Writing High-Tech Copy That Sells

Overview

Technology is more pervasive - and more confusing - every day. Overwhelmed by complexity, choices, and change, buyers of high-tech products are demanding complete, helpful, understandable sales information. Yet it isn't easy to write brochures, press releases, and other materials that translate highly technical concepts and jargon into clear statements that will motivate readers to buy. Now, this breakthrough book gives writers, product managers, advertising specialists, sales reps, entrepreneurs, and marketing ...
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Overview

Technology is more pervasive - and more confusing - every day. Overwhelmed by complexity, choices, and change, buyers of high-tech products are demanding complete, helpful, understandable sales information. Yet it isn't easy to write brochures, press releases, and other materials that translate highly technical concepts and jargon into clear statements that will motivate readers to buy. Now, this breakthrough book gives writers, product managers, advertising specialists, sales reps, entrepreneurs, and marketing executives a comprehensive resource for writing effective, compelling promotional materials for all types of high-tech products and services. Written by Janice King, an expert in high-tech copywriting, Writing High-Tech Copy That Sells is an essential reference packed with timely, concrete solutions to marketing communication challenges. Writers new to high-tech marketing will find a step-by-step guide to understanding its unique issues and requirements. Experienced technical copywriters and marketers will gain fresh, innovative insights for improving the content and power of their materials. Writing High-Tech Copy That Sells presents a wealth of insider tips, insights, and tricks of the trade on: translating very complex product features into benefits your target audience will understand; ensuring that your materials deliver your key marketing messages and achieve your communication objectives; getting the most from your planning activities and stimulating the highest creativity; writing for diverse international audiences and preparing your materials for translation; and meeting legal requirements for high-tech marketing communication.
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Editorial Reviews

Booknews
A guide to writing promotional materials for high-tech products and services. Covers writing brochures, direct mail packages, press releases, and sales guides, using electronic media such as CD-ROM brochures and online advertising, and adapting materials for the international marketplace. Includes a copywriting checklist and a glossary. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780471058465
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/28/1995
  • Series: Wiley Technical Communications Library Series , #7
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.15 (w) x 9.24 (h) x 0.79 (d)

Table of Contents

Preface
Acknowledgments
Pt. 1 The Foundation of High-Tech Marketing Communication 1
Ch. 1 Planning for High-Tech Marketing Communication: Success Starts Here 2
Ch. 2 The High-Tech Audience: Targeting Your Materials 23
Ch. 3 Message, Objective, and Purpose: The Essentials for On-Target Communication 35
Ch. 4 Creative Issues: Developing the Best Ideas, Styles, and Methods 53
Pt. 2 Writing a High-Tech Marcom Document 63
Ch. 5 Document Elements: Packaging Your Information for Greater Impact 64
Ch. 6 Content Types: Presenting High-Tech Information Effectively 77
Ch. 7 Text Techniques: Adding Power to Your Copy 105
Ch. 8 Legal and Ethical Issues: Avoiding Problems in Your Materials 128
Ch. 9 International High-Tech Marketing Communication: Adapting Your Materials to the Global Market 146
Pt. 3 High-Tech Marcom Projects 159
Ch. 10 Sales Materials: Reaching Prospects and Customers 160
Ch. 11 Press Materials: Reaching Journalists and Analysts 199
Ch. 12 Alliance Materials: Reaching Dealers and Partners 225
Ch. 13 Marketing Communication in Electronic Media: Expanding Your Horizon 237
Appendix A: Copywriting Checklist 248
Appendix B: Glossary 251
Appendix C: Bibliography and Resources 257
Appendix D: References 265
Index 271
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