Here’s a question for you:
How do you write copy and content that seizes your prospects attention and doesn’t let go?
Another way of putting this is: How do I get the attention of skeptical nanotech buyers with well-crafted copywriting and keep it so that they read and respond to what I have to say?
Not a bad question to ask yourself if you’re a marketing professional in a competitive industry like nanotech.
Because I can assure you that your competitors are probably thinking about the same question.
Getting inside your prospect’s head
Do you have an answer?
Well, here’s a hint:
If you can enter the conversation that’s already taking place inside your prospect’s head, you’re already miles ahead of the curve.
This little copywriting gem (which I’ve paraphrased a little) comes from the legendary Robert Collier, who was a prolific writer and publisher. More importantly, he also pioneered many terrific ideas in advertising and sales copy.
Of course, when Collier said this, he was referring to the cut-throat arena of hardcore direct-response advertising – not high-tech and B2B marketing communications.
But the good news is we can adapt Collier’s wisdom to writing content and copy for nanotechnology and other high-tech solutions.
Now, the obvious question to ask here is:
How do I enter the conversation in the mind of my prospect if I’ve never been in their shoes?
As a marketing professional, you may have never had the experience of working in a lab or had hands-on training with nanotech tools such as an electron microscope
If you’ve never had to make a buying decision for one of these solutions, how on earth do you market it effectively?
Because it’s not good enough to simply make a list of features and benefits in your copy and then slap together a webpage or a brochure.
You have to tailor the copy to suit your target audience. You need to speak to their challenges, needs and interests.
This is what marketing consultant Steve Slaunwhite refers to as the CNI factor.
In order for your marketing communications and copy to sing, you need to be spot on when it comes to your target audience and what they really need.
As a marketing professional in nanotech, it’s your job to understand how your buyers think and feel. This will help you reach them and gain their attention more easily.
In other words, it will make your copy and communications work more effectively and allow you to “enter the conversation” that’s already taking place.
What happens if you’re targeting multiple audiences?
Of course, if you’re targeting more than one audience, things get a little hairy.
I’ve talked about this before in terms of addressing both business and technical buyers when writing case studies and white papers.
Some things to consider:
- How many people influence the buying decision for your solutions?
- How are you going to address the needs of both the business and technical audience?
- What are the business and personal issues your solutions solves? Remember, people who make buying decisions in high-tech do so for personal and professional reasons.
A marketing piece always works better when targeted at one specific audience. So you may need to consider writing separate documents if you’re dealing with more than one.
Another way is to use sidebars or text boxes that speak to a specific audience, such as the technical features sidebar that’s often used in case studies.
Or you, can weave sentences into your copy that directly address the needs of a second audience.
There are several ways of doing this. Just make sure that you’re up-to-speed on the challenges, needs and interests of your audience. Getting this right means having a solid foundation upon which to write and create your marketing copy.
Get it wrong and you may as well stop writing now and save yourself the effort of having to do it over again
Over the next few weeks, we’ll delve more into the murky world of direct-response copywriting and talk about how you can apply this to boost your results. And we’ll talk more about the CNI factor and how to use it.
Next week, we’ll talk about headlines – easily one of the most important elements in nanotech marketing communications.
‘Cos if the headline doesn’t get your copy read, then it’s as if you never wrote it in the first place. Ouch!
Look for it next Thursday,
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