B2B CASE STUDY
Making sense of security for HP’s key audience
The challenge
HP’s innovation is built on engineering smarts. But when it comes to explaining what that innovation means for an intended audience, the answer is often technical, complicated, or just plain jargony. They need help to clearly explain both what a technical feature does and why their target audience should pay attention.
Approach
I put myself in the shoes of an overstretched IT pro with little time for — or interest in — being marketed to. (You … might know the guy.) Leaning on audience insights and synthesizing interviews with technical experts, I pushed for simple language to help busy IT pros not only recognize the value in endpoint security, but view HP as a credible leader.
Results
Clear copy that's laser-focused on audience benefits, and written in language that can be easily localized for worldwide use.
Source copy for web, sales, training
Technical brief for enterprise security solutions