Yesterday, I shared a very important part of B2B Copywriting and high-tech marketing: writing to the Early Majority, otherwise known as pragmatists. These B2B buyers are very different from the first two market segments that preceeded them (the Innovators and the Early Adopters). So it pays the B2B copywriter huge dividends to understand the psychographics of this niche.
So let’s continue, shall we?…
All Pragmatists Are From Missouri
Pragmatists aren’t very trusting souls. So you’ve got to show them beyond a shadow of a doubt they’re making the smart, wise, and safe decision. That’s why the proof elements in your B2B marketing copy had better be air-tight.
They want you to prove that other decision makers in other companies of their same size and structure have already experienced the benefits your product brings.
The last thing they want to feel is that they are debugging your product for you. They want someone else to do that. So when you attack this mainstream market, make sure the current release of your product is something other than “1.0.”
Pragmatists reference each other heavily. These guys (and gals) know each other and talk to each other, even across company boundries. They keep tabs on what’s working and what isn’t, and why.
They definitely value other peoples’ opinions (except those of Early Adopters). So if you’ve got any big name success stories to tell, reference them to the hilt in your testimonials.
Here’s an example of a testimonial I wrote in a white paper after interviewing a satisfied customer of Together, a product from Borland Software (the Open ALM company)…
MDA consultant [name withheld] of [company withheld] uses Together exclusively to help his clients to do more with less, and to do so faster:
“With Borland Together, I’m able to build models in a way that I can generate code from them. Models are more of a first-class citizen instead of just pretty pictures. I can utilize the MDA features of Together to make use of the models themselves to produce executable artifacts that are reusable.”
[name withheld] particularly likes the way Together makes creating transformation patterns easy and intuitive:
“I can run my transformation rules directly from my business model. If the result of the transformation isn’t quite what I want, all I have to do is tweak the transformation rules until they produce precisely what I need. So in the future, the enterprise benefits from reuse and repeatability. Borland Together makes the whole process very simple.”
Win Over The Pragmatists, And The Money Starts Rolling In
Here’s the good news about Pragmatists: they are very committment-oriented. They tend to stay at their companies a long time.
Whatever technology buying choice they make, they’re prepared to live with for a long time. That means they’re looking for a company like yours to standardize on. And they’ll be fiercely loyal to you once your product is in place.
So when they finally adopt your product, you can pat yourself on the back. They’ll recommend it to their colleagues both inside and outside their own firm. That drives your selling costs down and your profit margins way up.
But getting across the chasm from early adopters to these pragmatic early majority buyers isn’t easy. That’s why a B2B copywriter who has also been a technology buyer is such a valuable asset to a high-tech marketing firm…and a marketing manager’s career.