If I mention the word “psycho,”, there’s a very good chance that a certain black and white image will spring to mind: water trickling into a shower drain, slowly being supplanted by a darker fluid, all punctuated by ear-piercing shrieks. There’s also a very good chance that you just shuddered a little. Assuming that image … Read more
I’d like to see more organizations put as much work into implementing their mission statements as they do in drafting them. Mission statements, vision maps, shared goals, value statements and all their frame-worthy cousins fascinate me, though I confess it’s in a cynical way. Everyone has them, but I’m not sure why. I suspect it’s … Read more
The other day, I had a Convenience Store Experience. I didn’t start the day with the goal of having a Convenience Store Experience. In fact, I didn’t even know that such a thing existed. But as I pumped liquid gold into my car, the too-loud oldies music on the PA system stopped. A perky recorded … Read more
A white paper table of contents may be a useful addition to your technical white paper, especially if your white paper is lengthy and contains plenty of valuable content. White papers are typically substantially longer than blog posts, brochures, and other marketing communications channels. In fact, they can reach between 1500 and 5000 words in … 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
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
Most people don’t agonize about how communication works. We simply do it. If we leave agonizing to the academics, we can break communication into three parts. There’s the composition of what’s going to be communicated, the delivery of that message, and its reception by another party. As a writer who helps companies and other organizations … 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
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
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