A directory of resources inthe field of technical communication.


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Is the New CEO Allowed to Care?

The brand experts and advertising gurus tell us that "caring is commercial," but this has not changed the behavior or profile of many chief executives. One new chief immediately canceled the daily VIP lunch delivered to his office and instead went down to the staff canteen, sitting among his workforce. In another case, a tough CEO confronts an aggressive media at an annual meeting and declares, "Our task it to manage the business to provide maximum return for our shareholders -- end of story." In these cases, communicators provide support and advice, yet in many instances, the decision about profile is made before they are called in.

Manallack, Stephen. Communication World Bulletin (2003). Articles>Business Communication>Management>Marketing


Is Your Design Really Working? How To Make Sure Your Branding Efforts Are Paying Off

There are few things in life more subjective than graphic design and color. You like blue, but the client likes green. You want to use illustration, but the client prefers photography. You like a serif typeface, the client doesn’t. As the designer, you believe the choice should be yours because that’s why you went to college and have spent years working on design and branding projects for other clients. The client feels because it’s their money, it’s their call. However, the truth lies somewhere in between. In spite of client/vendor differences, you are both trying to achieve the same goal: to create design and branding elements that make the strongest, most memorable impression to generate maximum visibility and produce the most sales possible.

DeVeau, Richard. Communication World Bulletin (2004). Articles>Business Communication>Marketing


Is Your Homepage Immature?

Every large corporation has a marketing strategy that outlines what it wants to say to customers, but many of them still aren’t using their homepages effectively to highlight that message.

Young, Indi. Adaptive Path (2005). Articles>Web Design>Business Communication>Marketing


The Last Ditch Sales Pitch

I recently encountered a young web entrepreneur who understands that in business, 'no' doesn't necessarily mean 'never,' and that a last ditch sales pitch can pay off - maybe not today or tomorrow, but some day. It's a wise investment because one sales letter can be adapted and personalized for many different uses over time. And it can help you retrieve prospects you thought you had lost!

Reimer, Heather. Write Thinking (2002). Careers>Consulting>Marketing>Business Communication


Laws of Web Site Management and Digital Branding

We urgently need a quick crash course on web site management; otherwise, connecting with potential customers will become a very tough challenge. Lucky are those who have a unique domain name without the additional baggage of extraneous language, numbers, dashes or slashes. Studies have shown that 90 percent of business names are problematic. These problems are serious issues for achieving higher visibility.

Javed, Naseem. Communication World Bulletin (2004). Articles>Web Design>Project Management>Marketing


The Long Tail

For too long we've been suffering the tyranny of lowest-common-denominator fare, subjected to brain-dead summer blockbusters and manufactured pop. Why? Economics. Many of our assumptions about popular taste are actually artifacts of poor supply-and-demand matching - a market response to inefficient distribution. The main problem, if that's the word, is that we live in the physical world and, until recently, most of our entertainment media did, too.

Anderson, Chris. Wired (2004). Articles>Web Design>Marketing


Make It Easy For Clients And Others To Find You

I just spent considerable time over at the Book Trends Blog trying to figure out who writes it so I could give credit where credit is due. Unless I’ve just missed it, there is no contact information there. I finally found an obscure reference to the name Bob Spear and then realized that name is also part of the URL. Even worse is there’s no obvious way to contact him. I have no clue what Bob wants from his blog, but I can tell you this. If I’d wanted to hire him to do some writing I probably would have left long before I figured out what his name is.

About Freelance Writing (2010). Articles>Web Design>Marketing>Blogging


Make Time for Marketing

If you’re a consultant or independent contractor, you know you have to market yourself to ensure a steady income. But how can your find time to sell yourself to your next client when you’re working 40 hours a week or more for your current one?

