#22071
Don't Submit Your Website to Any Search Engines
Submitting your website to every search engine is an incredibly time-consuming process. There are hundreds and hundreds of them out there - no doubt, you've come across the companies who'll submit your website to 1000 search engines for you. Search engine professionals know that the vast majority of these search engines have a very low usage rate and will drive hardly any traffic your way. In fact, it's only a handful of search engines that drive the majority of traffic from search engines to websites.
Moss, Trenton. Webcredible (2004). Design>Web Design>Marketing>Search
#31529
Corporate brands are built by countless interactions between people - customers and clients, suppliers and distributors, shareholders and communities, and one another. If your brand does not reflect your people in a way that makes them proud and passionate, they will not deliver the brand experience in the marketplace. Some do's and don'ts for corporate branding.
Riese, Tracey G. Communication World Bulletin (2003). Articles>Business Communication>Marketing
#24576
Earthlink Scores Big: TV, Web, Core Values
A recent Earthlink TV commercial demonstrates how a company can use humor, sci fi, innovation, and benefit oriented brand marketing to please and inform customers. Plus, a great web site and high quality ethical core beliefs and values. Very user-centered.
Streight, Steven. Blogger.com (2004). Articles>Technology>Marketing>E Commerce
#27813
Email Newsletters: Surviving Inbox Congestion
Newsletter usability has increased since our last study, but the competition for users' attention has also grown with the ever-increasing glut of information.
Nielsen, Jakob. Alertbox (2006). Articles>Usability>Marketing>Email
#21064
Emotions Trigger The Right Moves
We pump out a lot of information about product features and benefits on the Web, but have you taken a look at how much -- or maybe how little -- we use emotional appeals to help customers buy our products? Take a look at how customers make purchase decisions.
Allen, Cliff. Allen.com (2001). Articles>Business Communication>Marketing>Emotions
#25647
Covers email newsletters, online marketing, and writing.
Evans, Meryl K. InternetVIZ (2005). Journals>Publishing>Marketing>Blogs
#24885
Enhancing Our Image: Creating Good Public Relations 
Effective chapter public relations results in an increase in membership, more interested and active members, and an awareness of technical communication as a valid and an important profession. This workshop teaches general public relation skills, such as how to write effective press releases, how to get your chapter events treated as news, and how to create and then maintain a press list.
Braz, Lisa M., Susan L. Fowler, Alan Korwin, and Nancy Martin. STC Proceedings (1994). Articles>TC>Marketing>Press Releases
#27735
Euro 2002 Information Campaign: Analysis and Evaluation of the National Advertising Campaigns
This research is aimed at analysing the mass media information campaigns carried out for the introduction of the Euro.
Valentini, Chiara. Chiara Valentini Communication Management (2003). Books>Language>Marketing>Europe
#24165
Flexing Your Marketing Muscles: Tactics for the Reluctant Marketer
I don’t like to market myself. Sometimes I think, 'Heck, I’m good at what I do. I've been doing this for thirty years. Why don’t people come to me?' Then I get over it, consult my marketing plan, and get on with it. (See my previous column, 'Building a Marketing Plan,' in the May 2004 issue of Intercom.) I don't like to market my services, but I like to have marketedmy services. And I keep one thought foremost in the process: 'Marketing is like swimming: If you stop, you sink!'
Frick, Elizabeth G. 'Bette'. Intercom (2004). Articles>Business Communication>Marketing
#20806
For Good Media Relations, Treat Reporters Like Customers
Know their needs, advertise your products, give good service, offer specials, educate and keep in touch.
Writing that Works (2003). Design>Web Design>Marketing
#25051
An application story is a form of promotional writing that highlights the practical benefits of a new product. The story tells why a client company purchases the product over comparable market offerings to solve a business problem. The story is complete when the writer (1) states the client's problem; (2) gives the solution to the problem; (3) shows how the new product solves the problem; (4) describes the criteria the organization had originally set for a new system; (5) shows the benefits of the new system; and(6) describes future applications of the technology. Using this 6-step formula, promotional writers can produce successful application stories.
Matherne, Beverly M. STC Proceedings (1994). Articles>Business Communication>Marketing
#23567
From Technical Writing To Marketing Communication: Growth From Common Ground
If you think marketing communications are written by an entirely different brand of writer—in a version of the language wholly unlike the one you employ— then think again. Marketing and technical communications do share common ground. And by expanding the horizons of this landscape, you can move into marketing writing. To begin, you must explore what the disciplines share, what attributes are peculiar to marketing communications, and how you can go about developing your skills in this field.
