- Avoiding Crossed Wires
Provides tips for solving electrical system problems in construction equipment and vehicles. - Lower Tire Costs with Retreads
An article for construction contractors that provides guidelines to help them control off-road tire costs. - Slaying the ‘Net Dragons
An Internet security primer for data center managers. - Commitment to Change
An article written for a restaurant chain franchisees’ publication. It shows how a little research and some interesting interviews can turn a dry, legal topic into …well, not exactly fascinating stuff, but at least an interesting read. - A Master Technician at Every Bench
A sample of benefits-based marketing copy for a brochure aimed at supervisors in an electronics diagnostic and testing environment. - Continuous Improvement with Ultramax
Brochure copy for process optimization software shows how focusing on benefits can make an intangible product real and desirable for a potential customer. - Organizing Paperwork
A light-hearted writing exercise that illustrates the principles of writing benefits-based copy. Tell ‘em how the product can make a difference in their lives and you give ‘em a reason to buy.