Are you an expert in your field? Do you get asked to write about what you know by your marketing department? How do you go about that task?
I ask because I find so many times that people write what they think they should write, not what they know.
Marketing departments ask me to help shape knowledge into words that make sense to customers. The expert has put together the first cut, and it's complex, convoluted and sprinkled with jargon.
So I get on the phone to the expert to get a better understanding of what they're saying. After all, if I can't understand it, I can't explain it to an audience.
Nearly every time, the expert explains the story to me lucidly, and answers my questions clearly. They could have used those words to write their piece. Writing doesn't have to be that far apart from speaking. Don't be afraid to write as you would talk, just with a little more polish.
Showing posts with label white paper writer. Show all posts
Showing posts with label white paper writer. Show all posts
Good writing matters - official
White papers, brochures, data sheets and case studies do influence potential technology purchasers even before the sales cycle begins, but for maximum impact those pieces of collateral have to be well written.
So says research carried out by marketing communications agency Eccolo Media Ltd amongst 500 technology purchasers and buying influencers.
White papers rule as the most influential piece of collateral consumed, and 89% of respondents in the survey said they share white papers with colleagues. Brochures and sales sheets have less influence, but are most read, and have a key role in giving credibility to the brand. Case studies, podcasts and videos are similarly influential in encouraging potential purchasers to consider a supplier and their products.
Whatever they are reading - onscreen or in print - purchasers say that good writing makes a difference. Poor writing decreased the influence of a white paper, while high-quality writing was considered to be of at least moderate importance by a highly significant 86% of those questioned. Interestingly, over half said that high-quality writing was very or even extremely influential.
You can download a pdf of the research report at www.eccolo.com.
So says research carried out by marketing communications agency Eccolo Media Ltd amongst 500 technology purchasers and buying influencers.
White papers rule as the most influential piece of collateral consumed, and 89% of respondents in the survey said they share white papers with colleagues. Brochures and sales sheets have less influence, but are most read, and have a key role in giving credibility to the brand. Case studies, podcasts and videos are similarly influential in encouraging potential purchasers to consider a supplier and their products.
Whatever they are reading - onscreen or in print - purchasers say that good writing makes a difference. Poor writing decreased the influence of a white paper, while high-quality writing was considered to be of at least moderate importance by a highly significant 86% of those questioned. Interestingly, over half said that high-quality writing was very or even extremely influential.
You can download a pdf of the research report at www.eccolo.com.
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