The process Mike uses for technology copywriting assignments has been developed in his over 2,000 client engagements. Its goals are to:
Create an easy client experience.
Ensure you maintain control of the message.
Understand your products or services from your customer's point of view.
Understand your technology and the technologies it's built on.
Deliver predictable, on-the-mark messages for your markets.
The goal of Mike's technology marketing content creation process is a smooth, noninvasive
experience for his clients.
Mike performs considerable research before a project
starts. His research focuses on connecting your marketplace and your technology. That makes the kickoff meeting fast and productive--instead of teaching, you're correcting and adjusting what he's already learned.
Mike's research makes the kickoff meeting simpler
and quicker. And more productive. Generally speaking, complete and solid orientation
takes about half an hour. Longer-term clients find that the meeting becomes a five-mnute simple sync-up, since Mike's product line knowledge grows with each word he writes.
For more complex pieces (a white paper's a good
example), Mike will develop an abstract. This is a single page of narrative "playing back" what was discussed and decided on in the kickoff meeting. Its primary intent is to ensure that what he's taken away from the meeting was accurate, and that he's on the right page. This is a course-correction milestone, to ensure Mike has understood both topic and need.
For most work Mike creates an outline (a short email and single web page being exceptions). This is another course-correction milestone. The outline
forms a solid, build-to specification about which topics are to be covered.
Projects usually require no more than three drafts. Sometimes
they require more. Mike creates as many drafts as required to complete the
Mike uses the term noninvasive often. Here's what he means.
No demands on your time.
Your time is a precious resource. Mike won't request meetings and conferences, and won't burden you with questions he can answer on his own.
No need to be tutored.
Mike recognizes that you have far more to do than teach your copywriter the basics of what you do.
No "doesn't get it" moments
Mike's process--transparent and formal--ensures that from planning to production, his content is aligned with your goals and objectives.