Technology marketing collateral often reads like a list of platitudes separated by acronyms. As Truman Capote once said, “That’s not writing, it’s typing.”
The goals of the skillful marketing communications writer are:
- Clarity for the layman
- Accuracy for the expert
- Readability for both
Of course, when appropriate, a dash of style doesn’t hurt either. But less is more.
Beyond your company’s image and offerings, the words you use to describe what you do are crucial to getting noticed. Too many companies sound the same. Writing is an excellent way to stand out from the crowd. The challenge is to communicate clearly, to the right audience, and with sophistication.
Working with a writer should be an interactive, creative, rewarding experience. Once you find a writer you like and trust, the relationship can span years of assignments. Trust comes with seeing a great finished assignment. But here is some insight into the techniques behind the end result.