What clients are saying…

"Joel delivered a series of autoresponders for my client, on- time, on-budget and right on the mark. The client loves it! I had been searching for the right person to create the right words for my client's website inquiries and Joel did not let me down. He is fun and easy to work with and over-delivers. I'd recommend him to anyone who wants to WOW their prospects and clients!"

Lou Anne McKeefery, SEO, Be-Found.net

White papers and case studies turn your leads into prospects

White papers and case studies attract leads–prospects for your business, who may become your customers. I’m sure you’ve seen some of the studies confirming that white papers and case studies are essential for attracting leads to your technology sales process. The reasons are pretty clear: The decision-maker in your prospective customer’s organization often does not have the technical knowledge to appreciate your product’s features and benefits.


“The white paper you wrote about our engineering documentation products served us very well. I attribute much of the success of our initial campaign to its educational value.”

—Eric Garland, Marketing Lead, Adobe

What’s the best way to help someone learn about your product? Actually, there are two important ways you can support the decision-maker’s exploration of your products:

  • White papers. These are 3-6-page documents that put the features and benefits of your products into terms that can be appreciated by non-technical people.
  • Case studies. Interviews with your successful customers telling of what your products did for them.

Your white papers and case studies should be written by someone who understands your technology and understands sales. I’ve created such materials for companies such as Autodesk, Bentley Systems, IBM, Adobe, Invidia, and many others.

Your technology deserves to be put forth in a way that your prospects can understand. I understand technology. I’ve written 11 books, founded high-tech publications (Computer Graphics World; Extranet News; The Bulletin of the CADD/CAM Institute; others), written regularly for publications such as MACHINE DESIGN, CAE Magazine, PC Magazine, Computerworld, and more.

I have written software and been CTO in startups. I’ve also been a public speaker, focusing on the clarification of technology for non-technologists to many companies and associations.

Your expectations are my priority: I meet or exceed expectations, in terms of timing and quality.

Call me to discuss your needs. Or email me. No obligation.

New recording: “What’s a GOOD Autoresponder?”

Go here to listen to this recording of a 20-minute teleseminar.

Recordings of teleseminars now available

If you miss one of our teleseminars or webinars, you’ll be able to listen to the recordings here. See the “Recordings” tab above? That’s where you’ll find them. No charge. I just posted the first one. It explains what an autoresponder is, and why you might need one. If you have questions, or need help, […]

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7 ways to get more customers TODAY

You’re blogging. You’ve fine-tuned your website. You are schmoozing at mixers and leads groups. Those are all great strategies for growing your business. But what do you do to get more customers immediately? You need to break through to your customer, getting past their natural resistance to sales appeals–by making it worth their while. Here […]

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