Copywriting That Sells High Tech Blog

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.      

Avoiding "legalese"

Especially in white papers or other marketing documents that need a formal writing style, it can be easy to include "legalese" words such as heretofore, whereas, and above-mentioned. 

These words are often confusing for readers and can create a style that is unnecessarily stiff. Substitutes can be easily found that are more understandable while still maintaining a sense of formality. 

For see a list of similar words and expressions to avoid, see this list from the US Federal Register: Drafting Legal Documents

Reviews: Juggling Egos, Comments, and Schedules

For many copywriting projects, an enormous amount of time, effort, and political negotiation goes into the review process. You must continually juggle different comments from multiple reviewers against firm project schedules and budgets--not to mention the political sensitivities and personalities that often get in the way of objectivity.

Several strategies can make the review process more fruitful and manageable.

Their Review, Your Control

An essential strategy is to determine in advance how you will control the review process. In particular, identify who will serve as reviewers and how they will work with drafts.

Different projects will have a different numbers and types of reviewers. For some projects, only one or two reviewers will be needed. For other projects, it will seem like half the people in the company will be giving feedback. Typically, the more significant the document is to the marketing effort, or the greater the visibility it will give your company, the larger the number of reviewers and the more review cycles.

However, not all reviewers need to see the copy at every stage of its development. Some reviewers will see the copy in every draft while others reviewers will only need to see the final text.

Giving reviewers copy at different stages of its development offers several advantages for managing your projects.

First, you can ask the subject experts to review copy in the early drafts, when extensive revisions can be made easily and inexpensively.

Second, some people have trouble visualizing how draft copy, which is usually printed as straight text without any formatting, will appear in the final document. For these reviewers, presenting the copy in the design layout can help them make more constructive comments.

Finally, reviewers such as company executives may need to see the final layout--with text and visuals together--in order to verify that the piece will convey the desired messages and branding.

Tell Reviewers What to Do

Use a reviewer's checklist to present instructions on the type of comments you want from reviewers. Without guidance, reviewers may assume that any and all aspects of the draft are open for comment. This means an engineer from whom you wanted a technical review may give you comments on the marketing messages as well.

Caution reviewers about attacking the tone, style, or concept in the draft. Remind them that even if the approach is not one they would choose, they should be able to accept it as long as the approach does not introduce errors in the content.

A frequent hurdle in managing reviews is motivating reviewers to complete their work on time. Tell your reviewers that if you do not receive their comments by the due date, you will interpret their silence as implied approval of the copy in its current form.

Another strategy is to identify an "information freeze" date for reviews--a point past which you will not accept major changes to the content. Make sure your reviewers understand the relative costs--in time and expense--of changes made at each point in the document's development. This strategy can go a long way to discourage last-minute "tweaking" by a company executive.

Getting Useful Comments

Realize that reviewers won't always give you the type or amount of comments you may want for a piece. Some reviewers may never look at your draft, some will read only part, while others will wait until the last minute and give it only a cursory look. Comments may be vague and incomplete, or at the other extreme, the reviewer may return a complete (and usually poor) rewrite of your text.

You will need to make a judgment call when selecting which reviewer comments to incorporate in the document. It is usually helpful to have one person other than yourself designated as the "referee" who can negotiate with the reviewers who provide conflicting comments.

Of course, like any writer in an organization, you'll need to develop a thick skin when reading reviewers comments. Understand that a draft returned to you with a substantial amount of edits may not be an indicator of poor writing on your part. Instead, it may simply be a case of changes in the product positioning or information.

"No passion in the world is equal to the passion to alter someone else's draft," said H.G. Wells. By applying the strategies discussed here, you can streamline the review process and receive comments that are more about content than ego.

P.S. You'll also gain valuable ideas for managing the review process in my book, Copywriting That Sells High Tech.

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.

 

Teleclass: Techniques for Interviewing Experts

Interviewing subject matter experts, especially technical people, can be a great learning experience ...  or an exercise in  exasperating bewilderment.

