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Marketing and PR collateral such as case studies, brochures, white papers, data sheets, articles, and press releases are often the materials marketing departments have little time to write. As a result, they may get put on the back burner or even put on hold indefinitely.
Or your company doesn’t have an in-house marketing department and a document needs a tech-savvy writer. A product launch may require hiring several writers working in parallel, or your current copywriters are too busy to take on another project.
That’s where I can help.
Writing New Content or Revising Existing Materials
I can either develop a collateral piece that doesn't already exist – writing ‘from scratch’ – or revise an existing document. Have a rough draft of what you need? One of my specialties is taking something written by an engineer or technical person and ‘translating’ it into reader-friendly, benefits-oriented content, without losing the integrity of the piece or damaging delicate egos.
Budget-friendly Tactics
I can help you keep your marketing costs down by finding several creative ways to use a single piece of marketing or PR material within one campaign. For example, ghostwriting a bylined article and getting it published in a target trade magazine (a great way to establish you as an expert), then using reprints of the article for direct mail and email campaigns, newsletter content, posting to websites and blogs, inclusion in event information packets, and more.
Testing to Continuously Improve Results (A/B and Taguchi Testing)
Testing and measuring different aspects of a marketing communications campaign will enable you to learn what is most effective, and optimize the tactics over time to continuously improve results. For example, with a direct mail campaign we could deploy a portion of the mailings, consisting of 5% to 20% depending on the size of the database. Upon analyzing the response and sales conversion rates, we can determine if adjustments should be made before another mail piece is sent.
If it’s a special event campaign with a short lead time, we can execute two different messages and/or packages and measure the results against each other to provide intelligence for the next event. Experimenting with different email subject lines, white paper abstracts and PR pitch leads provide valuable insights.
I provide copywriting for online and print collateral including:
Click the links above for work examples, and be sure to look over my portfolio for additional samples.
More Information
Whether you need marketing collateral or a full marketing and PR plan, I can help you. Give me a call at 703-729-9159 or contact me.
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