For a few of us, we start mid-thought. Or, we get a little anxious and don’t know where to start. Let’s look at where and how to start writing. To get started, idenfity

• Who
• What
• Where
• When
• Why
• How

Use these topics to get your article focused and simplify your thoughts. Keep in mind, the order of these topics are not the final order you will use in your writing and you may answer multiple topics at once. Don’t be afraid to repeat an answer in a related topic, as repeating an answer might be a clue to what is important or what you are having trouble saying.

Write phrases or 1 sentence. Keep your answers short. In the role playing below, let’s emulate the types of answers a technical client might give.

Who am I?

I am a business that is promoting engineering to industrial and commercial manufacturers.

Who is my (ideal) client?

Established commercial and manufacturing clients located within my state.

What does my business offer?

Mechanical engineering services, specifically manufacturing products and systems. We help manufacturers plan the fabrication and construction of a part or whole manufacturing line.

Where are my services (or products) available?

Our services are licensed and insured within the State of California.

When we deliver and when we can be reached?

As much as possible, our customers manufacturing lines are upgraded and installed during non-obtrusive times, including weekends and after-hours. Our business office is open 7 AM to 5 PM Pacific Time, Monday through Friday.

Why are my services better or needed?

We have access to patents and licenses to systems that other engineering services in California cannot offer. We have been in business since 1992 and successfully installed, upgraded and designed over 100 projects since 2004. Sending your manufacturing engineering out to our company keeps your engineering staff focused on your work and gives you access to the mechanical systems we have licensed.

How do you get started? How long do typical projects take?

(“How” is a chance to set your potential client’s expectations.)

We will need to meet with your project team two to five times, including at least one to two site visits. We need about three to seven weeks to return an estimate to you, depending on the complexity of your project. The engineering and installation of the mechanical systems will be listed in your proposal. Our most common projects run six to eighteen months after our offer has been accepted.

On Your Mark, Get Set — GO!

Wait! Stop. Put your questions down for a few minutes. Walking, riding your bike or driving might even help you summarize your details. After a break return and reread your answers. Plan on keeping this writing short.

Read your answers and rewrite the answers into 5 to 7 sentences. Start with Who you are and Who your services or products are for.

If you repeated an answer, in this example that business is tied to the State of California, put that into one of your first 2 sentences.

Finish up with your customers’ next steps and set their expectations.

Include your contact information is visible near this article. When working with print or websites, repeat your contact information in a footer.

Done! And, don’t forget to ask a colleague to edit the writing for you.