You can communicate too much You and your team have worked for several weeks to develop your white paper detailing the improvements to your product line. When you turned it over to your graphic designer, she reported that your white paper would be at least 24 pages long — and probably even longer than that. … Read more
You messed up. You handled something the wrong way. Could be you just failed to handle it when you should have. So what are you going to do about it? Are you a big company? Then you’re probably going to mess up even more. Sure, you’ll spit out some kind of public apology, but it … Read more
One of the most common purposes for white papers is to educate key audiences such as customers and prospects. But there’s another audience for which white papers are just as effective at educating. That audience is internal staff. White papers to educate internally Most people think of white papers as external marketing documents and they … Read more
What many call “fight or flight” is a quick way to describe the brain’s innate responses to stimuli. It might come as a surprise that it also offers some valuable advice related to websites and other marketing communications materials. Humans like to think we’re rational animals who don’t give in to automatic judgments about people … Read more
State the problem first in a problem-solution white paper Problem-solution white papers are one of the most effective ways to provide information that will be valuable and useful to your customers and prospects. Most companies create products or services that are designed to address specific problems or challenges their industries face. Using a problem-solution approach … Read more
You’ve spent six months getting your company’s new website put together, and now you’re ready to tell the world about it. What a waste of your time. I understand you and your team have worked hard, and you’ve invested more money into the process than you wanted. Your new site is truly a humdinger, and … Read more
There are many misunderstandings about white papers and copyrights. When organizations develop white papers, they may want to include information they’ve seen in another publication or online. However, doing so may involve breaking the law. About copyright law Which law? Copyright law. Unless they obtained specific permission from the creators of the publication or website, … Read more
Companies that make the extra effort to survey customers of their products and services usually gain my admiration — except when their approach to that survey makes me never want to do business with them again. There’s a lot of sense behind taking the time to follow up with the people who use your products … Read more
Your company has developed a white paper, but after reading it a couple times, you wonder if you should have that white paper rewritten. All the right information is in there, but it just doesn’t sound right. You can’t quite put your finger on it, but it’s not as good as you think it should … Read more
Companies that hire white paper writers have made a smart business decision. Hiring a white paper writer instead of writing a white paper yourself not only means you can stay focused on your job’s normal responsibilities, but gives you someone who will approach the project with more objectivity, an outside viewpoint, and stronger skills. How … Read more