Category: Client Posts

What do we know? Our rock star clients (see us bow down before them) are the ones texting product marketing and the field.

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Take Me to Zee Casbah, and Let Me Write Your Newsletter

Friday, April 23rd, 2010 by Alicia Springer

If copywriters were actors, we’d be the sort who love rococo accents and false noses, like Laurence Olivier or Meryl Streep. We at the Content Bureau take pride in our ability to switch writerly guises and voices from one assignment to the next—heads-down white-paper financialese one week, eco-minded web copy for a sustainability initiative the […]

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Field Note #1: The New Sales Funnel

Friday, April 2nd, 2010 by Client Valerie Ashe, Regional Industry Marketing Manager, Autodesk

Sometimes I’m alarmed by how much business terminology, particularly in sales and marketing, borrows from the brutal lexicon of warfare: words such as strategy, tactics, campaign, and force (as in sales force) each hearken back to Sun Tzu’s The Art of War. The field refers to a battleground, where troops use tactics to attack the […]

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Death of a (pharma) salesperson?

Wednesday, November 18th, 2009 by Client Jeff Gaus, Prolifiq

Custom marketing materials make it easier for physicians to educate their patients about the Food & Drug Administration (FDA)-approved uses and benefits of the drugs they prescribe. However, some physicians believe that those who distribute these materials—the pharma reps—provide little value beyond giving out free samples, branded “swag,” and educational materials. In fact, their efforts […]

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Making Your Case: A Guide to Compelling Customer Case Studies

Thursday, October 15th, 2009 by Client

I recently took a stroll down memory lane—and tripped and fell. The occasion was a look at some of the first customer case studies I ever wrote, way back in 1992. Rereading those pieces, it turned out, was not exactly a pleasant excursion—more like visiting an embarrassing relative. I was relieved no one else would […]

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