Product marketing strategist
July 2023 to April 2024
From police chiefs to hospitals, lawyers, schools and newsrooms, I wrote for each buyer in their own terms.
About 40%growth in free trial sign-ups, with no paid ads
3 filmsscripted and storyboarded for IACP 2023
54+ featuresscored in 2 matrices the product team used
12 industriesin a go-to-market plan I led and presented to the CEO
Four pieces to start with. Each opens excerpts and the plan behind it.
Work from my time at VIDIZMO
These samples come from July 2023 to April 2024. VIDIZMO ships updates often, so its live pages have moved on since. What you see here is the work as I delivered it, with the plan behind each piece.
Feature page
Search snippet, banner, benefits, functions and FAQ, with notes.
View the pageLaunch kit
Brief, blog and press release that keep one promise.
View the launchEmail sequences
Lawyer, hospital, body-cam manager and police chief.
Read the emailsFilm storyboards
Three scripts with on-screen text and shot direction.
Play the storyboardsAlso on this page: how I open for each reader, content audits and sales tools.
The eventInternational Association of Chiefs of Police conference. 16,000+ public safety professionals, San Diego, October 2023.
My roleI wrote the three film scripts and storyboards, and directed the creative team.
Also mineThe IACP press release and the social plan around the event.
A two-person campaign: a partner handled other parts.
On-screen text and shot directions come from my scripts. The sketches were drawn for this page.
Press release
At booth 5053, VIDIZMO will show public safety teams how their most sensitive data stays secure in a CJIS-compliant environment, with access controls that keep out anyone without permission.
CJIS: the FBI's security policy for criminal justice data.
The social plan
Three posts from the plan follow below.
Each one was briefed for the designer: the picture, the words on it and the caption.
Before and after: DEMS
Digital evidence: the future of police work. Visit us at IACP 2023, October 14 to 17.
Role pyramid: who can do what in EnterpriseTube
Tap any level
Whiteboard explainer script: EnterpriseTube Smart Search
Every piece had one named reader. Pick one to see the opening change.
Why this opening
Explain with something they know
Access rights are abstract. A gallery wall isn't.
Would you visit a gallery where every piece is thrown onto the walls at random? It would be overwhelming. A good video platform hangs your work like a curated exhibit.
Name the shortcut they already use
Every buyer has a cheap workaround. The copy has to beat it.
The easiest way to hide data in a document is to change the font color, right? A curious reader can undo it in minutes. Black boxes drawn with markup tools fail the same way.
Make “not now” easy to say
The last email offers a later date, so the reply stays easy.
I haven't heard back, so I'm guessing this is a busy time of year for you. Could we talk for 15 minutes next week, or should I check back closer to Q2?
Redactor's Chain of Custody page, section by section, with a note on what each part does.
Chain of custody: the record of who handled a piece of evidence, and when.
How it shows in search
redactor.ai › chain-of-custody
Lock Down Digital Integrity with Redactor's Chain of Custody
Safeguard every click, edit and download. Redactor's chain of custody builds trust, defends your story and keeps you compliant.
Redactor records every touchpoint of a file, from upload to download, in a log nobody can edit. When a court or an auditor asks who handled it, the answer is one report away.
Why chain of custody matters
What it does
FAQs
Every action, from opening a file to editing it, is logged under a user's name and can't be changed afterward. People think twice when they know the record will show it.
From the other feature pages I wrote for Redactor and EnterpriseTube.
See it. Seal it.Object detection
No pixel left behindObject detection
One key, all accessSingle sign-on
No more needle-in-a-haystack searchesAI search
Your organization, your rulesRole-based access
Feature briefs Written for internal teams and sales enablement: the problem, the ideal customers, the buyer and the core message, on one page.
I audited feature pages and site pages, using a checklist I built for the team.
Lead with the result
Chain of Custody page
Chain of Custody in VIDIZMO Redactor: Safeguarding Evidence & Compliance
Ensure evidence integrity with chain of custody in VIDIZMO Redactor
An evidence team is judged on integrity. So integrity goes first, and the feature name second.
Use the words people search
Spoken PII page
Safeguard your spoken data with VIDIZMO Redactor
Protect your spoken data with Spoken PII Redaction
The visitor already knows the product. The rewrite names the feature, which is what they typed into search.
Say the job they came to do
OCR page
Uncover Hidden Insights: Make Text Searchable & Accessible with VIDIZMO REDACTOR's OCR
Effortlessly Redact Scanned Documents with OCR Detection Technology
Buyers came to redact scanned documents. The rewrite says exactly that.
Small cuts count too. One note on the Object Detection page simply said: cut “increasingly”.
EnterpriseTube's Category Access Rights, March 2024: video folders, each with its own permissions. I wrote all three pieces. The orange line marks the promise they share.
Monthly searches per keyword, from the brief.
Want to share a video with someone for a short while? Maybe it's training for a new hire, or a client preview you don't want floating around forever.
Give them temporary access. It works like lending someone a DVD: they can watch it, but only until the date you set.
Organizations can now create unlimited categories and subcategories for their videos, and decide exactly who can view each one.
Same promise, two voices: a DVD for training managers, a plain statement for editors.
Four buyers, two products. Each first email opens on that buyer's rules and worries.
A lawyer represents hospitals, schools, police agencies and companies. So a lawyer has to know their own rules and every rule their clients answer to, and has to follow them too. The email names them all, so the lawyer sees their whole workload in it.
Behind the writing sat the research and planning. This is the part buyers never see, but sales and product use every day. I was also a subject expert in internal sales training, alongside the CEO.
Question from a card“Which body cameras does their platform accept footage from, besides their own?”
Question from a card“Have they shown you the chain-of-custody report a court would ask for?”
Question from a card“What happens to your files if you ever leave their ecosystem?”
Invite guest speakers from the IT and data privacy teams of each industry, so marketers hear their problems first-hand and learn exactly how they speak.
The blog title I proposed
X Ways VIDIZMO's Redactor Can Boost Your Career as a Journalist
From the blog that followed
A source switches languages halfway through an interview. A typical transcription tool loses the thread. Redactor detects each language and keeps transcribing.
Protecting sensitive information. Swiftly and accurately.
Client names, sales figures and competitor names stay private. Samples are lightly edited for this page. All work dates from July 2023 to April 2024.
My signature app
I don't only write for software products. I built one: a self-development web app made of interactive tools, not a course.
I research first, then write the pages, launches, emails and sales material for each of them.