Introduction

Toothpaste . . . disposable razors . . . security systems . . . farm equipment. Those products have one thing in common. Their marketing messages emphasize technical features to drive sales.

About the Book

This book not only explains how technical product marketing is unique, but also how to write and design promotional materials using: The “benefit of the benefit” to tell a marketing story; 3 “As” every headline must achieve; 5 call-to-action options; Focal and emotional integration; Grids to design effective layouts; Icons, indexes, and symbols for images; and much more!

What You Will Gain

After reading this book, you’ll be prepared for every aspect of technical marketing—whether you want to oversee marketing creatives or earn extra money as a freelancer.