[ubuntu-uk] [uk-marketing] Article for local mag

[alan c]

Matthew Larsen wrote:
> Hey Chris,
> 
> Nice article although I feel you fall into the 'non-techie explanation
> trap' as I call it.

The article is aimed at non techie readers, so a non techie 
explanation is needed. Most of the computer users I know use a 
computer they use Windows. Period. They do not know or even want to 
know about 'software', let alone an 'operating system'.

The marketing target is different to the target reader you have in 
mind, I guess.

> For example in your first paragraph:
> "Microsoft Windows (or Windows more commonly) is a bit like a brain
> for your computer. It's the 'intelligence' that knows how to print a
> document or display a mouse pointer or connect to the Internet"

My view is that this is a really excellent way to describe the general 
concept of what is offered. That is, to people who think a computer 
*is* Windows.

I would be confident that most people think this. Even a close family 
member with a brain as big as a planet and so fluent at use of a 
computer that it could be used by them in their sleep said to me 
recently - 'Linux is an operating system, yes?' This person is a 
marketing director level, but no tech qualifications. They had been 
using windows for years, and still did not know (or care!) that is was 
an operating system. This is the power of Marketing, specifically that 
of Microsoft's.

I suggest there are a number of different target audiences to be 
communicated with, some have a *lot* of influence, but are thoroughly 
non technical.

The lack of double glazing salespersons in the linux community means 
that we too easily expect - (and get) - criticism from technically 
weak statements. I picked up a 16 page booklet on the latest Office 
program by Microsoft. It did not contain a single checkable fact and 
no technical statements at all! This is how marketing is done. We 
should be doing the same.

We need to identify who our target audiences are, and take action for 
all of them if possible. Look at the style and vocabulary content of 
different publications. Some have a very restricted vocabulary indeed. 
This would place constraints on deemed successful new content offered.

I have a leaflet which is aimed for computer fairs and works fairly 
well for people who expect to manage their own computers. It seems to 
work best when they have already had some vague knowledge of the linux 
alternative, as many of these have had, but maybe never followed up. 
My leaflet would not be best for street handouts. And no one would put 
their knitting down because this  leaflet attracted them! It is for a 
different audience.

For example, a non techie article should aim to attract and excite a 
reader who would then show it to their FOFM (friend or family member) 
who is their technical support, and they say 'Hey I would like to try 
this!' 'This soap powder does not get viruses, is free, no strings, 
and can even run from a CD and on Ben's old PC!'

And more in the same vein.......  :-)

-- 
alan cocks
Kubuntu user#10391