Selling the “Sizzle” at Mark Logic
Mark Logic’s forte is its XML Content Management Server — a database application that allows finely grained content to be searched and combined to create new content. An obvious application is a “made to order” textbook in which relevant chapters or articles from a number of sources could be combined to match the instructor’s needs for a specific course — and that’s exactly what O’Reilly Publishing did with its “Safari U”.
We were mailing to a publishing audience who might not be highly technical, so we chose to hardly talk about our client’s product at all. The whole story is the free publishing success story with implied benefits for the reader’s own business — and career.