Innovation comes from startups and growth companies. When the buyer is in an enterprise company, how do you make sure you’re speaking their language?
Our Content
Welcome to sales. It’s not as easy as it looks, is it?
After years of getting by generating interest and demonstrating potential to drive sales, marketing teams are in the very real-world position of having to deliver something tangible right away.
Documentation for technology: your user’s perspective
For Lion’s Way, documentation is a practice in thinking like a user and finding ways to offer them what they need when they need it.
Obsolescence and Endurance
Moving a bunch of books and the like around the other day, I came across an old copy of Cabinet Magazine dated Spring 2006. Cabinet is a delightfully eclectic quarterly I pick up from time to time. I had not read this issue all the way through and fell upon an article by Sam Burton that… Read more »
Let’s Talk About Features, Benefits, and Value
When creating marketing messages, particularly for technology and software, the industry standard has been to break down the conversation to features and benefits. The argument is that we simply list the elements of the product and call them features. Following that, we affix a significance to those features and call those benefits. When developing that language,… Read more »
Technology Writers as Snowballs
And you want to hire the biggest snowball. The other day I got a new netbook computer, an Asus Eeepc. Philip, my fellow Word Lion, saw the picture I snapped and posted to Facebook. We then had a gleeful exchange as we both ranged around the Internet looking for new applications and operating systems for… Read more »
Landing Pages – To Register or Not to Register
We know from experience that creating a good white paper is a real investment. The company very naturally wants to get a return on that investment, usually in the form of sales leads. In an effort to create leads, many companies distribute white papers off their websites through a registration process. All over the web,… Read more »
We know what you want to ask: how are we like and unlike the kid that can program the clock on your microwave?
We have been fiddling with all sorts of technology for years and years. Our understanding of a new device is based on all the previous items we have got our hands on. We are able to quickly ramp up on something new. Each microwave clock is easier to figure out than the last, if you will.