You’re about to launch a new device, new piece of hardware, a new controller or conveyor system or server or router. You need to leap out of obscurity. You need to look different, better, sleeker. You’re wondering what to call…
As the classic story goes, one of those big delivery companies kept getting emails. “How do I track my shipment?” they’d say. “I can’t find it on your web site.” Fact is, the company had a tracking thing right there…
What dawned on me, mostly, is that we marketers of tech aren’t quite getting it right. We’re talking to ourselves. Here’s what I mean. For a number of client projects, I have been interviewing IT and technology managers with all…
The rule is this: The good stuff must start in 4 seconds. Max. Which means we start answering the question in 4 seconds. We say something provocative, informative, revealing, intriguing, or useful. Start showing what the customer came to see. Right…
Best bet: Write your marketing and content to your customer. Speak human-to-human. All straight talk from the gut. Then, let the corporate lawyers crap it up if they have to. You may, if you’re lucky, end up with a little…
