Every marketplace has its own particular peculiarities and its own special demands.
The financial services sector is heavily regulated.
Writing articles for pharmaceutical magazines often requires 'peer review' - checking out by independent experts.
The IT industry has the problem of addressing, on the one hand, deep IT experts. On the other hand users who may be confused by the IT alphabet soup.
And the public sector has the challenge of having to engage the general public as well as a whole welter of partner organisations and funding bodies.
Each audience has its own language and its own culture and each has to be addressed in its own way. Some will be looking for 'benefits', others for 'results' and yet others for 'outcomes'. Consumer, or B2C copywriting is yet another challenge.
Use the sidebars to find out how I have worked in each major sector.
“A White Paper was the obvious solution, so we sought someone who could quickly get to grips with the industry, its challenges, and its own terminology. Someone who would go away and do the necessary background research. Len Smith certainly delivered the goods. So much so that we also commissioned him to write our more general marketing copy.”
Sharon Wiggins, Director of Communications, Audatex UK