STC Montreal Feb. 25 2003

fromTechical

Writing toMarcom

© 2003 by GordonGraham and

Manuel Gordon

Moving fromTechnical Writing

to MarketingCommunications

Gordon Grahamgordon@gordonandgordon.com

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!