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Most copywriters don’t equate high tech with high creativity. After all, how can you get excited about writing a brochure for a hardware or software product when most of the text must be a dull recitation of features and specifications?

Yet many promotional materials for high-tech products can benefit from a dash of creativity. The trick is to develop a set of creative writing techniques that you can easily call on and adapt as needed for each project. The creative ideas in this article will give you a great start.

Extend a Concept

In many cases, a particular marketing document must carry through the themes, images, and creative concept of an advertising campaign. While you’ll want to maintain continuity among related materials, you can also look for ways to extend the creative concept.

Repeating a theme statement, adapting an image, and continuing a metaphor are possible creative extensions.

Use Fresh Language

Many marketing and public relations materials for high-tech products seem like they were written by the same writer. Certain words, phrases, and styles become popular and make their way through marketing departments like fashion trends.

When you tire of the latest overused buzzword, how do you find a substitute that has the same appeal to a reader? And perhaps more realistically, a replacement word that will have the same appeal to the product manager or sales director who must approve the document?

Develop your own synonym list for the stale marketing jargon that appears in your materials. For example, instead of describing a product as “leading,” use one of these words: superior, first-rate, outstanding, remarkable, innovative, excellent, proven, or acclaimed.

Avoid Waffles and Couch Potatoes

Two other problems commonly creep into marketing text: waffle language and couch-potato verbs.

Waffling is the impression left in the reader’s mind by any sentence that includes the words “can” or “may.” Corporate attorneys love these two words, because they limit the company’s potential liability, by not explicitly promising that the product actually performs as described.

Indeed, it is appropriate to use the words “can” or “may” if the feature is optional or conditioned upon an external product or user action. But the marketing message will be stronger if you delete these waffle words and use a clear, strong verb instead.

Another fast way to deaden the impact of a marketing piece is to use any form of the verb “to be.” These state-of-being verbs create a sentence that just sits there, like a couch potato, passively expecting readers to generate their own enthusiasm. In particular, sentences that begin “There are” or “There is” create a sense of distance that dampens the reader’s interest.

Active verbs are the answer for writing text that will have a more powerful impression on the reader. A simple way to identify couch-potato verbs in a document is to search for the verbs “is” and “are” and replace them with active verbs

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As the New Year starts on a high note for some, and a low note for others, one thing is for certain, ‘green’ is in. However, figuring out what green really means is a whole new problem. For the IT world, the word ‘green’ has been thrown around so many times, the facts have been lost. Especially for companies that sole business revolves around data centers, the word ‘green’ may cause fear.

Let’s face it; data centers can never become fully green. The purpose of these centers is to provide ample amount of backup power, cooling, lighting, and energy at a low cost. Ultimately, the pure number of technical equipment on causes heat that in turn casts waste into the atmosphere. Even for ‘green’ data centers that waste will never cease to exist.

Companies are pitching, ‘cheapest dedicated servers’ without concern for ‘green.’ For the few companies that fit in the middle of this complex Venn diagram, finding renewable energy centers is the only way. To be on the correct path to ‘greenness-es,’ the application that runs your hardware must be on some sort of carbon reduction enabler. Although your service may reduce transport emissions it still releases high levels of carbon through the servers that is hosting it. Consider selecting a machine that offers the best combination of operations per a second, per a watt, and minimum idle power. Add a high-inlet temperature tolerance and high delta-T to top off your power-efficient IT infrastructure.

Now that the server is picked, consider some other important factors including consolidating client’s business to gain load volume on a 24/7 basis. De-duplication is essential, do not allow a server to sit idle; consider target core utilization above 30%. Continuous refreshing the IT hardware will further ensure operations per a watt performance and server power supply is efficient.

The location of your data center matters too. Consider a data center in San Francisco, high humidity levels, chance of earthquake, extreme conditions. On the other hand, consider a data center in Chicago, beyond windy and cold conditions, virtually no extreme conditions. Due to the lack of extreme conditions, hosting in Chicago is cheaper and better for the environment; less use of cooling hardware and disaster recovery. To maintain green, the data centers should maintain temperatures between 26-27 degrees (Celsius). Plus there should be no mechanical refrigeration, just fans and pumps. Further, the system should not use water for adiabatic cooling unless harvest and stored on site.

