TECHAMMER: High Impact Technology Marketing
Lessons learned over 25 years in high-tech sales and marketing
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Four Types of Buyer
As a salesman, I learned that there are relationship buyers, technical buyers, security buyers, and novelty buyers.<< MORE >>
Every Suitcase Needs a Handle
Years ago Mercedes Benz ran a series of two-page ads, each highlighting one system—braking, steering, suspension, etc.—in their automobiles. Each spread was packed with copy, graphs, and cutaway diagrams, a veritable suitcase full of information.<< MORE >>
Trim the Fat and Leave the Muscle
The Airplane movies bombarded the audience with jokes and sight gags of varying quality on the assumption that if one didn’t reach a viewer, the next one might...or the one after that. That approach may work in a movie, but it doesn’t work well in technology marketing. Nevertheless, some marketers still use it. << MORE >>
The Right Tool for the (Marketing) Job
Let’s be honest; at some point we’ve all pounded a nail with a crescent wrench or pulled one out with pliers. It’s not pretty, but the job gets done, and the cost may be no more than a swollen thumb, a damaged tool, or some lost time. In tech sales and marketing, however, the costs of using the wrong tool are higher, the tools are more expensive, and time is a lot harder to come by. << MORE >>
From the Department of Irony
No sooner had I posted the second entry to this blog than the November 2008 issue of Wired magazine suggested that blogging is dead, having been replaced by Flickr, Facebook, and Twitter. << MORE >>
Making Lemonade
Quicker than a cat on an unsuspecting robin, Target Stores jumped on our economic fears with new television advertising. << MORE >>
The Blog Begins
In spite of having written over a million words of marketing copy in the last 15 years, blogging feels surprisingly risky. Then I remind myself of something I heard in Telecommunications System Salesman School back in 1980. "Selling is like fishing: until you drop your line in the water, it’s just sitting in a boat."
In those early days of telecom deregulation hardly anyone outside of Ma Bell understood the technology, and I had the additional burden of not have sold before. But I was receiving only a modest draw against straight ...<< MORE >>