On Communicating Specifically (and Enjoying Long Weekends)

With impending printer deadlines, I am busily assembling concept and wordsmithing copy for various trade show materials. While at first blush, this may seem simple - add a (neat) picture, write some (fluffy) words and hand off to designers, these tasks do require a series of editing gutchecks and detailed revision during which each element (both ‘what we are saying’ and ‘how we are saying it’) must prove to be absolutely essential to the piece.

Then, once the big picture is developed and key points are determined, the words must be streamlined to speak directly to the intended audience. In Elastic Path’s case, the audience is sometimes technically-minded programmer types, sometimes marketing (or sales) variety, and sometimes C-level executive/administrative flavored. Each audience segment has their own concerns and desires which certainly come into play when deciding where/when/how to spend/invest in ecommerce (or any other for that matter) software platform.

More after the break …

To effectively combine the copy and visual concept, one must think metaphorically, while managing to keep the message concise and remain emotionally evocative. The words must show the value and benefits of the product but not *really* let on that that’s the goal. Subtlety is key but only works on people who “get it.”

We have the advantage of knowing that our audience are: a) aware of ecommerce and the nuances of promotion and fulfillment; b) desirous to increase revenue (they *are* retailers after-all), and; c) technically astute to the point of general knowledge at a minimum as they are likely migrating away from some platform or another. However, each of three audience “types” needs something a little different to speak to them.

With that in mind, we (meaning our uhhh.. *massive* marketing department) are producing a multi-page, booklet-style brochure geared primarily towards marketing minded folks which briefly identifies the key attributes, and emphasizes the critical benefits of, using Elastic Path to remedy the challenges affecting eretailers. Next up, a data sheet designed more towards technically-savvy people who are in on the decision making process. This sheet will include a “laundry list” of the features and technology chunks used to make the software. Along with those is a new case study which the executives enjoy since it speaks to real life projects and how problems were sorted out and goals achieved.

Further, a postcard is almost out the door to mail out in advance to encourage the conference attendees to stop by booth 842 (win a trip to Vegas and all that). Finally, a “playbook” to provide advance scouting info, strategy scenarios and travel logistics to the crew of 5 heading to Chicago. Whew, I’d best get to typing. Oh yeah, did in mention the mini-survey and contest entry form? I am thinking of a perforated piece for that but we’ll see how that works out.

In other news, Harry Chemko (CEO) showed me the additional office space in progress downstairs which will allow space for 17-24 more worker bees. Walls need painted and Ethernet wired but the spacious space is coming along just in time as new hires are coming aboard regularly around here. Also, Harry hosted an enjoyably fun, long-weekend-kick-off-party Friday night. Ahhh long weekends, everyone likes them, shouldn’t there be more?

This is a whole other blog post waiting to happen but … as rumored Sun has “officially” open sourced Java. The concern is “forking” in which the code base would fragment into two divergent, non-compatible paths but alas, one must carry on and accept an element of risk to fervently explore innovation. And really, in the hyper-competition for developer buy-in and community building, this was the sensible choice from my (rather limited) viewpoint.

By open-sourcing, Sun is inviting the developer community to the conversation and handing the proverbial conch shell to anyone who wants a turn to speak. We Elastic Pathers should/will find a way to start conversations with our erstwhile tech evangelists for the benefit of the software, the end user (and us).

We’ll start by saying, “Hello World.”