What do we measure in Tech Comm?
This is the first of a multi-part series, discussing measures and KPIs in Tech Comm. Measuring success is required to show results in the business space. Very few businesses allow projects for the sake of allowing a project—they want to see money results from a project. Businesses want to see a Return on Investment (ROI), a cost savings, or a cost avoidance. Additionally, there is the thought that you can only improve that which you measure (this may or may not be true, but it’s a often quoted). But what do we measure in Tech Comm?...
read more3 reasons why product instructions matter
No one reads the product instructions, we hear all the time. And that’s true. Except people read the instructions all the time. And this matters. Here’s 3 reasons why: 1. It’s the post-sales part of your company I’ve said again and again that product instructions are an important and often forgotten part of the customer experience. People use product instructions to actually use the product. If they can’t use the product, the return it (increasing your return rate) or call support (increasing your support costs),...
read moreWhat’s clear communication and how do you get it?
We all know that content is King, or Queen, depending on your point of view. But regardless, content that communicates a message that resonates with the audience is critical, pre- and post-sales. All content is not created equal, though. Content that powerfully gets the message across in a way that makes sense to the receiver is the best content of all. This content is typically clearly communicated. Clear communication doesn’t happen by accident. And it’s too important to hope and wish it happens. Clear communication webinar...
read more5 ways your product instructions suck (and why this is a bad user experience)
No one likes to think that the product instructions they worked hard to create and spent a lot of money on aren’t top notch. But the truth is, there’s a lot of bad product instructions out there. And it’s negatively impacting the user experience. How do you know if your product instructions are bad? In no order of importance: 5 ways your product instructions suck Future tense with lots of conditionals. Why this sucks: Future tense adds uncertainty to when things happen. Customers need to feel things will happen in a timely...
read more5 ways to improve your message
I present the 5 ways you can improve the message about your products and company, in no order of importance, regardless of how you’re communicating it. 1. Pay no attention to the details. Details don’t matter, so don’t worry about them. If it would make your product look better, lie in your marketing materials. Especially about the competition, if possible. No one checks details. It always makes your products look good and people want products that look good. You can also lie about what your product does. Research shows that...
read moreAre you killing your marketing efforts after the sale is made? Yes you are.
Your company puts a lot of effort in marketing – from advertising, social media marketing, putting engaging content on your website, and making sure the product sheets are shiny and attractive. And the effort is paying off – you’re probably meeting your sales numbers this year. It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company What is your upsell/resell rate? Are your existing customers purchasing more of your products? How hard are your sales people working to make that...
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