Eric Lynch, B2B Copywriter

Just because the [tag-self]Technology Adoption Life Cycle[/tag-self] is dead-on accurate doesnt mean its easy to implement. Its not. Each of the 5 market segments you see in the graph above 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 doesnt, you might be sending a message to a conservative Late Majority member that would resonate only with an Early Adopter. Im sure you can guess the result: dismal quarterly sales figures.

Tags: Lead Generation, High Tech Copywriting, B2B Copywriting by eric
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Any [tag-tec]B2B Copywriter[/tag-tec] who markets high-tech products and services needs to learn how to reach every segment of [tag-self]technology adoption life cycle[/tag-self]. 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…

Tags: High Tech Copywriting, Software Copywriting, B2B Copywriting by eric
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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.

Tags: Lead Generation, High Tech Copywriting, B2B Copywriting by eric
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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 […]

Tags: High Tech Copywriting, White Papers, B2B Copywriting by eric
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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. […]

Tags: High Tech Copywriting, B2B Copywriting by eric
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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…

Tags: High Tech Copywriting, B2B Copywriting by eric
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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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Emotions. We all have them. And as marketers we’re all taught that you have to appeal to your prospect’s emotions in order to get your most-wanted response. When you’re selling B2C products like health supplements and consumer newsletters, this is absolutely the true. But in the B2B world, it’s not that easy. Here’s why…

Tags: B2B Copywriting by eric
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If you’re a good B2B copywriter, you probably do your homework before accepting any new copywriting assignment. You research your prospect. You research your product, and even your competitor’s products. And you know your product can greatly improve your prospect’s bottom line. No questions asked.

So theoretically, all you have to do is present your benefits, offer a proof element, show how the benefits overwhelm the price, and you’re in the clear. Right? Not even close. Here’s why.

Tags: Lead Generation, B2B Copywriting by eric
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When writing copy for high tech products like high-end computer software, you have to keep your goal in mind at all times. That goal is almost always[tag-tec] lead generation[/tag-tec]. You want to give your reader just enough of a taste of your product so that he’ll take the initiative to ask for more information. This is a fine line you have to walk. Give your prospect too little information and she’ll pass over your promo. Give her too much and you’ll bore her. So you have to strike a delicate balance…

Tags: High Tech Copywriting, Software Copywriting, B2B Copywriting by eric
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