Beware the Statistical Rathole

Marketing communications copy lives and breathes statistics, the life-blood of persuasion. What if your client doesn’t want anything to do with them? “I’d like to cite some figures in this paper about adoption rates for this technology,” said the marketing communications writer. “Can we find data on how sales are rising from year to year?” [...]

Posted Under: interviewing customers,marketing as conversation,marketing manager,persuasion,white papers
This post was written by John White on August 11, 2011 Comments Off

Show Your White Paper to an Industry Analyst

How many dozens of hours did you, your writer and your reviewers just pour into that white paper? One word from an analyst can pay big dividends. “There’s an industry analyst who knows our company and competitors very well,” said the marketing manager. “He’s pretty accessible, and he has the reputation for calling b.s. whenever [...]

Posted Under: ideal reader,messaging,white papers
This post was written by John White on August 4, 2011 Comments Off