20 Easy Ways to Write Better for Business: Bits of wisdom from a copywriter — now available instantly on Kindle!

information

White papers as backgrounders serve a powerful role

white papers as backgrounders can be helpful

Using white papers as backgrounders can be a particularly effective way to share large amounts of information with audiences that would benefits from that knowledge, such as prospects, customers, employees, and the media. What is a backgrounder white paper? When we talk about white papers as backgrounders, we’re normally referring to a white paper that … Read more

DELETE WHAT DOESN’T MATTER

While waiting for a flight yesterday, I heard the same PA announcement several times: “Effective June 30, 2008, smoking is prohibited in the airport.”

The “smoking is prohibited” part I fully understand. But what’s the bit with the “effective June 30”? That’s more than a year ago. Does the date the ban went into effect really matter? Do we want people to think, “Gosh, I shouldn’t smoke in the terminal,” or is it really important that they mentally add, “and I haven’t been able to do so since June 30, 2008”?

Read more