Editing the pocket-protector types
The cartoon strip, Dilbert, frequently expresses the frustration of engineers with marketing types who, invariably in the strip's universe, are ignorant and clueless.
Alas, the frustration swings both ways. Any marketer in a tech industry will have countless war stories about myopic techies who can't see beyond the intricacies of their precious technology to the business issues that really concern their customers.
Perhaps the sharpest battle lines form on the copy front. My friend and fellow copywriter Dianna Huff has a terrific newsletter this month with a feature article that expressly targets this issue: How to Rewrite Copy Without Damaging Frail Egos.
It's well worth a read. She's much more patient than I am and has some helpful, diplomatic advice to offer.
Alas, the frustration swings both ways. Any marketer in a tech industry will have countless war stories about myopic techies who can't see beyond the intricacies of their precious technology to the business issues that really concern their customers.
Perhaps the sharpest battle lines form on the copy front. My friend and fellow copywriter Dianna Huff has a terrific newsletter this month with a feature article that expressly targets this issue: How to Rewrite Copy Without Damaging Frail Egos.
It's well worth a read. She's much more patient than I am and has some helpful, diplomatic advice to offer.
1 Comments:
Jonathan, Thank you! Glad you liked the article!
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