In the 6 months since I last expounded on how to write, I have been cranking out copy on fascinating subjects relating to technology, to wit:
- the broken windows theory of policing
- sustainable IT services and solutions
- a culture of risk management
- online, real-time floor plan management
- 15+ case studies on global infrastructure
I've been bopping from short and snappy web copy, to meticulously footnoted white papers, to persuasive marketing collateral, to engaging user stories with heartfelt testimonial quotes, to feature-length articles that have been fact checked and vetted by the customer's customers.
After such varied work, I am compelled to pinpoint how, exactly, my writing has improved. The one thing I can say with certainty is that I have been forced to vary my style--losing my own voice so that I can speak for the experts. Seeing products and services from the customer's perspective, and anticipating and answering their questions (especially WIIFM--always WIIFM.)
Some projects have been more successful that others. The ones that represent my best work, I think, resulted from really good interviews. Because when it comes down to it, I don't know diddley squat about security, IT, risk, floorplans or infrastructure. I'm a writer. But my job is ask the right questions, find out what the real story is, and tell it better than anyone.
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