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Does the idea of writing a white paper fill you with dread? It may seem like a daunting task but it’s one that will likely prove very worthwhile in terms of marketing payoff, particularly in B2B communications. A white paper is generally quite long – perhpas six-to-ten pages or more. It’s written in formal, business-style English and will explain the solution that your company/product offers to the readers’ problems in a fair amount of detail. So, yes, perhaps that does sound a bit intimidating… However, there is no shortage of help available online, ranging from templates and outlines through step-by-step advice – see a couple of links below, for example: The Ultimate White Paper Template [Free Download] 8 Basic Tips for Writing an Amazing White Paper I ...

A blog post about nothing? (Well, why not? It worked for Seinfeld after all!) Seriously, though, if we’re honest, aren’t many days fairly humdrum – nothing of any great import happening? Most businesses have frantic times and quiet times but the earth-shattering events (or even the more successful highlights!) that stand out in your memory may not occur that frequently. Much of one’s time is spent on more mundane matters; not nothing, exactly, but arguably nothing to get too excited about.   Reflecting back on the past week, what stands out in your mind? The new customer you gained? An unexpected big sale? Did you launch a new website or a new product? Deliver an impressive presentation? Perhaps, in which case, congratulations! But perhaps, in fact, last week w ...

The last thing you should worry about is detail, right? You’re feeling creative, waxing lyrical and on a roll – then you ask someone to read your efforts and, instead of raving about your wonderful literary style and the great job you did with your web copy or blog post, they annoyingly point out a typo or some incorrect punctuation. You may have little patience with this: “Never mind the detail – what about the big picture?”                             And – to a degree – you might be right. Certainly you want your readers to understand and appreciate the big picture. ‘Detail oriented’ – isn’t that something you’d put on a resume? Well, yes, it is & ...