When crafting white papers, the distinction between features and benefits often causes confusion. Many assume these terms are interchangeable, but they describe very different aspects of a product or service. For marketers and salespeople, understanding this difference is crucial, as one is significantly more influential in driving customer decisions. Features: What They Are Features are … Read more
Long after the last Burma-Shave sign came down, outdoor billboards continue to provide an excellent opportunity to connect with people on the go. Remembering seven simple realties of outdoor advertising can make your outdoor boards far more effective, so your investment in them provides a higher return. 1. Choose the right place. Location is one … Read more
We’ve all heard it thousands of times: what we need is some out-of-the-box thinking. We could solve this problem if only we could step out of the box. Golly, J.P., that’s a really out-of-the-box idea! It seems that we can accomplish anything if we’re brave enough to step out of that bad, bad box, and … Read more
You’re probably familiar with the phrase “elephant in the room.” In the unlikely event you’re not, it refers to a difficult topic about which everyone is painfully aware, but that is so uncomfortable that nobody is willing to mention it publicly. It’s like the flask Aunt Sadie carries in her purse — everyone has seen … Read more
As GenXers begin to follow the Baby Boomers on their journey from milk to Metamucil, companies are making all sorts of changes to accommodate the needs of changing bodies. From lumbar supports in car seats to cushioned handles on kitchen utensils, manufacturers and service providers recognize the potential profit in catering to the comfort of … Read more
White papers are frequently utilized in the business sector, but they can also be incredibly effective for non-profit organizations. Investing time in developing white papers can yield numerous benefits for non-profits. Defining Purpose While mission and vision statements are essential, their brevity can limit their impact. A white paper offers a chance to expand on … Read more
Humans love to laugh. Whether it’s a favorite sitcom, the latest wacky movie, the joke making the rounds of the office, or the meme we’re reposting on our social, we all appreciate things that make us smile and giggle. So it’s no surprise that when we’re developing advertising and other communications materials for our businesses, … Read more
Technology has been a great workplace equalizer, allowing everyone to perform tasks that once required specialized skills, and flattening organizational charts as companies reduce headcount. But added responsibility doesn’t automatically equate knowledge or expertise. I mention that because a side effect of that change is a growing misconception that anyone capable of forming an opinion … Read more
Nobody likes to deliver bad news, but it can be just as challenging to share something good … when you have to do it in writing. To understand what makes it difficult, you have to consider the role that your written words will play. They essentially take your place when you can’t deliver the message … Read more
If your company is pioneering innovative products or services, you might find yourself at a disadvantage that educational white papers can address. Prospective customers are less inclined to choose something they don’t fully understand. While the benefits and superiority of your new approach might be clear to you, they might not be as evident to … Read more