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Archives
Tag Archives: copywriting
Key Points and Access to More Product Information in the Sales Guide
In this final post on sales guide contents, I will quickly look at two important sections and one that will give you a stiff dose of reality. If you review all the sales guide posts that I have done, you … Continue reading
Posted in Writing
Tagged copywriting, information links, marketing, product cost, sales, sales guides, summary information, writing improvement
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How Does Competitive Information Help Copywriters?
Competitive information is often closely guarded, but is very valuable for copywriters because it shows you what features and benefits to emphasize. In this post, I provide some examples and a short discussion of two sensitive areas: ease of use … Continue reading
Writing Marketing Materials for Different Management Levels
Another valuable piece of information in a sales guide is a hierarchy of managers who make the decision about whether or not to buy a product. The overwhelming majority of businesses have such a hierarchy whether the business develops software, … Continue reading
Posted in Writing
Tagged copywriting, features and benefits, management, marketing, sales, writing improvement
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Reaching High-Tech Customers: Pain Points
Welcome Fellow Copywriting Connoisseurs of Pain! Today I am going to discuss one of my favorite parts of the sales guide – pain points. I will talk about why I like them so much and why they are invaluable to … Continue reading
Posted in Writing
Tagged copywriting, human nature, marketing, pain points, problem definition, prospects, sales, writing improvement
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Marketing to High-Tech Customers: Features and Benefits
If you are part of an engineer-led company, one of your biggest headaches is apt to be identifying product benefits. People who are very close to a product think that “everybody knows” what the benefits are and just describing the … Continue reading
Posted in Writing
Tagged copywriting, features and benefits, high tech companies, marketing, sales, writing improvement
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Reaching High-Tech Customers: Value Proposition
Once the prospective audience and its problems are defined in broad strokes, we need an overview of the product we are marketing with what is traditionally called a “value proposition.” A well-focused value proposition is extremely important.
Nine Items That Help You Persuade a High-Tech Prospect to Buy
One reason I enjoy marketing writing is that you are always working to make the strongest, most persuasive argument you can to sell your products. Some might see this as crass commercialism, but it is also fun and a challenging … Continue reading
Posted in Writing
Tagged copywriting, copywriting humor, high tech companies, marketing, problem definition, prospects, sales
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Writing an Effective Case Study: Focus on Results
Finally I would like to do a post on actually writing a case study since I have a few more tips to pass on. For me the most effective strategy was to “think backwards,” that is, I started with the … Continue reading
Information High-Tech Marketing Copywriters Need about Customers
High-tech companies are often created in the proverbial garage and are controlled by engineers who have quite different mindsets than marketing professionals. Regardless of the engineering-marketing power struggles that may be going on in the management of particular companies, marketing … Continue reading
Posted in Writing
Tagged audience, copywriting, engineers, high tech companies, marketing, writing improvement
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