What is the Clear Focus of High-performance Tech Copywriting?

“For most products, good promotions begin with marketing people succinctly expressing the benefits a product will bestow on a distinct market segment.  While that discipline is common in consumer marketing people, it is frequently overlooked in high-tech.  Possibly that results from a lack of training, but more likely it is inherent in the technological orientation of the companies.  Too many think of their business in terms of the devices they manufacture rather than the benefits those products provide to customers.” …

“Technology companies, in their haste to be “state-of-the-art,” rarely pay enough attention to “fitness for customer needs.”  Unless they do, they will never deliver total customer satisfaction.  Most business strategy sessions I have attended in technology companies talk about devices and deal with micro issues.  I have seldom seen a session start with a discussion of the customers a company wants to create and hold—even though that issue is the key to a company’s future.”

William H. Davidow, PhD, Marketing High Technology:  An Insider’s View (New York, New York, The Free Press, 1986), pages 91, 175.  Mr. Davidow is a Venture Capitalist and former Senior Vice-President of Sales and Marketing, Intel Corporation.

 

“People don’t buy a quarter-inch drill bit because they want a quarter-inch drill bit, they buy a quarter-inch drill bit because they want a quarter-inch hole in the wall.”

-Theodore Levitt, Marketing Professor, Harvard Business School.