Before you can write or design it, you need to think about how to structure white papers. While a typical brochure might contain a couple hundred words, white papers are generally between 1500 and 5000 words, which typically works out to 6 to 20 printed pages. Don’t choose an arbitrary length. Instead, let the information … Read more
To design white papers, you need to consider their role. Often, companies and graphic designers try to make them fancy and colorful, but that can be counterproductive, as it makes them appear to be advertising materials. Design white papers to be serious A white paper is a serious, non-promotional document, and the most effective white … Read more
White papers work well in today’s business environment because everyone is struggling to do more in less time. Like you, your customers and prospects are hungry for good information, but they’re also busy. Because their time is limited, they appreciate practical guidance that’s focused on their specific needs. Most are suspicious of advertising or other obviously sales-focused … Read more
White papers and Winston Churchill share an important connection. One of today’s most effective marketing communications tools, the white paper owes its existence to a century-old request from British statesman Winston Churchill. White papers and Winston Churchill explored options In the early 1920s, while grappling with a tough policy issue related to the Middle East, … Read more
Recently presented a webinar on writing for the web for Level Two Coworking in Plainfield. I appreciate the opportunity to educate businesses about making their online presence more effective!
When you want to promote your expertise to customers and prospects, blogging and regular publications such as email newsletters can be powerful tools. (Print newsletters can still be a wise choice in certain situations.) I’ve worked on hundreds of blogs, newsletters, and other publications over the years, and watched other organizations grapple with them. I’ve … Read more
Many words have been misused so often that their meanings have started to blur – and writers who should know better start using the wrong words in the wrong places. A recent national magazine article reported that a particular musician had earned his notoriety by producing a couple albums. In this case, “notoriety” was the … Read more
You think your new ad (or email, or mailing, or commercial) is a good one, and based on the early response, your target audience appears to agree. Then the phone rings or an email shows up in your inbox. Someone is clearly upset with you. They don’t understand why you ran such an offensive message. … Read more
While trying to solve a recent problem with a retailer, I remembered that phone call from my father’s cardiologist. The aggrieved voice on the phone scolded me because Dad had missed that day’s appointment. Once she paused, I took a deep breath and gently explained that he failed to show up for the appointment because … Read more
Many companies and organizations seem to have a paranoia about repetition. Once they mention something in an email newsletter, a blog, or on a website, they don’t think they should mention it again. If someone suggests a repeat discussion of that topic, they’ll reject it outright, adding “we promoted that already” or “we already told … Read more