“Which Problems Do You Solve for Your Customers?”

Marketing communications writers try to tell the story of the company that hires them. We should focus on customer problems instead. Most of the time, I like David Meerman Scott of WebInkNow renown, and agree with what he has to say. I think he has come to “believe his own stuff” and go on a [...]

Posted Under: process of writing,technology marketing writing,white papers
This post was written by John White on April 12, 2010 Comments (3)

“Let’s Have the Tech Writers Do It”

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 [...]

Posted Under: Hiring writers,persuasion,technical writing,technology marketing writing,white papers
This post was written by John White on January 6, 2009 Comments Off