My name is Neil and my friend and former coworker Laura is an incredible writer. If your organization needs a marketing communications expert—full-time or freelance—get in touch with her!
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Yes, but she's not responsible for any of the words and errors on the site--those are all mine.
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No matter how sophisticated your marketing organization, you will necessarily work closely with some people who just don’t get marketing. It’s not what they do for a living and their brains think in ways that are better suited for their jobs.
And yet to be successful, you’ll need to draw information out of product experts. Walk a sales team through every step of creating a brochure when they only do it once every couple of years. Obtain the buy-in of business executives who don’t necessarily believe in the value of a highly creative concept.
Laura makes marketing easier for people who don’t understand marketing. She can explain the process in plain language and help people get involved. A few years ago, she came up with the idea of creating a series of “Things to Consider” documents to help subject-matter experts at a large IT company understand how to work with their collateral agency. Each document she wrote was a two-page, easy-to-read overview for a particular deliverable type (data sheet, solution brief, and white paper).
The documents help people who work on marketing projects infrequently understand how to prepare for the questions the writer will likely ask on the kickoff call. Distributing one of Laura’s documents before the kickoff call increased the consistency of the company’s marketing materials, made the kickoff calls more productive, and helped everyone involved in the project have clear expectations and understand their roles in the overall project.
If you want to make marketing easier for the people you work with who aren’t marketing experts, check out Laura’s LinkedIn profile, download her portfolio (PDF) and e-mail 32reasons@gmail.com.
