Technical expertise meets creative storytelling.
Hi, I’m James. I help small tech companies turn complex products into clear, compelling video experiences that guide customers from prospect to power user.
My Background
From Technical Writing to Video Strategy
I started out in technical writing and training, but I’ve held a lot of different roles in my career. This company and the notion of creating video experiences to help tech companies with their Customer Journey is really a culmination of all of those roles, even though I didn’t know it at the time.
Technical writing and training is obviously key: being able to translate complex software into documentation and training videos that actually helped users succeed. Roles in Product Management taught me about adoption and product “stickiness,” working closely with sales, implementation, and customer support teams - every step of that customer journey.
Being the sole Project Manager on $6m per year contract with the US DoD was a crash course in getting things done, staying on schedule, and working with clients. Leadership roles taught me to think strategically about communication, not just tactically. Every customer touchpoint is important. Whether that experience is positive or negative is 100% in your control.
Along the way I noticed something: even the best written instructions couldn't compete with a well-crafted video.
So I made the leap.
Now I combine my technical writing foundation with professional video production to create content that works - content with purpose.
Why This Combination Works
Technical Understanding
Years of technical writing taught me to understand complex software workflows, anticipate user confusion, and translate features into benefits.
Customer Journey Thinking
I know how users move through your product - from first impression to advanced features. Your videos need to support that entire journey.
Clear Communication
Technical writing is about clarity above all else. Every video script I write eliminates jargon and focuses on what matters to your customers.
Results Focus
Documentation succeeds when users accomplish their goals. Videos succeed when they move business metrics. Same principle.
What I Bring to Every Project
Technical Expertise
Understanding of complex software workflows
Ability to anticipate user pain points
Experience with SaaS, B2B and B2G software, and enterprise tools
Knowledge of how technical teams work and think
Strategic Thinking
Customer journey mapping and optimization
Content strategy that connects demos, onboarding, and training
Business impact focus on conversion, implementation, and retention
Understanding of how video supports sales and customer success goals
Complete Production Skills
Professional script writing and storytelling
Voiceover recording and audio production
Motion Graphic design and creation
Video editing and post-production
Small Team Understanding
Resource constraints and budget realities
Need for scalable solutions that grow with your business
Importance of clear communication and reliable delivery
Value of one point of contact who handles everything
My Approach
Every Video Has a Job
I don't create videos just to have videos. Each piece serves a specific purpose in your customer journey:
Demo videos convert prospects by showing real solutions to real problems
Onboarding videos activate new users by guiding them to first success
Training videos expand usage by revealing what's possible with your product
Benefits First, Features Second
My technical writing background taught me that users don't care about features, they care about outcomes. The most impactful scripts follow the problem-solution-outcome structure. It shows you understand their challenges: you know their pain. The solution is of course your product, and the outcome is eternal bliss (by way of the outcome your product generates or facilitates).
Built for Real Companies
I work exclusively with small B2B and B2G tech companies (1-100 employees) because it’s where my passions lie, and I understand your challenges: limited resources, need for measurable ROI, and the importance of getting things right the first time.
If you have a project in mind where you think I might be a good fit, I’d love to chat. Drop me an email at james@articulateartisans.com, or fill out our handy, dandy form, and we can set up an online meeting to discuss.
I look forward to working with you!
James
So What’s with the Name?
Well, James is a family name…oh, you mean Articulate Artisans.
It can be a bit of a mouthful, but I chose it because it spoke to who I am, my past experience, and how I approach what I do.
Articulate is obviously all about communication. Being able to effectively articulate ideas and concepts that might be really complicated.
Artisans is more about how I approach the videos that I produce. Each one is individually crafted, built with an intension and a purpose. They’re not flashy videos that might look good, but don’t actually get results. They’re a little more blue collar, ceaselessly toiling away to help you and your company achieve your goals.