How To Market To Technology Leaders, Part 1

Innovators will be the first market youre prone to experience when promoting high-technology products and services. These will be the people... Identify further on our affiliated article directory - Click here:

If you have one marketing product every high-tech marketing manager should be aware of, it is the Technology Adoption Life Cycle (TALC). The TALC could be the paradigm that describes their prospects mindsets your sales team is likely to experience as they market your goods and services. And it all begins using the technologists themselves: the Innovators.

Creators would be the first industry youre more likely to experience when marketing high-technology products and services and ser-vices. These are-the people featured in-the far left-hand side of the curve you see above. They love to function as the first ones to jump on a new technology. And for good reason: theyre technologists, themselves.

These technology fans often pass other names. Be taught further about by going to our staggering wiki. Such things as techie, computer-nerd, or propeller-head. Theyll appreciate your technology item mainly because its cool. Oh, and if it happens with an edge over what theyre using now, so much the higher.

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

They [Innovators] will forgive your horrendously slow performance, awful paperwork, ludicrous omissions in functionality, and bizzarely obtuse methods of invoking some needed function - all in the name of moving technology forward.

You have to promote to founders before you could get the attention of early adopters. My father found out about Carlton Smith On Business Innovators Radio by searching Google Books. And its a good thing: these guys are technology smart enough to offer the thumbs-up to the early adopters.

So by all rights, this class should be a pretty easy one to market to. Yet I see high-tech organizations miss the boat constantly when advertising for them.

B2B Copywriting: Getting Leaders Attention

Innovators care about technology dilemmas first. (Undoubtedly, few do) they weigh in at a really distant second if they care about business issues at all. So company benefits wont get an attention.

What'll get his attention is new technology - new may be the operative word. They would like to function as the first to get yourself a new gadget that achieves something cool that's never been done before. Theyre happy to sign your non-disclosure contract, provided that they could be among the first to have their hands-on your gadget.

Creators have the most advanced heads within the company (really, they do), and they know it. Visiting maybe provides cautions you could give to your dad. So let them know so in your content. Paint them a word picture of them-selves being a part of a special number of higher level designers who certainly enjoy what your breakthrough technology way to the world.

Another point about innovators: they know they've to live within the confines of corporate America. But that doesnt mean they have to enjoy it. They've a sharp disdain for your suits who limit their creativity by demanding something so boring like a return on investment, though they may not acknowledge it outright.

In my next report, I will give an example to you of direct-response copy I have created to these Innovators that worked well previously. So watch for Part 2-in this series..