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| "Dan brings strong copywriting credentials to any client needing to market advanced technology. He quickly assimilated the complexities of Wave’s data security business as well as the mindset of his target audience – corporate IT security officers. Within a couple of weeks, Dan had produced a well-crafted white paper that clearly positioned Wave Systems as the go-to authority for IT security solutions." Michael Wheeler, Director of Marketing Communications Wave Systems |
The Swiss Army Knife of marketing and my particular specialty, case studies deliver maximum value as sales tools, web copy or newsletter articles. Plus, they capture the attention of trade editors far more quickly than a press release. Regardless of how they're used, case studies distinguish you from the competition, and highlight what you excel at. Click the links below to see what I mean.
No other marketing tool influences the decision to buy, according to a 2008 survey of commercial tech buyers conducted by Eccolo Media. White papers build credibility, educate your audience, position you as an authority in the market and lay the groundwork for sales. Plus, like case studies, they can easily be repurposed as a contributed article for your industry's trade press - like a full-page color ad with twice the credibility and half the price. With a little bit of written background and one or two interviews, I can provide your professional expertise an authoritative voice in the market. Click below for some samples.
| "An excellent writer with an ability to both inform and entertain, Dan has always impressed me as extremely thorough, accurate and reliable." Peter Hebert Managing Partner , Lux Capital |
Do you put unprofessional sales reps on the front line? Of course not. As the name implies, they “represent” your business, and you only get one chance to make a first impression. Brochures are the paper-and-ink equivalent of sales reps. The more professional the copy, the more professional the impression. Click on the links below to see just how professional my copy can make you look.
- Guardian/Berkshire Life Insurance
- GE Plastics (excerpted)
Press releases are like spaghetti and meatballs: Anyone can make their own, but few know how to do it really well. The goal is to generate news, not noise. My advice, know your audience: It’s editors first, readers second. I was an editor, so I know how to write releases that grab attention and generate press. Here's a couple of samples.
Next to a blog, professionally written newsletters provide a voice for your authority and expertise. Unlike a blog, however, they can also generate solid sales leads and/or subscription fees - if they provide value enough to attract and hold new readers. Here's a couple of select features I wrote for a Forbes newsletter - a publication where my regular contributions helped increase subscriptions by 15,000 readers over three years.
The task sounds simple: Overcome the reader’s resistance to buy and persuade them to take action. Well, it is simple – but it takes time to do well. Ignorance about the target audience is perhaps the biggest factor separating successful sales letters from junk mail.
