Bedell Communications

Do you know your customers? Do you know what they know?

Time and again I am brought in on copywriting projects that speak down to readers because the project stakeholders didn’t take the time to define their ideal reader at the very start of the project. Identifying the type of customer who will be consuming your content should be your top priority.

There are several dangers in telling your readers what they already know:

First, you risk insulting a potential customer. An experienced security professional doesn’t need a primer on malware. As you’re outlining your content, ask yourself at every point, “Does my reader already know this?”

Second, you waste valuable real estate. Sure, electrons are cheap, but a good lead isn’t. Keep your content succinct. Make every word count, because…

IT professionals are busy people. Don’t risk losing a potential customer by leading them to think that you aren’t going to provide them with something of value to them.

IT pros are smart and short on time. It behooves you to know who you’re addressing and to do so intelligently.

We’re only a few days into November, but I’m already thinking about holiday greeting cards. In today’s digital age, sending greeting cards is easier than ever. It’s also a ripe marketing and networking opportunity, which means your clients are likely to receive numerous greetings. Here are some tips for making yours stand out in the crowd.

• Go the old fashioned route. Send hand-signed paper cards. If your client list is too long to make this feasible, consider sending them to your best clients and/or those with whom you’d like to rekindle business.
• Include a business card and/or a coupon for future services. What better way to jumpstart business in the New Year? Or, how about a URL to access a new white paper or e-book?
• Start working on your cards now and drop them in the mail Thanksgiving weekend. This will help ensure you’re one of the first to wish clients a happy holiday season. It will also give your card more staying power if your client puts it up on his/her desk (another good reason to send a paper card).
• Consider sending e-mail cards to wish clients a happy holiday season, then follow up with paper Happy New Year cards in January.
• Say thank  you. Don’t miss this chance to express your gratitude for the client’s support during the previous year and your desire to be a part of their continued success.

Got an idea of your own? Share it in the comments below. We’d love to hear it! — Crystal Bedell

The past month has been an exciting one on both the personal and business fronts.

As some of you may already know, I took the month of October off to give birth to the latest addition of the Bedell family. I was scheduled for a c-section on October 9, but like our two girls, No. 3 insisted on an early arrival. On October 7 I delivered Harrison Robert Bedell. He’s a healthy, good-natured baby, and his sisters adore him.

On the business front, Bedell Communications turned a year old. Last year I left my full-time job of eight years at an IT media company to start technology copywriting firm Bedell Communications. I’ve enjoyed helping technology companies market their products via white papers, ghostwritten projects, case studies, and more.  And I’m excited to dive into year two this week as I return from maternity leave.  — Crystal Bedell

I’ve avoided personal posts on the Tech Marcom Blog because this blog isn’t about me; it’s for sharing technology and B2B marketing expertise, and hopefully you’ve found it useful! However, it’s time to break that rule as my personal life intersects with the business of running the Tech Marcom Blog and Bedell Communications.

On October 9 the Bedell family will be welcoming child No. 3 into the world. Needless to say, we are all every excited. But, unfortunately, it means Bedell Communications will be on hiatus for about a month while we all adjust to a new way of life.

I will keep the Tech Marcom Blog updated throughout October (I’m working ahead as we speak), and Bedell Communications will resume full time operations Monday, November 2. I’ll be checking e-mail in October as time allows, so feel free to reach out if you want some preliminary information about a potential project or have a comment to share. Just be forewarned that it may be a couple days before you hear from us.

In the meantime, I want to say thank you for reading the Tech Marcom Blog, and for following us on Facebook and Twitter. I look forward to continuing to sharing more technology and B2B marketing insights with you. — Crystal Bedell

For updates on Bedell Communications, the Tech Marcom Blog and other useful B2B and tech marketing resources, find us at the following sites:

• Facebook at Bedell Communications
• LinkedIn at Crystal Bedell
• Twitter at crystalbedell