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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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How to Offer An Expert Source

Offering an expert source to comment on a news event is a time-tested and perfectly honorable way to pitch a client to the media. But often such pitches are so vague they reduce your chances of success. I recently received an e-mail offering a source to discuss "the Yahoo-Zimbra deal or the Mozilla Thunderbird announcement." […]

A Newsy Pitch That Worked

About a week before the launch of Windows Vista, I got the following e-mail from Courtney Smith, PR coordinator at network security vendor Still Secure. "As you may know, Microsoft is launching Windows Vista for enterprise customers tomorrow.  While Vista brings promises of better security, it only marks the client phase for Microsoft Network Access […]

Hoo-ah! Marketing Tips From the Military

Got an F-16 in your marketing budget? I don’t either. But the National Guard does, and knows how to use flashy military hardware — and the Web — to recruit. A recent air show left me deaf from screaming jet engines, but with some good lessons about marketing. Know Your Customer: For the armed forces, […]

Writing for the Ear

Clients today typically want a multimedia campaign that includes not only print ads, white papers and product briefs but Webinars and podcasts.  "Spoken" content keeps the customer educated, involved, and aware of the client’s brand. But writing for the ear, rather than for the eye, requires some special tweaks.  I first learned these back in […]

Keeping Press Tours On Track

I recently had a briefing from a vendor looking to stage a comeback in an important product area. (The examples below are disguised to protect the guilty.) This was a great opportunity to position themselves as thought leaders, but they blew it by forgetting some of the basics of good media relations.  These include: Have […]

Working With Free-Lancers

You think you’ve found a freelance writer for that new piece of marketing collateral to support a new product announcement.  Now, how can you get the best work out of him, or her, with the least time and effort? 1) Know what you want. The writer can’t do a good job until they know about […]

Ditch the Generic Newsletter

Do you ditch most of the print or email newsletters you get without opening them? So do I, because they’re full of generic marketing fluff that’s useless to me. Here are some tips for keeping your newsletters out of the trash bin or deleted folder. DON’T just repeat old news or advice. Every winter or […]

Responding to an Editorial Calendar

An editorial calendar is as close to a free lunch as you get in the PR business: A freely accessible list of what stories specific writers will be doing in the coming months. But as free lunches go, it’s kind of skimpy. Most edit calendar topics are impossibly vague, because the assigning editor can’t come […]

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