Perceptive Software, now part of Hyland, had an in-house creative group with complete copy, design, video, animation, and web capabilities to support the sales process. In addition to generating web content, video scripts, and product datasheets, the writing team worked on an ongoing series of so-called "white papers," which I preferred to call "light papers" since they were not overly technical but educated customers or prospects about various aspects of our products and services. This one dealt with all the ways Perceptive supported its customers after the sale.