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From Editor's Desk


in Vol. 18 - March Issue - Year 2017
Clever Marketing for Technical Products



Andrzej Wojtas

Every company will try to use its marketing budget wisely in order to maximise its effect. In most cases, a mixture of different efforts is needed to be successful.

There are many options to do marketing for a product, such as print and online advertisement, Facebook, exhibitions, technical articles, mailings, E-newsletters, buyers guides, visiting customers and much more. To compare one of those single activities with each other is difficult, if not impossible.

One of the most versatile marketing tools is the writing of a technical article. Many may be surprised about that statement. Nevertheless, in fact it is quite easy to explain. A well-written technical article is firstly, very helpful to enable the customers to understand your products. Of course, that can also be done in talking, but the numbers of people that can be reached verbally are very limited. Once you have such an article, it can be used as a simple hand out at an exhibition, be published in magazines, distributed in an E-newsletter, posted on the company's Facebook, or be part of a catalogue.

Furthermore, a technical article that has been published in a magazine carries a certain degree of reputation, since not everybody can do that.

However, a common misconception is the belief that the longer the article, the better its quality and effect. That is not necessary true. On the one hand, most readers do not have the time or the patience to digest many pages of text. On the other hand, it is much better to have several shorter articles frequently placed in magazines and online instead of publishing a huge text once a year.

Well, going through this magazine, you will find many good examples of such articles. I hope you enjoy them!

Best Regards
Andrzej Wojtas (Ph.D.), Chief Editor of MFN, E-mail: andrzej@mfn.li





Author: Andrzej Wojtas

 
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