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Who Cares about Marcom?As a technical writer, you maybe asked to write marketingdocumentsKnowing how makes you moreversatile and more marketableRefreshing change of paceChance to stretch your creativityWhy not find out more beforeyou reject the idea?
Factors in High-Tech MarcomEvery industry does marcom,but high-tech is differentNot dealing in soap or cerealHighly technical products thatneed to be positioned properlyEngineering culture suspiciousof marketing and salesProducts cause discontinuousinnovation (see Geoffrey Moore“Inside the Tornado”)
Differences...Writing to persuade, not to explainUsually give explicit action stepIntroduce emotion, jazz, sizzle(beaten out of tech writers)Shorter and faster projectsHigher production valuesReviewers care passionately?!
Marketing vs R&DWhy the culture of mistrustbetween R&D and marketing?—Totally counter-productive—There is no “Dark Side”—Everyone in a firm is in it together
Marketing people don’t have tobe Dilbertian clichésNeither do engineersTech writers don’t have topick sides
Skills Required for MarcomGood communicatorFast, accomplished writerQuick studyFamiliar with your industryGood at visualizing customersCreative and flexibleTeam playerProfessional detachment AKA thick skin
Tech Writers Have the Skills!Good communicatorFast, accomplished writerQuick studyFamiliar with your industryGood at visualizing customersCreative and flexibleTeam playerProfessional detachmentAKA thick skin
Moving into MarcomTech writers are well-positionedSeen good communicatorsProven research skillsGood knowledge of industryEmpathy for usersCreative and flexible: especiallywith knowledge of type, graphicsTeam playerThick-enough skin?
What Tech Writers Must LearnHow to turn features into benefitsHow to handle emotion, sizzleThe top 10 marcom documentsA higher level of writing mastery—Requires subtle, nuanced style—You aren’t in Click-OK-Land
How to Break InIf on staff, say YES when asked...Build your portfolioHelp startups with no marcomJoin forces with other freelancersContact PR agenciesBuild your networkFind a mentorMost of all:BELIEVE YOU CAN DO IT!
Why These Top 10?Most often used by high-techSo you will most often be askedto write one of these top 10Not every company does all 10This list helps clarify discussionif someone asks you for—A flyer—An announcement—A spec sheet
1. What is a Product Blurb?A concise statement that sumsup a product in 1 or 2 sentenceCan be 25, 50, 100 wordsAKA elevator pitchA fundamental building blockof all other documents
WinXP Marcom ChallengesSo what? Who cares? W I I F M?What’s the difference between Home and Professional?Can’t I be both a home userand a power user?Creating excitement (it’s ONLY an operating system)
Blurb for WindowsXP HomeFrom the Microsoft Web site:
[WindowsXP]is[the operating system]that home users[have been waiting for][—because it offers seriousspeed and serious stability,so you can have serious fun].
Blurb for WindowsXP ProFrom the Microsoft Web site:
[WindowsXP Professional][delivers][the new standard in reliabilityand performance].[This] [operating system][is designed][for businesses of all sizes andfor users who demand the mostfrom their computing experience].
2. What is a Data Sheet?Spec sheet that lists featuresDone for many high-tech productssince there’s a lot to explainNo big sell, mostly factualEasy for tech writers to doCan be combined with brochure—Front is brochure—Back is data sheet
3. What is a Brochure?A polished sales pitch thateffectively positions a productAKA slick, glossy, flyerDone for many high-tech productsMust turn features into benefitsCan be combined with data sheet—Front is brochure—Back is data sheet