Learn more about effective interviewing techniques in the teleclass Techniques for Interviewing Experts with guest John Brady, author of The Interviewer's Handbook.

The live class will be held on April 16, 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: Techniques for Interviewing Experts 

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. 

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.

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. 

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.

Creative Copywriting: Techniques for High Tech Products

Most copywriters don't equate high tech with high creativity. After all, how can you get excited about writing a brochure for a hardware or software product when most of the text must be a dull recitation of features and specifications?

Yet many promotional materials for high-tech products can benefit from a dash of creativity. The trick is to develop a set of creative writing techniques that you can easily call on and adapt as needed for each project. The creative ideas in this article will give you a great start.

Extend a Concept

In many cases, a particular marketing document must carry through the themes, images, and creative concept of an advertising campaign. While you'll want to maintain continuity among related materials, you can also look for ways to extend the creative concept.

Repeating a theme statement, adapting an image, and continuing a metaphor are possible creative extensions.

Use Fresh Language

Many marketing and public relations materials for high-tech products seem like they were written by the same writer. Certain words, phrases, and styles become popular and make their way through marketing departments like fashion trends.

When you tire of the latest overused buzzword, how do you find a substitute that has the same appeal to a reader? And perhaps more realistically, a replacement word that will have the same appeal to the product manager or sales director who must approve the document?

Develop your own synonym list for the stale marketing jargon that appears in your materials. For example, instead of describing a product as "leading," use one of these words: superior, first-rate, outstanding, remarkable, innovative, excellent, proven, or acclaimed.

Avoid Waffles and Couch Potatoes

Two other problems commonly creep into marketing text: waffle language and couch-potato verbs.

Waffling is the impression left in the reader's mind by any sentence that includes the words "can" or "may." Corporate attorneys love these two words, because they limit the company's potential liability, by not explicitly promising that the product actually performs as described.

Indeed, it is appropriate to use the words "can" or "may" if the feature is optional or conditioned upon an external product or user action. But the marketing message will be stronger if you delete these waffle words and use a clear, strong verb instead.

Another fast way to deaden the impact of a marketing piece is to use any form of the verb "to be." These state-of-being verbs create a sentence that just sits there, like a couch potato, passively expecting readers to generate their own enthusiasm. In particular, sentences that begin "There are" or "There is" create a sense of distance that dampens the reader's interest.

Active verbs are the answer for writing text that will have a more powerful impression on the reader. A simple way to identify couch-potato verbs in a document is to search for the verbs "is" and "are" and replace them with active verbs.

Paint a Picture, Tell a Story

Determine if the document could be improved by using any of these creative techniques:

• Using imagery such as a metaphor, analogy, or allusion to something non-technical that will help the reader's understanding.
• Reformatting the document to present the text in a more attractive way or to add diagrams, photos, tables, or other visual elements.
• Including customer stories or anecdotes, written in the customer's voice.
• Adding humor to the language or graphic design; if appropriate to the content and audience.

Use Writing Resources

A comprehensive and current dictionary, thesaurus, and word usage guide are essential for finding fresh language and sparking your creativity. These resources are especially helpful:

Richard Bayan: Words That Sell: The Thesaurus to Help You Promote Your Products, Services, and Ideas. A thesaurus of promotional adjectives and phrases, organized by product quality.

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.

www.thesaurus.com: Roget's Thesaurus on the Web. Links among listings make it fast to find the best word.

And if you're a visual thinker, you'll enjoy the Visual Thesaurus -- a type of mind mapping that shows relationships among related words. (You'll have so much fun using this tool, you may get distracted from your original search!) The site also contains numerous articles and other resources for writers. 

Develop Creativity with Practice

The copywriting techniques described in this article can require careful thought to execute well. But with practice, you'll be able to apply more creativity in ways small and large, according to the needs of each high-tech marketing or public relations project.

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.

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.