By the Oxford English Dictionary’s best guess, the English language contains more than a quarter of a million words. And, while scholars and researchers disagree wildly, most concede that the average intelligent person knows somewhere between 10,000 and 50,000 of them. Of course, there’s a difference between knowing 10,000 words and knowing the precise shades … Read more
In the competitive landscape of modern marketing, generating high-quality leads is paramount. White papers have emerged as a powerful tool, offering an in-depth, authoritative resource that can attract and convert potential customers. Let’s explore how to use white papers effectively to generate leads, detailing the steps from creation to promotion and follow-up. What Are White … Read more
I recently handled a project for an organization full of extraordinarily smart people, something you might not recognize if you read the copy they wrote. Their words were so unfamiliar, their sentence structure so complex only their peers could grasp what they tried to convey … and their peers weren’t the audience. You were. No, … Read more
The marketing assistant shook her head and sneered, “You just can’t be serious.” She saw the puzzlement in my eyes, and continued. “This copy is supposed to be aimed at the C-suite.” Whatever message her critique was supposed to convey wasn’t registering, and her frustration quickly became evident. “You know, it’s for corporate leaders. It … Read more
If your organization does business in the growing global marketplace, there may be times when you need to communicate with people in languages other than English. While it’s tempting to simply translate your existing materials, that may not be the most effective approach. That’s because writing for translation requires different thinking and approaches than writing … Read more
Entrepreneurs are amazingly brave people. No matter how they may publicly shy away from comments like that, they’re well aware of how much courage it takes to walk away from someone’s payroll and create or grow a business. But despite their courage, many entrepreneurs become downright timid when it comes to marketing. Specifically, these bold … Read more
White papers are invaluable tools for sharing in-depth information, thought leadership, and detailed analysis on specific topics. However, not all white papers are created equally. To ensure the effectiveness and credibility of a white paper, it’s crucial to have a structured approach to evaluate its content and presentation. This is where a white paper checklist … Read more
He was a successful engineer with a nagging problem. It haunted him during his commute, in the shower, and when his golden retriever woke him up at 3:00 a.m. for a quick trip outside. Never was it far from his thoughts. It involved a process that he knew could be improved. He had a hunch … Read more
The new client and I were discussing the content he wanted me to produce. After discussing his general objectives and some thoughts about design, he handed me a brochure and said, “Everything you’ll need is in here.” Even a quick skim told me that it was an excellent, well-written brochure. The content was spot-on, and … Read more
I spend a lot of time performing research for projects, and I’ve discovered that many of the companies that have the best information do the worst job of presenting it. They have the expertise, but it’s clear that the wrong people are responsible for sharing what they know. Now, it’s not really their fault. Each … Read more