|
|
What makes good technical product
literature?
Sample Projects
Application note
Paired product collateral
Print ad copy
Consumer product brochure
Position paper
"Overall, the client has been very happy with the datasheets.... To give you an idea of how well the copy was received, these two datasheets have caught up to the other 4 already in production since two weeks ago! I will keep you informed on the next steps, but I don't expect many more revisions, if any. Thanks for such a job well done!"
--Traffic manager, advertising agency
|
- A slick brochure awash with positive customer quotes?
- A datasheet packed with bulleted lists of product features?
- A white paper with in-depth scenarios illustrating how your
product works?
The answer? All of the above, provided you consider one thing: What information your customers need to make purchasing decisions.
Technical marketing communications targets highly educated customers with little patience for fluff. The presentation and copy must demonstrate knowledge and expertise -- about the industry, the customer, and the customer's problems. The right words are important. So is the right format. Consider what your customers need. Instead of a glossy brochure, would a targeted series of white papers better support your sales cycle? Or a product-based Web site, complete with FAQs, demos, and competitive analyses?
Since 1990, Principia has been helping clients implement marketing communications programs that sell technical products. Deborah Ausman has developed the ideas behind and written the copy to drive every type of collateral (from glossy brochures to dense white papers) at every stage of the product life cycle (from initial product launches to campaigns that rejuvenate time-tested brands). She takes the time to learn about your products and services, asking the questions that your customers will ask. The result? Communications with consistent, on-target messages that will earn your customers' attention and respect.
| |
