Technical professionals are occasionally called upon to write with the purpose of marketing a technical product or service. Writing effective marketing pieces requires you to:
- Understand the differences between marketing writing and technical writing in terms of purpose, strategy, and style.
- Recognize the different types of marketing documents, their purposes, and their intended audiences.
- Understand the main principles of marketing design: proportion, contrast, harmony, alignment, and proximity.
- Know the key features of the most common marketing pieces---fliers, brochures, and newsletters---so that you can effectively write and design each piece to accomplish specific marketing objectives.
- Learn the differences between HTML and PDF and how these differences affect how you electronically distribute your marketing documents to your audience.
- Edit your marketing pieces by using techniques to make your language more vivid, sensory, and conversational, while supporting any claims with specific proof.
If you are writing a marketing piece for a different culture, consider how the audience's culture might affect the conversational tone, types of support for marketing claims, and sequence of information.
