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How To Market To Technology Innovators, Part 1

If there's one marketing model every high-tech marketing manager should know, it's the Technology Adoption Life Cycle (TALC). The TALC is the paradigm that describes their prospects’ mindsets your sales staff is likely to encounter as they market your products and services. And it all begins with the technologists themselves: the Innovators.

Innovators are the first market you’re likely to encounter when marketing high technology products and services. These are the people...

B2B Copywriter, High-Tech Marketing, High-Tech Copywriting

If there's one marketing model every high-tech marketing manager should know, it's the Technology Adoption Life Cycle (TALC). The TALC is the paradigm that describes their prospects’ mindsets your sales staff is likely to encounter as they market your products and services. And it all begins with the technologists themselves: the Innovators.

Innovators are the first market you’re likely to encounter when marketing high technology products and services. These are the people highlighted in the far left-hand side of the curve you see above. They love to be the first ones to jump on a new technology. And for good reason: they’re technologists, themselves.

These technology enthusiasts sometimes go by other names. Things like “techie,” “computer-nerd,” or “propeller-head.” They’ll appreciate your technology product simply because it’s cool. Oh, and if it happens to have an advantage over what they’re using now, so much the better.

As Geoffrey Moore says in his landmark book, “Crossing The Chasm,”…

“They [Innovators] will forgive your ghastly documentation, horrendously slow performance, ludicrous omissions in functionality, and bizzarely obtuse methods of invoking some needed function - all in the name of moving technology forward.”

You have to market to innovators before you can get the attention of the early adopters. And it’s a good thing: these guys are technology savvy enough to give the early adopters the thumbs-up.

So by all rights, this group should be a pretty easy one to market to. Yet I see high-tech companies miss the boat all the time when marketing to them.

B2B Copywriting: Getting Innovators’ Attention

Innovators care about technology issues first. If they care about business issues at all (admittedly, few do) they weigh in at a very distant second. So business benefits won’t get an innovator’s attention.

What will get his attention is new technology - “new” is the operative word. They want to be the first to get a new widget that accomplishes something cool that has never been done before. They’re happy to sign your non-disclosure agreement, as long as they can be among the first to get their hands on your widget.

Innovators have the most advanced brains in the company (really, they do), and they know it. So tell them so in your copy. Paint them a word picture of themselves being part of an exclusive group of advanced engineers who truly appreciate what your breakthrough technology means to the unsuspecting world.

One other thing about innovators: they know they have to live within the confines of corporate America. But that doesn’t mean they have to like it. Though they may not admit it outright, they have a sharp disdain for the “suits” who limit their creativity by demanding something so mundane as a return on investment.

In my next article, I'll give you an example of direct response copy I've written to these Innovators that worked very well in the past. So watch for Part 2 in this series.

 

How to Market Your Garage Sale

Anyone who’s started his or her own business (be it brick and mortar, online, even something as simple as garage sales on the weekend) will tell you that the most important aspect to keep your business going (and so you make profits) is marketing.

social, media, marketing

Anyone who’s started his or her own business (be it brick and mortar, online, even something as simple as garage sales on the weekend) will tell you that the most important aspect to keep your business going (and so you make profits) is marketing.

Starting out with something as simple as a garage sale, think about what types of marketing there are. Most often you’ll find sharpie-scribbled cardboard signs stapled to telephone poles with a big arrow pointing in the direction of your “business”. Now, you might laugh and say that isn’t marketing, but in reality that’s fundamentally all there is to marketing. You have a product or service and you want people to know about it. Simple as that.

Continuing with the garage sale analogy, there are plenty of other ways you can market yourself. I’m sure you’ll tell your neighbors and friends. And maybe you’ll even post an ad in the PennySaver or on Craigslist. These are all forms of direct marketing.

