IT White Papers
When teaching is the best way to sell
A successful white paper should have the right balance of the informational and promotional. Where this balance falls is always different, depending on each project’s marketing goals.
These white papers address a range of different marketing needs, but every one is written to both sell and inform by providing an accessible, lucid explanation of today’s complex enterprise technologies.
Asking the right questions
As a reporter for a California hi-tech magazine, I interviewed hundreds of technology leaders in dozens of vertical industries. I know how to ask the right questions and keep the conversation on a straight track that leads to solid business benefits.
At the same time, I always try to find a special slant to the story that makes for interesting reading. As a CEO once told me, you can never bore people into buying.
Writing in three dimensions
As a former webmaster, I’ve written and fully coded a number of websites from the ground up and carefully maintained them through rapid company growth, changing business models and product introductions.
I’ve also written concise, powerful copy for dozens of other websites, encouraging an informed, highly interactive experience that drives increased leads and superior conversion rates.
Creating a showcase for your company
Good writing always helps us to succeed. The quality, tone and style of every word that issues from your company — from an annual report to a newspaper coupon — creates the voice you need to reach your markets and keep your customers buying.
I approach every brochure project as a showcase for your company and for every member committed to its goals and vision. You and your customers deserve nothing less.
Feeds and speeds, at a glance
A fast, accurate read is the very essence of a data sheet. A mass of complex information has to be arranged for skimming as well as drill-down for more granular understanding.
These data sheets use a variety of proven-effective strategies, including sidebars, bullets, benefits-oriented headlines and concise summaries.
High-level thinking from the ground up
I’ve worked with global technology companies as well as scrappy little startups, handling everything from product launches to press conferences to business cards.
That means I get the Big Picture in terms of marketing and communications, but I also have a solid, real-world understanding of what will work and what won’t. I can plan communications for five years out and budget from the ground up or from top down, depending on your needs and size.