One of our local employers was on the front page of the Monadnock Ledger last week regarding a $400,000 settlement with OSHA for worker safety violations. Ouch! They not only have to pay the fines, but they also must take corrective actions & improve the safety of their workplaces for all of their employees. They have agreed to get a full time safety &...
Writing about Technical Products & Services
Submitted by TWP on Thu 1/27/11 5:53 pm
Recently, I published on Ezine an article on "The Five Myths of Writing Technical Marketing Copy." The myth that often causes the most trouble is the last one mentioned in the article: only the person who created the technical product or service is qualified to write about it. This myth takes several forms:
- "No one can understand this product except our own technical people." No matter how technically astute your customers are, your information is new to them. You have to describe your product or service so that your customers can understand it--quickly.
- "The people who created this product are the best judge of its benefits." The creators of a product are often too close to it. Their pride is justifiable but may get in the way of empathy with the customer. Make sure your marketing copy covers information that's important to the customer, not the product creator.
- "Our customers can't appreciate this product until our technical people educate them about the problem we're solving." Customers won't stick around for paragraph after paragraph of education. They know they have a problem. They want a solution. Assure them that you have a solution first, then give them the details.
When it's time to market your technical product or service, send me an email and I'll help you bust those technical marketing myths.