Messaging in Technology Marketing Stinks, But Improvement Is Possible – Gartner | #TheMarketingAutomationAlert

Digest…

“We can help you increase the percentage of online visitors that actually complete a purchase by 10 to 15% by making it easier for them to find what they are looking for.”

 

This approach puts things in context that an e-commerce site owner, or business manager, would care about (increase % of purchases), while also giving a little detail to back up the claim (“making it easier for them to find what they are looking for”).  Its about value,  not about technology.

 

By leading with this outcome, you are encouraging the buyer/reader to say (or think) “Tell me more.”  It is Progressive Engagement in action.  And now, that the outcome is in their mind, you can tell the rest of the story, using the classic S-I-R Model (Situation-Impact-Resolution).

 

It’s not really a secret, but most technology marketers act like it is.   So let me lay it out simply.

  1. Lead with the Outcome (Make them say/think “Tell Me More”)
  2. Provide some context by introducing how you can deliver the outcome (“What you do”)
  3. Explain why this is important and something they need to prioritize highly (The situation and the impact)
  4. Walk them through how you do it —either at a business level, or a technical level–depending on the audience.

iNeoMarketing‘s insight:

Bad copywriting seems to be a continual theme, especially in the world of technology. It’s never what you do, but what you deliver.

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See on blogs.gartner.com

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