Marketing technologies has never been easy. And grabbing the attention of busy decision makers is more challenging than ever. So, today I’m going to share Fuentek’s top tips for developing compelling and appealing content when marketing innovations.
Based on our years of experience successfully marketing our clients’ technologies, this advice helps ensure your target Audience hears your Message — regardless of the Mechanism you use — so you can achieve your Outcome. (For more about the AMMO, check out the kickoff post in our Marketing Mondays series.)
First Impressions Matter, No Matter the Mechanism
Will Rogers (or maybe it was Oscar Wilde) said, “You never get a second chance to make a first impression.” This is true. But it doesn’t mean that a Technology Transfer Office (TTO) only markets its technologies in one place.
We at Fuentek are big proponents of TTOs leveraging the power of multiple mechanisms to get the message out about their technologies. Its best to mix and match a combination of tools tailored to the specific technology you are marketing.
Regardless of the tool you are using, remember that first impressions matter.
Pay Attention to How You Arrange the Content
Some TTOs begin their technology listings with background information. These introductory blurbs often discuss what prompted the technology’s development or the need for it in the target market/application. This information is important… but not at the start.
Nowadays, you have just a sentence or two to hook readers before they move on to the next item in their search results. Therefore, put the information that is most important to your audience at the start of the piece.
We recommend beginning with a technology description that explains what the innovation does for the users. Then you can offer the background information for those who want more.
Remember: The “put the most important information first” advice applies to all forms of marketing collateral, not just the online technology listing.
Invest in Good Writing
Which would you rather read:
- An invention disclosure written by an inventor?
- A patent abstract written by a lawyer?
- A clear, compelling, and concise technology description written by a skilled writer?
Don’t get me wrong. Inventors are critical to the tech transfer process, and without a patent it’s virtually impossible to secure a license.
But a writer skilled in the craft of technology marketing can present an invention — or, indeed any marketing message — in a way that resonates with the target audience. Remember: Not only do you have to grab their attention, you have to hold onto it. Quality writing makes that easier. (Quite frankly, that’s why Fuentek employs a crack team of experienced writers, who work collaboratively with our engineers and scientists to prepare top-notch technology listings — here’s an example.)
Make It Easy to Scan
Today’s hurried readers glance over webpages and documents for mere seconds before moving on. So, use formatting techniques that make it easy to see the words that matter.
We recommend using bullets that start with a bolded tagline to help readers see what’s important. Compare the two layouts below. It’s essentially the same words, but the second one gets the message across loud and clear.
This optically transparent material offers light-transmission properties that are greater than 88% at 550 nm. The material’s glass transition temperature is >330 °C, and its coefficient of thermal expansion (CTE) is <15 ppm/°C. The material is thermo-mechanically stable at 20–150 °C for up to 3 hours. It absorbs less than 1% of water coming into contact with its surface.
- High clarity, colorless: This optically transparent material offers light-transmission properties that are greater than 88% at 550 nm.
- High-temperature stability: The material’s glass transition temperature is >330 °C, and its coefficient of thermal expansion (CTE) is <15 ppm/°C. The material is thermo-mechanically stable at 20–150 °C for up to 3 hours.
- Effective moisture barrier: The material absorbs less than 1% of water coming into contact with its surface.
Use Eye-Catching Images
Whether it’s an online technology listing, a white paper, a blog post, or even a tweet, images are always more likely to grab attention than just words. You can have great content for a web listing, but without an eye-catching image, the page looks flat.
Don’t fret if you don’t have a great photo on hand. Online stock photo sites abound — we particularly like iStock.com — so find one that works for your purposes and use it (without infringing on copyright, of course).
Post the Same Content in Multiple Places
Be efficient with your resources by using the same content on your website and portal platforms. Sites such as the AUTM® Global Technology Portal and Flintbox are a valuable resource for spreading the word about your technology.
Keep in mind that, because portals are database driven, most do not yet lend themselves to visually appealing content. It’s not impossible to have bullets and the like on these sites, but it sometimes requires a bit of trial and error. So always check that your content is appearing on the portal page correctly.
Following these best practices will help you develop compelling, easy-to-read, visually appealing marketing collateral that increases your chances of connecting with your licensing prospects. If you would like to know more about how Fuentek can help you with marketing your technology licensing opportunities, send us a private message here.
And feel free to share some of your favorite examples of effective technology marketing collateral by posting a comment below.