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.

Teleclass: Mastering White Paper Layout and Design

Whether you are a writer, market, or graphic designer, you need to be just as concerned about the look of a white paper as its content. If a white paper isn't visually appealing, then it won't be as attractive or engaging to readers. It may even be perceived as a lower-quality document. 

You'll learn more about how to improve the visual aspects of a white paper  in the teleclass Mastering White Paper Layout and Design, with guest Roger Parker, a very well-known designer and author.

The live class will be held on February 13, 2008, but you can also order the audio file later. Better yet, consider ordering the complete 2008 White Paper Teleclass series and enjoy substantial savings!

Learn more about this class and the series: Mastering White Paper Layout and Design

White Paper Seminar on DVD

If you missed Michael Stelzner's live seminar on writing and marketing white papers, you have another chance ... The full-day seminar is now available on
a 4-disc DVD.

In this seminar you'll learn how to:

• Master all aspects of white paper writing
• Write white papers attract and engage readers
• Develop highly relevant, reader-focused content

You'll also see the many marketing opportunities for white papers ... and gain insight from the real-life lessons of FedEx, Ikea, Yale and more!

The DVD set even includes a special Q&A session about succeeding as a freelance white paper writer.

See the details and order: White Paper Seminar DVD

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.

 

Top 5 Writing Mistakes in White Papers

A compelling topic and an attractive design will initially draw readers to a white paper. But those readers may lose interest if the paper contains any of five common writing mistakes.

Mistake #1: "It's All About Us"
Of course, a white paper primarily presents the company's perspective on an issue or technology. But if the focus is too much on the company, it is easy to forget about the reader's interests. When reading a company-focused document, your prospect may feel it doesn't present useful and unbiased information. Avoid this mistake by asking: "Does this content really address the reader's interests and concerns?"

Mistake #2: Lack of Clarity
Don't make readers guess the messages you are trying to convey in the white paper or why readers should be interested. Excessive use of passive voice, overly long sentences, convoluted syntax, and the use of complex words and noun strings can make a white paper seem incoherent or overly academic. Write directly and simply, and you'll create a white paper that is engaging and understandable to readers.

Mistake #3: Jam-Packed Jargon
Some marketers feel their materials won't be effective without the latest trendy words, regardless of whether these words have become cliché, have any real meaning for the topic, or have any power for delivering the paper's key messages. But using trendy words in a white paper may prompt readers to view it as "just another bunch of sales noise."

Don't forget that readers may not understand the latest hip jargon or internal terms used in your company every day. For example, would you understand that Visit your PrimeWidget value-added channel partner actually means "go to a computer store?"

To avoid this mistake, list the words and phrases that are currently trendy in your industry or target markets. Then write a list of synonyms or alternate phrasings that are simpler and clearer, as well as more relevant and interesting to readers.

Mistake #4: Forgetting the Audience
Don't try to make one white paper be all things to all people. For example, business executives have different concerns about a product purchase than the IT staff or product users. Separate white papers may be necessary to address these different audiences and better support the sales process. Within a paper, segmenting techniques include subheads that identify the audience or isolating information for a specific audience into a sidebar.

Mistake #5: Errors and Irrelevancies
After multiple drafts and even more reviews, it is easy for errors of fact or omission to find their way into a white paper. Not only can these errors be an embarrassment, they may cause legal problems. To catch errors before publication, use checklists of facts, proofread on a printout instead of the screen, and give the white paper to an expert reviewer who is seeing it for the first time.

Irrelevant information is another mistake that can arise when you feel you need just one more bit of evidence to support a message. These irrelevancies will distract readers, or worse, will raise unnecessary questions in the reader's mind: "Oh yes, what about that?" You want to give readers just enough information to make a decision or take an action and no more.

Avoiding Mistakes in Your Writing
Did some of these mistakes seem uncomfortably familiar? Did you think of other problems that commonly creep into your company's white papers? Good! Use this knowledge to create a checklist and guidelines that will help you recognize these mistakes in the future.

By avoiding these common errors, you can create white papers that will be more effective and useful in your company's promotional efforts.

Note: This article originally appeared on the site WhitePaperSource, a treasure trove of information and resources related to white paper writing and promotion.

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.