What are you going to put into that white paper you’re planning? Don’t fill it with garbage or you’ll annoy your readers and lose their trust. It’s easy to confuse “we need to write a white paper” with “we need to tell more people about us.” Wise marketing managers are able to discriminate between these [...]
Marketers are marketers and engineers are engineers. Maybe never the twain shall meet, but you have to try anyway. If every sentence of your marketing copy isn’t selling me on technical benefits or business benefits, why are you bothering to put it in front of me? Worse yet, if your copy is sprinkled with drivel [...]
Whom are you addressing in your tweets? Can they tell you’re tweeting to them? Try addressing your audience in your tweets and micro-posts. When people look at a column of your tweets, can they tell who the intended audience is? When they land on your Facebook page, can they scan your posts and figure out [...]
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