After focusing on technical communication and marketing principles in the previous two chapters, this chapter brings the two together. Specifically, this chapter describes:
• Framing messages in technical marketing
• Developing tests and creative briefs
Framing Messages in Technical Marketing
As with every other aspect of marketing, message frames must be implemented strategically. In terms of messaging, frames “orient a reader or listener to examine a message with a certain disposition or inclination.”1 Marketing messages can be framed in a variety of ways, including customer-centered versus product-centered, focal and emotional integration, and agent-agency ratios. Technical marketers may also want to consider shifting to ...
Get Technical Marketing Communication, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
