Douglas Krantz - Technical Writer - Describing How It Works
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Douglas Krantz -- Fire Alarm Engineering Technician, Electronic Designer, Electronic Technician, Writer


Tell me and I forget, teach me and I remember, involve me and I learn... Ben Franklin

Describing How It Works

I describe how things are done, teach people how things work, write articles for business websites to help explain the inner workings of what is made, what is provided, what is serviced. This is the kind of article that interests people, this is what draws people to a website, and this is why people come back for more.

The articles are more than just telling people "about" a business; the articles teach people what the business does.

Telling, Teaching, Involving

Telling people about a business is like saying "We make widgets".

Teaching people what the business does is like saying "Widgets are made by first building a basic ..." People will figure out that the business makes the widgets, and if you teach them how a widget is made, some will remember who taught them.

Involving people - once they've been taught, some will return to get involved in the business.

Types of Articles

On the business website, using the descriptions of how things work, I teach interested people the company's products and services.
  • Describing what's available
  • Describing how it's made
  • Describing why it's made this way and not that way
  • Describing how it works
  • Describing how to use it
  • Describing why it should be use
  • Describing how it interacts with other product offerings
  • Describing how it interacts with the customer's systems
  • Describing how it's installed
  • Describing how it's serviced
  • Describing what to look for

I describe things about products and services that are of interest to people, because interested people are customers.

Email writer@douglaskrantz.com for more information.

Background -

  • Trained Electronic Technician
  • Fire Alarm Service Technician
  • Radio and Television Broadcast Engineer
  • Manufacturer
  • Technical Design for Theatre and Auditoriums
  • Alarm and Communications Contractor




Douglas Krantz

Content Writer
Describing How It Works
writer@douglaskrantz.com
Text
612/986-4210

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Articles

Keywords are for the Reader
Always keep in mind -- webpages are not for the search engine, webpages are for the reader; keywords are not for the search engine, keywords are for the reader.

Marketing - Outbound vs Inbound
Simplistically speaking, going through the crowds in the marketplace, picking out potential buyers, and showing them the wares is marketing. Here, the seller is picking out who to talk to.

SEO (Search Engine Optimization) Isn't For Search Engines
Search engines don't care about any company's web site; there are far too many web sites. Search engines aren't giving away cash, credit, or even the ability for anyone to stay in business; that's not why they're there.

Use Common Words
The words and phrases we use for everyday communications are shorthand for word meanings. We say "sweep the floor," but what we really mean is

Call to Action (CTA)
The salesman's greeting starts out the conversation with "How's it going?", this requires an answer. The server at a restaurant stops by in the middle of the meal and says

Content That's Worth Something
For content to be worth something, it has to attract the attention of the casual reader. It also has to be interesting enough to keep the casual reader there.