David Wayne Hagler works in the marketing department at Progressive Micro Devices, an electronics company in Fayetteville, Arkansas. The company is one of the largest in the United States, and provides electronic services by manufacturing, testing, and distributing a wide range of electronic components and assemblies. They also provide return and repair services for original equipment manufacturers.
David Wayne Hagler says that consumer electronics companies have been competing primarily through technology for many years now, and this can be a challenge to a marketer such as himself. He has written marketing copy about some of the basic electronic components produced by Progressive Micro Devices, such as resistors, capacitors, and transformers. He has also written extensively about the diodes, transistors, PNP transistors, and other semiconductor devices the company produces.
He says that when he is writing marketing copy it’s important to remember several things. One of the most important is to distinguish who his audience is: whether he is writing for the general public, or for the customers of Progressive Micro Devices. In the former he must take care not to get too jargony and to write in clear and concise prose. When he is writing for customers, though, then his copy is expected to reflect that and to be much more detailed and specific. At the same time, most of what he writes ends up on the Internet in one form or another, where it might be seen by virtually anyone. So it is important that his copy be informative and accurate. It is a fine line, he says, to write copy that appeals to both the general public and to his customers.
David Wayne Hagler 