The Other SME
October 2009
Some people use the acronym SME to represent Small-to-Medium (sized) Enterprises. For others, SME refers to the Society of Manufacturing Engineers. While I can relate to both of these, the topic for today’s newsletter is the Subject Matter Expert.
Most freelance writers come from a journalism background. Journalists most certainly can put together a solid sentence that’s grammatically correct and eminently readable. Most of the freelance writers working in this industry also have sufficient experience to allow them to do a credible job of presenting a technology product or explaining a technological benefit in business terms in a press release or brochure copy. They may be missing something, however, that could be important to getting your message across to critical decision makers if they don’t truly understand the product and its value.
We are all often called upon to write about new technologies with which we have no experience – that’s really the essence of the job: explaining new ideas and new products. But you have to question whether a journalist can really grasp the essence and the value of a new product as well as someone with an engineering background, someone who has actually been in the plant and in the warehouse applying these kinds of technology in actual practice – the Subject Matter Expert. The biggest problem with that idea is that SMEs often do not have sufficient communications and writing skills and experience to put a useful paper together.
The readers can tell the difference. I believe that’s one of the major reasons why our magazine, Midrange ERP did so incredibly well so quickly – it was written by Subject Matter Experts who really knew what they were writing about. As Editor-in-Chief, I got plenty of first-hand experience in how deficient most SMEs are in communications and writing skills. It was my job to make their valuable technical information accessible and meaningful for the readers – the actual users of these technologies and the same prospective buyers that you are trying to reach with your marketing pieces.
My background and capabilities come together to give you a unique resource for white papers, case studies, and marketing collaterals. I have spent 30 years working with manufacturers in a wide range of industries, explaining the business benefits and ‘how-to’ of manufacturing systems. I have worked side-by-side with planners, schedulers, buyers, engineers, materials managers, and many others applying these technologies. I have even written and modified some programs myself, so I can relate to that side of the business as well.
Keep in mind, too, that a by-line from a known industry authority can add credibility to your message. I’m also happy to work in the background – your white paper can carry your own company president’s by-line or that of an internal SME who perhaps is not as skilled in writing or doesn’t have the time to pull a white paper together.
Your product deserves to be presented and explained as clearly and simply as possible. Its unique capabilities and benefits have to shine through in a way that touches the needs and interests of the target reader. An SME with strong writing skills and marketing experience can help you make that happen. Call us today to discuss your white paper, case study, webinar, byline article, marketing piece, Niche Book, eNewsletter, blog or anything else.