Here’s a question for you:
How do you get the attention of skeptical science and technology buyers with your marketing communications, so they read and respond to your message?
Not a bad question to ask yourself if you’re a marketer of science or high-tech.
Because I can assure you that your competitors are thinking about the same question.
Do you have an answer?
Well, here’s a hint:
You need to be able to enter the conversation that’s already taking place inside your prospect’s head.
This little copywriting gem (which I’ve paraphrased a little) comes from the legendary Robert Collier, who was a prolific writer and publisher. He also pioneered many other terrific ideas in advertising.
Of course, when Collier said this, he was referring to direct-response consumer advertising.
But it applies equally well if you’re a technical copywriter and marketing to scientists.
Now, the next question to ask is:
What’s the easiest and fastest way to enter this conversation?
You start by tailoring the copy so it speaks to your prospects’ challenges, needs and interests.
Some copywriters refer to this as the CNI factor.
This is also called empathy – an understanding of your prospect from his or her perspective.
In order for your marketing communications to sing, you need to be spot on when it comes to your target audience and what they really need.
If you don’t know what these challenges, needs and interests are, you need to go and find out. As a science marketer or technical copywriter, it’s your job to understand how your buyers think, and what problems they face on a day-to-day basis.
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 (for example, both business and technical folk), things get a little hairy.
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 technical copy that directly address the needs of a second audience.
In short, you need to make sure you’re up-to-speed on the challenges, needs and interests of your audience. If you’re not, your message won’t resonate.
As a scientist and technical copywriter who has 11 years of experience working with this audience, I have a solid grasp of what scientists and engineers deal with every day. So it’s easy for me to talk about this.
It also means I can write copy that speaks to these people.
If not, spend some time surveying your target buyers and find out what they’re really challenged by.
Trust me, this is time well spent.
Until next time,