Should Engineers Should Write Marketing Materials?

Are you crazy? This is the typical response of management when someone suggests that Joe.the engineer and designer of the super-whamadyne, write the marketing material for it and answers customer questions. And, typically, that’s Joe’s reaction too.  The last thing Joe wants to do is write. He wants to do engineering. Continue reading

When in Doubt Do the Opposite

Many people start up businesses and wonder how they should market them.

Some cling to the “if you build it, they will come” idea or the “if you build a better mousetrap, they will beat a path to your door” myth. But, remember, the movie was called a Field of Dreams. If you want to live your dream, you’ll have to do something else. Continue reading

How Your English Teacher and Corporate Boss Kill Good Copywriting

You’re probably thinking,”What’s he saying? My English teacher taught me how to write and my corporate boss critiques my business writing to improve it.”

It’s true, your English teacher did teach you how to write but not how to write marketing copy. And your corporate boss wants what you write to follow corporate editorial and content guidelines neither of which were designed to help you be a copywriter. Continue reading