From: jhedtke@oz.net
Subject: "Writing High-Tech Copy That Sells" by Janice M. King
Date: Thu, 16 Mar 95 03:41:13 PDT

Review:  "Writing High-Tech Copy That Sells" by Janice M. King

Although I've been writing high-tech documentation for 11 years, I 
only had a general idea of how to write effective marketing materials 
for high-tech products... or at least, that was the case until I read 
"Writing High-Tech Copy That Sells" by Janice M. King.  It's a clear 
guide for anyone who writes marketing or press materials in 
high-tech.  

The book starts by telling you how to plan marketing communications 
for a high-tech product: targeting your audience, how you're going to 
reach them, and what you're going to tell them.  It then discusses 
the process of actually writing good marcom documentation: how to 
package your information, what to include, and how to avoid common 
mistakes when writing effective copy.  There's also a discussion of 
legal and international considerations when writing copy, which I 
found of particular interest.  The book concludes with four chapters 
on carrying marketing concepts into a variety of venues: sales 
materials, press materials, alliance materials, and electronic media. 
 There's even an extensive glossary that tells you about things like 
bingo cards, Johnson boxes, pull quotes, and shelf talkers.  

What makes this book particularly appealing to me is that it's not 
just some dry textbook.  Ms. King has obtained permissions from a 
wide variety of high-tech firms to reproduce their advertisements.  
You can see dozens of different ads that work well. Ms. King 
discusses the ads and shows you *why* they're successful.  

"Writing High-Tech Copy That Sells" is Janice King's first book, but 
I hope it will not be her last.  You can reach Ms. King through 
MarketTech in Bellevue, WA, or email her at janiceking@delphi.com.  

"Writing High-Tech Copy That Sells," Janice M. King, published by 
Wiley & Sons, 1995, ISBN 0-471-05846-7, $17.95 paper, $39.95 
hardcover.  Available at local bookstores or call Wiley at 
1-800-879-4539.