Software/IT bods, advice please

[Mon Ami Mate]

I'm targetting small and medium-sized software and IT companies with a new specialist PR and Marketing Communications business I have set up called Technically Speaking.

I've spent a lot of time researching businesses to target, and individuals within those businesses, and the time has now come to write to them and make them feel that they really should be taking a close look at what I am offering.

It'd be fantastic to have some inside information, and I know that there are lots of PHers who are involved in the sector.

So, here comes the question. If you were to pick up a letter this morning from a specialist PR and marketing communications consultancy, what would make you feel that they warranted closer examination?

Here's the sales letter I have drafted. How can I make it hit the spot?



I’m in the process of launching a new Bristol-based PR and marketing communications consultancy that specialises in software and IT.

We are particularly good at:

- Devising effective marketing communication strategies

- Developing and implementing corporate and brand strategies

- Corporate collateral – website, brochures and direct mail

- Media relations

If you feel that your business is not communicating effectively enough with customers and potential customers, or that your products are not realising their full potential, we may be the people to help. We can put together an effective marketing communications strategy for you that will pinpoint what you should be saying, who you should be communicating with and how best to get your messages to your audiences.

And then we’ll make it all work, effectively. We’ll get you in front of your audiences with first-class media relations, direct mail and advertising. We create websites that not only look great, but also support the style with genuine substance in the form of excellent content.

We’re not just effective, we’re cost effective too – we don’t employ legions of support staff, we don’t have huge offices and flashy company cars. We operate with very low overheads and our fees are typically 50 per cent lower than competitors.

That’s not to say that we don’t have the track record. I was previously an Account Director for each of the world’s two largest PR companies. I’ve worked for some of the biggest names in industry and I’ve taken lots of smaller names and helped them punch well above their weight. My partners have a great reputation for producing successful interactive media, design for print and corporate identity-driven projects. We maintain approved suppliers’ lists of photographers, and printers who all deliver first class results at very reasonable costs.

We will get you noticed and we will save you money. I’d be delighted to meet you to find out how we could help and I’d happily put together a detailed costed proposal that wouldn’t cost you a penny.

Yours sincerely,

[PetrolTed]

Mon Ami Mate said:

We are particularly good at: - Devising effective marketing communication strategies - Developing and implementing corporate and brand strategies - Corporate collateral – website, brochures and direct mail

Personally I always turn off when people talk to me in language like this.

"Devising effective marketing communication strategies" - helping me sell more products?

"Developing and implementing corporate and brand strategies" - Managing my business's image?

[Fer]

I agree with Ted, the "What we do" is always there, "What we can do for you" might be a better approach.

HTH,
C

[Mon Ami Mate]

Thanks for this - it is, of course, a good idea to always steer clear of jargon. However, I must emphasise the need to take strategy seriously before implementing anything. PR and marketing communications simply won't work without a properly researched strategy, and many companies don't understand this. Perhaps I'd better find a clearer way to communicate this.

[Size Nine Elm]

Experience of previous software/IT marcom is that it neds to be very directed towards driving real business, not just visibility, and the one does not ncessarily follow the other.

You need to be able to show companies why they will get a real return on the investment they spend on marcom - I've seen quite a lot of bad expenditure in ther past, with visibility, but not business, generated.

[jeremyc]

For me part of the decision in choosing a PR consultancy depends upon their track record: who have they worked with, and who in my industry sector do they know (trade journalists, analysts etc.)?

I would like to see some kind of references to past clients or evidence of awareness of your targetted sector in your letter.

Good luck!

Jeremy
(who already has a great PR agency, thanks! )

[Mon Ami Mate]

Size Nine Elm said:

Experience of previous software/IT marcom is that it neds to be very directed towards driving real business, not just visibility, and the one does not ncessarily follow the other. You need to be able to show companies why they will get a real return on the investment they spend on marcom - I've seen quite a lot of bad expenditure in ther past, with visibility, but not business, generated.

That's why you need a proper strategy. Marcomms won't work unless you properly research what you need to say (messages) and who you need to say it to (audiences). Only then can you work out how to deliver the messages to audiences (tactical implementation). A front page of the FT is useless if your clients don't read the FT, or if the article doesn't communicate what makes your company and products special.

