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ArrowVeteran IT trade press editors and IT marketers with years of experience understanding the needs of enterprise IT customers, and of the hardware, software and services vendors offer them. who are most ready to buy.

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ArrowWe not only produce outstanding marketing copy (email newsletters, blog posts, white papers and case studies) but can track its readership to help you identify those prospects who are most ready to buy.

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ArrowWe combine superior writing skills with in-depth knowledge of information technology. We then use our journalism experience to tailor copy to where prospects are in the buying cycle. who are most ready to buy.

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No Shame in Good Customer Service

In several conversations with current or potential clients, I’ve seen them struggling with how to market their customer service. In one case, the client insisted their strength was their technology, but their reference customers instead gushed about the quality and speed of their customer service. (“Someone actually answered the phone, and if they didn’t have […]

Mini Trade Pubs Spring Up Online

Many journalists, forced out of their jobs by cuts in the ad revenue that keeps mainstream publications afloat, have turned to blogging about the beats they once covered for mainstream publications. Such blogs, bolstered by the professional writing and reporting skills of their owners, can obviously be a ripe target for PR professionals and a […]

Blogging T’aint Free; Get Over It

I recently spent a fascinating hour podcasting with several colleagues (and new acquaintances) on how blogs and other “social media” are changing tech journalism and tech PR. One striking comment came from veteran PR professional Lois Paul, who says many clients are scared of the effort involved in blogging. “The biggest question CEOs ask is […]

Sinking Tide Lifts All Boats

If you’re doing well you’re not alone: My survey last month of marketing professionals and free-lancers showed that 75 percent reported doing “great” with the rest saying they were doing “OK.” Three quarters cited their “great reputation for quality and service,” with half also citing their marketing efforts and a feeling that clients are “still […]

Are You Ready To Redo Your Website?

I’ve recently been through several Web site rewriting projects, which turned out to be far more than what the client (or I) bargained for. What seemed at first to be a relatively simple exercise in writing or rewriting as bunch of 400-500 page Web pages turned into a much more exhaustive exercise in clarifying the […]

Featurizing Case Studies

I, like you, have seen thousands of case studies, and most of them are pretty formulaic and stiff. This case study from German storage start-p Open-E (a past customer) caught my eye as an intriguing way to break out of the press release box. First, they took a page from the consumer products industry by […]

Need to Brief a Writer? Just Say It!

Two months and many hours into a writing project for a major global firm I still didn’t know which business unit(s) were involved in a software implementation, which specific software packages were involved and who exactly used the software. Why? Because rather than let me do one or two interviews with people who knew the […]

Fear of FUD

A client recently asked me to delete the reference to fires, floods and earthquakes from a piece about disaster recovery because it sounded like we were using "fear, uncertainty and doubt" to sell their products. I’m old enough to remember where “FUD” started, when IBM would scare customers from buying lower-cost hardware, software or accessories […]

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