The perfect tech marketing mix revealed (and how AI is involved)

The tech marketer’s struggle (and juggle) is real. 

You want to keep your copy snappy and engaging. But you still need to explain complex topics. 

You want to use AI to help you sharpen your copy. But it churns out the blandest of the bland. 

You want to get creative. But you don’t want to lose the essence of your product or service.

We hear you. We see you. And we’ve joined forces with our partners Fountain (amazing ROI experts) and Yoyo Design (an incredible brand design agency) to bring you a world of insights into the perfect tech marketing mix. 

Here’s a peek at what you’ll learn from the report:

• Humans vs robots How to take advantage of AI, without getting sucked into a world of junk content and soulless imitation. 
• Detail and digestibility How to make sure your copy represents the heart of your business and makes product teams happy, without getting lost in a quagmire of jargon and business-speak. 
• Clarity and creativity How to make use of classic “creative” techniques that grab customers’ attention, without misrepresenting or oversimplifying your product. Or turning your customers off with meaningless claims.
• Top-of-funnel marketing vs bottom-of-funnel marketing How to show sales teams you’ve got lead gen covered, without letting the top of your funnel dry up.

Sounds like knowledge you could use, right? Join the conversation and add your two cents using this questionnaire.

KONRAD’S KOPYWRITING TIP

Here’s a question for you: How do you talk to your Gen-Z customers? For some, it doesn’t come easy. Especially if you want to avoid sounding like a grandad/grandma trying to be “down with the kids”. 

The answer is: Approach writing for a Gen-Z audience like you would tackle any tone of voice that’s unfamiliar to you. 

• DON’T PANIC. Do your research. Use online tools (like this one) to get to grips with Gen-Z style slang – but don’t overdo it! Your copy needs to make sense and not come across contrived.
• HEAD TO TIKTOK. Gen-Zers love TikTok…and now you will too. Watching videos is a great way to understand tone of voice and natural use of language. 
• UNDERSTAND THE MINDSET. Before your copy can resonate with a Gen-Zer you need to get to understand the way they think. This generation embrace difference, creativity, and individuality, so you need to learn what makes them tick.
• FOCUS ON GOOD COPY. At the end of the day, good copy is good copy. Hone in on your techniques and don’t lose them along the way. Powerful copy techniques are evergreen.

COPYWRITING AND AI IN PRACTICE

You may have heard us talk about how ChatGPT is a handy sparring partner. But what exactly do we mean by this? Let’s break it down.

Firstly, don’t forget that ChatGPT is assistive technology. So in order to create valuable output it needs a human in the loop (HITL). 

Here’s how to be that human:

1. Tell ChatGPT who you are – this way it can get more context around what you need from it. 

Example: I’m a creative copywriter for a copywriting agency. 

2. Tell ChatGPT who it is – this will help it to understand what perspective it needs to take. 

Example: You’re part of my creative team and are an expert in your field. 

3. Tell it what you want – be specific about the outputs you expect. 

Example: I’m working on a conceptual campaign about X, Y, and Z and want your help with idea-building and providing useful research that will produce A, B, and C. 

4. Tell it to speak in a voice you can relate to – this will help you collaborate. 

Example: Please speak to me in a millennial, down-to-earth tone of voice. 

5. Tell it to switch perspectives midway through the conversation – you want it to give you critical feedback. 

Example: You’re now the target audience persona and I want you to be in that mindset. 

6. Tell it not to be a suck-up – you want it to be critical of your input into the conversation. 

Example: Please look over these header options line by line. How would you perceive the copy as the target persona? Please be critical.

Happy sparring!

LOOKING FOR A LONGER READ? 

Hot off the press: Learn how to beef up your branding with nine of the best B2B copywriting examples.

Aged like a fine wine: Find out the difference between copywriters and content writers. 

PREFER TO LISTEN? 

No problem – last month Konrad took to the virtual stage for the Aggressive Growth Podcast hosted by Amy Bingham. And he told her a secret that you are going to want to hear about (promise). 

Have a listen here.

READ THIS WHOLE THING AND DON’T KNOW WHO WE ARE? 

No worries – happens to the best of us. We help brands grow revenue by blending the science of data-driven strategy and psychology with the art of creative copywriting. To get words right at every step of the customer journey – because every interaction makes customers tune in or tune off.

Love Konrad x

P.s. Want to spice up your brand’s copy?

Set up a call with me here