You’ve got 60 seconds to pitch your company’s most important prospect. Go! “Well, your industry is increasingly competitive and margins are shrinking, leading many of your competitors to bypass the traditional distribution network for more streamlined channels. That puts you in an unfavorable pricing environment, which is causing you to lose market share at an … Read more
As people move closer to top management’s ranks, they discover perks and benefits reflecting added responsibilities of their new positions. Examples include better retirement plans, company-backed loans, and travel opportunities. They also learn top executives accomplish more by reaching out to specialized resources. Ever read a magazine article or lengthy blog post from a corporate … Read more
Using statistics in white papers is a proven tactic for sharing information. Many of the people who write white papers for their organizations like statistics and use them freely. After all, in an era full of hype and half-truths, numbers are definitive and absolute, without any wiggle room. Sixteen of something is sixteen. $8,322,386.34 is … Read more
Someone told me about a company that was reputed to be impressive, and I went to the firm’s website to learn more. I spent about ten minutes reviewing their content. What does this amazing company do? No clue. I read their mission, product information, press releases, “About Us,” and more – and I can’t begin … Read more
Should you capitalize items in bullet points? Punctuate them? People have strong opinions about matters like these. However, most of the time, what they believe are inviolable rules are actually just styles and personal preferences. People get remarkably worked up about those “rules.” And as someone who creates copy for a living, it’s a constant … Read more
Hiring a freelance white paper writer for white paper writing Most savvy leaders of companies, non-profits, and other organizations know hiring a freelance white paper writer to develop their white papers is actually a solid business investment with returns they’ll notice. (And the fact those leaders know they won’t have to write the damned things … Read more
Did you realize that medical students in New Orleans are drugging visitors and stealing their kidneys? Or that the toilets in a major U.S. airport are full of venomous spiders? Or that people don’t read anymore, so you need to keep copy as short as possible? Looking for a common thread? It’s simple — all … Read more
When presenting workshops on writing more clearly, I always tell attendees the most important advice I can offer is to eschew obfuscation. Whether I’m speaking to top execs or folks in the early stages of their careers, that advice provokes blank stares throughout the room. I didn’t create the phrase, but I adore it, because … Read more
Effective white papers may be written about any number of topics, but they all share a single trait: solid proof for the messages they want to convey. Sometimes, a company will decide to develop a white paper to promote a product, service, or other concept, but instead of providing factual proof, they’ll fill the white … Read more
A recent visit to a healthcare provider provided an excellent example of how bad customer service — even before an employee opens their mouth — can undo the most carefully crafted business image. The facility for this healthcare provider is brilliantly designed. The interior décor is tasteful, with many deliberate touches and special finishes creating … Read more