I remember vividly having to sit through drab and boring seminars during my doctoral training.
Seminars that made you want to leave the room so you could run outside and watch paint dry.
If you have ever attended some of the research presentations at scientific conferences, you can probably relate to this.
If you haven’t, take a break from the tradeshow exhibit and wander on over to the talks at your next conference.
Session after session of long-winded presentations where the presenter seems determined to bore the audience to tears.
Of course, they’re not all like this. Some talks can be interesting, engaging and informative.
But we can all agree that scientists, engineers and techies aren’t the best at creating excitement or engagement during a presentation.
I should know, I’m one of them! And yes, I’m a little guilty of giving boring talks myself.
When I gave a talk, I would normally launch into a detailed presentation of results and data, without really conveying why this was important or why the audience should really listen to me.
I received a lot of yawns and folded arms, particularly in the front row. A lot of people would be texting or doing something else with their phones.
Of course, I eventually figured out my mistake. I needed to open with why my talk mattered and why the audience should spend the next 15 to 20 minutes listening to me.
I needed to provide valuable information and share a story that appealed to the audience.
So what does this have to do with nanotech marketing?
Well, as marketers and specialists in a high-tech industry, the burden falls on you to get your message across.
There is still a need to convey your story to an audience. Technical people get bored just like everyone else, and if they can’t relate to your presentation, they switch off.
Now, don’t get me wrong. Technical buyers want and need to see technical information. This stuff is important because they want to know if your solution solves their problem and this technical information will tell them that.
But this is more important at the bottom of the sales cycle when a technical evaluation of several options needs to be made.
However, drowning your potential customers in technical data and numbers too early will turn them off. So, if this is how you’re currently operating, don’t be surprised if your potential buyers aren’t flocking to your doorstep in large droves.
Lead generation and awareness at the beginning is better achieved with a combination of technical copywriting and persuasive storytelling.
And just to be clear, the persuasion I’m talking about is not the exaggerated hype and persuasion that you see in consumer copy. We’re not trying to play on emotional triggers here. You don’t need to convince a technical or business buyer that they need a solution.
But you do need to tell them why they need your solution.
It is possible to blend technical details with subtle persuasion in such a way that gets your message across and shows how you can solve your prospects’ problems.
An example of this is the white paper. Unfortunately, many nanotech companies see a white paper as an opportunity to regurgitate a pile of research data they’ve collected, throw it up on their website and call it a day. Those who do this are leaving opportunity, leads and revenue on the table.
Instead, a white paper should be seen as an opportunity to present a solution to a business or technical problem.
As an added bonus, it can position your company as a provider of valuable information for those looking for it.
The benefits of this alone should be enough to convince you to incorporate a more story-driven approach to your marketing.
Next time, we’ll look at more examples of how you can use various forms of marketing communications that generate awareness and leads for your nanotechnology solutions, without boring your prospects to death.
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