How To Market To Technology Founders, Part 1

    Sagiri Izumi
    By Sagiri Izumi

    Leaders are the first market youre likely to encounter when marketing high-technology products and services and services. These are-the people...

    When there is one marketing design every high-tech marketing manager should be aware of, it is the Technology Adoption Life Cycle (TALC). The TALC is the paradigm that describes their prospects mindsets your sales team will probably experience while they market your products and services. And everything begins with the technologists themselves: the Innovators.

    Innovators are the first market youre prone to experience when promoting high-technology services and products and ser-vices. These are the people highlighted within 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. Dig up further on our affiliated paper - Click here: Carlton Smith On Business Innovators Radio.

    These technology fans often pass by other names. Such things as techie, computer-nerd, or propeller-head. Theyll enjoy your technology product mainly because its cool. Oh, and if it happens to have advantage over what theyre using now, therefore much the greater.

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

    They [Innovators] will forgive your horrendously slow performance, awful certification, ludicrous omissions in performance, and bizzarely obtuse ways of invoking some needed function - all in the title of moving technology forward.

    Before you could possibly get the attention of early adopters you've to promote to leaders. And its a great thing: these guys are technology experienced enough to offer the thumbs-up to the early adopters.

    So by all rights, this class must be a pretty easy one to market to. We learned about http://markets.financialcontent.com/startribune/news/read/36604823/Carlton_Smith_On_Business_Innovators_Radio by browsing the London Herald. Yet I see high-tech companies miss on a regular basis to the boat when advertising to them.

    B2B Copywriting: Getting Founders Attention

    Innovators care about technology issues first. If they value business problems at all (admittedly, few do) they weigh-in at a really distant 2nd. Therefore business benefits don't get an attention.

    What'll get his attention is new technology - new may be the operative word. They wish to be the first-to get yourself a new gadget that achieves some thing cool that has never been done before. Theyre very happy to sign your non-disclosure contract, as long as they may be one of the primary to have their hands on your widget.

    Creators have the most advanced heads in the organization (really, they do), and they know it. So let them know so in your content. Paint them a word picture of them-selves being part of a special number of higher level engineers who certainly enjoy what your development technology means to the world.

    Another point about innovators: they know they have to live with-in the limits of corporate America. But that doesnt mean they have to want it. To study additional information, consider taking a look at: http://markets.pettinga.com/pettinga/news/read/36604823. Although they may well not acknowledge it outright, they have a sharp contempt for your suits who restrict their imagination by requiring anything so mundane as a return on investment.

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