Anyone who writes competitive marketing material needs to read Apples and oranges by Frank Shaw, Microsoft’s Corporate VP of Communications.
My favorite part is when he calls the cost of iWork a “fee”. Reminded me of banking fees that always seem too high and triggered by stupid reasons. No doubt that was a very carefully selected word for the emotion it invokes.
In that spirit, Apple announced yesterday that they were dropping their fees on their “iWork” suite of apps.
Though I completely disagree with the content of Frank’s message, he knows his key points and hammers them home with great language, consistency and repetition.
There’s a lot to learn here.