“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
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