Who We Are Arrow Veteran 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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Who We Are Arrow We 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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Who We Are Arrow We 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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What Works, What Doesn’t: Me-Too Claims

What Works, What Doesn’t: Me-Too Claims My daughter is currently attending college information sessions, and the other day complained about how useless most of them are. “Everyone uses almost the same words when they talk about how you’ll `get to work closely with professors,`” she complained. “And every dean of admissions tells us that life […]

Talking to Yourself

Watching somebody talk to themselves is always an upsetting experience. It’s even worse when that someone is a customer, they’ve hired you to help them communicate with the outside world and they’re still only talking to themselves. I recently had this experience writing a white paper for a large technology company promote its technology licensing […]

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 […]

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