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What do you want most from a hired copywriter? Most people identify three main characteristics, which Ergo has proven to possess in projects addressing all types of customer buying centres and influencer communities (as seen in the four main categories below). The characteristics are:
SpeedQualityEase
White Papers
Sales Support
MarComm
Media and Analysts
White Papers
Including Case Studies, Business Cases, Primers and more
A "White Paper" is a generic term for many kinds of longer, detailed documents, including case studies, business cases, product/service descriptions, position papers, backgrounders and primers, or other documents intended for an audience predisposed to read them because of their interests, position in the sales cycle or other relevant reason.
White papers can help collect lead information, be used as leave behind documents during sales calls, or provide key impetus at other points thoroughout the sales cycle. White papers range in style from informational to persuasive to relationship-building.
An informational paper might be used when the customer has requested detailed information to review, either in response to a marketing campaign or later in the sales cycle as part of their selection process.
A persuasive paper might be intended to expose the customer to certain opinions or perspectives on a technology or market issue.
A relationship-building paper is more generic and aims to provide the customer with value added information or education rather than anything specific about your company or products. This helps to create brand awareness and preference as well as influencing their subsequent buying criteria.
Some of the types of documents that fall into this category include:
Backgrounders and Primers
Position Papers
Product/Service Descriptions
Case Studies
Business Cases
"Mock" Proposals
What's the key to a great white paper?
White papers can be difficult to use successfully. The greatest challenge is their length: because they tend to be longer documents they demand a lot from their audiences.
The most important question when writing a white paper is always "why should they care?". Almost always, the answer is one of two possibilities. Either the paper comes from a trusted source (meaning the reader has a strong relationship with your company already), or the paper is directly and immediately relevant to the reader's current situation.
Knowing which kind of paper you're writing is crucial, because they have very different styles and techniques. Even more important is actually providing the benefit expected in both cases. A great white paper (as opposed to a merely good one) leads the reader to get some kind of benefit or value, leaving them better off and with a better appreciation of your company.
Sales Support and Training
Including sales guides, competitive analysis and tactical sales tools
Sales support documents either a) customer-facing communications used directly by a sales force or distributor/integrator; or b) tools and information used by the sales force internally to improve their sales strategies. Examples might include sales scripts, direct response letters/emails, competitive analysis, win/loss reports, function/feature/benefit guides, and so on.
A properly written sales tool with the right information can turn a salesperson's job into a much easier one, accelerating the sales cycle, improving close rates and overall revenue.
Gregg Astoorian, principal of Ergo Communications, has spent over 15 years directly or indirectly supporting sales and distribution channels. Ergo understands the challenges and importance of good sales support, and knows what works and what doesn't.
Some of the types of documents that fall into this category include:
Sales Guides
Competitive Profiles and Grids
Objection Handlers
Attack/Defend Documents
Feature Guides
Inside sales scripts and tools
Sales letters and direct response copy
How to Write for a Sales Force
There are two big challenges in writing for a sales force.
The first problem is that sales people aren't compensated for training, research and other activities that aren't directly selling and closing business. The best sales tools are written to make needed information easy to find, often through grids, charts, tables and so on, with good cross referencing and the ability to quickly "drill down" to needed information.
The second issue is more difficult, which is that a lot of the information provided to sales isn't what ultimately closes the deal. It may provide a good overview of the company and its products, but often they don't provide the crucial information of how past deals have successfully closed, what the customer's real problems are, what competitors' tactics are and how they can be countered, and so on. If this type of information can be gathered and kept current, sales support documents become extremely effective and powerful.
Marketing Communications
Including brochures, web and ad copy and direct marketing
Short, focused writing intended get attention, communicate a message and produce a specific result. Examples include brochures, web copy, ad copy, direct mail/email pieces, and so on. This category also includes ongoing market/customer communications such as newsletters and blogs.
Marketing communications documents are key to any sales effort, whether used by a sales force or distributed directly via mail, electronically or by other means. They generate brand and product awareness, provide a way to strongly communicate key messages, and are a key tool in generating leads.
Although many companies might turn to an ad agency or junior writers for this type of work, sometimes a deeper, more insightful knowledge of the customers and industry is needed for your piece to be effective and not just another piece of "marketing fluff".
Some of the types of documents that fall into this category include:
Product/portfolio data sheets
Company profiles
Brochures and flyers
Website copy
Advertising copy
Bulletins and newsletters
Direct mail pieces
How is marketing copy different from other kinds of writing?
Successful marketing communications is all about velocity. Good marketing copy works quickly, and doesn't require much of an investment from readers in terms of time or consideration. Presentation and style are at least as important as content, and the language has to be succinct and straightforward, with a clear message and simple, obvious call to action.
A marketing communications piece ideally has a well-defined purpose and audience, occuring at a determined point in the sales cycle. It can be measured by how well it accomplishes that purpose. Unless these factors are clearly thought out, marketing pieces, rather than being read and acted upon, become a garbage can filler at best and an annoying nuisance and source of clutter at worst.
Media and Analyst Relations
Including press releases, full press kits, press/analyst updates and more
Communication that makes it easier for reporters, columnists, editors and analysts to give you the coverage you want and build ongoing relationships in influencer communities. This includes press releases, ongoing bulletins, full press kits, spokesperson guides and tools, and more.
Industry media and analysts are often a key influence in technology buying decisions. A typical technology buyer has a wide range of responsibilities, and many depend on trusted publications, analysts and blogs to form at least an initial opinion about a company, technology, product or service.
Successful media and analyst relations are key to indirectly building awareness and a positive impression of your company and it's products, which means it is important to have an organized, well-researched campaign of news releases, media/analyst contact points, and so on in order to create the greatest possible impact with the resources you have available.
Some of the types of documents that fall into this category include:
Press releases
Full press kits
Online press/analyst resources
Journal articles
Periodic analyst communiques
Background documents (bios, Q&As, etc.)
Writing for Media vs Analysts
Writing for media and analysts can be quite similar, and often both groups will receive the same communication. In many cases this is fine, but there are some exceptions. Identifying them starts with understanding the differences between the two audiences.
As a general rule, trade journalists will try to simplify things for casual readers to some extent, and will also emphasize the aspects of a story which they feel readers will find more interesting. They create narratives which will show conflict, drama, innovativeness, trend shifts and excitement. Often they may have an editorial bias or agenda which should be understood in advance.
Analysts share these characteristics to a lesser degree, but they tend to be more concerned with understanding the effect of a news event on their bigger picture, incorporating it into their understanding of current trends and patterns. By understanding the analyst's world-view of an industry or technology, it is more feasible to communicate your news in ways that help them evolve that view.
Writing Services 
A "White Paper" is a generic term for many kinds of longer, detailed documents, including case studies, business cases, product/service descriptions, position papers, backgrounders and primers, or other documents intended for an audience predisposed to read them because of their interests, position in the sales cycle or other relevant reason.
Sales support documents either a) customer-facing communications used directly by a sales force or distributor/integrator; or b) tools and information used by the sales force internally to improve their sales strategies. Examples might include sales scripts, direct response letters/emails, competitive analysis, win/loss reports, function/feature/benefit guides, and so on.
Short, focused writing intended get attention, communicate a message and produce a specific result. Examples include brochures, web copy, ad copy, direct mail/email pieces, and so on. This category also includes ongoing market/customer communications such as newsletters and blogs.
Communication that makes it easier for reporters, columnists, editors and analysts to give you the coverage you want and build ongoing relationships in influencer communities. This includes press releases, ongoing bulletins, full press kits, spokesperson guides and tools, and more.