Booklets

One of the best press kits I ever saw included a sharp and informative booklet on the vendor?s technology. The booklet explained the general technology?s development and background, presented the vendor?s product, and listed clear customer advantages. It impressed both journalists and customers in a way a press release or even a white paper wouldn?t have done. Booklets are labor-intensive, so use your trade journal article as the basis for writing your own.

Speech Outline and Handouts

Use existing articles as the basis for client speeches and presentations. Since trade journal articles are usually vendor-neutral, they?ll work as-is for similar talks. When the presentation is about a product you can still use the article outline for the background technology and analysis then add product details, customer case studies, and Q&A?s. You can use article reprints as a handout, or turn the outline into speaker?s notes and use that instead.

If your client gulps at the cost of developing a trade journal article, don?t leave them gasping for breath ? list all the ways they can leverage it to increase market exposure and profits.

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Christine Taylor is president of Keyword Copywriting, which helps marketing and PR pros leverage their relationships with technology clients. E-mail her at chris@keywordcopy.com, call her at 760-249-6071, or check out Keyword?s Website at www.keywordcopy.com

Christine writes technical marketing communications for data storage, networking and pharmaceutical clients, including:

• EMC

• Commvault

• Quantum

• StoneFly Networks

• Sybase

• Maranti Networks

• ClariStor

• Fujitsu

• AES

• Obagi Medical Products

She specializes in trade journal articles, white papers, press kits and online content. She serves as a contributing editor to Computer Technology Review and acts as editor-in-chief for Storage Inc. and Storage Management Solutions.

Before moving into technical journalism and marketing she served 20 years in the IT trenches, including systems administration at Avery Dennison's Research and Development division.

chris@keywordcopy.com