Tag Archives: high tech companies

Marketing in Technology Companies: Watch out for Rigidity

One of the smartest marketing people I ever met told us the essence of marketing one day at a meeting: “You try something. If it works, you do it again; if it doesn’t, you try something else.” At the time … Continue reading

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Fear of Writing White Papers: Is It Justified?

In talking to technical writing friends and colleagues over the years, I was struck by an admission that always amazed me. I kept meeting competent tech writers who confided to me that they would never attempt to write a white … Continue reading

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Power Games for Writers in Business: Degrees and Courses

My inbox is constantly filled with offers to teach me how to write and make easy money as a copywriter. I always have to smile at these emails because after many years in marketing, I usually know what “tricks” are … Continue reading

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Power Games for the Writer in Business: Research

If you are writing in business, you will be writing about something – providing instructions, explaining technology, or promoting products. To do this effectively, you not only have to write well, but you also have to understand how people read … Continue reading

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Writers in Business: The Dangers of Dressing for Success

I have never wanted to be anything else but a writer as far back as I can remember. I didn’t aspire to be Shakespeare or Jane Austen, but I did want to spend my life manipulating language. As luck would … Continue reading

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Types of B2B Writing Jobs: How Much Security Do You Need?

I am going to do a quick post today about the basic employers you can have as a professional technical writer or marketing copywriter, and the advantages and disadvantages of each. This choice is very personal, and depends on the … Continue reading

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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

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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

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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

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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

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