Название: Technical Marketing Communication: A Guide to Writing, Design, and Delivery, 2nd EditionАвтор: Emil B. Towner, Heidi L. Everett
Издательство: Business Expert Press
Год: 2023
Страниц: 158
Язык: английский
Формат: pdf (true), epub
Размер: 10.2 MB
This book is written to help professionals take action. Each chapter describes concepts and tips that apply to a variety of industries. This book is especially beneficial to the following readers:
Marketing professionals promoting technical features and benefits of products or services will gain insight into technical communication and how to integrate complex information into promotional efforts.
Managers working with writers and designers will learn terminology and principles that will help you evaluate marketing materials and provide detailed feedback.
Technical communicators working on marketing projects will gain an understanding of principles and best practices you can integrate with your previous training.
Entrepreneurs, non-profit employees, and freelancers who want to develop marketing and promotional materials will gain tips and best practices that you can immediately.
Advances in electronics, communication, engineering, and manufacturing require corporations and consumers to understand complex technological concepts in order to make purchasing decisions. Everything from toothpaste and disposable razors to security systems, banking compliance reporting, and farm irrigation are all examples of products and services that emphasize unique selling propositions based on technical features and processes.
The job of explaining those technical features and processes to buyers—whether they are corporate entities or individual consumers—falls on the shoulders of marketers and technical communicators. More and more, those two roles are being combined into a single technical marketer position. As a result, (1) today’s marketers need to understand technical communication, (2) technical communicators need to understand marketing and advertising, and (3) both need to understand creative executions.
This book is designed to fulfill all three of those needs. It provides an overview of technology, communication, and marketing principles relevant to products and services in a variety of industries. It also breaks down the elements of effective message frames and creative concepts, which will enable professionals to confidently participate in or oversee the copywriting and design stages. Finally, this book offers best practices for delivering technical marketing communications to target audiences.
After reading this comprehensive, yet concise guide, professionals will be equipped to engage in every aspect of technical marketing and creative execution, regardless of whether their formal training is in marketing, technical communication, or neither.
Contents:
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