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Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

I've noticed a dangerous trend in B-to-B marketing: a lack of proof in the copy for product claims made in advertising.

The obstacles were many for Microsoft and its business intelligence (BI) products. Not only were there many fellow BI products in the IT marketplace, many of those competitors had been on the market for considerable time, and Microsoft's set of BI solutions was more expensive than most of them-and adding to this were concerns about its ease of use among a wide range of workers.

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