“People like to buy, but they don’t like to be sold to.”
I’ve come across this several times since hearing Renato Beninatto of Common Sense Advisory pronounce it at a localization conference several years ago. It’s an important piece of information for writers who approach me peddling their services.
Web 2.0 pundits drone on about giving us, [...]
Do you know anything about your writer’s life?
It’s your writer who is helping you look good in your job and your career, and who has a strongly vested interest in seeing your company flourish, but I’ll bet you know more about your mailman’s life than about your writer’s life.
Does that strike you as odd?
“Who is the audience?”
“What do you want them to do after they’ve read the piece?”
One of our writers systematically asks these questions at the outset of every project. It’s a bit oppressive at times – I can remember when it was refreshing – but it does keep us on our toes. She’s particularly manic about [...]
…that is the difference between a technical writer and a technical marketing writer.
Figure out which one you want before you award the project.
One of our engineering directors has funded a series of news articles on a technology platform we’re rolling out. (Actually, a marketing manager is funding it, but the engineering director got to pick [...]
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