Breaking your white paper into these three parts can help you build a campaign around it. Start with your white paper outline. It was supposed to be a simple, short paper: We’re looking for 4-6 pages of copy. It’s for a lead generation campaign. It’s about our new line of wireless schmedlapps. That’s all they [...]
Good marketing communications writers nudge readers toward discomfort in the first sentence. It’s too important to waste on lousy copy. If you want people to read your content, you have to first open the door and shake them out of their e-torpor. Your opening sentences need to nudge them away from their sleepy existence, toward [...]
E-mail marketing is hit or miss. Sometimes you miss, and this is what it looks like. Most marketing managers in small and medium-sized companies use an e-mail service provider like Constant Contact, MailChimp, emailr or AWeber. These services offer remarkable power, sometimes for free. But remember: “With great power comes great responsibility.” You’re always treading [...]
Companies do themselves and their employees a favor by building internal social networks. Learning what is and is not kosher in house is better than learning it in the wide world. David Stockman. Remember him? He was Ronald Reagan’s budget director, and Atlantic Monthly interviewed him in 1981. He let a cat or two out [...]
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