Make the Technology Adoption Life Cycle Cash In for You
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.
It also means this: you can’t create one marketing message that works in the early days and never change it (a mistake I see far too often). If you’ve had some success with the early markets (Innovators and Early Adopters), get ready to change your message. The market segment you’ll be aiming for next might bear very little resemblance to the one that came before it.
This goes against the grain of many high-tech marketers. But it’s absolutely necessary if you intend to “cross the chasm” into the high-dollar world of mainstream markets. A pragmatist from the Early Majority simply won’t respond to the same angle you used to get the Early Adopter’s attention – and vice-versa.
The Most Important Way to Get
the Right Message to the Right Market
Yes, your marketing message has to change as your product makes progress through the high-tech markets. That’s the downside. But here’s the upside. The TALC tells you exactly how to do that. Each one of these 5 segments has its own set of values, beliefs, and emotions. Once you know those, you’ve got what you need to craft the B2B advertising message each market needs to hear.
As a B2B copywriter who has been in the technology business nearly 12 years now, I’ve seen some companies capture each of these markets successfully. I’ve also seen them fail miserably. But more often than not, I’ve seen them capture the first two markets with ease, only to watch them stumble on their way to the big-dollar Early & Late Majority segments.
In order to avoid the same disastrous mistakes, it pays to become intimately familiar with each of these critical market segments…and how to write marketing copy that resonates with their needs and emotions. That’s where the rubber meets the road. The words that meet your prospects’ eyes will make or break your high-tech product. It doesn’t matter how good your technology really is. What matters is getting the right message to the right market at the right time.
B2B copywriting high tech marketing lead generation technology adoption life cycleTags: Lead Generation, High Tech Copywriting, B2B Copywriting
Discussion Area - Leave a Comment
You must be logged in to post a comment.