Marketing

Formatting: The Other Critique by Neil Dabb

My business partner, Neil Dabb has some excellent advice for those of us who self-publish in his article Formatting: The Other Critique. This advice can also be applied to the Professional and Technical Communication field; especially, when your business or company does not have a writer or editor on staff.

Other advice, check your photographs. For instance, if your work instructions state that safety guards have to be used on a machine that has a possibility of physical injury to employees, the picture or image should show the safety guard being used.

Images should also correlate to the step. In most cases, if you have five steps there should be five pictures. Not five steps on page 1 and an image on page 3 that may or may not show the employee what they are supposed to be doing.

If your employee manual states that employees should not wear jewelry when operating equipment, then the image should reflect that standard. In other words, your documentation should correlate on every level to your company, your training, your branding, and your marketing.

This will create a professional and educated work force that is positive about their job which leads to a better quality of product for your business.

By Melinda Anderson

The Puzzle Your Marketing Should Be Able to Solve

It’s Marketing Monday for Dragon Tech Writing. We were considering what to post and just couldn’t seem to find our focus. Then, we found this little gem that offered some advice about stepping outside of marketing just product and services. The article suggests that you, or we in this case, also market the business. We have decided to give this a try over the next week or two.

For now, enjoy the article. The Puzzle Your Marketing Should Be Able to Solve

Hit and Miss; Our Marketing Flier Mistake

When we first started this business, we printed up fliers to hand out to potential customers and clients. We created something quick and did not revisit it until almost six months later. Here is the original, keep in mind it is two fliers on one page, DragonTechone page flier

It has all the pertinent information such as business name, services, blog address, names, contact information, etc. However, it is a jumbled mess. There is no organization for a reader’s eyes to follow. There was no thought what so ever put into this flier; other then to get our name out quickly. This is a mistake that most businesses make, including ours.

Anything that has your businesses name, logo, or information needs to be carefully planned, discussed, and executed to make sure that it reflects your business and the audience you are targeting. It could be as simple as a flier or as complex as a website. The point is you have about 3 seconds to catch your audience’s attention before they move on to the next business.

This flier is part of our marketing campaign to introduce us to professionals and businesses that may need our services and it does not show who we are or the services that we offer. We quickly came up with a layout and design that reflected what we could do for other professionals and businesses. Here is the new flier, still two fliers on one page, DragonTech Writing, Flier. Can you spot the differences?

This flier has the exact same information as the first with some tweaks. It catches the eye and is organized for our audience to scan it quickly. Our business name and logo are now separated from the information by stylistic elements. Okay, it is just a line but it still allows a reader to zoom in on the business name. The second line lets the audience know that they are done reading. It also tells us where to cut the flier so we don’t accidentally cut out information.

This is the flier we should have started with to market our company. This is what we can do for you or your company, point out the flaws in your documentation then create a design and templates that represent your business accurately.

Mission Statement

I am starting to write the company goals for DragonTech Writing and have realized that we need a mission statement also known as a 60 second commercial. This statement needs to say who we are, what we offer, and tie into our company goals. Here is my first attempt at a mission statement:

DragonTech Writing is a contract technical writing service that provides documentation in the following areas software, process, business, marketing, and portfolios (resumes/cover letters) for companies and individuals. Our mission is to provide companies and individuals with documents that are clear, concise, and useable for their customers, clients, or perspective employers.

I think that sums it up for now. I am sure there is something I can add or take away, any thoughts?

By

Melinda Anderson

Marketing

I just finished a free slide show called Marketing 101: The Fundamentals by SBDC Kutztown University of Pennsylvania. It had a lot of information that seems extremely useful; especially, since I am going to run the marketing side of the business. However, it had information that I just didn’t understand and probably won’t until I actually start working on our marketing plan.

A marketing plan says this is our product or service, this is how much we charge for our product or service, this is our target audience, this is how we are going to reach our target audience, this is how much we are going to spend to reach our target audience. For example, My husband, Jason, has started a painting company with his friend, Darin, A & M Coatings. Their service is painting and or staining walls, floors, ceilings, etc. Their basic fee is  $2.20 a square foot. Their target audience is business owners, contractors, and home owners. They spent maybe a total of $20 to print out business cards from home. They then drove around, looked for buildings that were being built, and talked to the contractors or business owner’s. After about one week, they put in about 10 different bids and got 6 of them.

My partner, Neil, has talked to people at various different career fairs. We have our business cards and flyers that we hand out to anyone and everyone. We have a blog page and a Facebook page. We are both on Linked In and members of various different groups. We also do not have any work coming in.

The slide show mentioned taking doing polls and surveys to find out what consumers want or need in regards to your business, products, or services. Both of us, Neil and myself, are technical writers. Neil specializes in process documentation and instructional design. I specialize in documenting software, writing service bulletins, and creating layouts. We are also adding services such as business plans and resumes just to kinda give us a kick start. Here’s the question, anyone can answer, what kind of marketing ads or promotions would like to see from us?