Where do most high-tech firms go wrong with their marketing communications and content?
Have I asked this question before? I can’t remember.
Even if I have, it’s useful for you to hear this again because your reputation as a marketing executive hinges on how well you can connect with your target audience and bring in leads.
Now, given the headline of this issue, you might guess that the answer to the above riddle is the use of direct response marketing. And you’d be right! Give yourself a pat on the back.
Direct marketing is the one area where B2B and high-tech marketing communications need a good wake-up call.
In a previous issue on tradeshows, I put it to you that all B2B and high-tech marketing communications can be made more effective when infused with direct marketing techniques.
Just as a quick example, most nanotech firms don’t have any kind of newsletter sign-up form on their website homepage.
And the very few that do? They have the form “below the fold”. In other words, the reader has to scroll down to see it.
Getting people onto your mailing list should be a top priority and all of this starts with the fundamentals of direct marketing and copywriting.
Now, you might be wondering: ‘how do you learn these fundamentals, write this kind of copy and tailor it to a business and technical audience?
I’m glad you asked.
A great place to start is by studying the classic advertising lessons of some of the best direct-response copywriters in the business (past and present). I’ve already mentioned a few over the past few weeks. Guys like John Caples, David Ogilvy, Claude Hopkins, John Carlton and Dan Kennedy.
A lot of these lessons can be applied to business and commercial writing (another term I like to use for B2B and high-tech marketing communications). Of course, they need to be adjusted to suit the audience and this is where persuasive technical copywriting comes into play.
The good news is that most marketing professionals in high-tech won’t study this stuff. They think it doesn’t apply to sophisticated B2B and high-tech communications.
As a savvy nanotech marketer, you know better than this.
Of course, I understand that you’re already overwhelmed with a packed schedule, so finding the time to learn some of this stuff is difficult.
Well, that’s where Nanotech Profits has you covered. The aim of this publication is to help you improve the yield and return of your marketing communications using these very techniques.
The bottom line is that persuasive communication is the most important part of writing content and copy that not only grabs your prospect’s attention, but moves them to take action.
Sure there are other important elements too. But if you can’t get the message and communication part right, everything else goes out the window
All the best,