G+G logo   Gordon & Gordon is a partnership of two award-winning writers who specialize in high-technology, Manuel Gordon and Gordon Graham. Our clients hire us to explain complex products and to persuade demanding customers. We also share our many years of experience through practical, cost-effective consulting and training.  


TECHNICAL WRITING

MARKETING WRITING

WORKSHOPS

WORKBOOKS

DVDs

SUCCESS STORIES

USEFUL IDEAS

DOWNLOADS

ABOUT US

CLIENT LIST

AWARDS

CONTACT US

SITE MAP

SEARCH

HOME
     
10 Tips to Improve Your Marketing Materials

by Gordon Graham

1. Get a grip on your customers.
Find out everything you can about your customers: age, location, job title, what really makes them tick. Then slant all your marketing towards them.

2. Position your product.
Know where your product stands. Is it the leader, the challenger, the cut-rate alternative? Is it the gorilla, a chimp, or one of the monkeys? Figure it out, then pitch from that position.

3. Turn features into benefits.
Don't just tell your customers what your product does, tell them why they will love it.

4. Sell the sizzle AND the steak.
Technical products need technical information. But don't let the specs crowd out the benefits.

5. Don't indulge in "chest-beating".
"Our company is the best!" = chest-beating
"You'll be the best when you use our product!" = sales!

6. Don't be afraid to be flamboyant.
Don't be meek, mild and overly technical when you write marketing materials. Be bold, be expressive, be emotional! Capture your customers' imagination, and you will capture their wallets.

7. Name your product something memorable.
The world is full of Model X-27As. Who cares? Come up with a product name that sings. And one that means something. Examples abound: RoboHelp. SoundBlaster. WinZip.

8. Design with care.
Design packaging and advertising with care. Watch out for words, symbols and colours that won't work--or could even offend--in other cultures, or other corporate cultures. (For example, bankers don't like red ink or "defaults".)

9. Use the Web effectively.
Even without spending a zillion dollars, you can post useful information on the Web to supplement your sales force. Use the Web to reach out to your prospects, help them trust you, and come back to you to buy.

10. When in doubt, hire a professional.
You'll get better results when you use seasoned pros to plan, write, design and illustrate your marketing materials. If you don't have the capabilities in-house, outsource. That will generate better sales, more customers, and more profits.

 



How to Contact Us
 
Last updated:
July 10, 2003

Entire contents
© 1999-2009
by Manuel Gordon
& Gordon Graham

TO TOP

 

   

small photo of GG

 

How to reach Gordon Graham

Tel: (705) 842-2428 Eastern

Email: gordon@gordonandgordon.com

small photo of Manny
 

How to reach Manuel Gordon

Tel: (514) 934-3274

Fax: (514) 934-6077

Email: manuel@gordonandgordon.com