WriteSpark

MARCH 21, 2018

The question becomes: Should SMEs write technical sales materials? The expectation that your SMEs should become prolific writers is added to their already full task list for their real jobs of managing product development, supporting customers, or designing new technologies. Time and workload demands.

SME 120

SME Copywriting Work Management Paid Search Agency 120

WriteSpark

MARCH 21, 2018

The question becomes: Should SMEs write technical sales materials? The expectation that your SMEs should become prolific writers is added to their already full task list for their real jobs of managing product development, supporting customers, or designing new technologies. Time and workload demands.

SME 120

SME Copywriting Work Management Paid Search Agency 120

WriteSpark

JANUARY 14, 2014

Last month I was on the website of a major technology company, looking for basic information about a product. I entered the product name into the search field and the first page of links to come up were all related to developer''s notes. Not exactly what I was looking for.

Content Marketing 120

Content Marketing Case Study Case Studies Paper 120

WriteSpark

APRIL 8, 2014

Use these criteria to determine whether a white paper is a good candidate for a refresh : Continues to attract a large number of sales leads or downloads. Promotes a major product or service that will continue to be sold by your company. For some products or marketing situations, your renewal cycle may have an even shorter timeframe.

Paper 120

Paper Copywriting Case Studies Case Study 120

WriteSpark

MAY 8, 2012

What can a catalog about sewing threads teach a technology marketer about writing effective sales content? Although a product selection guide was somewhat helpful in narrowing the list of threads that might suit my needs, I put down the catalog feeling more overwhelmed and confused than when I started.

Trade Show 120

Trade Show Copywriting Marketing Prospects Purchase 120

WriteSpark

MAY 8, 2012

What can a catalog about sewing threads teach a technology marketer about writing effective sales content? Although a product selection guide was somewhat helpful in narrowing the list of threads that might suit my needs, I put down the catalog feeling more overwhelmed and confused than when I started.

Trade Show 120

Trade Show Copywriting Marketing Prospects Purchase 120

WriteSpark

DECEMBER 8, 2009

I recently participated in a group to evaluate the effectiveness of sales materials produced by an insurance company. The document with the greatest amount of product details, even though it was in a very text-heavy, table layout with a small font and footnotes. The group's choice?

Case Studies 120

Case Studies Case Study Advertising Benchmark Lead Scoring 120

WriteSpark

DECEMBER 10, 2013

The concept of "content pillars" presented in this book is a particularly useful way to look at content planning and production activity. If your marketing targets technical decision-makers, you''ll want to read these insights about how engineers use information sources when looking for new products and vendors. .

Resources 120

Resources Planning Content Marketing Copywriting 120

WriteSpark

AUGUST 17, 2010

You order a product and when the package arrives, you eagerly open the box, looking for the instruction sheet or manual so you can begin assembly or use. But this valuable information is buried under flyers, a cover letter, another copy of the product brochure, perhaps even sales materials for other products or companies.

Allocation 120

Allocation Paper Paid Search Agency Display 120

WriteSpark

AUGUST 17, 2010

You order a product and when the package arrives, you eagerly open the box, looking for the instruction sheet or manual so you can begin assembly or use. But this valuable information is buried under flyers, a cover letter, another copy of the product brochure, perhaps even sales materials for other products or companies.

Allocation 120

Allocation Paper Paid Search Agency Display 120

WriteSpark

JANUARY 9, 2013

At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies. Some years ago, I wrote a tutorial guide which my client used as the primary piece for attracting sales leads.

Planning 120

Planning Best Practices Content Paper 120

WriteSpark

JANUARY 9, 2013

At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies. Some years ago, I wrote a tutorial guide which my client used as the primary piece for attracting sales leads.

Planning 120

Planning Best Practices Content Paper 120

WriteSpark

JULY 9, 2013

The TechTarget survey found that for IT buyers in most countries, localized content is less important than finding the best practices, product information, and research resources they need, even if those resources are available only in English. Of course, you could define the criteria in a way that will present your product in its best light.

