How To Market To Technology Founders, Part 1

Creators are the first industry youre more likely to experience when promoting high-technology products and services and services. These will be the people...

When there is one marketing product every high-tech marketing manager should know, it's the Technology Adoption Life Cycle (TALC). The TALC will be the paradigm that explains their prospects mindsets your sales staff will probably encounter as they market your products and services. And it all begins using the technologists themselves: the Innovators.

Leaders are-the first market youre likely to experience when promoting high technology products and services. These are the people featured in the far left-hand side of-the curve you see above. They like to function as the first people to jump on a new technology. And permanently reason: theyre technologists, themselves. To explore more, please have a look at: Carlton Smith On Business Innovators Radio.

These technology enthusiasts often go by other names. Things such as technology, computer-nerd, or propeller-head. Theyll enjoy your technology solution simply because its cool. Oh, and if it happens with an edge over what theyre using now, so much the better.

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

They [Innovators] can forgive your horrendously slow performance, ghastly documentation, foolish omissions in functionality, and bizzarely obtuse types of invoking some needed function - all-in the name of moving technology forward.

Before you can get the attention of early adopters you have to promote to leaders. And its a great thing: these men are technology smart enough to provide the thumbs-up to the first adopters. Carlton Smith On Business Innovators Radio is a thought-provoking library for more about the meaning behind it.

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

B2B Copywriting: Getting Founders Interest

Leaders value technology issues first. If they care about business issues at all (undoubtedly, few do) they weigh-in at a really distant 2nd. So company benefits won't get an innovators interest.

What'll get his attention is new technology - new may be the operative word. They want to function as the first-to get a new widget that accomplishes something cool that's never been done before. Theyre very happy to sign your non-disclosure contract, so long as they could be one of the primary to get their hands-on your gadget. Visit http://markets.financialcontent.com/dowtheoryletters/news/read/36604823 to compare when to consider it.

Creators possess the sophisticated brains in the business (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 unique band of higher level designers who undoubtedly enjoy what your discovery technology methods to the unsuspecting world.

One other point about innovators: they know they've to live with-in the confines of corporate America. But that doesnt mean they have to enjoy it. Click this website Carlton Smith On Business Innovators Radio to study how to see this view. Although they might not admit it outright, they have a sharp contempt for the suits who restrict their creativity by requiring some thing therefore boring like 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 perfectly previously. So watch for Part 2-in this line..