There is many more ways to ensure the data center you own, use, or are building is ‘green.’ Doing research on a facility, including, location, temperature, equipment, air waste, etc, should be done prior to placement. Do not forget to consider the state and city in which to place your equipment; some spots are truly better than others. Overall, there are a lot of steps to create ‘green’ centers, more than many companies are willing to do. Demand your company does it!
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The optical mouse’s popularity boomed in the late 90s when it started being shipped as an extra feature to many computer systems. The optical technology became increasingly popular among users because it made working with the mouse much easier than with the traditional ball mouse. Since then finding a regular ball mouse has become somewhat of a challenge.

So how does the optical technology actually work?

The optical mouse is equipped with a light emitting diode (LED) and photo diodes which it utilizes in order to detect movement relative to a surface i.e. a mouse pad or a desk top.

Essentially, the mouse is equipped with an optoelectronic sensor (a small low-resolution video camera) which takes successive images of the surface on which the mouse operates. The images of the surface that the sensor takes are captured in continuous succession and compared with each other to determine how far the mouse has moved.

The modern optical mice work on most surfaces. Some exceptions are glass, mirror and other specular surfaces.

The color of the light emitting diode (LED) of the optical mice is usually red simply because red diodes are inexpensive but it is not uncommon to come across blue light emitting diodes either.

Unlike ball mice optical mice don’t have any moving parts which leaves almost no room for mechanical malfunctions and optical mice are less breakable.

The light emitting diode of battery-powered wireless optical mice only glows steadily when movement is detected. The rest of the time it flashes intermittently to save power.

So what’s the difference between the optical mouse and the laser mouse?

Instead of using a light emitting diode the laser mouse uses an infrared laser diode. The small infrared laser the mouse is equipped with significantly increases the resolution of the image taken by the mouse. The laser enables around twenty times more surface tracking power to conventional optical mouse technology.

Glass laser mice (a.k.a. glaser mice) can also be operated on mirror or transparent surfaces.

Since the laser diode the mouse employs emits infrared light it’s usually invisible for the naked eye.

So which one is better? The optical or the laser mouse?

When answering this question we should consider the DPI(dons per inch) each technology is able to track.

On the one hand, the common range for the optical mouse starts from 400 to around 800 dpi.

On the other hand, the range of the laser mouse is often above 2000 dpi. The ability of laser technology to track such high dpi makes the laser mouse much more precise and accurate when compared to an optical mouse. That added sensitivity is why most professional graphic designers and gamers prefer the laser mouse rather than the optical mouse.

In conclusion, the laser mouse technology is arguably the better one. I say arguably because some users find the added sensitivity rather distracting while simply browsing the Web or checking their email.

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Considered as one of the first laptops to conform to Intel’s Ultra-book specification is the Asus Zenbook UX31. This product has just been recently launched this year and it is competing with those products dominating the market right now. This product surely does give the Apple MacBook Air another tough competitor in the best luxury ultra portable title division.

Asus did one excellent job with the design of this baby. Although at a glance the design gives you sneaky peek at Apple’s design with the MacBook Air. This wedge-shaped laptop measures 17 mm at its thickest and an amazing 3 mm at its thinnest. And did we just mention how sleek this laptop’s design is?

This laptop has a distinctive concentric circle design which made of aluminum silver lid. This lid actually catches and reflects the surrounding light which somehow gives that premium look every time you lift the lid.

This gorgeous design also comes standard with an SSD and 1600 x 900 display. This boost can give you plenty space to scroll through those web pages and documents of yours. The UX31 will also surprise you on how crisp movie playbacks can be with it. The viewing angles in this laptop are just simply impressive.

It is but inevitable though to compare this to the MacBook Air mainly because of its design. But the details of what makes each of the products tick definitely make the difference.

When you open the lid, you will notice how the metal keyboard keys are carefully crafted. You can consider the keyboard as sturdy as it looks and it’s a good thing that got that not-too-slippery finish that is just perfect beneath those fingers. As you type your way through the keys, it gives you that quite low-pitched sound that gives you an idea of its quality. Although one strike this UX31 gets is that the keyboard is not back lit. This may not be a big a deal to many but to those thinking of getting a MacBook Air will get the edge in this area.

Battery life of a laptop is one of the things that we always would want to consider. The UX31 will not fail you in that department. This product can hold out five hours and 41 minutes before charging it again. This is also another area where the UX31 matches, if not beats, the MacBook Air. But you’ll be surprise to find a longer battery life which is seven hours with only light usage.