of the same term in different fields. You can even submit an acronym to be considered for inclusion.

Read the full article (you may need to be a WSJ.com subscriber). And if you haven't already visited the site, add Acronymfinder.com to your bookmarks -- as a technical copywriter, you'll need it!

Need input? Try "crowdsourcing"

Wired.com reports that many Gannett newspapers are applying the concept of "crowdsourcing" to obtain input for local news stories from the public via blog posts, cell phone calls, and email.

The value is in gathering more input, more quickly and more dynamically than is possible with traditional reporting methods -- especially important for delivering breaking stories on a newspaper's web site. 

As a copywriter, you've probably been practicing crowdsourcing  as part of your daily work:

• Water cooler conversations with product managers and sales people
• Interviews with customers for case studies
• Reviewing customer feedback in blogs, surveys, and other forums
• Reading analyst reports and press coverage of your product, competitors, and technology trends
  

But just like a newspaper needs a good editor to ensure that published stories follow standards for accuracy, completeness, and objectivity, so too will you need to apply critical judgment to all of the input you receive, regardless of its source.

Who makes up your crowd?  What are the techniques you use for gathering and evaluating input?  How are new communications media such as blogs, user forums, and Twitter changing your input and feedback processes? 

Enhancing the "Keep Around" and "Pass Around" Value of Materials

A brochure or white paper will have a higher impact if it delivers information that readers will want to "keep around" for future reference or "pass around" to their colleagues.

To create this value, look beyond the main text and consider adding these items:

• Customer stories: Brief case studies or anecdotes about customer use of the product. 

• Reference elements: A glossary of terms, links to relevant Web sites, standards information, a bibliography, and research citations.

• Decision tools: Evaluation trees, flow charts, checklists, and worksheets for comparing products or options.

• Infographics: A "how it works" pictorial, maps, event sequences, process flow charts, and icons.

What other elements or techniques do you use to add value to marketing and PR materials?

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

"Fast Track to More Clients" Teleclass Program

Whether you are an established freelance copywriter or are just thinking about becoming an independent, you'll benefit from the "Fast Track to More Clients" Program.

This multi-session program is from Robert Middleton, who has long been my top pick for ideas and information about marketing your services as an independent professional.

Robert's information is clear, practical, realistic and best of all, doesn't contain the "get rich quick" hype of so many other self-employment consultants. I have participated in this program and know I will be applying his ideas and principles for many years to come. 

Learn more about Fast Track (page may show "Fearless Marketing" Program; it's the same thing).

No clever titles ... and more tips for writing and syndicating white papers

The research firm MarketingSherpa just released part 1 of  a special report on steps for  successfully writing and syndicating white papers. 

Although the report contains a lot of standard wisdom such as "shorter is better" and "minimize technical jargon," I found a few points of interest to white paper writers:

• Clever titles for white papers don't attract readers, according to CNET Networks Business Research (perhaps because readers expect more serious content)

• Brand names in titles also discourage reader interest, unless it is for a major and well-known product (think about the popularity of any white paper mentioning Microsoft Vista)

• The abstract will likely be indexed by search engines, so make sure it contains all the important key words covered in the white paper itself. 

If you are not a MarketingSherpa client,  you can view this report at no charge until December 10, 2006 at:  http://www.marketingsherpa.com/article.php?ident=29791.

Want to succeed as a freelance copywriter? Here's a teleclass just for you.

As a copywriter who has been successfully freelancing for nearly 20 years, I'm often asked how to break in and sustain a freelance business over the long term. Now, two independent writers, Michael Stelzner and Peter Bowerman, have put together a valuable teleclass to answer these questions.

The teleclass, "Thriving as a Freelance Copywriter (Becoming Well-Fed With White Papers and Other Writing Projects)," will give you a great start. Host Michael Stelzner is author of the book Writing White Papers;  special guest Peter Bowerman is author of the Well-Fed Writer Series. I respect them both for their practical knowledge, real-world insights, and great humor.

Learn more and order the audio file:  Thriving as a Freelance Copywriter.

It's a hot topic internally, but do your customers care?

It's tempting to produce a white paper or other marketing document about anything and everything that may be of interest to a customer or prospect.

For example, the development history of a technology standard may seem interesting (and especially fascinating to your technical guru). But it will likely have little, if any, relevance to a customer’s buying decision. Even as just a section of a white paper, this recitation of history  is likely to lose reader interest--and a marketing opportunity for your company.

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. 

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.

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