B2B CASE STUDY
Helping HP business printing put its best foot forward
The challenge
Clean copy starts with clear benefits. To help HP’s key audiences quickly understand why they should care about HP products, the tech giant needs straightforward messaging frameworks and no-frills copy to feed a vast content system with endless downstream touchpoints.
Approach
After sifting through background materials, insights, and personas to identify benefits that matter most to their audience, I worked with product experts to help flesh out the details. Asking variations of “So...what’s in it for the audience again?” and relentlessly prioritizing proof points elevates the strongest ideas over everything else.
Results
Clear guidance and clean copy that gives human meaning to technical specs and helps HP ensure every conversation with key audiences consistently builds preference to drive sales.
DELIVERABLES
Internal messaging alignment
Copy for web, sales, training
Copy for Landing Page and Product Guide
