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What Do Audiences Want?
You will need to provide different information to different audiences within your target market. Here's what various audiences need to know:

  • Journalists want features and applications, market needs, and comparison to competitive products.

  • Technical customers look for product specifications.

  • End users want solutions to their business problems.

  • Executives want ROI information.

  • Investors need information on the financial status and health of the company.

  • Industry analysts and alliance partners want product strategy, product positioning, and comparisons to competitive products.

  • Salespeople and dealers want to know about features and benefits, applications and pricing, and the needs and concerns of prospects.

    Marcomm Communiques

    Cheryl Goldberg is a marketing writer with more than 15 years of experience in high tech. Her clients include Lucent Technologies, PeopleSoft, Inprise, Corio, and Sybase. Based in Oakland, California, she can be reached at cheryl@lanminds.com.
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