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Marketing Writing
My key skill is grasping a subject and then synthesizing in my own words descriptions that capture the essence of the product, idea, or situational factors that led to the success.
A number of years ago I was teaching a programming class at a chemical plant in Kingsport, Tennessee. This was a giant, sprawling, ugly site; several square miles of pipes, smokestacks, and steel vats with a penetrating, vile smell. They brought in trainloads of assorted chemicals, ran them through the plant and sent out trainloads of pure plastic lumps that get formed into water and soda bottles. If you look at the recycling label on the bottom of a water bottle it has a triangle with a '1' in it. If the plant had stamped a recycling symbol on the plastic pellets it produced, there would have been a '0' in the triangle because it was the original generation of the material. In a sense, this is akin to what I do as a writer; I take the raw materials and synthesize insights, higher order analysis, or perhaps just a pleasing, readable story with tangible ROI.
It is gratifying as a writer to trip over a snippet of my writing that has been spliced into broader product literature. It happens surprisingly often. Sometimes I think of these embedded snippets as being like a recycled plastic container with a '3' stamped in the recycle symbol. I think Marketing people recycle my phrases because they are busy, they like what I wrote, and because it is difficult to write with an original voice. I know it is difficult for me, but I do seem to have a knack for it.
White Papers and Case Studies
Do you have a technical subject you want written so it disseminates the information in an understandable fashion? I am an accomplished writer of Technical White papers and Case Studies. I can create these documents with graphics in Web-ready or other formats and deliver them to you in a timely fashion.
Bluetail Lizard Consulting rewrites existing documents or creates new documents so they flow for the reader without a clumsy or stilted feel. I apply my technical expertise to understand your unique subject and create a highly readable document or document set encompassing the information. I add real world examples and the final product is easy to read, easy to understand and has referential integrity.
For the Case Studies and Customer Success Stories:
· Tell me what you want highlighted in the story · I interview your customer and record the interview · I transcribe –actually I use a transcriptionist– the interview · I write the story, and turn it in with the transcript · You review it internally for product correctness and I make any corrections · You send the story to your customer for final review · I incorporate any edits they have · You publish it, post it on your website, send it to prospects, or hand it out at trade shows
You now have a professional marketing piece, written in an original voice.
Marketing/Sales Literature
Sales or Marketing collateral requires a writing style with a different feel from normal technical writing. This material needs to convey summarized technical information and add an advertising slant while not overpowering the reader with trite claims. Striking this balance takes a careful, yet artistic hand to produce the writing. I understand how to tread this fine line.
Case Study/Customer Success Story Samples:
Pathology Associates Medical Laboratories
Tigerex
Southwire
The Greenbrier Companies
The Lawrence Hall of Science