Re: marcomm v tech?

Subject: Re: marcomm v tech?
From: Bruce Byfield <bbyfield -at- axionet -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Sun, 13 Jul 2003 18:51:53 -0700


ASUE Tekwrytr wrote:

Similarly, to consider that marcomm is based on logical persuasion through content is not especially useful, and is in direct opposition to the view of reality held by most psychologists and marketing people.

You're talking about marketing in general. I suggest that marketing technical products is different from most marketing.

For one thing, relatively little technical marketing is aimed at the consumer market - and, if it is, it's for relatively large ticket items. Whether you're talking about a corporate buyer, or a consumer buying something expensive, impulse buying or emotional decisions are going to be rarer than in typical marketing. The sales cycles are longer. Often, technical marketing has to provide the material that the potential buyer can use to justify the decision, or to discuss it. When a sale takes days or even months to close, hype just isn't going to work.

That's not to say that there isn't an emotional content. As in any type of marketing, in technical marketing, you want customers to associate desirable values with your products. But if there isn't a sound technical basis to the associations you try to create, your efforts aren't going to sell much product.

Really, what I'm saying isn't that provocative. It's just a suggestion that, as with any type of writing, you need to know your audience. And, naturally, too, what works for technical marketing probably isn't going to work for other types of marketing.

--
Bruce Byfield bbyfield -at- axionet -dot- com 604.421.7177
http://members.axion.net/~bbyfield

"But the price that we would really pay,
I didn't see it then:
March until your feet get sore,
You never dance again."
-OysterBand, "The Fiddle and the Gun"



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References:
marcomm v tech?: From: ASUE Tekwrytr

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