Who Better to Write the Marketing Copy
Than the Guy Who Wrote the Software?
The Challenge
When Borland Software came out with the new and improved version of its award‐winning Together object modeling tool, they knew they had a technological winner. The model‐driven architecture (MDA) and model‐driven development (MDD) features of the tool would save software developers countless hours of repetitive, error‐prone programming.
The only problem was how to get the message to the software development managers in a way that they could really understand it and feel it. A regular copywriter just wouldn’t do. Most can’t connect with hard‐core developers on a topic so tech‐heavy. No. Borland needed a copywriter who has been in the trenches and actually written code for a living. But who?
Most copywriters shun anything remotely related to computer code (that stuff is for the propellerheads). And the sophisticated MDA‐savvy software developers can do quantum math in their heads. But they can’t spell “mama.”
For Borland to launch the new MDA‐enabled version of Together, they needed someone who not only could write effective ad copy but someone intimately familiar with the software development life cycle. Someone who could connect in print with both managers and developers alike. Only then would they have an effective whitepaper that would resonate with the most highly sophisticated software development teams.
This would not be an easy task. Very few people can write technical copy that connects hard‐core software engineers. Even fewer have actual experience with MDA as part of a real software development team. But finding a copywriter with both skills? Almost impossible.
The Solution
The final product was a very effective lead‐generating whitepaper: “Solving Object‐Modeling’s Shortfalls. How the Object Modeling Profession Must Change To Meet the New Mandate of Enterprise Software Development.” Borland gladly gives this paper away to any company who wants to gain a competitive advantage. It clearly shows how Borland Together is the only MDA tool that helps teams do more with less…and do it faster.
Borland’s Global Campaign Manager, Martin Hendess had this to say…
“In preparation for our new white paper featuring Borland Together’s Model‐Driven Development, we needed a copywriter who could communicate benefits to high‐level decision makers in the IT market. At the same time, we needed one who could connect with the techies ‐ software developers and enterprise architects. Thankfully, Eric Lynch was available. Eric’s ability to communicate challenging technical concepts to both audiences with equal prowess was exactly what we needed. I couldn’t be more satisfied with the way it turned out ‐ great white paper. Thanks, Eric.”
Would you like an effective lead generation piece like this for your complicated technological solution? Eric Lynch can do the same for you that he did for Borland. It doesn’t matter how technical your audience is or how complex the message needs to be to reach them. Eric is the copywriter who can get “down into the weeds” in a way no other copywriter can. You can reach him right now at 404‐643‐5379.or visit his website at www.ericjlynch.com/contact. He’ll put more leads into the hands of your sales force. And get you a lot closer to hitting your quarterly numbers.
