B2B Copywriting: How To Market To Conservatives

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.

Tags: Lead Generation, High Tech Copywriting, B2B Copywriting by eric
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B2B Copywriting: How to Market to Pragmatists, Part 2

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 […]

Tags: High Tech Copywriting, White Papers, B2B Copywriting by eric
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B2B Copywriting: How to Market To Pragmatists, Part 1

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. […]

Tags: High Tech Copywriting, B2B Copywriting by eric
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How To Write Copy To Technology Early Adopters

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…

Tags: High Tech Copywriting, B2B Copywriting by eric
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How To Write B2B Marketing Copy To Technology Innovators

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.

Tags: Lead Generation, High Tech Copywriting by eric
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The One Graph All High-Tech Marketers Must Understand

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 Im 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.

Tags: High Tech Copywriting, Software Copywriting by eric
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White Paper Mistakes: The Only Place For A Call to Action

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…

Tags: Lead Generation, White Papers by eric
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White Paper Mistakes: What Never To Put In An Executive Summary

Most of my white papers insist on an executive summary. 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. But if your customer insists on your writing one, here’s one mistake you want to make sure to avoid…

Tags: Lead Generation, White Papers by eric
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White Paper: A Versatile Marketing Weapon

A white paper can wear many hats, and address different types of audiences.
As a technical resource, it can share functionality of a piece of software. It can also deliver highly technical information to architects and developers in a deep meaningful way. Or it can inform B2B buyers about the features of a big-ticket piece of […]

Tags: Lead Generation, White Papers by eric
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When It Pays To Be A Sadistic Marketer

One technique B2B Copywriters can use is saddism. No, I’m not talking about inflicting physical pain on your prospects (though if you’re like some of my customers, the thought has probably crossed your mind). I’m talking about identifying a problem you know that all prospects in your space suffer from, then writing a lead generation piece that gets a “painfully” high response. Here’s what I mean…

Tags: Software Copywriting, B2B Copywriting by eric
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