Surfly Digital Guides

The writing process for sales guides is similar to writing website copy. For Surfly, it needed to be an engaging reading experience without being too wordy, straightforward but not too dry — and above all, it had to provide the reader with all the necessary information.

A potential client doesn’t have all the time in the world and therefore isn’t interested in overly long texts. That’s why it’s a skill in itself to present the copy in a way that speaks to the reader and warms them up to take the next step in the sales process. It’s all about finding the right balance.

I designed most of the projects I wrote the copy for as well. Since Surfly’s technology is extremely complex, it was always an interesting challenge to explain how it works in a way that resonates with different personas, each with varying levels of technical expertise.