person and dog watching another person running away

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 »

People running and playing in snow, watched from a ship

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 »

Man refusing letter from another man

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 »