Possibly the biggest factor to a garage sales success is its location. If you live in an apartment, you’re obviously very limited to how successful you can become. In an apartment complex there just isn’t very much room to display your goods. You can put up signs, tell your family and post bulletins, but they probably won’t do very much good if people can’t get to your business. Now, what if you lived on the corner house next to a main road? Granted, people don’t usually move their homes to have a garage sale (it’s usually the other way around), but this is another example of marketing; and it’s very direct.

Okay, so how else can you market and advertise your sale? Is there anything else you can do? Yep. There are still plenty of other things you can do. Your garage sale is going to top all others.

How about expansion? Talk to your neighbors and plan a group garage sale. Get your whole street involved and you’ll have turned your garage sale into an antique mall. Want to expand even more? Maybe you could start a website. Take pictures of everything and let people shop online and you can ship them their orders.

Now that you’re starting to get big, it’s time to get some press coverage. Call up your local newspaper and let them know what you’re doing on your street. That’s a free ad in the paper which means more customers and more profits.

By now you’ll have run out of things to sell, so it’s time to bring in a wholesaler. Look for companies that sell faux antiques and order in bulk. Give each house on your street its own product line. Build signs, decorate your lawn, put up twinkle lights and you’ll be a phenomenon.

Next up, hire a camera crew and record your own TV commercial. Play it locally first and then move it to cable stations. By now, you’ll have competitors. Other streets will want a piece of the pie. And now you’re back to square one. That’s what marketing is all about. Time to start something new!

 

How To Market Your Seminar to Your Local Market

Learn how to get started marketing seminars to promote your local professional business. This article is thrid in a series available on this website or from the author.

Accountant,accounting,tax,taxes,payroll,consulting,articles,seminar,seminars,marketing,promotion

If you have created a small business management course or seminar, you are most likely anxious to get started with selling your course or seminar. Unfortunately, it doesn't matter how fantastic your course or seminar is if no one knows about it. For this reason, the next step in successfully launching a small business management course or seminar is marketing. But, just
how do you go about marketing your small business management or seminar?

Know Your Market

In general, the best place to start when promoting a new course or seminar is within your local market. Therefore, you should search within your community, and your surrounding communities, to find individuals who might be interested in your small business management course or seminar.

Obviously, people who are already involved in a small business might need the extra insight you can provide with your expertise. This makes your yellow pages an excellent resource for potential students of your course or seminar. Look for small businesses that are locally owned and target their owners as potential students of your small business course or seminar.

But, what about those people who are thinking about starting a small business, but are looking for a little extra guidance and assurance before taking the leap? This is where you come in. With your course or seminar, you can give these people the little push they need - and you can tap into an eager market when you offer them your course or seminar. Unfortunately, people who are just thinking about going into business can be hard to find.

If you are not sure how to go about finding people who are interested in your course or seminar, or if the whole process seems overwhelming, marketing vendors are available to give you the assistance you need. Through these marketing vendors, you can learn strategies for discovering who is a part of your target market, as well as how to get information about your course or
seminar into their hands.

Know Your Resources and Options

One avenue for marketing your small business management course or seminar is through your community college. If you have a community college in or near your community, contact their office of Continuing Education. Often, Continuing Education offices are looking to provide great non-credit courses and seminars to their community. Even better, the college will do a great deal of marketing for you.

Of course, you might not want to form a partnership with another entity. Perhaps you don't want to share in the profits of your course or seminar. Or, maybe you don't want to be restricted by the guidelines of other institutions.

If this is the case, it is helpful to contact a marketing agency. A marketing agency can help you formulate a business plan. A marketing vendor can also help you create marketing materials, such as brochures and news releases. In this way, you can remain the independent owner of your course or seminar.
Another great source of marketing is word of mouth. Therefore, make sure you let it be known that you have an excellent course or seminar available. Pass out business cards and share information about your course or seminar with as many people as possible. With time, the word will spread about your course or seminar.

Many people are interested in being their own bosses and owning their own businesses. A large market for this type of course or seminar exists, but finding the people interested in this type of course or seminar can be tricky. Through the proper marketing techniques, however, a small business seminar or course can be highly successful.




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