It’s not unusual to see postings on industry message boards and social media saying, “white paper writer needed.” Often it’s because company marketing executives or sales leaders ask their teams to write white papers to share important information with key stakeholders, and the teams realize there’s a better way. Why is a white paper writer … Read more
If you’re looking for a powerful way to differentiate your company from your competitors, I have a simple suggestion: just fulfill your promises. I know that sounds ridiculously simple, but recent experiences with companies that depend upon top-notch service to draw repeat business have convinced me that far too many organizations see promises as tactics … Read more
It’s time once again to present some typos and other amusing mishaps that appeared in the media. I don’t poke fun at individuals for making mistakes, but professionals should know better. All three of these examples involve the use of the wrong word. In each, the writer chose a homophone of the intended word, and … Read more
Knowing how to write a white paper format is one of many decisions you’ll have to make if you need to create a white paper for your company or your organization. Some people claim that white papers have to be in a certain format, but that isn’t true. There are any number of formats that … Read more
A white paper call to action is a critical piece of your content marketing efforts. If you’re planning to write a white paper, there’s an important question you need to answer before you’ve written a single word: what do you want people to do after they’ve read it? Some people may think the answer to … Read more
If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only … Read more
We enjoyed the quick-service restaurant’s food, but their service was often way beyond poky. That evening, I called in our large order and was told it would be ready at 5:45. Arriving at exactly 5:46, I discovered that only was my order not ready; nobody had even begun to prepare my food. The manager shrugged, … Read more
Do you know how to wire a white paper writer? If your company has decided to develop a white paper, good for you! If you’ve also made the decision to hire a white paper writer instead of writing it yourself, that’s also a smart move. Hiring a white paper writer not only means you can … Read more
Even if you’re someone who frequently handles writing for your company or organization, you may not have any idea of how long it takes to write a white paper. After all, white papers are different from blog posts, web copy, press releases, and the other types of materials that may be a regular part of … Read more
If I asked you to name the single most powerful word in marketing, which word would you choose? Many people claim it’s “free,” while others insist on “sex” or something similarly salacious. But none of those answers is correct. The most powerful word is one of the most common and simple words in English, and … Read more