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Precision-Targeted Marketing

The Process

CopyEngineer’s 5-Step System for generating:

More high-quality leads

Greater demand

for your high-tech product or service

Higher ROI

from your technology marketing efforts

Why Most Technology Marketing Fails

Most technology marketing fails because it fails to grab and hold the attention of the buyers it needs to influence. It’s a tough job, because most technology marketing has to satisfy the demands of a wide range of business decision-makers and technical influencers.

As a result most technology marketing either:

  • Focuses too heavily on the product or service itself – the technical features, or
  • Tries to be all things to all people – addressing every possible buying influence

The problem with the former is that it ignores the concerns of your most important prospects, the business decision-makers who sign off on the purchase. The problem with the latter is that it clutters and confuses your marketing message, so you lose readers.

Either way, you’re promotion fails to capture the leads, sales and ROI you’d hoped for.

How Precision-Targeted MarketingHelps

That’s why I created Precision-Targeted Marketing™. It’s a 5-step system I follow, which helps me:


a specific target audience and any essential secondary audiences who must be addressed by the promotion or content


the concerns, needs and interests that are vital to that target audience


on those concerns, needs and interests in my copy, with laser-like intensity


that your promotion meets its objective…and exceeds your expectations.

Here, in a nutshell is the…

CopyEngineer’s 5-Step Precision-Targeted Marketing Process

Step 1
Step 1

We talk

I walk you through a series of questions over the phone. This usually takes about 30-40 minutes, though it can be much less if you’ve already have a creative brief in hand. We cover your product or service, the audience and objective for the piece, the messages you need conveyed… everything I need to bid the project and start work. So I don’t have to keep coming back to you for clarification.

Step 2
Step 2


I review our discussion and any background materials you’ve supplied. (I even provide a handy checklist to help you collect those materials.) I also talk to your product and sales teams to learn what makes your offering truly special, and how customers react to it. This helps me connect your product’s benefits to your customers’ hot-button issues…in a way that gets prospects excited.

Step 3
Step 3


Typically, I’ll deliver your first draft in about 10 to 14 days. Though it depends on the project. White papers, for example, will take longer, because there are more interviews and much more writing involved.

Step 4
Step 4

Your Turn

You review my work and make note of any changes you want made. We can also review your feedback together by phone, if you prefer.

Step 5
Step 5


I revise the piece, according to your instructions, until we’re both satisfied the copy meets your objectives. Revisions are all included in the original price, at no additional charge. So you don’t have to worry about project fees climbing beyond your budget.

And that’s it.

Need something right away?

Contact me today to discuss your project and get a prompt, no-obligation quote.