Tell the readers something they don’t know.
Don’t state the obvious, such as, Increasingly, people expect to work anywhere, any time, on any device. Everyone knows that. Instead, give the reader more interesting and useful information. For example, how is BYOD specifically affecting productivity?
Make them think of something they know in a new way.
For example, can security and privacy be a competitive advantage? Does BYOD ever drag down productivity?
Remind them of something important.
For example, instead of merely stating the importance of data protection, explain specifically how our solutions make BYOD secure.
Get straight to the point.
Don’t give them background information on what the cloud is and can be used for. They already know that. Tell them what’s interesting or new about this cloud product.
Speak their language.
Don’t go out of your way to translate technical terms, but don’t go overboard with jargon, either. Technical people value clarity; it helps them explain it to their colleagues and supervisors.
Make information easy to find.
Use bullet points and subheads to make details easy to find and understand.
Tell them what’s different about what we offer.
Rather than describing what end users can do when IT deploys a desktop, tell them why Citrix Virtual Apps and Desktops is better than other VDI technologies.
Tell them what’s in it for them, their team, and their business.
Will this save them time or money? Will it work with their existing infrastructure? Don’t just talk about why the product is great. Tell them why it will be great for their business.
Tell them what to do next.
For example, try the product or submit a request for more information. Make calls to action clear and simple.