Technical Marketing Communication: A Guide to Writing, Design, and Delivery

Toothpaste . . . disposable razors . . . security systems . . . farm equipment. Those products have one thing in common. Their marketing messages emphasize technical features to drive sales. 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; 3As 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! 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.

Emil Towner is an assistant professor of business communication in the Herberger Business School at St. Cloud State University. Prior to his academic career, he spent 19 years in marketing and communicationsincluding serving as vice president of content, overseeing social media, e-marketing, and web communication. In addition, he earned his PhD in technical communication from Texas Tech University and has written articles for numerous journals and books, including Business and Professional Communication Quarterly, Communication Yearbook, Rhetoric Review, and Technical Communication Quarterly.; Heidi L. Everett has more than 20 years leading on-site and virtual teams in marketing and communications. In addition, she has been teaching advanced courses in business communications, analytical writing and civic writing. Heidi is co-author of a Wall Street Journal bestseller as well as the author of several articles that have appeared in research and trade journals and business magazines. She has a PhD in technical communication from Texas Tech University.