How To Market To Technology Innovators, Part 1

Creators will be the first market youre likely to encounter when marketing high technology products and ser-vices. These are-the people...

If you have 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 staff probably will encounter while they market your products and services. And everything begins using the technologists themselves: the Innovators.

Creators would be the first industry youre likely to experience when marketing high-technology products and services. These will be the people outlined within the far left-hand side of the curve you see above. They like to function as the first people to join a new technology. And for good reason: theyre technologists, themselves.

These technology enthusiasts often pass other names. Things like geek, computer-nerd, or propeller-head. This disturbing article directory has many astonishing aids for the inner workings of it. Theyll appreciate your technology item simply because its great. Oh, and if it happens with an edge over what theyre using now, so much the greater. Learn further on an affiliated link - Click here: Carlton Smith On Business Innovators Radio.

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

They [Innovators] can reduce your horrendously slow performance, ghastly documentation, foolish omissions in functionality, and bizzarely obtuse types of invoking some needed function - all-in the title of moving technology forward.

You've to advertise to leaders before you will get the attention of early adopters. And its a great thing: these people are technology informed enough to give early adopters the thumbs-up.

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

B2B Copywriting: Getting Innovators Interest

Leaders value technology problems first. (Admittedly, few do) they weigh in at a really distant 2nd if they care about business problems at all. So company benefits will not get an innovators interest.

What'll get his attention is new technology - new may be the operative word. They want to be the first to get a new widget that achieves some thing cool that's never been done before. Theyre happy to sign your non-disclosure agreement, as long as they could be among the first to get their hands on your gadget.

Leaders have the innovative heads inside the business (actually, they do), and they know it. So let them know so in your copy. Paint them a word picture of them-selves being part of an exclusive band of advanced level engineers who certainly enjoy what your breakthrough technology methods to the unsuspecting world.

Another point about innovators: they know they have to live within the boundaries of corporate America. But that doesnt mean they have to enjoy it. They have a sharp contempt for the suits who restrict their creativity by demanding some thing therefore mundane as a return-on investment, although they may well not admit it outright.

In my next article, I'll give an example to you of direct-response copy I have written to these Innovators that worked very well in the past. Therefore watch for Part 2 in this collection..