About admin

I'm Irish. I grew up in Ireland and have lived in England, Germany and finally the US. My background is in electrical power engineering consulting in Ireland, Germany and the US. In that role I did a lot of writing - white papers, technical papers, case studies, etc. and published over a dozen papers in peer reviewed technical journals and magazines one of which won an award from the Institute of Electrical and Electronic Engineers (IEEE). I started my own consulting company in the US in 2001 and one of the services I offered was and still is B2B copywriting.. Mt plan is to make copywriting my primary business and I'm off to a good start. You can review my writing at www.thetommccauley.com and my engineering background at www.conconco.com. I plan to use this blog to spread the word and provide useful information to fellow B2B copywriters and existing and potential clients. I look forward to your comments and suggestions.

Why You Want a Fixed Price from Your Copywriter

Before you hire a freelance copywriter to help you create marketing for your company you need to do a number of things.

The first thing you need to do is compile a list of questions for your potential copywriter. The specific questions that you may want to ask were spelled out in What you need to ask a Copywriter before hiring. When you find a copywriter that answers these questions to your satisfaction, you need to move onto the commercial arrangement. Continue reading

Should Engineers 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