Wenger, Andrea. Carolina Communique (2011). Careers>Consulting>Business Communication>Marketing


Make Time for Marketing

If you’re a consultant or independent contractor, you know you have to market yourself to ensure a steady income. But how can your find time to sell yourself to your next client when you’re working 40 hours a week or more for your current one? The key is to treat marketing as an ongoing activity. If you manage your time wisely, you can establish yourself as an expert in your field and make contacts today that will help in your job search tomorrow.

Wenger, Andrea. Carolina Communique (2011). Articles>Business Communication>Marketing


Making the Move to Marketing   (PDF)

Making the move to marketing communication writing allows you to leverage your existing skills and requires that you gain some new ones.

Ausman, Deborah, Michele E. Davis, Kelli Gant and Laura Mulcahy. STC Proceedings (2000). Careers>TC>Marketing


Making the Transition From Tech Comm to Marcom

At first glance, technical communication (techcom) and technical marketing communication (marcom) appear to be very different genres. Where traditional techcom strives to help people use products, marcom seeks to make people realize they need products. Techcom instructs, while marcom persuades, and this distinction affects everything from the genre’s focus, to its content, and medium.

Simard, Christy. TechCom Manager (2004). Careers>TC>Business Communication>Marketing


Making the Transition From Techcom to Marcom

At first glance, technical communication (techcom) and technical marketing communication (marcom) appear to be very different genres. Where traditional techcom strives to help people use products, marcom seeks to make people realize they need products.

Simard, Christy. Writing Assistance (2007). Careers>TC>Technical Writing>Marketing


Making Web Advertisements Work

There are many reasons why advertisements don't work well on the Web, but it is most unsettling when an ad actually portrays something relevant to users and still fails. Why would this occur? Well, to start, we must consider why text ads work so well on search engines. Each user has a goal -- perhaps it is to learn about digital cameras, perhaps to purchase a book. In either case, users' attention is focused on whatever gets them to their goal; they ignore everything else. When users enter search queries, the targeted ads that the engine returns relate directly to what users are after. Hence, they look at and follow the ads. Indeed, such advertisements probably have an advantage over the plain search results because they show both that the advertiser is competent and has a direct interest in serving consumers.

Nielsen, Jakob and Donald A. Norman. Alertbox (2003). Design>Web Design>Marketing>Usability


Making Your Old Brand New: How to Reinvigorate Your Brand With a Memorable Tagline

In the customer's mind, your brand is forever being weighed, measured, compared and tested. To ensure its continued vitality and effectiveness, refresh and reaffirm your brand on a routine basis. The question is: How can you breathe new life into your old brand without reinventing the wheel or busting your budget? Think tagline.

Swartz, Eric. Communication World Bulletin (2005). Careers>Management>Marketing


Marcom Transcreation: Branding, Strategy and Communication for Asian Market Entry

Developing a seamless marketing communication strategy for Asia is often viewed by western corporations as a monumental task given the region's social, linguistic, political, ethnic, and religious affinities. The rapid merging of international markets in securing new clientele and revenue generation, driven by trade globalization and rising product/service sophistication of overseas clientele necessitates that western companies entering the Asian arena possess an appreciation of customized marcom for specific audiences. The key is to find a balance between preserving one's global branding assets and refining one's marcom content for the given audience.

Lee, Leon. GALAxy Newsletter (2007). Articles>Business Communication>Marketing>Asia


Market Research: Your Tool for Effective Communication

We've all heard (perhaps too many times) that we live in a global economy, where change has become constant, that we are bombarded by a multitude of messages and, as a result, suffer from a common ailment: information overload. While advances in technology have had a major role in bringing us to this point, they also provide us with the tools to fight back. No longer passive victims, we are now in charge. We search for the information we want and—with the flick of the remote control, a click of the mouse or by just tuning out—we delete what we don't want. For consumers of information, this works. For communicators, this doesn't.

