How To Market To Technology Founders, Part 1

Leaders will be the first industry youre likely to experience when promoting high technology products and services. In the event you require to be taught new information about, we know about many resources you could investigate. These are-the people...

When there is one marketing product every high-tech marketing manager should be aware of, it is the Technology Adoption Life Cycle (TALC). The TALC could be the paradigm that describes their prospects mindsets your sales staff is likely to encounter while they market your goods and services. And it all begins with the technologists themselves: the Innovators.

Innovators are the first industry youre likely to encounter when marketing high technology products and services and ser-vices. My sister discovered by searching books in the library. These are-the people outlined in the far left-hand side of-the curve you see above. They love to be the first ones to join a new technology. And permanently reason: theyre technologists, themselves.

These technology fans often pass other names. Such things as geek, computer-nerd, or propeller-head. Theyll appreciate your technology solution due to the fact its cool. Oh, and if it happens with an advantage over what theyre using now, therefore much the greater.

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

They [Innovators] can reduce your ridiculous omissions in performance, horrendously slow performance, ghastly paperwork, and bizzarely obtuse types of invoking some required function - all in the name of moving technology forward.

Before you could possibly get the attention of the first adopters you have to promote to leaders. And its an excellent thing: these men are technology informed enough to give the thumbs-up to early adopters.

Therefore by all rights, this class should be a pretty simple one to market to. Yet I see high-tech businesses miss all the time to the boat when advertising to them.

B2B Copywriting: Getting Creators Attention

Leaders care about technology problems first. (Undoubtedly, few do) they weigh in at an extremely distant 2nd if they worry about business problems at all. So company benefits wont get an innovators interest.

What'll get his interest is new technology - new is the operative word. They would like to function as the first to get a new widget that achieves something cool that's never been done before. Theyre pleased to sign your non-disclosure agreement, provided that they may be one of the primary to get their hands-on your gadget.

Innovators possess the sophisticated heads in the business (really, they do), and they know it. So tell them so in your content. Paint them a word picture of them-selves being part of a special band of higher level designers who undoubtedly appreciate what your break-through technology means to the unsuspecting world.

Another point about innovators: they know they've to live within the boundaries of corporate America. But that doesnt mean they have to enjoy it. Although they may not acknowledge it outright, they've a sharp disdain for the suits who restrict their imagination by requiring anything therefore ordinary as a return on investment.

In my next report, I'll give an example to you of direct-response copy I have created to these Innovators that worked well before. Therefore watch for Part 2-in this series..