Our ears frequently deceive us. We hear a word or phrase, make assumptions about its spelling, and then find ourselves using it. Sometimes, we use it correctly, but sometimes we’ve confused it with a similar word. There are many that sound identical but actually have vastly different meanings. Think those misuses aren’t a big deal? … Read more
A white paper table of contents may be a useful addition to your technical white paper, especially if your white paper is lengthy and contains plenty of valuable content. White papers are typically substantially longer than blog posts, brochures, and other marketing communications channels. In fact, they can reach between 1500 and 5000 words in … Read more
It was a great radio commercial that brought a smile to everyone who heard it. The message was on-target, reassuring, and powerful. And after it had aired for a week, a panicked bank president pulled it. You see, he had received angry phone calls about it. Two of them. During the commercial, a toddler refused … Read more
While the last national election was chaotic, something about it offered an important lesson to companies and organizations with messages to share. Whenever either side took up an issue, they used common language and a common voice. Even more remarkable, they achieved that unanimity almost immediately. It wasn’t magic, nor were the politicos mind readers. … Read more
“How long does it take to write a white paper?” It’s a valid question. Even if you’re someone who frequently handles writing as part of your job or volunteer work, you may not have any idea of how long it takes to develop a white paper. That’s because white papers are different from a blog … Read more
It’s a concept so simple most marketers and companies don’t even think about it. When humans want to know something, we ask questions. Paying attention to common questions and sharing the answers is a remarkably powerful form of communication. The FAQ (frequently asked questions) document or web page is one of the most important messaging … Read more
Research paper vs white paper is a conundrum white paper writers frequently encounter. Most people had to write research papers when they were in high school and college, and many people work in industries where researchers and scientists publish research papers to inform colleagues and industries of what they’ve learned. So when they hear someone … Read more
Whether you consider yourself to be a skilled writer or you 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, memos, reports, and other items that require some writing skill. Following a few … Read more
There’s more than one difference between a white paper and a case study, even though they’re remarkably similar strategies. If you’ve heard terms like “white papers” and “case studies” tossed around by colleagues and not been sure you knew what they were describing, don’t feel bad. You’re not alone. There’s a lot of jargon used … Read more
He stared at me through steel-blue eyes, lower lip quivering in some weird kind of suppressed rage or unbridled contempt. I had just broken Rule Number One: I had suggested he might be wrong. “Think I don’t know who my customers are?” he seethed. “We did twelve million in sales last year. You really think … Read more