Your senior people know their markets first-hand. It makes sense, then, they should play a part in your marketing materials — everything from articles to websites and white papers. Yet, however much you coax them to write, few do, because they can’t spare the time.

You could …

Get yourself a copywriter

The write-up might not fit the bill, though, if it’s based on desk research alone. This sometimes reads like a rehash of someone else’s. You know, the same old, same old.

Or you could get me

I’m a writer who works with marketing, comms, PR and BD teams. I interview directors, partners and heads-of; I unpack what they say and why it matters; then I write for them.

After all, your clients expect your experts’ opinions. It’s why they look to you in the first place.