My writing services cover the complete marketing communications spectrum, with most projects falling into one of six general categories: copy protection, case studies, white papers, articles, ads/collateral, and websites.

Click here for a review of how my marketing writing services can help you.

Copy Protection -- A comprehensive and professional review of your marketing materials before you publish them, with specific suggestions for achieving better marketing results. Click here for more information.

Case Studies -- Stories that describe the business and technology benefits achieved when a customer used a product or service.  Case studies are typically written in a problem-solution-results format with a strong focus on what was actually accomplished and why the product or service was superior to alternative solutions.  Depending on audience, case studies can be written at various levels of technical depth.  However, whether they are considered "technical" or not, all case studies should reflect a true understanding of the technology issues involved and how those impact organizational performance.  Use case studies on websites, in direct marketing, as lead fulfillment, and as PR placements in industry and general business publications.

White Papers -- In-depth discussions of the issues driving a market.  White papers enable organizations to educate target audiences and, in the process, define the criteria by which solutions in the market are judged a success.  White papers also demonstrate the thought leadership that allows companies to attach a premium to their products or services.  Use white papers as sales tools to convey complex messages to a broad audience.  They are effective as website downloads, seminar handouts, and lead fulfillment.  A single white paper can usually be "sliced and diced" into alternate versions and formats for different audiences and communications needs.  Want more info?  Please download my "White Paper Spec" as a PDF here.

Articles -- Contributed features or opinion essays that employ a story "hook" to attract reader interest.  Vertical market publications, in particular, publish articles contributed by vendors with the understanding that articles do not appear too promotional.  The writing challenge is how to convey market leadership and still appear objective in an article readers will find interesting.  Articles are extremely cost-effective as sales tools because they can be used as reprints for direct marketing, lead fulfillment, and in press kits.

Ads/collateral -- Brochures, data sheets, print advertisements, direct mail and other marketing literature that allow organizations to control message content, form, and method of delivery.  Target audiences do not have to read promotional copy (and often choose not to).  The challenge is work synergistically with graphic design to engage the reader -- not just voluntarily, but enthusiastically.  This is particularly true in high-tech where "creative" copy risks coming off as superficial or "content free.":

Web -- Writing for the web is different from writing for print.  Content is tightly structured into easily consumable blocks of that can be traversed along many different paths, depending on reader interest.  Typically, on the web, less copy is more and what copy that is there must exploit design elements -- both graphically and programmatically.