“We want some marketing materials. How do we do this?” Let’s assume that you’ve hired the writer, or that he has hired you. What next? Target Reader The first thing we need to discuss with the writer is your target reader: Whose attention do you want to get, and what floats that person’s boat? Some [...]
Continuing on the topic of white paper projects that didn’t go well, today I describe the second of two categories. Didn’t Go Well and Resulted in a Bad White Paper (or None at All) These situations are frustrating for everybody, and it’s hard to control the resulting damage. Warning signs: Wrong writer – Sometimes it’s [...]
Do you have any white paper projects in your files that didn’t go well? Mine fall into two categories, and I’ll post on the first one now. Don’t Go Well but Result in a Good White Paper These are like the basketball games in which you make mistakes, bad passes and poor shots, but you [...]
When you hire a writer to write a white paper, and the project goes well, what does that look like? Here’s how I describe it, based on the last time I did this. Beginning Andrew was confident. Not brash – just confident. It came across in his phone manner, in the e-mail we exchanged before [...]
Sign up by RSS feed
