How To Market To Technology Leaders, Part 1

Leaders would be the first industry youre prone to encounter when promoting high technology services and products and services. These will be the people...

When there is one marketing product every high-tech marketing manager should be aware of, it's the Technology Adoption Life Cycle (TALC). The TALC is the paradigm that explains their prospects mindsets your sales team probably will encounter because they market your goods and services. Browsing To possibly provides lessons you could tell your aunt. If you believe any thing, you will certainly require to discover about Carlton Smith On Business Innovators Radio. And it all starts with the technologists themselves: the Innovators.

Innovators are-the first market youre prone to experience when promoting high-technology services and products and ser-vices. These are-the people outlined in-the far left-hand side of-the curve you see above. They love to be the first people to hop on a new technology. And for good reason: theyre technologists, themselves.

These technology lovers often pass other names. Things like techie, computer-nerd, or propeller-head. Theyll enjoy your technology item due to the fact 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 reduce your dreadful documentation, horrendously slow performance, foolish omissions in efficiency, and bizzarely obtuse methods of invoking some needed function - all-in the title of moving technology forward.

You've to advertise to creators before you can get the attention of the first adopters. And its a good thing: these people are technology informed enough to offer the thumbs-up to early adopters.

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

B2B Copywriting: Getting Innovators Attention

Innovators value technology dilemmas first. If they care about business issues at all (admittedly, few do) they weigh-in at an extremely distant second. So business benefits wont get an interest.

What'll get his interest is new technology - new is the operative word. They wish to be the first to get a new widget that achieves something cool that's never been done before. Theyre happy to sign your non-disclosure contract, provided that they can be among the first to get their hands-on your widget.

Leaders have the most advanced heads within the company (actually, they do), and they know it. So tell them so in your content. Paint them a word picture of themselves being part of an exclusive number of advanced engineers who certainly appreciate what your break-through technology methods to the world.

Another thing about innovators: they know they have to live with-in the boundaries of corporate America. But that doesnt mean they have to like it. Although they may well not acknowledge it outright, they've a sharp disdain for the suits who limit their creativity by demanding something so boring as a return on investment.

In my next report, I will give you an example of direct-response copy I have written to these Innovators that worked very well in the past. Therefore watch for Part 2-in this line..