Eric Lynch, B2B Copywriter

Just because the Technology Adoption Life Cycle is dead-on accurate doesn’t mean it’s easy to implement. It’s not. Each of the 5 market segments you see in the bell-shaped graph has its own set of psychographics. That means as your product matures in the marketplace, your marketing copy has to change with as well. If it doesn’t, you might be sending a message to a conservative Late Majority member that would resonate only with an Early Adopter. I’m sure you can guess the result: weak lead generation or dismal quarterly sales figures.
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Any B2B Copywriter who markets high-tech products and services needs to learn how to reach every segment of technology adoption life cycle. All of the market segments have a separate and distinct psychographics. And each demands a different strategy that you should use in your advertising copy. Except this one…
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In the past few days, I’ve shared with you how to write B2B marketing copy that runs through the Technology Adoption Life Cycle. Once you the psychographics of each technology buyer, your chances of reaching them with your marketing message become much greater.

In previous messages, we’ve talked about marketing to the Innovators, the Early Adopters, and the Early Majority (also known as pragmatists). Today, I’ll tell you about the most profitable, yet most-ignored segment of high-tech B2B buyers: the Late Majority, otherwise known as Conservatives.
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Yesterday, I shared a very important part of B2B Copywriting and high-tech marketing: writing to the Early Majority, otherwise known as pragmatists. These B2B buyers are very different from the first two market segments that preceeded them (the Innovators and the Early Adopters). So it pays the B2B copywriter huge dividends to understand the psychographics of this niche.

So let’s continue, shall we?…
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OK. You’ve gotten the buy-in of the technology-loving Innovators. They like your product and have given the thumbs-up to their business counterparts, the Early Adopters. You’ve shared your vision for a once-in-a-lifetime breakthrough with these visionaries, and they’re on board. They’ve assumed the risk to get the big reward your landmark technology represents.

Good work. You’ve laid the foundation for a huge landmark B2B marketing success story. There’s just one problem. Money. True, these first two market segments must be conquered before you can move forward. But you can’t make a living selling only to them. The real money lies in the next segment of the Technology Adoption Life Cycle: The Early Majority. And getting there will be no picnic. Here’s why…
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After you have the Innovators’ buy-in and support, you’re ready for the next hurdle to marketing your technology product: Early Adopters. They are the second mindset you must capture in moving forward in the Technology Adoption Life Cycle. They have as much vision as the Innovators do, but they care about your product for very different reasons…
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Yesterday, we talked about Geoffrey Moore’s Technology Adoption Life Cycle. The TALC is the paradigm that describes their prospects’ mindsets your sales staff is likely to encounter as they market your products and services. I also promised I’d talk a little bit about the different individual segments of this model - and how I write copy to address each of these segments to maximize lead generation for your firm.
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Whenever I take on a new high-tech copywriting customer, I always ask a lot more questions about the prospect than I do the product. It just makes sense. Before I can adequately share how the product’s features match up to benefits, I have to know what benefits the prospect cares about and why.

And if I’m promoting a high-tech product, it pays big dividends for my customers to know the Technology Adoption Life Cycle…and what it means to them.
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As you’ve heard me mention before, you must know the purpose of your white paper before you ever write the first word. And for corporate white papers, that purpose is almost always lead generation. Your most-wanted response is for your prospect to be interested enough in the product or service you’re writing about to request more information. Information you’ll be happy to give them in exchange for their contact information.

That being the case, there’s only one place in your paper for a call to action…
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According to the 2005 White Paper Industry Survey, roughly 80% of all white papers contain an executive summary - sometimes called an abstract. An executive summary acts as a preface - a kind of overview of what the paper will communicate to the reader who reads the paper from start to finish.

Personally, I think most white papers would be more effective without an executive summary. I’ll tell you why in a moment. But if your customer insists on your writing one, here’s one mistake you want to make sure to avoid…
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