Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Moving fromTechnical Writing
to MarketingCommunications
Gordon [email protected]
www.gordonandgordon.com(514) 488-1875
Please contact me with any questions on this material,or any challenges in your next marcom project
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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?
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
PreviewWhat is Marcom?Technical vs Marketing WritingSkills for SuccessThe 10 Key DocumentsSome Easy Exercises
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
What is Marcom?
thanks towww.freeimages.co.uk
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
The Word Marcom
marketing+
communications=
marcom
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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”)
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Three Good Questions
SO WHAT?
W I I F M ?
WHO CARES?
thanks towww.freeimages.co.uk
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Technical vs Marketing Writing
thanks towww.freeimages.co.uk
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Similarities...Marcom (not advertising)is not fluff!Both require audience analysisBoth require in-depth researchBoth require clear, precise writingBoth have tough deadlines andapproval cyclesCGNR* Syndrome exists in both
* Can’t Get No Respect
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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?!
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Pre-sales: done
by marcom writersResearchSelection
InstallingConfiguringProgrammingLearningUsingTroubleshooting
The Universal Tasks
After-Sales:covered bytechnicalwriters
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Marketing & Tech WritersMarketing people can helptechnical writers do our jobs—They’re in touch with real users—They can help us do audience
analysis or develop personas—They can help us do task analysis
or day-in-the-life scenarios—They can help us explain the
purpose of a product
Talk to your marketing people:you may be surprised!
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Skills Required for Success
thanks towww.freeimages.co.uk
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Skills Required for MarcomGood communicatorFast, accomplished writerQuick studyFamiliar with your industryGood at visualizing customersCreative and flexibleTeam playerProfessional detachment AKA thick skin
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Tech Writers Have the Skills!Good communicatorFast, accomplished writerQuick studyFamiliar with your industryGood at visualizing customersCreative and flexibleTeam playerProfessional detachmentAKA thick skin
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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?
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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
any more
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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!
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Top 10 Marcom Documents
thanks towww.freeimages.co.uk
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Top 10 Marcom Documents 1. Product blurbs 2. Data sheets 3. Brochures 4. Press releases 5. Success stories 6. Newsletters 7. White papers 8. Catalogs 9. Packaging10. Presentations
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Usually Left to SpecialistsFrom the top 10—Packaging—Presentations
Other documents—Advertising—Business plans—Investor documents
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
How to Write a BlurbStart with this model sentence:
[product name]is a / the[adjective][genre]that[verb][key benefit].
Fill in appropriate terms
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Sample Blurb: 20-20 DesignAudience: kitchen designers
[20-20 Design]is the[world’s leading][software]for[designing][kitchens and baths].
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Sample Blurb: Global TrustAudience: IT security experts[Global Trust]is an[award-winning][privilege managementinfrastructure (PMI)]that[safeguards][your priceless businessresources].
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Exercise: Product Blurbs
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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)
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Blurbs for WindowsXP[product name]is a / the[adjective][genre]that[verb][key benefit].
Let’s write two blurbs:XP Home and XP Professional!
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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].
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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].
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
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
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Turning Features into BenefitsFeature = capability of a productBenefit = emotional appealBenefits answer the questions:—So what?—Who cares?—W I I F M?
People don’t buy productsPeople buy what productspromise to do for them
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Desk Lamp ExerciseRestate each feature as a benefit…
Feature: Swivels 360°Benefit: ______________________________
Feature: Gray enamelBenefit: ______________________________
Feature: Welded jointsBenefit: ______________________________
Feature: Uses standard halogen bulbBenefit: ______________________________
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
Anti-Virus Software ExerciseRestate each feature as a benefit…
Feature: Identifies 50,000 known virusesBenefit: ______________________________
Feature: Instate updates over the WebBenefit: ______________________________
Feature: Scans email and attachmentsBenefit: ______________________________
Feature: Can run unattendedBenefit: ______________________________
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
The Lessons Learned...There is no right and wrong wayto do marcomIt’s fun to do marcom (?!)You CAN write marketingmaterials!!
STC Montreal Feb. 25 2003
fromTechical
Writing toMarcom
© 2003 by GordonGraham and
Manuel Gordon
This Was a Tiny Excerpt...
from the full-day workshopcoming to Toronto FridayApril 11, 2003
The workbook containsenough material for a1.5-day workshop.
For more details, seewww.gordonandgordon.com
Thank you!