Speeds and Feeds are a real turn-off Senior Managers, so we need to translate these into bottom line benefits that get their attention.

1. Extracting business benefits from
data & jargon*
* e.g. how to explain splitting the atom

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George Bernard Shaw describing the British
and the Americans
It’s much the same with
technical vs business
decision makers

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• What's in it for me?
• How does this product help me solve my problem?
• How does it help my team become more efficient?
• How does it increase our revenues and profits?
• How does it save us money?

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• Not always easy with complex technology solutions
• Many marketers won’t attempt it
• One of the most powerful tools
(let competitors try to dazzle speeds & feeds)

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on our blog* Contact us for details and references

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Why should I invest in your technology?
How will it be affected by projected market changes?
1
2
3
4
How long before I see a return?
What do analysts say about your technology?

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• Don’t assume you know them
• Ask - and you’ll know for sure
• Do your homework on their industry

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Focus on big, solid benefits
Avoid technical detail but link to it
Chose 1 key point per slide, + 3-4 proof points
Use arresting images & graphics

10. “Any intelligent fool can make
things bigger, more complex,
and more violent.
It takes a touch of genius and
a lot of courage to move in
the opposite direction.”
E.F.Schuhmacher
Statistician & Economist

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• Fastest to lose a business audience
• Includes your supporting documentation (web pages,
sales collateral, white papers and videos)
• Use plain English for complex concepts
(Let competitors turn them off with jargon)

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A good technical copywriter can explain even
complex technologies like this in plain English:
An atom is the smallest particle in a chemical element such as
hydrogen or oxygen. When an atom splits in a process called
‘nuclear fission’, a great deal of energy is released that can be
harnessed for nuclear weapons and nuclear power generation.

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Atoms are made up of neutrons, protons and electrons. At the centre of every
atom is a nucleus. Elements with large nuclei, such as uranium and plutonium,
lend themselves to nuclear fission.
When an atom’s nucleus splits or fissions, many neutrons are released. When
these hit other atoms, they cause them to split, which starts a nuclear chain-
reaction which releases huge amounts of energy.
In a nuclear bomb, the chain reaction must be sped up to cause an explosion. In
a nuclear reactor, the chain reaction must be slowed, to create heat to turn water
into steam for power generation.

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If you cut through to your targets in plain English focussing
on business benefits you'll:
• Attract, engage and convert them more quickly
• Reduce acquisition costs
• Reduce sales team churn.
(i.e. risk minimisation for marketers)

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The Australian Technology Marketing
Blueprint
10 Rules for Great Copywriting from
David Ogilvy

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How we do high tech marketing
Check us out
www.technoledge.com.au
Contact us
+ 61 (0)2 9909 0246 info@technoledge.com.au
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