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Hub You - The Most Overused Word in Technical Marketing
Moving house is very stressful. It can be as stressful as going through a divorce and if the house move is as a result of a relationship breakup then the stress can be off the scale. Yet, if you are like most people, you have to do the bulk of the work yourself while still working at your job, looking after the kids and dealing with whatever ongoing demands and problems you must face in your daily life. Larger removal companies that might provide a packing service are very expensive and lack the personal touch most of us desire. People are always moving house, they are always getting stressed by the
Here’s an example: One of
What do you do if your boss takes up your time talking about other people in the office? You may dislike hearing gossip, and you want to complete the work on your desk.Here are some possibilities.1) Defer the conversation. Say, "I'd really like to hear what you have to say, and I'm working on this project. How about if we talk later during lunch?" This often works, especially if you boss is seeking a distraction during a work break.2) Coach your boss. Say, "When you stop by to talk, that keeps me from working. As a result, I have to take work home and put in extra hours. And that
The Two Main Reasons for the Solution Epidemic:
1) Lack of Knowledge and Understanding
My first diagnosis is that technical marketing personnel either don’t fully understand the technology or cannot succinctly articulate their products or services. So, instead they refer to their products as solutions. They have not done justice and many times missed the opportunity to explain to their readers (mainly prospects, customers and media) what the product is and does. It is hard enough to get your products in front of your target market, so why blow it when you get there? Tell your readers exactly what you have.
Here’s an example: One of
Audiences who saw the fabled Broadway musical, Chorus Line, marveled at the intricate timing and seamless interaction of the dancers as they mastered the choreographer’s precision steps after many false starts in rehearsal.At the final curtain, the stage is crowded with dancers whose images are multiplied by mirrors strategically placed about the stage.That’s a tough scene to match.In many ways one can view the Chorus Line as a metaphor (sans mirrors) for orchestrating enduring major account relationships, which at their optimum, are enduring alliances.This is a dance, not
The Two Main Reasons for the Solution Epidemic:
1) Lack of Knowledge and Understanding
My first diagnosis is that technical marketing personnel either don’t fully understand the technology or cannot succinctly articulate their products or services. So, instead they refer to their products as solutions. They have not done justice and many times missed the opportunity to explain to their readers (mainly prospects, customers and media) what the product is and does. It is hard enough to get your products in front of your target market, so why blow it when you get there? Tell your readers exactly what you have.
Here’s an example: One of
ConsequencesThis situation can be particularly difficult for those who require financial assistance in continuing college education, which requires 3 to 4 years for completion. As a result, high school graduates are increasingly taking up low-end, monotonous jobs of lesser importance, challenge and value. These have little potential in offering a lucrative and rewarding career. The recent tendency of employers seeking professionals who already posses pre-developed skills and talents instead of hiring fresh high school graduates who need training, has further worsened this scenario. Moreover,
The Two Main Reasons for the Solution Epidemic:
1) Lack of Knowledge and Understanding
My first diagnosis is that technical marketing personnel either don’t fully understand the technology or cannot succinctly articulate their products or services. So, instead they refer to their products as solutions. They have not done justice and many times missed the opportunity to explain to their readers (mainly prospects, customers and media) what the product is and does. It is hard enough to get your products in front of your target market, so why blow it when you get there? Tell your readers exactly what you have.
Here’s an example: One of
Printed promotional pens are a first class way to advertise your corporate business, a time tested way of targeting an audience to promote your business with a sales boost in mind and an excellent method of putting your message in the hands of people who can place orders with your company.Your customers will always find printed promotional pens handy and will greatly appreciate their easy to read printed advertisements for their usefulness. Dedicated workers employed by your respected current and prospective customers will keep these pens close at hand and find their convenience very rewarding
Here’s an example: One of
In today’s demanding retail world, manufacturers are being forced to adopt new packaging methods that adhere to an ever-growing list of customer specifications and requirements. The tricky part, for manufacturers, has been to find a way that meets customer demands without putting too much stress on their bottom line.Makers of consumer products are especially challenged to find new and innovative ways to make their product “pop” at retail: to capture the consumer’s interest and make them want to try what they have to offer. This means that additional pressure is being placed on both marketing a
Here’s an example: One of the largest ERP’s in the world recently launched a new product with the word “Solutions” in the name. The reason why I sat down and wrote this article was because I needed to know basic information about this product in terms of what it actually does. I read all the available marketing material (e.g., Web site content, marketing collateral, presentation with notes, etc.) on this new solution. I’m still scratching my head on what it does (and I’m not alone). The word solution is used so many times that I’m thinking they don’t know what the product does either.
Nonetheless, get smart about your products and services. Call it an application, system, tool, or something instead of solution. Ask a lot of questions until you have the knowledge and can incorporate it into your marketing messaging and materials. As with my ERP example, if the product seems to have no direction, then help define one. If it’s comprised of multiple functional pieces then explain that so the reader understands what it includes. Sharpen your knowledge and gain a better unde
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