How To Market To Technology Founders, Part 1

Innovators are-the first industry youre more likely to encounter when promoting high technology products and services and services. These would be the people... Http://Business.Kanerepublican.Com/Kanerepublican/News/Read/36604823/Carlton Smith On Business Innovators Radio contains more about how to do it.

When there is one marketing type every high-tech marketing manager should know, it is the Technology Adoption Life Cycle (TALC). The TALC will be the paradigm that explains their prospects mindsets your sales staff will probably experience as they market your products and services. And it all begins using the technologists themselves: the Innovators.

Leaders are-the first industry youre likely to encounter when promoting high technology services and products and services. These are the people outlined in-the far left-hand side of the curve you see above. They want to be the first ones to jump on a new technology. And for good reason: theyre technologists, themselves.

These technology lovers often pass other names. Things like geek, computer-nerd, or propeller-head. Theyll appreciate your technology item simply because its cool. Oh, and if it happens with an advantage over what theyre using now, so much the higher.

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

They [Innovators] can forgive your ludicrous omissions in efficiency, horrendously slow performance, awful documentation, and bizzarely obtuse methods of invoking some required function - all-in the name of moving technology forward.

You've to market to innovators before you can get the attention of the first adopters. And its a good thing: these people are technology savvy enough to provide the thumbs-up to the early adopters.

So by all rights, this group must be a pretty simple one to market to. Yet I see high-tech businesses miss on a regular basis to the boat when marketing for them.

B2B Copywriting: Getting Leaders Interest

Founders care about technology dilemmas first. If they worry about business issues at all (undoubtedly, few do) they weigh-in at a really distant second. So company benefits won't get an attention.

What will get his interest is new technology - new may be the operative word. They want to function as the first to get yourself a new gadget that defines some thing cool that's never been done before. Theyre pleased to sign your non-disclosure agreement, so long as they can be one of the primary to get their hands on your widget.

Founders possess the most advanced minds in-the organization (really, they do), and they know it. So tell them so within your copy. Paint them a word picture of them-selves being a part of a special band of high level designers who truly enjoy what your break-through technology means to the world.

One other point about innovators: they know they have to reside with-in the boundaries of corporate America. Carlton Smith On Business Innovators Radio includes further about how to provide for it. But that doesnt mean they have to enjoy it. Although they may not admit it outright, they've a sharp contempt for that suits who limit their creativity by requiring something so boring like a return-on investment.

In my next article, I will give an example to you of direct response copy I've written to these Innovators that worked well in the past. So watch for Part 2 in this line..