Content Marketing 120

Content Marketing Planning Comparison FAQ 120

WriteSpark

DECEMBER 16, 2008

Sales Materials. Many technology products are sold to large companies or organizations, yet marketers are often insulated from the day-to-day challenges of that sales activity. December 16, 2008 in Sales Materials | Permalink. Case Studies. Content Marketing. Social Media. White Papers. Working with Writers. Become a Fan.

Paid Search Agency 120

Paid Search Agency Companies Copywriting Copyright 120

WriteSpark

SEPTEMBER 7, 2011

You know you've got a good product, one that is much better than the offerings of your competitors. You know that your company has hired very skilled and knowledgeable employees who will do their best to support your customers and make your product fulfill their needs. so why can't you say so in your sales materials?

Copywriting 120

Copywriting Best Practices Fulfillment Paid Search Agency 120

WriteSpark

SEPTEMBER 7, 2011

You know you've got a good product, one that is much better than the offerings of your competitors. You know that your company has hired very skilled and knowledgeable employees who will do their best to support your customers and make your product fulfill their needs. so why can't you say so in your sales materials?

Copywriting 120

Copywriting Best Practices Fulfillment Paid Search Agency 120

WriteSpark

JULY 10, 2012

One of your sales reps sends a breathless e-mail: "XYZ company just signed a contract. Or, you're preparing to launch a new product and you know that a strong customer case study would be very helpful for substantiating your marketing messages. They'd make a great success story!" In both cases, what input do you receive?

Case Studies 120

Case Studies Case Study Studies Validation 120

WriteSpark

DECEMBER 12, 2012

This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies. If you are involved in producing any type of technical sales or promotional materials, you'll find these posts helpful: What does the content tell you? Decision makers like details.

Content Marketing 120

Content Marketing Best Practices Emarketing Copywriting 120

WriteSpark

DECEMBER 12, 2012

This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies. If you are involved in producing any type of technical sales or promotional materials, you'll find these posts helpful: What does the content tell you? Decision makers like details.

Content Marketing 120

Content Marketing Best Practices Emarketing Copywriting 120

WriteSpark

JANUARY 4, 2011

Project Factors A professional freelance writer can be a cost-effective resource for project and workload challenges such as: Writing powerful content for high-value documents e.g., a technology white paper that is intended to generate leads and advance the sales cycle.

Cost 120

Cost Copywriting Allocation Paid Search Agency 120

WriteSpark

JANUARY 4, 2011

Project Factors A professional freelance writer can be a cost-effective resource for project and workload challenges such as: Writing powerful content for high-value documents e.g., a technology white paper that is intended to generate leads and advance the sales cycle.

Cost 120

Cost Copywriting Allocation Paid Search Agency 120

WriteSpark

AUGUST 3, 2011

Indeed, you may find that a qualitative success story may be a more interesting read and prompt more interesting dialogue between your sales reps and prospects than a case study that focuses more on the numbers. Instead of turning down a willing customer, you can focus the case study on qualitative results and value.

Case Study 120

Case Study Case Studies Studies Storytelling 120

WriteSpark

AUGUST 3, 2011

Indeed, you may find that a qualitative success story may be a more interesting read and prompt more interesting dialogue between your sales reps and prospects than a case study that focuses more on the numbers. Instead of turning down a willing customer, you can focus the case study on qualitative results and value.

Case Study 120

Case Study Case Studies Studies Storytelling 120

WriteSpark

JUNE 11, 2013

First, on the web page that lists your case studies, organize the title links by the categories most relevant to your customers, e.g. by industry, product, world region, etc. Case Studies Content Marketing Sales Materials' One example, with case studies in summarized form, is provided by this customer reference booklet from SunGard UK.

Case Study 120

Case Study Case Studies Studies Promotion 120

WriteSpark

MARCH 17, 2009

Many companies use white papers at the beginning of the sales cycle to attract prospects. But white papers can also be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration.

