© 2002, Guidance Communications, Inc.1 of 31 Can You Help Us $ell It? A Crash Course in Marketing Writing for Technical Communicators Presented by Jack

© 2002, Guidance Communications, Inc. 1 of 31

Can You Help Us Can You Help Us $ell$ell It? It?

A Crash Course in Marketing WritingA Crash Course in Marketing Writingfor Technical Communicatorsfor Technical Communicators

Presented by Jack MassaGuidance Communications Inc.

2002 STC Annual Conference


Target AudienceTarget Audience

• Technical Communicators who are new to marketing writing

• Not intended for marcom pros.


Our FocusOur Focus

• The writing in marketing writing

• Marketing writing for technology.


Our ApproachOur Approach

• How do you teach an entire profession in 90 minutes or less?

• High-level view of the territory. Zoom down to view a few of the details.

• Adult learning: read, study, analyze, practice.


Why Marketing Writing?Why Marketing Writing?

• Add to our skill sets/marketability

• Do something different

• Work more creatively

• Make more money


Hence the Title...Hence the Title...

“Anyone who can help sell something can usually make

more money.”

• True in 1988.

• Still true today.


Marketing Writing vs.Marketing Writing vs.Technical WritingTechnical Writing

Different PurposesDifferent Purposes

Different Strategies Different Strategies and Writing Stylesand Writing Styles

Different Different CyclesCycles


Purpose...Purpose...

Technical WritingTechnical Writing• inform

• teach

• impart information

Marketing WritingMarketing Writingcan be those, plus...

• attract attention

• excite interest

• persuade


Strategies and Writing StylesStrategies and Writing Styles

• Grab attention

• Appeal to emotions

• Use vivid, sensory, concrete language

• Write in a conversational tone

• End with a clear call to action


Grabbing AttentionGrabbing Attention

• Convince me to keep reading

• Key challenge for marketing writing: cut through the clutter

• Study real world examples...

Key Strategy


Appealing to EmotionAppealing to Emotion

• Rational appeal vs. Emotional appeal: Both Work!

• What does your audience really want?

• Use emotional appeal especially for ads or other writing that must attract attention or introduce something new.


Key Strategy


Vivid, Concrete, Sensory LanguageVivid, Concrete, Sensory Language

• Evoke the physical world and senses (works in technical writing too!)

• Even more important in marketing writing

• Picture the moment the buyer is buying


Key Strategy


Write with a Conversational ToneWrite with a Conversational Tone

• Short sentences and sentence fragments

• Write clearly and to the point

• Jargon is okay, if it’s the right jargon

• Avoid fluff; shun hype

Key Strategy


End with a Clear Call to ActionEnd with a Clear Call to Action

• The something you want the reader to do

• Immediately, if not sooner

• Take the next step in the sales process

• Emphasize the reason to act


Key Strategy


Strategies and Writing StylesStrategies and Writing Styles

• Grab attention

• Appeal to emotions

• Use vivid, sensory, concrete language

• Write in a conversational tone

• End with a clear call to action

To Repeat...


7 Building Blocks for 7 Building Blocks for Marketing DocumentsMarketing Documents

1. Attractor2. Purpose Statement3. Features and Benefits List4. Supporting Facts5. Specifications6. Testimonials7. Call to Action

Another Take...

...See Jack’s article in

February intercom


For Successful Marcom For Successful Marcom (and (and Any Any Business Concept) Business Concept)

1. Overt Benefit - What’s in it for the customer?

2. Real Reason to Believe - What’s the evidence that it’s true?

3. Dramatic Difference - How is it different from the competition?

Another Take...

...See Doug Hall’s

Jump Start Your Business Brain


Some Types of Marketing DocumentsSome Types of Marketing Documents

• Direct mail, promotional letters and e-mails• Newsletters and e-zines• Press releases/news releases• Brochures (Print)• Brochures (Web)• FAQs• Spec sheets, data sheets, product slicks• Customer success stories, case studies• White papers

What Marketing Writers Write...What Marketing Writers Write...


Direct Mail, Promotional Direct Mail, Promotional Letters and e-mailsLetters and e-mails

• Huge volume, both paper and e-mail

• Purpose is to generate business by delivering an offer.

• The offer may be a new product or service, an upgrade, or a special pricing promotion

• For example...



Newsletters and e-ZinesNewsletters and e-Zines

• Exploded with the rise of e-mail, because the cost is near zero.

• Purpose is to promote a business by fostering an ongoing awareness of it.

• Constant need for Fresh Content

• News, customer success stories, how to tips, company announcements, etc.

• For example...



Press Releases/News ReleasesPress Releases/News Releases

• Primary purpose is to generate news coverage by communicating with media

• Today, every company puts them on the Web for all to see.

• Many in the technology fields are awful• For example...



Brochures (Print)Brochures (Print)

• Purpose is to introduce a company, product, or service the reader knows nothing about.

• Importance of layout and design: the writer normally works with a designer.

• For example...



Brochures (Web)Brochures (Web)

• “Brochureware” has its place

• Most companies need pages that identify who they are and what they do: i.e., establish their “brand”

• Writer works as part of a team

• For example...



FAQsFAQs

• On web pages or in brochures

• Real purpose, often, is to sell

• Raise and dispose of buyer objections

• For example...



Spec Sheets/SlicksSpec Sheets/Slicks

• One page “brochure” often produced for technology products

• Describe the product and provide its specs

• Features and Benefits

• For example...



Success Stories/Case StudiesSuccess Stories/Case Studies

• Short “articles”, posted to Web and delivered as printed documents

• Purpose is to demonstrate how the technology has helped real customers

• Often have a standard format

• Importance of telling the story

• For example...



White PapersWhite Papers

• Substantial documents with technical or industry-specific content

• Purpose is to share information and to demonstrate the author’s expertise

• Raise problems and show solutions

• For example...



Different Development CyclesDifferent Development Cycles

Technical WritingTechnical Writing• 1-6 months

• Some time for audience analysis (maybe)

• May have multiple reviewers and reviews

• Content often changes, info is delayed

Marketing WritingMarketing Writing• 1-6 days

• Less time for audience analysis, but still critical

• Draft - Review - Revise - Done!

• Whole projects often change, are delayed, cancelled, restarted in a new form


Call to Action: Try This at HomeCall to Action: Try This at Home

• Marketing Writing Challenge at the back of your handouts

• Think about it, brainstorm it, write it

• Submit solutions to [email protected]

• I’ll post at www.guidancecom.com so everyone can review


Questions and Comments...Questions and Comments...


My Contact Info...My Contact Info...

Jack MassaGuidance Communications Inc.

[email protected]

www.guidancecom.com