You need to have very well-written sales copy to be successful at IT marketing.  If you want to get prospects to the next step in the sales process, you have to present skilled copywriting product.  Long sales copy is alright if you are writing a letter and it is compelling.  You can even go for several pages and include endorsements and testimonials.  The key is to achieve maximum impact in IT marketing.

Don’t use jargon as part of your IT marketing efforts.  You need to avoid anything that looks like IT speak, even a little bit.  The sales copy you use has to be focused on business because you are mailing to business owners and business managers.

Prove That Your Business Has a Guarantee

You need to find a way to personalize your sales copy as part of IT marketing.  Stress common connections at the beginning to make sure prospects make the connection.

Keep IT Marketing Materials Out of the Circular File

A large portion of the population will read mail next to the garbage can and will be prepared to throw it away in seconds if it doesn’t immediately capture attention.  Give people a way to answer the letter by phone, fax or a website or even an email.  Give them more than one option so they can respond in a way that is most comfortable.

Stress Urgency With IT Marketing

You need to have a deadline for response and present a sense of urgency with IT marketing materials.  If you don’t give people a reason to respond immediately, your letter will get filed away and potentially be forgotten.

Push prospects with your IT marketing materials with a clear call to action or special offer.  “Call before X to book a free, no-obligation security checkup” is one such statement you might include.  Give a reason to act right away and increase your chances of success with IT marketing.

Completed By:  Joshua Feinberg