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Monthly Archives: May 2012
Writing an Effective Case Study: Focus on Results
Finally I would like to do a post on actually writing a case study since I have a few more tips to pass on. For me the most effective strategy was to “think backwards,” that is, I started with the … Continue reading
Information High-Tech Marketing Copywriters Need about Customers
High-tech companies are often created in the proverbial garage and are controlled by engineers who have quite different mindsets than marketing professionals. Regardless of the engineering-marketing power struggles that may be going on in the management of particular companies, marketing … Continue reading
Posted in Writing
Tagged audience, copywriting, engineers, high tech companies, marketing, writing improvement
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Downsizing Case Studies
If you understand how to do a complete “classic” case study, the other versions (which I will call “success stories” and “endorsements”) should be easy for you. In this post, I’ll talk about what is usually missing in the shorter … Continue reading
Posted in Writing
Tagged case study, endorsements, marketing, public relations, success story, web writing, writing improvement
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Why Smaller Companies Avoid “Classic” Case Studies
In this blog, I have been discussing how to produce effective “classic” case studies, which companies like Microsoft and HP create. Today I would like to do a quick post about why smaller companies are less likely to do them.
Posted in Writing
Tagged case study, legal issues, management, marketing, public relations
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How Can I Get My Work Edited?
Here is a quick post with a few possibilities for getting your work edited. One is a tip if you want to try to do it yourself (can’t hurt!), and a story about something clever we did in a marketing … Continue reading
What Does an Editor Do?
I was reading a blog about self-publishing the other day, and the blogger was very sincere and charming. Unfortunately, her blogs were all in 1,000-word paragraphs, and it was very difficult to read more than five or six sentences in … Continue reading
