The world of developer marketing is constantly evolving and it's no secret that traditional marketing tactics often don't resonate with a developer audience.
This can be a major challenge for marketers looking to reach this highly technical and analytical demographic.
However, in spite of this, some marketing wisdom from the past still holds true today, and that's because it's based on fundamental human needs and desires.
This is where the quote from Eugene Schwartz's classic, Breakthrough Advertising, comes in:
“Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those desires onto a particular product. This is the copywriter's task: not to create this mass desire - but to channel and direct it.”
When it comes to marketing to a developer audience, this quote is especially relevant.
Developers are highly analytical, and they want to know that the products they use are going to make their lives easier, and not just add more buzzwords and hype to their already crowded to-do list.
That's why it's so important to focus on the actual problem that your product is solving.
Your content should aim to speak directly to the pain points of your target audience, and not waste their time with buzzwords and marketing fluff. When you do this, you'll be able to position your product as a solution to a real problem, and that's what developers really care about.
So, to recap, when marketing to developers, it's important to keep in mind that they are highly analytical and they want to see real solutions to real problems.
Your content should focus on the specific challenges that your product is designed to address, and avoid generic marketing language. By doing so, you'll be able to engage your target audience and position your product as a solution that they can trust.