Direct mail in a digital age

If you’re looking for a better way to get the attention of customers and prospects in this technology-saturated environment, it’s worth taking a look at a channel that was developed in the early 20th century. Many of today’s marketers may dismiss direct mail as a quaint relic, but it remains surprisingly powerful even in an […]

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Disagreeing with you doesn’t necessarily mean I’m being disagreeable

Most people have an inherent distaste for conflict. So somewhere along the way, society concluded that disagreement is an inherently bad thing. Unfortunately, when it comes to business advice and decisions, that can be a deadly conclusion. Despite that aversion, conflict appears to have become the norm these days. I see two factors behind that […]

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Why would companies use white papers?

There are many reasons organizations and individuals use white papers, but the most common is that white papers are one of the most effective ways to convince people that your solution or position is the best one. That’s especially true if your product or service is complicated, innovative, or significantly different from the competition, or […]

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The best way to structure white papers

Deciding how to structure white papers is important before you begin to write them. While blog posts these days are typically between 700 and 1000 words, white papers are generally between 1500 and 5000 words. That typically works out to 6 to 20 printed pages. However, you shouldn’t set an arbitrary length. Instead, focus on […]

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