Years ago, a wise boss told me that the most affordable attorney I’d ever hire is the one I called before making a decision or taking an action. I’ve since come to realize that the same holds true with writers. I’ve often seen organizations decide to tackle writing a new website, blog, or other project … Read more
I’ve always wondered why people who are confident and comfortable with who they are become something entirely different when they produce a website, write a blog post, or create a presentation. Time after time, I’ve watched owners of reputable, high-quality businesses walk away from their hard-earned reputations and present themselves as something other than what … Read more
White paper mistakes are common in most industries. Even experienced marketers and professionals whose work demands extensive writing often make major mistakes when they try to develop white papers. It’s really not their fault (or yours), because most people misunderstand how white papers work or are unfamiliar with the roles they can play for them … Read more
As a writer, I tend to become involved in the graphic design process only peripherally, but I still manage to learn useful lessons from it. One of the most instructive design lessons came from someone who knew absolutely nothing about typography and color theory. I’m fascinated by the process of logo design – not the … Read more
No, you didn’t read that wrong. I have a new gas meter … and I’m kind of proud. It’s not like I picked it out or anything. One day I walked into my back yard and startled a woman wearing a gas-company vest. Three days later, I received a letter informing me my ghastly, archaic … Read more
If you’re looking for tips for successful white papers, you’ve come to the right place. White papers are documents that explore complex issues to educate audiences. They provide enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them about the issue and making … Read more
I have a solid understanding of how plumbing works. I know how to use a pipe wrench and have wrapped Teflon tape around pipe threads. I’ve often explained the mechanics behind a water heater, and even taught a group of curious Cub Scouts how toilets flush and why they’re designed that way. But when a … Read more
Whether you think of yourself as a skilled writer or dread reaching for the keyboard, writing probably plays a critical role in your daily work. You may not be authoring articles for professional journals, but you probably have to create emails, reports, and other items that require some writing skill. Following a few simple, easy-to-remember … Read more
Want to know the biggest single misconception about advertising and marketing? It has a lot to do with our obsession with weight loss. Every few months, a new diet appears. Suddenly, people are binging on grapefruits, drinking 24 glasses of water a day, living solely on turnips, or eating yellow foods today and red ones … Read more
White papers and ebooks are both valuable tools for businesses, but they serve different purposes. White papers are typically used to educate potential customers about a product or service, while ebooks are more focused on providing in-depth information on a particular topic. Target audience matters The decision about whether to create a white paper or … Read more