Deciding how to structure white papers is important before you begin to write them. While blog posts these days are typically between 700 and 1000 words, white papers are generally between 1500 and 5000 words. That typically works out to 6 to 20 printed pages. However, you shouldn’t set an arbitrary length. Instead, focus on … Read more
You may find fault with the idea that wisdom comes with age, but there’s a tendency among many younger people in business to assume that lessons learned in the past have little value when applied to today. That’s especially true when it comes to marketing. It’s true that many social media channels have been developed … Read more
Marketers use maps on websites and other communications materials to indicate the locations of businesses and events. That’s good thing for the visual learners out there. Sometimes, though, those marketers shoot themselves in the foot by ignoring the conventions that have become common in mapmaking over the centuries. For example, professional mapmakers indicate bodies of … Read more
Bursting with pride, the nursing home’s management team bought a half-page newspaper ad proclaiming “Deficiency-Free State Survey” in giant letters. And I’m willing to wager their message was completely lost upon the people they hoped to impress. I knew why they were proud, but that’s only because I’ve done work with the senior care industry. … Read more
Both amateur and professional marketers make a fatal mistake far too frequently. What mistake? Forgetting the call to action in the materials and messages they develop. What is a call to action? In simple terms, it’s the instruction you give to the reader or viewer about the next step you want them to take. “Call … Read more
The successful engineer had a nagging problem that haunted him during his commute, when he was in the shower, and every time his black lab woke him at 3:00 a.m. for a quick trip outside. The problem was never far from his thoughts. It involved a process. He knew that process could be improved and … Read more
If your company isn’t performing as well as it should, the answer may be closer than you realize. Your customers may be able to help you figure out what you’re doing well and what you need to improve. Richard Whiteley’s excellent book, The Customer-Driven Company, explores companies that regularly pursue input from customers and build … Read more
I’ve long recognized many of the companies with the best information do the worst job of presenting it. It’s clear they have the expertise, but the wrong people are responsible for sharing that knowledge. It’s not really the fault of those individuals. Each of us has specific skills and knowledge areas. But while someone in … Read more
With so many new technologies in our lives, it’s no surprise many folks are becoming overwhelmed. The sheer volume of information is pushing a growing number of people into overload, and even when we know something will provide a benefit to us, we groan at the thought of having to learn yet another new thing. … Read more
When it comes to marketing, one of the most common mistakes I’ve seen companies make is basing their decisions and efforts on whatever troubles them most. It may be an aspect of their product or service about which they’re particularly sensitive. Could be a perceived flaw they worry the competition will exploit. It can even … Read more