by peregrinari Have you ever been to a technology website and not been able to figure out exactly what the product or service does (or indeed, if the company is offering a product or a service)? Despite the fact that I’ve worked in the tech industry for a long time, this still happens fairly regularly. Even […]
postaweek2011
Who are you calling a user?
It feels like time for a language crusade – so here’s my latest rant: the word ‘user’ when applied to people in technology marketing and writing. When you’re writing about technology from an IT perspective, you need some way to talk about, you know, those little people who use the technology that you’re buying. Hence […]
How long should a web page be?
Someone asked the other day how long a website page should be. More specifically, what’s the ideal length for a web page in the B2B technology space, where you have to spend a little time outlining the business problem and the technology? The right answer is probably what my English teachers used to tell me […]
5 reasons NOT to write like an academic
As schools everywhere are restarting and the latest crop of college graduates settles into new jobs, I thought I’d share a few of the harsh, early business writing lessons I learned on the job. I was an English major. When I entered the business world, I quickly found that what worked so well for me […]
What are the top tasks for your business website?
When prospects arrive at your business website, what are they trying to do? Are they taking valuable time from their day so they can… Enjoy a nice graphic of smiling people with vague words about connecting and empowering? Read your most recent news release? See what conferences you’re going to be attending in the coming […]
Be specific, it’s more interesting
Keeping your options open is a good thing in life. In marketing writing, however, it can be killer. If you try to make sure you communicate everything (oh, and we also do this!) you can losing the reader’s attention before you earn it. It’s better make a strong specific claim – even if you’re neglecting […]
