Writing to the Techie – Michael Stelzner

Michael Stelzner and special guest Bob Bly discuss the secrets to influencing the influencer.

Have you been tasked to write to a technical audience? Does your business market to engineers, scientists, developers or other technical people?

The techie wields amazing influence inside his or her company. Persuading a highly knowledgeable and often skeptical person is no simple task.

White papers are attractive to the techie. However, they must be carefully crafted.

Why? Because the technical reader is often the judge. The techie’s verdict will determine if your solution is worth pursuit. The wrong message could bar you from opportunity.

How can you impress such intelligent and educated readers—especially if they know more than you do?

To answer this important question, I have invited the world-famous author Bob Bly to join me in an audio class. Bob has written 70 books, including The Elements of Technical Writing and The White Paper Marketing Handbook.

In an exclusive one-hour class, Bob and I will reveal how to write to the techie.

Meet Our Special Guest

For more than 25 years, Bob Bly has been writing business-to-business, high-tech, industrial and direct marketing books.

Some of his notable books include The White Paper Marketing Handbook, The Elements of Business Writing, The Elements of Technical Writing and The Copywriter’s Handbook.

Bob has also written for big names such as IBM, Microsoft, AT&T, Sony and Nortel Networks.

In my opinion, there is no-one better than Bob Bly to help tackle the topic of writing to technical readers.

During this class, you’ll get answers to these questions:

• What are proven strategies for writing to technical readers?
• How does a technical reader differ from other readers?
• Do techies only care about technical details?
• How can I influence skeptics?
• Can I persuade someone who knows more than I do?
• Do I need a technical background to write to technical people?
• What are the secrets to communicating with techies?
• What are some simple steps to convey complex ideas?
• Is there a proven process to produce white papers for technical readers?
• What are some strategies for marketing white papers to technical readers?

Techies Love White Papers

A recent study by TechTarget found that 82 percent of information technology professionals rely on white papers AND they read between 10 and 24 white papers every year.

However, not every white paper succeeds in its mission.

Learn to effectively communicate to the technical reader and reap the benefits.

A small investment in this class could change your business in a big way.

Here’s what’s included:

1. The 60-minute class (Led by me, Michael Stelzner, with special guest Bob Bly, author of 70 books.)

2. A downloadable recording of the class that you can play back on your iPod, MP3 player or computer.

3. A complete word-for-word transcript of the class