For eleven years I've written the sales content for an IT company that sells infrastructure, cybersecurity and managed services. The services are technical. The people buying them often aren't. My job sits in the gap: take what a cybersecurity expert knows and turn it into something a seller can say out loud, and a buyer can repeat to their council or board.
Here's the process I use, whether the result is a battlecard, a one-page sales sheet or a short video.
Start with the expert, then find the buyer's risk
Every piece starts with the person who knows the service best. I ask them to explain it as if to a new colleague. Then I ask a different question: what goes wrong for the customer without it? That answer becomes the headline. Buyers rarely care how a control works. They care about the outage, the audit finding or the privacy complaint it prevents.
Translate the language, line by line
Technical teams use precise terms for good reasons, but those terms stall a sales conversation. For each service I keep a simple two-column list: the technical phrase on the left, what a buyer would actually say on the right. "Least-privilege access" becomes "everyone sees what they need for their job, and nothing more." The list goes into the finished piece, so every seller uses the same plain words.
One piece, one point
A one-pager that tries to say five things says nothing. I choose the angle before I write. Is this piece led by the risk, the method, the solution or the specification? I use the same framework for our social posts. One angle keeps the piece short, and it makes the next piece easier, because the other angles are still waiting.
Use only approved facts
The fastest way to lose a seller's trust is a claim that turns out to be wrong in front of a customer. Every fact I use comes from an approved source: the service description, the expert's notes or the company knowledge base I built so our AI tools work from the same approved picture of the business. When AI helps me draft, it drafts from those sources, and I check every claim before anything goes out.
One live version
Good content fails when nobody can find it, or when an old version is still circulating. The rule I work to is simple: every piece has a clear name, a home and an owner, and when a new version ships, the old one goes.
Show it, then train it
A document on its own rarely changes how people sell. A short walkthrough, a two-minute video or a few minutes at a team meeting turns it into a habit. I've seen the same thing with AI tools at work: people adopt what someone has patiently shown them far more readily than what was emailed to them.
If you'd like to see the pattern on paper, the Enablement page has a field kit for an invented service: a plain-language explainer, a seller FAQ and the launch plan that ties them to training.