2010

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Tell Your Own Stories

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Does your company produce a product that it uses internally? If so, have you written your own case study? Some of the largest technology companies are certainly users of their own products. And many have produced case studies, white papers, and other resources about the implementations, the value gained, and the lessons learned. The idea behind this content: Sharing realistic experience and advice that can be beneficial to customers.

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10 Signals That Your Project Needs a Professional Copywriter

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In an ideal world, you would use a professional writer for every marketing or public relations document produced by your company. But limited budgets likely mean you can assign only the most high-value projects to a freelance copywriter. How can you justify the expense of a professional writer for other projects? These 10 signals can help build your case for budget approval: .

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Is It a Case Study or Just a Testimonial?

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You're excited to have a well-known customer who is happy with your product and ready to talk for case study. Yet after the interview, that excitement fizzles because the story seems less substantive and interesting than what you expected. Several factors can contribute to this scenario: A reluctant customer. Although the interview may have been agreed upon weeks ago, when it actually happens the customer may prove reluctant to talk.

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Interviews Part 2: Are your questions leading or asking?

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I keep a file of interview questions for case studies that I have collected from various client projects over the years. Some question lists are short. Others run to multiple pages, with questions covering every detail of a customer's situation or product implementation. Of course, you want to match the number of questions to the allocated interview time.

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Who Are Your Thought Leaders, Really?

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Standard corporate line: "We are the thought leaders in (fill in topic/technology/industry)." Reader reaction: "Oh yeah? Who is doing the thinking and what makes them so smart?" You can create more credibility for thought leader positioning by showcasing the people behind your content and messages. A few techniques: Give a byline for key content to your technical experts, even if they receive writing help from a copywriter.

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Why the Best Writer is a Busy Writer

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You have a project that is due next week and you need a writer who can start work on it immediately. You search for a freelance writer, but so many are busy. You finally assign the project to the first writer who says “yes” to the schedule, cross your fingers and hope that person will produce acceptable work. In the meantime, you forget about those other writers who declined the project because they’re too busy.

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Top 10 Ways To Be a Good SME

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As a technical copywriter, I greatly enjoy working with engineers and other subject-matter experts (SMEs). But as an SME, there are several things you can do to make everyone's job easier and create a more collaborative and productive relationship with a writer. Here are my top ten ways to be a good SME: . Respect the fact that you know the product, the writer knows good writing.

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