Hayes, Michaela. Communication World Bulletin (2007). Articles>Research>Marketing


Marketing Bingo (Part 1)   (members only)

In my 21 continuous years of solopreneurship, I have watched friends and colleagues start their own technical communication business but eventually go back to full-time employment. These were skilled practitioners and very bright people who hated marketing themselves, so they avoided creating and implementing a marketing plan. I, too, hate marketing; I would rather do anything else than “brag on myself” (my family and teachers inveighed against self-promotion when I was young). Yet a commitment to independence is a commitment to marketing.

Frick, Elizabeth (Bette). Intercom (2011). Careers>Freelance>Marketing


Marketing Design   (PDF)

Marketing design is the fastest moving area of visual design today. This paper is a high-level discussion about how to analyze the needs of your customer, maintain a consistent image across all pieces; and remain flexible, innovative, and positive throughout a cycle of constant change.

Creed, Lisa. STC Proceedings (1995). Design>Graphic Design>Marketing


Marketing Experiences: The New Event Frontier

Today's audiences are jaded about marketing and savvy about messaging, making it harder than ever for marketers to earn an audience's undivided attention and create a meaningful bond between brand and individual. Whether you're talking about a 10,000-person corporate sales meeting or a multi-city mobile marketing program for consumers, you are more likely to hear words like integration, engagement and participation as criteria for marketing success than terms like impressions and eyeballs.

Domine, Tom. Communication World Bulletin (2006). Articles>Business Communication>Marketing


Marketing Isn't a Dirty Word

Think you're not into marketing? Think again. As UX professionals, we share much in common with our close cousins, the marketers. We all seek to understand customers--needs, preferences, behaviors, attitudes, and more. We all seek to create positive touchpoints with customers and, in turn, a positive affiliation with our product or company brand. We all know the importance of communicating effectively with customers and evaluating the performance of our work.

Jones, Colleen. UXmatters (2007). Articles>User Experience>Marketing


Marketing Mistakes In A Socially-Connected World

Regardless of what you think about relational databases versus other types of database solutions, Oracle’s approach is stupid because they don’t know the difference between choosing a good enemy and a bad one.

Abel, Scott. Content Wrangler, The (2010). Articles>Social Networking>Marketing>Case Studies


Marketing of Library and Information Products and Services   (peer-reviewed)   (members only)

The article considers the concept of marketing in the light of library and information services and mentions the necessity of marketing techniques in library and information centres. It outlines the principles of information products/services marketing and discusses the key steps of marketing for library and information centres. The article indicates the methods of applying marketing techniques to library and information centres and marketing difficulties to library and information services in developing countries are also discussed, with particular reference to those in Bangladesh.

Islam, Shariful and Nazmul Islam. Business Information Review (2009). Articles>Information Design>Marketing


The Marketing of Technical Authors

In May 2004, I did a presentation to the London group of the Institute of Scientific and Technical Communicators on the future for technical authors. This article expands one of the topics discussed - how to promote and market technical authors.

Pratt, Ellis. Cherryleaf (2004). Careers>Writing>Marketing>Technical Writing


Marketing Science Through the Media   (PDF)

Marketing communications can involve more than just selling a product. Simply being mentioned in the general media and in trade publications can build a name for a company or institution and position it as a leader. When the University of Tennessee announced its entrance into the exclusive community of public institutions with a successful farm animal cloning program, a combination of science and news writing, web page creation, and media savvy was used to ensure that the announcement reflected well on the university and its research program.

Clark McDaniels, Patricia, Margot Pantalone, Charles Denney, Misty Anderson and Doug Edlund. STC Proceedings (2002). Articles>Scientific Communication>Marketing


Marketing Technical Communication Services Effectively   (PDF)

During 1993 and 1994, three Western Canadian chapters of the STC collaborated on a research project, funded by Western Economic Diversification and the STC, to discover how clients and practitioners view technical communication. As one of the final products, we commissioned a half-hour presentation designed to market technical communication services. At this session, we describe the project and deliver the half-hour presentation. We invite the audience to evaluate the presentation as a marketing tool.

Conklin, John James and Sheila C. Jones. STC Proceedings (1995). Articles>TC>Marketing>Canada



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