Review loops rarely go fast enough for me. I spend a lot of time reminding – “pestering” is a less compassionate way of putting it – reviewers to turn copy around, because writers need time to incorporate changes, and some reviewers forget that until the eleventh hour, then expect final copy in no time flat. [...]
Sound familiar? You desperately want to tell the galaxy that your product or service has just saved Reuters or Deutsche Bank or Unilever $35 jillion. But it’s not allowed. Your client: doesn’t grant endorsements or permit vendors to use its name in success stories; won’t do a joint press release with you, or allow you [...]
When you hire a writer, do you make it a “complex sale”? An example of a complex sale is the purchase of equipment for building a space shuttle. Candidates for your business need to be ready for a long sales cycle, multiple decision-makers, plenty of competition and lots of review cycles. You can drag out [...]
A chief technology officer and a VP of Engineering were talking about an upcoming product launch. Both agreed that the new features were a big leap forward, worthy of a white paper. “We’ll need a white paper to explain the advantages,” said one. “We need to get existing customers to upgrade, but they won’t do [...]
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