The prospect disconnect
As a technical copywriter and marketer of science and technology, you’re under an overwhelming amount of stress day in and day out.
And let’s face it. It’s not exactly getting any easier to reach your buyers. Connecting with your target audience is becoming more of a challenge due to the sheer volume of content that’s out there.
Often your message is lost in a sea of marketing and advertising. So while your prospects are buried under these piles of competing material, they miss what you’re trying to say.
Combine all this with the fact that they may not even be aware of your company, and you have a serious problem.
Specifically, what you have here is a disconnect. You know your product or service could help your prospects, but they don’t want to hear it. Or they cant hear it.
So what you need is a more effective way to get your prospects attention and move them to take action. You need a better method to bridge the knowledge gap between what you offer and what your customer needs.
This might mean using a more intrusive and impactful medium, like direct mail. Or it might mean improving your message so it resonates more clearly with your target audience.
Here’s some advice: start with the message and then work on the medium.
Getting through to your buyers
Now, how do you do this?
Well, I’ve talked before about using technical copywriting to inject some much needed oomph into communications used to promote science and technology.
And technical copywriting begins with the right message. Having the right message is the first and most important step in creating marketing copy. Because when you deliver a message that resonates with your target audience, sales and profit will be a direct by-product in the long run.
So for every marketing piece you put out, make sure you always ask the question: “is this the right message for my specific audience?”
Getting your message right starts with listening to your customers and using this information to write your headlines, leads, body copy, calls-to-action etc.
We talked about this in the last issue. About understanding the challenges, needs and interests (CNI factor) of your customers. In other words, showing empathy in your technical copywriting and marketing communications.
You might think this doesn’t apply to sophisticated buyers like scientists and engineers. But it does. And it can really help you when you’re working on creating the right message.
So spend some time on understanding who you’re selling to. Or as Stephen Covey might say: “first things first”.
Are you putting your message first?