GLEDHILL MARKETING SERVICES
Brochures, data sheets, flyers and other items of printed material are essential for high technology companies to sell their goods. But many companies lack the creative writers with sufficient technical understanding, writing ability and graphic design skills. Time is a problem too.
The modern trend is for companies to contract out such work whenever the need arises. GMS can readily take on this task to ensures that one multi-skilled organisation can carry out the writing or, if required, take over the entire process from first briefing, writing and checking of drafts, photography, design, editing and printing. GMS staff include graduate engineers who understand technology and can write about it. More importantly, they can emphasise the selling message and highlight the features and benefits of the products or services.
GMS completely rewrote all of the technical brochures for Wayne Kerr Electronics, produced a new design and presented them ready for in-house printing (print on demand) and for publishing on the website. Visit the Wayne Kerr website to see all the new brochures.
Case Studies - often known as third party references - dramatically show how companies fulfil their clients' requirements by providing a unique or well supported solution to a problem. It is a very powerful sales tool which is often overlooked because of other commercial pressures.
GMS has writers who can interview a client's employees and their customer to come up with powerful third party references. Such documents give significant credibility to products and services.
GMS can absorb the pressures of authoring case studies and will provide the creative documentation which assists in obtaining future sales.
Regular newsletters are an excellent way to keep in touch with customers and potential customers.
Obtaining the information from varied sources, writing and editing, commissioning photographs, design and printing are all complex and time-consuming skills. GMS undertakes the entire process from calling the first editorial meeting to shipping the finished newsletter.
Rockwood Electronic Materials issues a newsletter twice a year to inform customers of latest news and new developments.
Understanding a technical and complex subject and writing about it so that the reader can fully understand the subject is not a common skill. It requires technical understanding as well as listening, interpretive and writing skills.
But there's more - style, length, interest, grammar and numerous other aspects. Writing a short, concise article is not easy. George Bernard Shaw wrote, "Forgive me for writing a long letter but I did not have time to write a short one". That is very true - a long rambling article is easy to write. A short one is not.
The chapter on Spectrum Analysis in the IEE book 'Microwave Measurements' was written by Steve Gledhill. The IEE hosts a week long 'Vacation School' of technical lectures on Microwave Measurements. The authors prepare a lecture and write up notes.
The prestigious McGraw-Hill Encyclopedia of Science and Technology employs technical writers to contribute all the articles in the publication. The publicity states that there are "8,000 articles written by the leading figures in their fields".
Article reprinted from the McGraw-Hill Encyclopedia of Science & Technology, 9th Edition. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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