Re: FWD: Marcom writing samples

Subject: Re: FWD: Marcom writing samples
From: Bruce Byfield <bbyfield -at- axionet -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Thu, 08 Aug 2002 14:03:54 -0700

kcronin -at- daleen -dot- com wrote:

From a style perspective, marcomm looks for dramatic ways to communicate
information, which is very different from the transparent,
just-the-facts-ma'am style many tech writers aim for.

I generally agree, but, as always, watch your audience.Generally,the more technical the product or the audience, the more subtle the drama should be.

The major mistake I see in first time marcom is lapsing from drama into melodrama, if not pathos.In these cases,the writer is trying too hard, and produces a rather grim,hard-sell piece of work.

The result is generally ineffective for two reasons. First, most people in industrial nations are sophisticated about advertising.A softer sell, especially one that is humorous or even makes fun of the whole advertising process often produces better results.

Second, a technical audience often defines itself in opposition to marcom. Often, too, it prides itself on making rational decisions. When writing for this type of audience, you need to be very low-key, presenting the benefits,but not trumpeting them.Incidentally, this type of marcom is the hardest for many marketing managers to understand because its approach is easy to miss and goes against what they learned in school.

Bruce Byfield bbyfield -at- axionet -dot- com 604.421.7177

"rats may be rich or rats may be clever,
but one thing of which they'll never get rid
My Dog
knows where the bones are hid."
-OysterBand, "My Dog"

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