• Supporting a Software Product Launch
• Newsletters to Reach Busy Customers
• An Award-Winning White Paper in Two Weeks
• Standing Out by Telling a Story
• Getting Ink with a Press Kit
• Need Help with Your Marketing Writing?

Marcom Success Story:
Newsletters to Reach Busy Customers

Problem: Reaching busy, visually-oriented customers.

Executives at the world's leading supplier of software for designing kitchens had a problem. They wanted to stay close to their customers by publishing a newsletter. But no one wanted to write it.

Solution: Drawing on his experience as a newspaper editor, Gordon Graham created a mini-magazine with lots of graphics and easy-to-read text. And he found a seasoned graphic designer to produce it.

Click to see sample (163K PDF)

Every issue presented product news, success stories and useful tips in an eye-pleasing format enjoyed by the audience of interior designers. Results: For five years, the newsletters rolled out regularly, a nd the company was very pleased with the results. "The newsletter is just great and it gets better all the time," says VP of Sales Louise Charter. "It informs, it highlights and it motivates."

"I would go so far as to call it our flagship greeting card to our faithful long-standing customers," she adds. "Everybody who participates has given us something we can really be proud of."

Consider producing a newsletter—printed or electronic—to help your company stay close to your customers.

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Marcom Success Story:
Writing an Award-Winning White Paper
in Two Weeks

Problem: White papers needed urgently for trade show.

A software developer needed white papers to explain technical details about their products. But no one had the expertise to write them... and the most important trade show of the year was just a few weeks away.

Solution: The company brought in Manuel Gordon, who quickly held high-level meetings with all the VPs involved. He started with a table of contents and expanded it through daily drafts to build two white papers in parallel. Meanwhile, Gordon Graham worked with an illustrator and did daily edits and desktop publishing. In less than 2 weeks, both white papers were ready to go.

Results: The white papers were released at the trade show.

The sales force reported the new documents saved them hours of technical discussion, and helped move prospects along the sales cycle.

The same documents were used for years without change. One of the white papers went on to win an award from the Society for Technical Communication (STC).

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Marcom Success Story:
Standing Out by Telling a Story

Problem: No persuasive difference between competitors.

A company had an unusual niche: selling middleware that connected bar code readers to ERP systems. But with several competitors chasing every prospect, it was tough to stand out from the crowd.

Solution: Gordon Graham suggested telling the company's story in simple words and pictures.

Working with a playwright and a graphic designer, he put together a colorful 48-page booklet. The story featured Victor the VP and Martin the Manager walking through their plant, chatting about what a big difference the client's system had made to their business. The finished booklet was short enough to read in a few minutes. But no competitor had ever done anything like it.

Results: The booklet was used for years as a "trophy" given to qualified prospects. And everyone loved it.

The President of the related trade association said, "This book is a must-read... It gets right to the heart of explaining how bar code technology can help companies get or maintain a competitive edge."

One VP commented, "My wife read it and says now she finally understands what I do for a living!"

And the West Coast account executive noted, "Whenever I give someone this book, our company shoots right to the top of their list of preferred vendors!"

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Marcom Success Story:
Getting Ink with a Press Kit

Problem: No newspaper coverage for book publisher.

A successful computer book publisher in Toronto was getting lots of coverage in the computer press, but none in mainstream newspapers.

Solution: Gordon Graham wrote a lively press kit for two upcoming books, including a Reviewer's Tip Sheet, Company Backgrounder and glowing comments from computer journalists. He stressed how these highly visual books were ideal for beginners learning the PC.

But that's not all. While most press releases are bland and grey, his included the same playful cartoon character featured in the books.

Results: The press kit touched a nerve. Dozens of newspapers across Canada picked up the story and called for interviews. The publisher basked in the limelight for months... and sold many thousands of books.

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Need Help with Your Marketing Writing?

Now more than ever, your technology company needs to tell its story. You need to bring in solid leads and help drive sales.

But budgets are tight. Prospects are skittish. And empty hype just won't work.

You need compelling, fact-based white papers, newsletters, and customer stories. Both in print and on the Web. You need them done right the first time. And you need them now.

Gordon & Gordon has done this kind of marketing writing for technology companies for more than 20 years.

So take the next step today: call Gordon Graham at (705) 842-2428 Eastern to talk about what you need and how we can help. There's no fee and no obligation to discuss your requirements.

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