Hi-Tech, Lo-Tech, No-Tech

The language of your prospect.

Not a bit more technical than that.

Although I help sell a lot of technical products (click to see some), and clients ask me to write detailed product profiles from time to time, I'm not a "technical writer."

Don't be embarrassed to talk human-to-human. This ad suggestion was based on my copy for a direct mail assignment. The mailers brought inquiries from 40% of the CEOs they were sent to.

  But I'm not your everyday copy generalist, either, because I've used common-sense language to sell a wide range of technical products and services.

My perspective is useful in almost any marketing category, from chocolate chips to computer chips. Even if your services and products are highly technical and completely unique, your problems may still be common.

I've seen them. Problems with dealers, distributors, skeptical customers, purchasing agents, investors, consultants, installers, untrained salespeople, inventory, franchisees, and end-users. They're often the same problems that pancake restaurants, clothing makers and carpet fiber brands have faced for years.

So if you're selling fast food, I can give you fast copy. Or if you're selling industrial freezing equipment, I get the job down cold.

The brochure, Web page or spec sheet may be your last shot before closing the sale. Get a great copywriter, to be sure the sale is yours.

And if you're preparing a Web site, I can bring objective thinking and skillful planning ... qualities that have long benefited budget-conscious TV advertisers with many of the same constraints as you. Always with practical marketing ideas, meaningful creative concepts, and fresh, compelling copy.

Does this include social media?

Yep, sure does. If your prospects – be they engineers or purchasing agents – use social media, so should you. Particularly LinkedIn, Twitter, Facebook, and/or Instagram, but maybe any of the many other, more focused products. When 4 out of 5 marketers at B-to-B companies consider social media to be an effective marketing channel, it should be in the mix.

I don't pretend to be the specialist you want to orchestrate that, but I do write in these spheres for myself and for clients -- including Facebook, Instagram, blog posts, and other social content. And I do affirm that I understand these tools' strategic principles and tactical methods, and can help you pull your social media strategy together – enhancing your brand personality, differentiating your products and services, and generating more leads. Helping your message not just to talk, but even sing.

As with all other media (whether traditional or digital), first you define your goals. Then we decide how best to reach them. Clearly. Efficiently. Productively. This gives an even larger meaning to the words "language of your prospect." Suddenly Social Media is no more mysterious, "technical," or unfocused than any other media. They all become part of your company's language and culture. Same as your client.

Let's be fluent.

For further reflections on interacting with prospective customers, see my article on "Interactive Copywriting."

If I'm talking your language, please contact me now.

Let's talk about what you sell. I'll understand what's really new, what's strategically important, what's really human. I'll make buying it seem like simple common sense.