Walt Kania, Writer

When I get stuck for a fresh and engaging way to talk about a product, I rarely look for inspiration among other marketers.  Most of them seem to be copying each other.

Instead, I study product reviews.

I go to the trade press and the blogs and magazines and see how journalists and columnists [...]

It’s interesting that we often refer to our marketing content as ‘product literature’, or ‘sales literature’.

Most of time, of course, it ain’t even close to ‘literature’.  Those product sheets and web pages are pretty stiff reading, mostly.  (I know.  I inflicted reams of sales blather on the world before I reformed.)

The hard-boiled [...]

How do you make a technical product sound alluring?  How do you make the thing come alive? How do you get techs to think, “Oooh, I want that”?

Try a trick that I swiped from the old Banana Republic catalog.

The model for compelling product copy

Ages ago, before the company went yuppie, [...]