The Science of Marketing

Congratulations, your company is about to release a new product.  But somewhere between the final bug fixes and the upcoming product launch, you know you have to give birth to a new data sheet, a web page and two solution notes.  The only problem is that the words aren’t flowing onto the page as you had hoped, and after several attempts you’re still stuck at the starting line.  When it comes to collateral, writer’s block can rear its ugly head at the worst possible time – when deadlines and pressure loom large.  But this is no time to panic, because a few simple steps can get you back in the race and improve the quality of your sales and marketing tools in the process.

1. Begin at the end – When we write collateral, we do it to accomplish a certain goal.  Since very few people, especially in the high tech B to B world, buy a product after reading a single brochure, we must instead focus on short-term, achievable goals.  The end game of most good collateral pieces is to help move a prospect from one stage of the buying cycle to the next.  Before you begin writing a sales tool, identify the stage at which it will be used and the desired outcome for the piece.
2. Meet your audience – Imagine writing a letter before you decide who to send it to.  Without a firm grasp on your audience, it is difficult to know what to say and which words to use. Before you start writing, create a short profile of your top targets, their job titles and anything you know about what makes them tick.
3. Choose your messages wisely - Often times, we run into writing trouble when we try to pack too many ideas into a single piece.  To clear away the clutter, look at your audience profile and the outcome you’re trying to achieve, and jot down the three messages that will best compel your audience to act.  This not only provides focus, but also creates an outline that helps organize supporting details.
4. Pick when and where to write – You can only put the creative part off for so long, eventually you’ll have to begin writing.  But instead of trying to hammer out a draft between meetings on a busy day, carve out some time in the morning when creativity is at its peak.  If your office environment produces constant interruptions, find a quiet spot where you can concentrate and create.
5. Get help – Sometimes all the process and quiet time in the world aren’t enough, and the words still don’t flow.  When you think writer’s block might pose a serious threat to your deadline, it’s time to seek help.  A writing professional can help turn raw thoughts and bullet points into a well organized finished product, and provide valuable objectivity.

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