Choosing your internal team to write white papers may seem like an obvious choice, given their familiarity with the information in those white papers, but there are many reasons to look elsewhere for help. Non-writers shouldn’t write white papers Your team members may be skilled writers, but that doesn’t mean they’ll be effective at articulating … Read more
When it comes to developing marketing and educational messages, many businesspeople and professionals find comfort in numbers. It’s easy to see why, given that numbers are definitive and absolute, without any wiggle room. Sixteen of something is sixteen. $4,863,387.17 is an exact amount of revenue. A specification of 0.0961 inches leaves no room for error. … Read more
Complex supply chains and white papers are a natural combination, because a single white paper can simultaneously share key messages and advantages with several audiences. As an example, let’s say your company makes replacement gaskets for auto and truck engines. Your direct customers are parts distributors who stock products from manufacturers and sell them to … Read more
If you’re looking for a better way to get the attention of customers and prospects in this technology-saturated environment, it’s worth taking a look at a channel that was developed in the early 20th century. Many of today’s marketers may dismiss direct mail as a quaint relic, but it remains surprisingly powerful even in an … Read more
Looking for a good way to use those inevitable slow times in your business? Consider tidying up your website and other marketing materials, then toss the obsolete trash. Rarely do I find websites that wouldn’t benefit from a bit of housecleaning. Some are the static sites that are just the same as when they were … Read more
Most people have an inherent distaste for conflict. So somewhere along the way, society concluded that disagreement is an inherently bad thing. Unfortunately, when it comes to business advice and decisions, that can be a deadly conclusion. Despite that aversion, conflict appears to have become the norm these days. I see two factors behind that … Read more
Organizations make many mistakes in marketing communications, but the biggest, most consistent one I’ve seen is the flawed belief the best way to motivate people is to make them think. Successful marketers and salespeople know better. They’ve learned a far more effective way to encourage people to buy your product, use your service, support your … Read more
Once upon a time, mentioning United Airlines conjured the company’s enduring slogan, “Fly the friendly skies.” A few years ago, a PR gaffe on the company’s part earned it an entirely different image. A 69-year-old passenger who didn’t agree with a gate agent’s decision to “bump” him from the flight was dragged down the aisle, … Read more
This week’s mail brought a pastel greeting-card envelope with no return address or stamp. Was it a surprise confession from a secret admirer? A warm thought from a dear friend? I rushed to slit it open. And there I found an internet provider’s latest pitch, ingeniously disguised as a greeting card. Was I amused? Touched? … Read more
There are many reasons organizations and individuals use white papers, but the most common is that white papers are one of the most effective ways to convince people that your solution or position is the best one. That’s especially true if your product or service is complicated, innovative, or significantly different from the competition, or … Read more