Title: Great guide to writing better edu-marketing pieces
Product review: This book makes you think of great questions to ask your client before you write anything - like these:What vocabulary does your audience use - are they techies looking for specs, execs looking for ROI, or buyers looking for the best price and terms?What do you want your audience to do after they finish reading? (Don't laugh - some clients forget the contact info at the end for interested readers - the main point of doing a white paper.)What should the focus be - what problem does your product solve?(This one's not always in the client's mind either - you may need to nudge a little to get to what their customers think is the most valuable part of their solution.)The book's detailed road maps lead writers and marketers to white papers and related pieces that interest and snag prospects. It gave helpful reminders for recent articles I've done for high-tech clients.Highly recommended.
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