Paper 120

Paper Purchase Sales Cycle Copywriting 120

WriteSpark

MARCH 2, 2011

The question becomes: Should SMEs write technical sales materials? The expectation that your SMEs should become prolific writers is added to their already full task list for their real jobs of managing product development, supporting customers, or designing new technologies. Does your company expect SMEs to do sales writing?

SME 120

SME Copywriting Work Management Paid Search Agency 120

WriteSpark

APRIL 6, 2011

One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Of course, it's not everyday that a customer actually volunteers to give a positive testimonial about your product or company. Can we get the writer to do a case study?".

Case Studies 120

Case Studies Case Study Studies Customer Satisfaction 120

WriteSpark

APRIL 6, 2011

One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Of course, it's not everyday that a customer actually volunteers to give a positive testimonial about your product or company. Can we get the writer to do a case study?".

Case Studies 120

Case Studies Case Study Studies Customer Satisfaction 120

WriteSpark

NOVEMBER 11, 2008

Sales Materials. A customer who is willing to provide a reference for your product and company is a tremendous asset for your marketing efforts. Check out Janices books on technical sales and technology marketing: Buy the book About the Book. Content Marketing. Social Media. White Papers. Working with Writers. Twitter Updates.

Conference 120

Conference Copywriting Copyright Case Study 120

WriteSpark

APRIL 20, 2010

Others run to multiple pages, with questions covering every detail of a customer's situation or product implementation. Here's an example of a leading question: "Would you say you've saved at least 25% on parts inventory costs since implementing our product?" Some question lists are short.

Allocation 120

Allocation Lead Ranking Lead Scoring Case Study 120

WriteSpark

APRIL 10, 2012

Teaching a generalist writer about your products, customers, and applications probably isn't a good use of time--for yourself or your subject experts. Other freelance copywriters focus on long-form projects such as white papers, case studies, and sales materials. These ideas can help your search.

Copywriting 120

Copywriting Verticals Work Management Case Study 120

WriteSpark

APRIL 10, 2012

Teaching a generalist writer about your products, customers, and applications probably isn't a good use of time--for yourself or your subject experts. Other freelance copywriters focus on long-form projects such as white papers, case studies, and sales materials. These ideas can help your search.

Copywriting 120

Copywriting Verticals Work Management Case Study 120

WriteSpark

NOVEMBER 2, 2011

If you haven't considered adding e-books to your sales materials, then learn more about e-book advantages and drawbacks. Within the e-book, embed or link to multimedia content such as a customer testimonial video, webinar recording, or an interactive product demo. Add interactivity. Create a "real" book. Create a "real" book.

Tips 120

Tips Content Paper Copywriting 120

WriteSpark

NOVEMBER 2, 2011

If you haven't considered adding e-books to your sales materials, then learn more about e-book advantages and drawbacks. Within the e-book, embed or link to multimedia content such as a customer testimonial video, webinar recording, or an interactive product demo. Add interactivity. Create a "real" book. Create a "real" book.

Tips 120

Tips Content Paper Copywriting 120

WriteSpark

APRIL 23, 2009

Have you considered that helping your customers market the value of your products to their customers might be way to increase your company's sales? This strategy goes beyond creating materials for dealers, resellers, and system integrators that may also be appropriate to your product.

Paper 120

Paper PR Marketing & Strategy Custom Publishing 120

WriteSpark

AUGUST 19, 2008

Sales Materials. Among writers however, "technical writer" has a specific definition, with experience and skills that typically aren't suited to sales materials, PR projects, and other marketing communications. Marketing, sales, or public relations groups. Documentation or product development groups.

Copywriting 120

Copywriting Public Relations Paid Search Agency Case Study 120

WriteSpark

MAY 4, 2011

A new product launch needs several writers working in parallel. Almost every week I receive an e-mail or call from a prospective client who is desperately trying to find a good writer for their sales materials or web site. But not all writers can write everything well, in spite of their optimistic willingness to try.

Copywriting 120

Copywriting Ideal Customer Profiles Verticals Linkedin 120