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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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, 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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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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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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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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High-end B2B software costs a lot of money. A LOT of money. That’s why so many software companies hire battaliions of highly trained software sales people and sales engineers to sell their software. But regardless of how effective and motivated your salespeople are, they need something more to stack the odds of success in your favor. That’s why the most astute software companies sell more software by giving something away…

Tags: Lead Generation, White Papers, Software 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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