“I looked into creating a secure, searchable PDF file archive for your researchers,” I said sitting across from my expectant client. It was the winter of 2013 and my client had paid me well to evaluate the landscape of options. “The other options come in at around $8,000.00 if they are a dime. This plug-in is from a company called SearchWP, and it will work within your current website after some configuration. It runs about $80.00 a year.”

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Nothing should be sexier to a technology marketer than well produced end-user documentation. Found within such reference materials are clear examples that show value being delivered in a very concrete manner, though the context of the value is not the same as you might require to reach the niche audience in question through a marketing channel.

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