Who are Those People Youre Selling To?

If you're in the IT business, that's an important question.

Most marketers are keen to profile their prospects. For some products and services, these may be 'people with a large lawn', 'married couples over retirement age' or 'students living away from home'.

What about your targets? Perhaps 'businesses running Microsoft Exchange', 'people running an e-commerce Web site that require more advanced visitor analysis' or 'telcos offering an increasing diversity of services'. In each case, you almost certainly have more than one type of person to talk to within your target groups - the techies and the business people. Those who bite first, and those who control the budget!

*Be careful to say the right things to the right people*

Whoever you're talking to, they need to be excited by your copy - as someone in the advertising business once said, said 'no-one was ever bored into buying anything'. And different people are respond to different things. Broadly, you should talk technology and technology benefits to technical people, and business benefits to the budget holders.

*Look at it this way*

You need to really put yourself in their shoes and understand what matters to them. As a contact of mine would say - where's the pain? What are the pressures on the enterprise, department or even the marketplace as a whole?

Can you present a persuasive Return On Investment? Can you show how your product or service removes the pain?

It's all about identifying with your audience.

About David Rosam - http://ITcopy.com

Kidnapped some time in the 80s by a Paris-based advertising agency, David Rosam cut his teeth on writing for IBM's EMEA division. Since then, David has written copy for small and medium enterprises through to global brands such as Microsoft, Oracle and Hewlett Packard.

His direct mail experience rolled itself on to the Web a decade ago, and now he writes online copy, Search Engine Optimized copy, direct mail, brochures and newsletters as well as consulting to a number of individuals and companies.

---

Color Part 2: Formats and Systems

There are several color formats and systems available for mixing... Read More

Benefits of Developing & Maintaining a Database

A database is more than a simple list of names... Read More

Adapting Blog Technologies To Corporate E-Newsletters

Every January, trade publications put out a list... Read More

3 Simple Selling Tactics

The following 3 simple selling tactics produce sales by responding... Read More

Judge Rules in Consultant?s Favor with 80-20 Rule

I opened the registered letter and was shocked. My best... Read More

Marketing to the Affluent - with Wine

With its association to an affluent, sophisticated lifestyle, wine can... Read More

What Our CAT Taught Me About Marketing!

Toby is one of our two family pets (both cats).... Read More

Radio Advertising Works With These Tips!

Advertising on the radio can be an effective lead generation... Read More

Marketing Strategy and Template for Independent Professionals

Having a marketing strategy and marketing approach is very important.... Read More

Beyond Repair: The Fixed-price Model

Don't get me wrong. I certainly don't think the majority... Read More

Free or Not Free ? That is the Question

You may be in business for yourself or as a... Read More

Mortgage Originator Marketing ? Differentiate or Die

One of the best ways to attract more clients is... Read More

Corporate Gift Tips To Wow Clients & Associates

1) Know the company and their culture. Are they trendy... Read More

The REAL Key To Successfully Marketing Any Product!

The REAL key to successful marketing of any product is... Read More

Teaming Up Marketing and Sales

The Pitchers: SalesLet's say you have a new baseball team... Read More

Direct Mail Leads - Brand Identity Guru

Direct mail can be one of the most effective tactics... Read More

Make Your Prospects Say Yes!

6 Secrets to Stellar Sales PresentationsEvery sale is won or... Read More

Five Steps to Partnering with Companies to Build Your Client Base

Wouldn't you love a simple formula for easily growing your... Read More

Guide to a Profitable Marketing Mix

You may have heard the term Marketing Mix used in... Read More

Take the Logo Litmus Test

Here is your C.I.T.T. (pronounced "kit")[Color ? Illustrate? Type ?... Read More

Direct Marketing ? Brand Identity Guru Tips

If your company doesn't have a direct marketing program in... Read More

7 Ways to Evaluate Your Marketing Plan

Business owners often find it difficult to know whether their... Read More

The Magic of Using Booklets for Tradeshow Giveaways

Candy, squeeze balls, pens, and key chains -- these provide... Read More

Advertising Campaigns That Get Results

"Advertising doesn't work." I hear it from my clients all... Read More

Tradeshow Booth Cures - Ancient Cures for Modern Day Problems

At first glance, nothing seems more chaotic than a trade... Read More

The Future of Marketing Part 1

It used to be if you were a small business,... Read More

Promotional Products

As a promotions director for a lot of super markets,... Read More

Quiz: Where is Your Marketing Message?

Wondering if your marketing message is dancing in the spotlight... Read More

Words that Sell

We all know the English language contains hundreds of thousands... Read More

Unleash the Power of Post Cards

Direct mail marketing is essential for a business to survive.Choosing... Read More

The 5 Musts of Marketing

For most of the small business owners I work with,... Read More

The Marketing Funnel: Simple, Effective Marketing Strategy

No matter if you're publishing your first book or producing... Read More

Did You Know Your Mind-Set IS Your Problem?

How To Save Yourself From The Pits of Marketing Cyber... Read More