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by CiPHPerCoder
3606 days ago
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I'm completely new to marketing; my background is in application security and cryptography. One of the open source projects I developed is a CMS that aims to offer superior security than the alternatives (Wordpress, Joomla, Drupal). https://paragonie.com/blog/2016/05/keyggdrasil-continuum-cry... What are some of the worst/most common sins that I'm committing here from a marketer's perspective, if any? (The common ones being mostly of interest to the discussion here.) |
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Part of the introduction phrase illustrates an immediate problem:
"Although some of what we cover will be complicated, most of these details will be abstracted away from end users. (Only engineers who want to get their feet wet in our protocol designs and implementations need to know this stuff.)"
This leads me to ask a few questions as it really isn't clearly stated. - Is this meant to be directed at engineers, end users or both? - If the answer is engineers, you should immediately label it as such - If the answer is end users, the piece should be rewritten as 75% to 90% would be over most users heads.
The worst answer to the first question would be both (which is what it appears to be). This should be split up into two targeted pages. The user page being extremely simplified and as short as possible. Saying things like "Most of these details will be abstracted from our end users" will just lead to a confused user who is unaware of what these details are as they aren't clearly pointed out.
I actually think the analysis of that phrase does a great job of what I would say about the entire page. That being that the messaging needs to be separate for developers/technical users and end users in order to be effective.
If I were working on you with this, this would be the point where I would tell you to create one focused specifically on technical users while also providing me with a short list of the most important features that would matter to an end user. I would then go through those features and create a new page using simplified language and would try to also create a short animated explainer video or narrated video walkthrough.
I hope I was able to go into a little detail without going too deep, especially as I doubt I can provide this much feedback if there are other people asking questions (and while I'm happy to help, I still need to draw the line before I start to charge).
The final thing I'd share is that your background in application security and cryptography means that you are in the target market of users that understand technical writing. This means you are the ideal person to market and communicate with this segment of the audience. The other segment should be targeted in a TL;DR manner; meaning as few words as possible, short videos and clearly identifying and explaining your primary selling points.