How do you produce something as good as a journalist?

Many of you will, I’m sure, be responsible for producing all of your company’s marketing copy. But even those of you lucky enough to have the services of a PR company or independent technical writer probably need to create a fair bit of content yourself. So how do you produce something which is as good as the professionals? The answer, I believe, lies in thinking like a third party. Instead of continually thinking (and writing) “we we we…”, take the approach which a reporter would. Be analytical. That way you’ll find yourself asking the questions which a prospect (your audience) will ask, and answering them.