There’s a phenomenon I’ve long observed affecting the ability of people to write clearly and effectively. Economists and psychologists have referred to the phenomenon as the “curse of knowledge.” In simple terms, it’s what happens when we fail to recognize others don’t know what we do. When we try to communicate with them, we use … Read more
Printing white papers may seem like an old-fashioned idea in our digital age, but there are still several reasons it makes sense to develop printed copies of your white paper. Printing white papers creates a higher perceived value At a time when we’re overwhelmed with gigabytes of digital content, printed materials have a different effect … Read more
When presenting workshops on writing more effectively, I always tell attendees the most important advice I can offer is to eschew obfuscation. If you’re scratching your head, don’t feel bad. The two words are unfamiliar to most people. “Eschew” is a verb that means deliberately avoiding something or some act. If you’re allergic to okra, … Read more
Segmenting white papers for different audiences is a sensible strategy for companies that sell to multiple market segments of different types of businesses. For example, suppose your company offers a service to assess lubricant quality and performance that uses a device built around an innovative technology. You configure that device for companies that operate fleets … Read more
Is proofreading important? Have you noticed the dramatic increase in the number of typos and other mistakes in materials produced by companies and organizations? I suspect it results from three factors: emphasizing haste over quality, relying on software spellcheckers, and unfamiliarity with spelling and language. Granted, the mistake someone at your company makes may not … Read more
The COVID-19 crisis led many B2B marketers to rethink how they reach out to prospects and customers. Stepping up your online presence may be a wise move, but only if you avoid some common mistakes. Whether you choose to beef up your website, expand blogging, introduce email marketing, host webinars, or take a stronger stab … Read more
White paper case studies can be one of the most effective ways to promote your company and its products or services. In simple terms, a case study is a document that tells readers what you did for someone, how you did it, why you did it that way, and what the results were. White paper … Read more
“I hate writing!” Perhaps that should be music to my ears because it ensures a steady stream of work, but it saddens me. Many people dislike (or even fear) writing and are intimidated by knitting words into sentences and sentences into paragraphs. Nearly everyone needs to write now and again. Being able to assemble words … Read more
Mentioning competitors in your white paper Your white paper may serve any number of purposes, from explaining a new technology, to presenting the advantages of a particular strategy, to educating your stakeholders about an issue that should be important to them. Often, however, the purpose of the white paper is to contrast the products or … Read more
The landscaping contractor had a nice-looking pickup truck and well-kept trailer. He had invested some money in an attractive door sign. But a little detail probably cost him more business than he ever realized. Squarely in the middle of his front bumper was a license plate displaying the Confederate flag. (Before Civil War buffs jump … Read more