Three obstacles that prevent engineers, managers, and other professionals from turning out good technical prose are a lack of prewriting planning; mastering the writing process; and overcoming procrastination and writer’s block. Let’s take a look at ways to overcome these … Continue reading →

Better technical writing can result in proposals that win contracts, advertisements that sell products, instruction manuals that technicians can follow, and letters, memos, and reports that get your message across to the reader. Here are ten tips on style and … Continue reading →

Are you planning to test a new direct mail package to promote your software? Following these 10 simple steps can help you avoid common mistakes, increase response, and tip the odds of having a profitable mailing in your favor. 1. … Continue reading →

Direct mail is booming among high-tech marketers: Marketing Logistics, a research firm that monitors the direct marketing industry, reports that mail-order sales of personal computers, consumer electronics and related products reached $1.5 billion in 1985.  Business-to-business mail-order sales for computer … Continue reading →

Make it clear, not too technical.  To stand out from the pack of competitive products, your headline should telegraph what your product does.  For example, “Link 8 PCS to your Mainframe – only $2,395″ instantly says all the reader wants … Continue reading →

When selling software to businesses, you often have to appeal to three different buying influences within each company: Senior management – CEOs, CFOs, COOs, vice presidents. End users – often middle managers or administrative staff. IS – Information Systems professionals … Continue reading →

Like finding the proverbial needle in a haystack. That’s how some in the high-tech business describe how difficult it is to come up with effective high-tech sales literature. But look again—there are some (nearly) foolproof formulas. Or so a sampling … Continue reading →

In March, I wrote a column on how to sell software by mail. Since then, I’ve produced dozens of ads, direct mail packages, and brochures for software clients, and in doing so have formulated a few more guidelines on the … Continue reading →

I am a chemical engineer and have been writing copy designed to sell products and services to engineers for 10 years. Here’s what I know about appealing to this special audience: 1. Engineers look down on advertising and advertising people, … Continue reading →

A lot of B2B marketing either promotes technical products, or sells to a technical audience, or both. The technical nature of these marketing campaigns poses a challenge to those who must create them, because the marketers tasked with executing these … Continue reading →