Doug LaneMy top security topics
One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
Doug LaneMy top security topics
One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
Share Dialog
Share Dialog
I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
I’ve been thinking about the different purposes that B2B copywriting needs to serve in different situations. Most of the copywriting categorizations I’ve seen focus on what the company doing the writing wants to accomplish (e.g., SEO, conversion, etc.).
I thought it might be interesting to view copywriting through the lens of what’s in it for the reader.
Here are some categories I came up with:
Engagement copywriting: Pique my curiosity in ways that make me want to learn more.
Educational copywriting: Help me self-educate about the thing that piqued my curiosity in an easy and approachable way.
Evidentiary copywriting: Help me build a deeper collection of evidence that the ways I think you can help me are real, so I can make a decision I’m confident in.
Activation copywriting: Help me successfully unlock the value I expected – and maybe more – from the product I purchased from you.
Whether you’re writing for an advertisement, a sales email, a technical marketing piece, or release notes for existing customers, you probably won’t go wrong if your starting point is “what’s in it for the reader?”
-Doug
I’ve been thinking about the different purposes that B2B copywriting needs to serve in different situations. Most of the copywriting categorizations I’ve seen focus on what the company doing the writing wants to accomplish (e.g., SEO, conversion, etc.).
I thought it might be interesting to view copywriting through the lens of what’s in it for the reader.
Here are some categories I came up with:
Engagement copywriting: Pique my curiosity in ways that make me want to learn more.
Educational copywriting: Help me self-educate about the thing that piqued my curiosity in an easy and approachable way.
Evidentiary copywriting: Help me build a deeper collection of evidence that the ways I think you can help me are real, so I can make a decision I’m confident in.
Activation copywriting: Help me successfully unlock the value I expected – and maybe more – from the product I purchased from you.
Whether you’re writing for an advertisement, a sales email, a technical marketing piece, or release notes for existing customers, you probably won’t go wrong if your starting point is “what’s in it for the reader?”
-Doug
Subscribe to Doug Lane
Subscribe to Doug Lane
<100 subscribers
<100 subscribers
No activity yet