[Mon Ami Mate]

jeremyc said:

For me part of the decision in choosing a PR consultancy depends upon their track record: who have they worked with, and who in my industry sector do they know (trade journalists, analysts etc.)? I would like to see some kind of references to past clients or evidence of awareness of your targetted sector in your letter. Good luck! Jeremy (who already has a great PR agency, thanks! )

I'm not trying to sell to anybody here (honest ), I'm just doing everything I can to get my own strategy right. And I'm very grateful for all intelligence.

[iaint]

Mon Ami Mate said:

I’m in the process of launching a new Bristol-based PR and marketing communications consultancy that specialises in software and IT. We are particularly good at:

Bit of a weak opening imo. I'm makes it seem one-man-bandish, maybe use We but that might lack the personal touch that helps build a good relationship, amybe:

I'm writing to you to introduce our new Bristol-based...

Mon Ami Mate said:

We’re not just effective, we’re cost effective too – we don’t employ legions of support staff, we don’t have huge offices and flashy company cars. We operate with very low overheads and our fees are typically 50 per cent lower than competitors. That’s not to say that we don’t have the track record. I was previously an Account Director for each of the world’s two largest PR companies. I’ve worked for some of the biggest names in industry and I’ve taken lots of smaller names and helped them punch well above their weight. My partners have a great reputation for producing successful interactive media, design for print and corporate identity-driven projects. We maintain approved suppliers’ lists of photographers, and printers who all deliver first class results at very reasonable costs. We will get you noticed and we will save you money. I’d be delighted to meet you to find out how we could help and I’d happily put together a detailed costed proposal that wouldn’t cost you a penny.

Put you 'credentials' before the price promise and don't labour the point (I don't care if you have a flash car or not!!!) - if the letter gets too long then it's less likely to get read.

Good luck!

Iain

[chrisjl]

Mon Ami Mate said:

We are particularly good at: - Devising effective marketing communication strategies

Why this thread then?

[Mon Ami Mate]

chrisjl said:

Mon Ami Mate said: We are particularly good at: - Devising effective marketing communication strategies Why this thread then?

Because the very best way of gathering intelligence is by surveying experts in the market.

[ATG]

I quite like the informality. Setting out your stall quite modestly, saying you're on the same wavelength as your customers (i.e. small, growing businesses), appearing open and frank .... certainly makes a change from the "HI, I WILL MAKE YOU TONS OF CASH IN 10 MINUTES WITH CORPO-MIRACLGRO MARKETING ... AND I'VE GOT A HUGE COCK..." type of spiel. You're in a bit of a catch 22 situation. If people already understand the value of good corporate communication they need you less than the people who don't understand its potential, would benefit most from your service and are least likely to be prepared to spend money on it.

[chrisjl]

Mon Ami Mate said:

Because the very best way of gathering intelligence is by surveying experts in the market.

The smilies were supposed to say "I don't mean anything by this, but I find the combination of the question and the statement amusing", but maybe they were a bit concise. No criticism intended.

On a more constructive note, as an example I like the positive, confident statements made on the front page of www.37signals.com (no connection)

Make the connection for the reader from what you'll do for them, to how they will benefit from it.
e.g. "Our focus on usability will make your customers happy." (their words, my emphasis)

[Mon Ami Mate]

chrisjl said:

Mon Ami Mate said: Because the very best way of gathering intelligence is by surveying experts in the market. The smilies were supposed to say "I don't mean anything by this, but I find the combination of the question and the statement amusing", but maybe they were a bit concise. No criticism intended. On a more constructive note, as an example I like the positive, confident statements made on the front page of www.37signals.com (no connection) Make the connection for the reader from what you'll do for them, to how they will benefit from it. e.g. "Our focus on usability will make your customers happy." (their words, my emphasis)

No offence taken - sorry if my smiley-free response was interpeted as such .

Thanks for the pointer, and to everybody else offering advice. Technically Speaking Ltd will be sending out its first press statement and sales letters on Monday :fingerscrossed:.