Updating white papers can be a never-ending process, but that’s not a bad thing, because it ensures the messages you’re sharing with your audiences are up-to-date. When developing a brochure or a publication, most marketers start with some sort of objective and develop an outline covering the main points. They then create a series of … Read more
In the hundreds of hours I’ve devoted to waiting on hold for people, I’ve listened to many messages that are nothing short of torturous. I’m not talking about reminders that I’m being kept on hold because my business is incredibly important – the problem usually shows up in the sales messages that pop up every … Read more
Just as each generation believes it’s the first to discover the joy of sex, marketers and managers who stumble upon the power of storytelling often believe they’ve unearthed an extraordinary innovation. In reality, they’re simply learning what generations of their predecessors already knew and successfully employed. I chuckle every time I see a marketer promoting … Read more
White paper drafts should always be reviewed carefully before the finished white paper is produced and distributed. It’s normal for the writer of the white paper draft to review it to make sure it says what they want it to convey, but it’s a good idea to have several other sets of eyes review white … Read more
If you think sending a more powerful message is the best way to get a rise out of your audience, you’re probably wrong. Oh, it’s a popular request, and people tend to equate popularity with effectiveness – just look at most presidential elections. But following the herd is rarely the most intelligent approach, and that’s … Read more
“It’s just going on social media, so the usual rules don’t apply, right?” Planning to post a big announcement about his company, he thought there was no need be concerned with grammar and the like. My answer? No, you don’t have to worry about those things … unless you hope to be taken seriously. As … Read more
Professional journalists face two significant challenges when working on stories. First, they generally are operating on a tight timeframe, often with a hard deadline that’s much closer than they’d like. Second, they now have access to more information from ever before, but it can be difficult to winnow that information down to the most useful … Read more
I was surprised to see a favorite non-profit had committed an illegal act. On the third page of a recent newsletter, they reprinted an item from Reader’s Digest. It was germane to their mission, and they kindly included a credit line. Still, they broke the law. Which law? Copyright law. Unless they formally obtained permission from … Read more
What’s the right white paper length? It’s a question we hear frequently. While a brochure might contain a couple hundred words, white papers are generally between 1500 and 5000 words, which typically works out to 6 to 20 printed pages. In other words, there can be significant differences in white paper length, depending upon the … Read more
I don’t believe I’ve ever read anything written by a weasel, but the use of something known as weasel wording is far too prevalent in business and the public square. Many users see it as a clever way to mislead their audiences, but what it really does is diminish their credibility. Weasel wording is what … Read more