There’s more than one difference between a white paper and a case study, even though they’re remarkably similar strategies. If you’ve heard terms like “white papers” and “case studies” tossed around by colleagues and not been sure you knew what they were describing, don’t feel bad. You’re not alone. There’s a lot of jargon used … Read more
He stared at me through steel-blue eyes, lower lip quivering in some weird kind of suppressed rage or unbridled contempt. I had just broken Rule Number One: I had suggested he might be wrong. “Think I don’t know who my customers are?” he seethed. “We did twelve million in sales last year. You really think … Read more
I’m often hired to write biographies of top execs for company websites, proposals, and other uses. Then I’m asked to rewrite them because one of those executives insists they be drier than a mouthful of rice cakes in mid-August somewhere just west of Tucson. You know, bios can be pretty important. You might dismiss them … Read more
If you’ve ever wondered about the roles played by quotes in white papers, I can tell you as a professional white paper writer that quotations are a source of anxiety for many people. I’m not sure, but I think it results from (barely) surviving seventh-grade English and later learning plagiarism could get us tortured. Including … Read more
Looking for a new way to promote your organization and establish credibility among your audiences? Perhaps you need to find a ghost. No, I’m not suggesting you tag along with Scooby-Doo and Shaggy to a creepy tropical island (besides, we already know that the caretaker is the guilty party). Nor do I think your global … Read more
The average value for white papers varies, depending on how and where a company uses them. Whether a company devotes staff time to develop white papers or hires a professional white paper writer to handle the process, it normally involves a significant investment, so the company hopes to get more than average value for white … Read more
Nobody reads copy anymore. At least that’s what everyone tells me. Nobody pays attention to the printed word, so keep it to a minimum and don’t even think about using a word with more than two syllables. Much as I hate to admit it, there’s some wisdom behind that. Couple the oversupply of information to … Read more
You can use them advertising, mailings, in email newsletters, on your website, on social media, as articles in trade magazines, in brochures — no matter how you communicate with your audiences, there are ways to incorporate case studies.
A white paper byline, or what’s sometimes called the author credit, has the potential to make your white paper appear to be more credible … or it can have no effect at all. So it comes as no surprise many companies wonder whether they should include a white paper byline when they develop white papers. … Read more
You’ve got 60 seconds to pitch your company’s most important prospect. Go! “Well, your industry is increasingly competitive and margins are shrinking, leading many of your competitors to bypass the traditional distribution network for more streamlined channels. That puts you in an unfavorable pricing environment, which is causing you to lose market share at an … Read more