© 2002, Guidance Communications, Inc.1 of 31 Can You Help Us $ell It? A Crash Course in Marketing Writing for Technical Communicators Presented by Jack Massa Guidance Communications Inc STC Annual Conference

© 2002, Guidance Communications, Inc.2 of 31 Target Audience Technical Communicators who are new to marketing writing Not intended for marcom pros.

© 2002, Guidance Communications, Inc.3 of 31 Our Focus The writing in marketing writing Marketing writing for technology.

© 2002, Guidance Communications, Inc.4 of 31 Our Approach How do you teach an entire profession in 90 minutes or less? High-level view of the territory. Zoom down to view a few of the details. Adult learning: read, study, analyze, practice.

© 2002, Guidance Communications, Inc.5 of 31 Why Marketing Writing? Add to our skill sets/marketability Do something different Work more creatively Make more money

© 2002, Guidance Communications, Inc.6 of 31 Hence the Title... “Anyone who can help sell something can usually make more money.” True in Still true today.

© 2002, Guidance Communications, Inc.7 of 31 Marketing Writing vs. Technical Writing Different Purposes Different Strategies and Writing Styles Different Cycles

© 2002, Guidance Communications, Inc.8 of 31 Purpose... Technical Writing inform teach impart information Marketing Writing can be those, plus... attract attention excite interest persuade

© 2002, Guidance Communications, Inc.9 of 31 Strategies and Writing Styles Grab attention Appeal to emotions Use vivid, sensory, concrete language Write in a conversational tone End with a clear call to action

© 2002, Guidance Communications, Inc.10 of 31 Grabbing Attention Convince me to keep reading Key challenge for marketing writing: cut through the clutter Study real world examples... Key Strategy

© 2002, Guidance Communications, Inc.11 of 31 Appealing to Emotion Rational appeal vs. Emotional appeal: Both Work! What does your audience really want? Use emotional appeal especially for ads or other writing that must attract attention or introduce something new. Study real world examples... Key Strategy

© 2002, Guidance Communications, Inc.12 of 31 Vivid, Concrete, Sensory Language Evoke the physical world and senses (works in technical writing too!) Even more important in marketing writing Picture the moment the buyer is buying Study real world examples... Key Strategy

© 2002, Guidance Communications, Inc.13 of 31 Write with a Conversational Tone Short sentences and sentence fragments Write clearly and to the point Jargon is okay, if it’s the right jargon Avoid fluff; shun hype Key Strategy

© 2002, Guidance Communications, Inc.14 of 31 End with a Clear Call to Action The something you want the reader to do Immediately, if not sooner Take the next step in the sales process Emphasize the reason to act Study real world examples... Key Strategy

© 2002, Guidance Communications, Inc.15 of 31 Strategies and Writing Styles Grab attention Appeal to emotions Use vivid, sensory, concrete language Write in a conversational tone End with a clear call to action To Repeat...

© 2002, Guidance Communications, Inc.16 of 31 7 Building Blocks for Marketing Documents 1. Attractor 2. Purpose Statement 3. Features and Benefits List 4. Supporting Facts 5. Specifications 6. Testimonials 7. Call to Action Another Take......See Jack’s article in February intercom

© 2002, Guidance Communications, Inc.17 of 31 For Successful Marcom (and Any Business Concept) 1. Overt Benefit- What’s in it for the customer? 2. Real Reason to Believe - What’s the evidence that it’s true? 3. Dramatic Difference - How is it different from the competition? Another Take......See Doug Hall’s Jump Start Your Business Brain

© 2002, Guidance Communications, Inc.18 of 31 Some Types of Marketing Documents Direct mail, promotional letters and s Newsletters and e-zines Press releases/news releases Brochures (Print) Brochures (Web) FAQs Spec sheets, data sheets, product slicks Customer success stories, case studies White papers What Marketing Writers Write...

© 2002, Guidance Communications, Inc.19 of 31 Direct Mail, Promotional Letters and s Huge volume, both paper and Purpose is to generate business by delivering an offer. The offer may be a new product or service, an upgrade, or a special pricing promotion For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.20 of 31 Newsletters and e-Zines Exploded with the rise of , because the cost is near zero. Purpose is to promote a business by fostering an ongoing awareness of it. Constant need for Fresh Content News, customer success stories, how to tips, company announcements, etc. For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.21 of 31 Press Releases/News Releases Primary purpose is to generate news coverage by communicating with media Today, every company puts them on the Web for all to see. Many in the technology fields are awful For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.22 of 31 Brochures (Print) Purpose is to introduce a company, product, or service the reader knows nothing about. Importance of layout and design: the writer normally works with a designer. For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.23 of 31 Brochures (Web) “Brochureware” has its place Most companies need pages that identify who they are and what they do: i.e., establish their “brand” Writer works as part of a team For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.24 of 31 FAQs On web pages or in brochures Real purpose, often, is to sell Raise and dispose of buyer objections For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.25 of 31 Spec Sheets/Slicks One page “brochure” often produced for technology products Describe the product and provide its specs Features and Benefits For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.26 of 31 Success Stories/Case Studies Short “articles”, posted to Web and delivered as printed documents Purpose is to demonstrate how the technology has helped real customers Often have a standard format Importance of telling the story For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.27 of 31 White Papers Substantial documents with technical or industry-specific content Purpose is to share information and to demonstrate the author’s expertise Raise problems and show solutions For example... What Marketing Writers Write...

© 2002, Guidance Communications, Inc.28 of 31 Different Development Cycles Technical Writing 1-6 months Some time for audience analysis (maybe) May have multiple reviewers and reviews Content often changes, info is delayed Marketing Writing 1-6 days Less time for audience analysis, but still critical Draft - Review - Revise - Done! Whole projects often change, are delayed, cancelled, restarted in a new form

© 2002, Guidance Communications, Inc.29 of 31 Call to Action: Try This at Home Marketing Writing Challenge at the back of your handouts Think about it, brainstorm it, write it Submit solutions to I’ll post at so everyone can review

© 2002, Guidance Communications, Inc.30 of 31 Questions and Comments...

© 2002, Guidance Communications, Inc.31 of 31 My Contact Info... Jack Massa Guidance Communications Inc.