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…
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.
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…
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…
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…
Eric Lynch is a B2B copywriter specializing in highly technical products and services. Check out his bio page, or contact him directly to make your next project a success for you and your company.