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Differentiation -- Smart Marketing Strategies for the Solo Entrepreneur
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Establish credibility, need & understanding and you will sell
Get the message right the first time.
DimaWare had it all. A realization that he had developed a truly revolutionary product, the knowledge and determination to bring his software to reality and the conviction that a website was the only way to reach the audience he needed. The whole IT world.
Dima knew that the entire world's IT population of computer IT managers in particular faced a daily struggle to keep up with the very latest IT technologies, and a lack of time to apply those they needed in their company systems. It is a hugely time consuming and costly task to stay on top of the latest IT technologies as they become available.
Dima was excited because he knew he had the answer, ComTL, an intuitive IT developer's tool which allows the set up of interactive IT communication systems quickly, cheaply and seamlessly. He knew it would save millions of dollars in IT developer time and applications costs.
Dima is certainly on a winner. The issue of communication between IT systems is vital to improve overall company capabilities. What he has is basically a simple system that adds communication capabilities to existing organization systems, re-vitalizing them to the point where they can be maintained as totally up-to-date and ready to take on the ever changing IT challenges and stay ahead of their competition on a continuous basis.
What Dima didn't know was how to get his message out. Did you ever get so excited about something as a child that when you tried to explain it to someone you blurted out totally unintelligible words? Dima was just like that.
Credibility, Understanding & Enthusiasm
He contacted me through my website and asked me for a quotation to re-write his marketing messages, website content and brochures. When I first read his email a quotation was far from my mind. My initial thought was "what on earth is he trying to flog here?" I am not a software developer, I am a writer. The temptation was to pass it up as too difficult and move on to other projects. But his enthusiasm shone through so I decided to ask for more information and carry out some research of my own.
I had to first understand the product (ComTL) he was promoting and the significance (perceived, potential or real and immediate) of it to the IT industry. I knew I had to emphasize the benefits of his product to IT developers and managers in order to grab their interest and have them further investigate ComTL but first I also knew that I had to establish the need for ComTL in the marketplace and the credibility of the product.
We worked together for a few weeks exchanging emails and drafts of his website content, brochures, FAQ's etc and reached a stage where we now have the words ready to launch ComTL to the
market when the software is ready. We will then place his clear message on forums and blogs to reach his target audience.
Testimonial
Dima's comments on our achievements together say it all:
"We always knew our website did not adequately explain the benefits of the software we create. We knew we had a great product and that there was a market out there who would buy it, if they only knew the details.
After several attempts to write the words ourselves we found RAW Power Writing and now we know what professional writing means. Ron did a great job in defining our product benefits and why the market needed them, and he did it fast.
Though the DimaWare website is still a work in progress we will be back to ask Ron for his creative input on all our products in the future.
Thank you very much Ron for the excellent work you have done for us"
Dima Sokoletsky
CEO DimaWare
I enjoyed the learning experience as much as the writing for Dima's project and I look forward to more.
Needs & Benefits
This project highlights the importance of establishing a need in the marketplace for your product and then making sure that your marketing messages clearly define the benefits in using it.
The common denominator here is that strong marketing messages need to include the following elements;
- Know your client
- Know your product
- Be enthusiastic about the product
- Find and develop the unique aspect of your product
- Define the need for the product in the market
- Clearly detail all of the benefits to your client in using the product
How many more companies are there out there who miss the point in getting their message across? One way to test if your website is as effective as it should be is to ask a friend who knows little or nothing about your business to visit your site and tell you (honestly) if they find it clear, concise and compelling.
On of my next projects is writing the company profile, marketing documentation and website for a company involved in cables, connectors and communications. Another learning experience I look forward to!
Getting it right the first time with the right words makes a difference.
Ron A. Welsh
RAW Power Writing
Words to unlease the power in your product
About the Author
I am a Brisbane, Australia based writer who had 25+ years experience in global marketing after living in 10 countries. After moving house 20 times in 34 years of marriage me wife Denise and I finally decided to stay in beautiful Brisbane where I now earn a living as a technical writer, marketer, networker, blog and website content writer.
Please review my website at: www.rawpowerwriting.com or email me at raw@rawpowerwriting.com
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