Baker, Dina. STC Proceedings (1994). Articles>Writing>Marketing>Business Communication
#31493
From Vista to Zune: Why Microsoft Can’t Sell to Consumers
Microsoft’s marketing of Windows Vista and the Zune have failed in large part due to the fact that Microsoft has not learned how to effectively sell consumer products. Consumers buy Windows and Office, but that’s because they have no choice, not because of the company’s marketing savvy. Microsoft only effectively markets its products to businesses, which represents a very different type of sales relationship.
RoughlyDrafted (2008). Articles>Business Communication>Marketing>Case Studies
#28296
The Future Belongs to the Trusted Few
Find out how to avoid sneaky marketing practices that users can see through. Instead, provide honest and useful content and watch the number of repeat site visitors soar.
Usborne, Nick. Webcredible (2006). Design>Web Design>User Centered Design>Marketing
#28150
Give Your Testimonials More Credibility
I think that the people who give the testimonials do so for the additional exposure they receive for their own names, sites and businesses. I also think they do some mutual back-scratching, and hype each other's products and services. In other words, the testimonials are just additional sales text. They have no credibility as outside, third-party endorsements.
Usborne, Nick. Excess Voice (2006). Articles>Writing>Web Design>Marketing
#20805
Go from Brochureware to E-Care
Online brochures don't attract return visits or serve your customers, so turn your Web site into a customer interaction center.
Writing that Works (2003). Articles>Business Communication>Marketing>Writing
#24366
You will find ebook articles, ebook and product reviews, ebook related resources and an ebook marketing blog.
Hocking, John. Hocking, John (2000). Resources>Publishing>Marketing>eBooks
#25366
You cannot succeed in any business without selling. Delegating or ignoring selling skills is one of the worst things you can do. How to develop your sales skills, even if you think you hate it. Wendy Peck explains.
Peck, Wendy. Wise-Women (2004). Careers>Business Communication>Marketing
#18761
High Tech Marketing Communication: The Method Behind the Madness
The software is tested, the documentation is written, and the training is in place. Now the product has to be marketed. Potential customers must understand what the product is and why they should buy it. Marketing communication for the high tech product is not just fluff or fiction. To attract attention in today’s competitive marketplace, it must be a unique combination of technical information and compelling creativity. As a technical communicator, you have an opportunity to put your planning, writing, and project management skills to work in the marketing arena. From developing a marketing plan to researching competitors and creating collateral copy or Web site content, you can participate in and even lead the marketing process.
Gallob, Beth M. STC Proceedings (1999). Articles>Writing>Marketing
#24799
How to Break into Marketing Communications
Many technical writers, editors, illustrators, graphic designers, managers, and others would like to break into technical marketing. But how to do it? This mini-workshop gives technical communicators some practical tips for making the transition without the requisite “experience required”. As an added bonus, it shows that marketing jobs in general pay more than similar ones held by traditional technical communicators.
Vaughan, Caroleen L. STC Proceedings (1995). Careers>Business Communication>Marketing
#24741
How to Create a High-Impact Sales Letter — FAST 
A sales letter must capture the reader's attention immediately or it won't get read. Most people accomplish this by stating their biggest benefit at the top of their letter. I've found something that works even better.
Leduc, Bob. Nine Yards (2002). Articles>Business Communication>Correspondence>Marketing
#21261
How to Make Yourself More Marketable in a Small Company
In a time when corporate downsizing is the norm rather than the exception, technical writers must constantly increase and market their skill sets to make themselves more valuable to employers. Based on our experiences as technical writers in a small company, we will define why and how to market yourself:
Holman, Peter M., Susan Gonzalez and Jennifer Privette. STC Proceedings (1997). Careers>Writing>Marketing>Technical Writing
#31714
How to Market a Documentation Department
When you first ventured into the tech writing ranks, marketing the department was likely the furthest thing from your mind. You already had work to do, so marketing was somebody else's job.
King, Robert. Writing Assistance (2006). Careers>Management>Technical Writing>Marketing
#30087
How to Write Successful Direct Marketing Letters
Direct marketing in the form of direct mail is used by almost every company whether it is the local service station or shoe repair shop or a Fortune 500 company. Unlike documentation that instructs or describes a process, marketing materials must persuade as well as inform. Increasingly, technical communicators’ responsibilities are being expanded to include marketing materials such as advertisements and direct mail. Writing successful direct marketing letters or advertisements can be easier by using a 10-point guide that uses the principles of attracting attention, arousing interest. creating desire and asking for action.
Smith, Gem. STC Proceedings (1999). Articles>Business Communication>Correspondence>Marketing
#19097
If You Build It, Will They Come? The Importance of Promoting Technical/Professional Writing Programs 
Although the field of technical/professional writing continues to grow apace with the demand for its graduates, a large number of people, especially students, have never heard of it, or, if they've heard of it, have no idea what it is. Consequently, our program has begun an aggressive promotional campaign.
Patterson, Celia. CPTSC Proceedings (2000). Academic>Education>WPA>Marketing
