Over the last few weeks, I’ve been harping on and on about this “message first” concept.
I’ve probably started to sound like a broken record, so for a change of pace, let’s talk about actually writing effective copy for nanotechnology.
After all, once you get the message down, you then need to convey it in a way that resonates with your prospects.
Now, there are certain aspects of writing copy for technical and scientific solutions that make it more straightforward than consumer advertising.
For instance, business and technical buyers actually do need what you sell. You don’t have to appeal to core emotional triggers like you would in consumer copy. Instead, you use logic and facts to show them how your product can solve their problem.
However, I realize that engineers and scientists may not have the necessary background to effectively write persuasive business and technical copy for their solutions.
So, because I’m such a helpful guy, this issue outlines 7 important points to keep in mind when writing copy for nanotechnology and other high-tech solutions.
1. Technical audiences are sophisticated buyers and technical specifics are important.
They’re buying your product or service to solve a specific problem, so your copywriting needs to describe accurately what your product can and cannot do.
Writing that your in-situ TEM heating holder can meet your buyer’s toughest in-situ experimental needs is not specific. Saying that the holder can accommodate temperatures up to 1200 oC is specific and useful. Concrete data instead of general information is key.
2. All numbers and units need to be checked and double checked by whoever is writing your marketing copy.
In-situ grids for a TEM advertised as having a 50 mm silicon nitride membrane window instead of 50 nm will draw suspicion and mistrust from anyone reading it. Sounds obvious, but these mistakes do happen.
3. In nanotech copy, it’s important to stress both the benefits and features of a product or service.
In consumer copy, the features are translated into benefits and the benefits are then written into the sales letter.
With business-to-business and high-tech copy, it’s important to include the features as well as the benefits.
4. Put “selling” copy into your headlines, subheads and the body of the document.
Use duller technical info in the tables, side-bars, charts, inserts etc. Also include case studies to show proof of how your product or service helped another nanotech buyer. After all, the best marketing and advertising is a satisfied customer!
5. Often, very subtle persuasion is used by positioning your company as a trusted and knowledgeable advisor.
Take a white paper for example. You have a product that solves a specific problem. You write a white paper outlining this problem and what has been done before to try and solve this problem.
However, you do not talk about your product specifically. You’re not writing a flashy brochure. Instead, you address the underlying technology in a general way and show people how to solve this problem – but without bold claims or product mentions.
6. Remember to talk to both technical and business audiences.
Technical people prefer more specifics and more technical data. Business people and top management prefer shorter documents that simplify the product and that get straight to the point.
For instance, a white paper written to support a product evaluation may include lots of technical information and be quite long in order to cover all the necessary details an engineer or technical person will need to make a buying decision.
A white paper written for a business audience will be shorter and cover the more high-level business aspects of a product.
7. Finally, incorporate direct marketing into your copy.
We’ve talked about direct marketing in previous issues so take a look at the blog to get the details. We’ll also be covering it more in the future so I won’t say too much here.
Next week, we’ll take a look at how to bring this all together in what’s known as the motivating sequence.
When writing any marketing communications piece, be it a white paper, article, email or sales letter, you always need to follow this motivating sequence to get your prospects hooked and move them to take the next step.
When you’re familiar with this method, then writing your marketing materials becomes more streamlined.
Look for it next Thursday,