The storytelling approach
One of the best ways to market scientific instrumentation is to share a story of a real business solving real problems.
After all, isn’t that what scientific buyers want to see?
How you solved a similar problem for other scientists.
Well, a terrific way to do this is through an application note.
Because that’s what an application note is. It’s a piece showing how a particular scientific product solved a problem for your customer and the results the customer is enjoying thanks to your solution.
That is, of course, if you strip away all the technical and scientific jargon.
Because application notes are often based on academic publications, they’re loaded with the same jargon you see in these papers.
Often the story is lost in all the details.
These details are ok for nurturing and prompting a buying decision at the end of the cycle.
But optimising an app note for lead generation means taking a more storytelling approach and easing off on the technical specifics.
Application notes for lead generation
The first step in writing an application note for lead generation is to include one or two customer quotes (like a traditional case study).
Also, avoid mentioning the company name or product name specifically in the body copy. Otherwise you risk your application note sounding like a sales brochure (not ideal for lead gen). Technical features and company/product specifics can be included as side-bars or at the end of the document.
Other general lead-generation rules also apply. Like giving the piece an interesting title with a benefit included.
Finally, here’s another idea you can try: Combine an application note with a webinar.
Write the app note first so you can check out the strength of your customer’s story and the results they’re seeing.
Then write a story that the customer approves and provide a link to the full application note. Create a webinar based on the app note and attendees can visit the link to download the full story.
And as always, measure response so you can improve lead generation over time.
This issue is a primer for anyone wishing to use application notes for lead generation, rather than just for nurturing prospects.
We’ll dive into specifics in the next few issues about how exactly you can optimise these pieces so they generate more (and better) leads over time.
All the best,