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Tech Talk

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Writing for non-techies can be a challenge, especially when selling a very technical product. Learn the nuts and bolts of getting your point across to even the least technical prospects.

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Tech Talk

  1. 1. By Valarie Swanson President, VSS Marketing Management Keep Tech Talk Down and Improve Your Marketing Response Are you a techie? Is your When reading the brochure, assurance in the finished target buyer a techie, too? this reader is looking for product. Probably not, and in order to technical knowledge, key Second, use lists and tables reach your target buyer, terms and buzz words. to visually separate highly you’d better be speaking their Although, this reader technical information from the language and not just your understands the technical rest of the brochure copy. own. jargon, very little is needed to This allows the reader to sell this influencer – either quickly scan what they do You may sell a complex, you have what they need or and don’t want to read. This highly technical product or you don’t. is where you can talk to the service, but as it turns out, technical reader, but the using fancy, technical jargon On the other hand, the executive reader can see doesn’t impress anybody and executive or decision maker quickly if it pertains to their can actually turn potential will also read the prototype decision and move on if it buyers away. developer’s collateral. doesn’t. However, this reader is less Using technical jargon is interested in the machinery Use Jargon Sparingly widely accepted in the high- (i.e. details) and may not Jargon can be dangerous tech business world when even understand the when left in the wrong hands. talking amongst peers, but technical jargon. Using too Too much and you loose the when used in marketing much jargon and listing too reader, too little and you don’t materials and sales many features without their appear competent. So how correspondence it becomes benefits, will only turn this much is the right amount? confusing and is usually lost buyer away. on the decision maker. If you can’t get through two Divide and Conquer sentences without an Who Is Your Audience There is a happy middle- acronym, techie-term, or Determining who reads your road. You can successfully words that include capital marketing materials is the speak to both technical letters in the middle, then you first, vital step to developing influencers and decision probably have too much relevant marketing and makers in one marketing jargon clogging up your advertising messages. piece, if it is crafted well. marketing piece. However, oftentimes a marketing piece will be read First, most of the marketing Copy should flow easily and by different groups of piece should be devoted to be readable by an intelligent prospects and the message the benefits that your service person. After reading your must somehow relate to each or product offers to the marketing piece, they should of them. decision maker. They, after be able to tell what you are all, are the ones with the final offering. For example, a high-tech power to buy your product or product prototype developer service, or not. If they can’t, then revisit your would have two target marketing piece and rework readers of a corporate When you mention an the placement and amount of brochure: the engineer important piece of machinery, jargon that you use and (influencer) and the executive tell why it’s important to include more benefit (decision maker). delivering your service, or statements. how it adds value to the First, the engineer would buyer. For instance, you may Remember: Benefits sell read the company’s use a high speed machine features, but features don’t marketing material to decide that is faster and more sell benefits. Don’t confuse if the prototype developer has accurate than doing a and enrage your decision the appropriate machinery particular task by hand. This making reader. Rather, and technical knowledge in machine allows your educate and enlighten them place to build the prototype. company to offer faster to get the best response from delivery and higher quality all of your marketing pieces. © Copyright 2003, VSS Marketing Management. VSS Marketing Management, P.O. Box 17626, San Diego, CA 92177, Phone (858) 531-7929, E-mail valarieswanson@yahoo.com

Writing for non-techies can be a challenge, especially when selling a very technical product. Learn the nuts and bolts of getting your point across to even the least technical prospects.

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